Sushant Singh Rajput - Shuddh Desi Romance - Page 6

Raj Kumar Yadav (L), Sushant Singh Rajput (C) and Amit Sadh (R), lead cast of Indian film 'Kai Po Che' play a cricket match during their promotional tour in Dubai.

HT CITY 25.04.2013

THE BIG LEAP

TV actors are bagging big-ticket roles in Bollywood like they've never done before

Sure, Shah Rukh Khan did it in 1992. But ever since the turn of the century and the onset of saas-bahu soaps, hardly any television actor has made a successful transition from small screen to the big. Until now, that is. With Sushant Singh Rajput's super-successful debut in Kai Po Che, the jinx has finally broken.

Popular TV actor Hussain Kuwajerwala, who'll make his Bollywood debut with Shree this week, is also happy with the new trend. "TV actors are being accepted in movies now. This is very good for us. Earlier, there was an apprehension that TV actors won't do well in movies because they get far too exposed already. Thankfully, that perception has changed. Earlier, the success ratio was not so good. But that has changed, especially after Rajeev Khandelwal made the switch to films from TV."

Rajput played the proverbial good boy in Ekta Kapoor's Pavitra Rishta till films came along. And, Rajput is not the only poster b oy of this change. Ram Kapoor, who has been part of many telly soaps, has been bagging films with the biggest banners in Bollywood ' he played the the 'Dad' in YRF's Mere Dad Ki Maruti, and had a meaty role in Karan Johar's Student Of The Year.

Experts say this new trend is a reflection of better talent on the tube, and more accepting and mature audiences. "It's all about talent. If you're a talented actor, filmmakers will cast you, that's the bottomline," says filmmaker Kunal Kohli. Trade analyst Taran Adarsh seconds that. "TV actors are very talented. But there was this perception that they are not good actors. That has changed. Moreover, audience want to watch good cinema."

Hussain adds that the change can also be partly attributed to filmmakers scouting for talent and not stars these days. "New-age directors have also changed their mindset ' they cast actors based on roles, not star value."

Beverages and snacks major PepsiCo India today expanded its cola portfolio with the launch of 'Pepsi Atom' and has roped in Bollywood actor Sushant Singh Rajput as its brand ambassador.

Pepsi Atom is the second mainstream cola from PepsiCo India portfolio, after the company's flagship brand, Pepsi, PepsiCo India said in a statement.

"Created for the Indian market, in collaboration with PepsiCo's global innovation team, it is a result of extensive flavour development and consumer testing in the country," it added.

Commenting on the development, PepsiCo India CEO, (Beverages) Gautham Mukkavilli said that it is of great significance that a second mainstream cola from the PepsiCo portfolio has been developed for the Indian consumer.

"India centric innovation or 'indovation' is a key growth driver for our business. It is our biggest launch in the recent years and we are committed to invest behind the brand and make it a key player in the carbonated beverage segment," he added.

Pepsi Atom is available across the country in various packaging including a 250 ml can at an introductory price of Rs 15 and a 500 ml PET bottle at Rs 25, the company said.

200 ml returnable glass bottles (RGB) are also available in select markets at Rs 10, it added.

PepsiCo India Vice President-Beverage Marketing Deepika Warrier said Pepsi Atom addresses the consumer need for a stronger, fizzier cola with a sharp taste hit.

"From robust distribution to large-scale sampling; high-visibility launch at Pepsi IPL to an insightful and relatable campaign, we have aggressive plans," she added.

The company said it is leveraging the on-going Pepsi IPL tournament, giving unprecedented launch visibility to the brand, both in-stadia and on television.

This will be followed by a massive sampling and engagement exercise with over 1 million consumers across key centres, it added...