~*Sushant's BW Journey*~ #10 - Page 90

Bollywood's old order of endorsers is now making way for a fresh lot of hip and happening stars who are oozing loads of talent and screen presence. Cashing in on their successful turn and easy connect with the young, advertisers are roping in Bollywood's newbie stars for prestigious assignments.

Yeh hai youngistan meri jaan

The ad world has seen promising young guns in B-Town like Ranbir Kapoor, Imran Khan,Anushka Sharma et al ruling the ad space for quite some time now. Now with brands looking for more young crop with BO success stories, there are new faces hogging the limelight.

While perky Parineeti Chopra is basking in endorsement deals one after the other, post the success of Student of The Year the triumvirate of Siddharth Malhotra, Varun Dhawan and Alia Bhatt are going places in bagging ad deals too. The latest to join the cool brandwagon is actorSushant Singh Rajput flying high on the success of Kai Po Che making advertisers realise his potential too woo the young. Yami Gautam and Ayushmann Khurana too are seen reaping in benefits of the BO success of Vicky Donor.

Fresh 'Ad'vantage

The preference for younger endorsers seems to do with brands looking for a fresh outlook, feel many in the industry. Ad whiz Prahlad Kakar says, "The savvier brands always rope in the young because they fit perfectly to endorse teenage products. You can't have old people endorsing brands that are cut for 22 year olds. The young have a persona and they are always in news for the kind of movies they are doing. Like Alia, she's in the news all the time with what she does and which movie she's going to do."

Whether this is a drift from the usual strategy, Indranil Das Blah, partner of a leading talent andentertainment management company, says, "This is not a dramatic shift. It's all about the youngsters adding freshness to brands. The Khans have been around. Also, it depends on the budgets that each brand has for a set campaign."

Brands maange young

"All brands look for young talent which usually comes cheap," says Das Blah who adds, "They have a defined image with them and if they have a certain personality trait which also fits the budget, that definitely clicks." Whether the young have actually made their emphatic entry and are ready to give their Bollywood contemporaries a run for their money is yet to be seen, feels the industry. However, a celeb presence in an ad has its plus points, argue many. "Brands do take into consider facts like whether the brand personality and the actor's personality matches or not. The youngsters are yet to prove that they can withstand the competition in Bollywood," says Anand Halve, brand consultant.

Celeb advantage

Alia Bhatt Endorsing lipstick, cola and fruit juice
USP: Gamine charm

Varun Dhawan Endorsing cola, mobile apps & fruit juice
USP: Chocolate boy good looks

Siddharth Malhotra Endorsing frozen dessert, cola brand
USP: Raw sex appeal

Parineeti Chopra: Endorsing cold cream, hair oil, mobile app, fruit beverage
USP: Vivacious girl next door image

Sushant Singh Rajput: Endorsing cola
USP: Infectious smile and easy connect with youth

With a whole set of new comers who've made a big start in Bollywood, there's always room for more. Or that's the mantra these youngsters choose to follow. Competition's a far off thing for them.

Parineeti Chopra who is two films old, is being flooded by endorsement offers. The chirpy actress is friends with most of the new set of actors but doesn't feel like it's a competition between them.

Says Parineeti, "For people, we are a bunch of new comers but we are all friends. Varun, Arjun, Alia, Ranveer, Siddharth and Sushant Singh are all my friends. Each one is doing many endorsements so we don't see it that way. We have fun and enjoy our work. We do it with a lot of joy".

Credit: BW forum

so sweet love this girl so much ❤️