A scene, what seems like a regular day in the life of superstars Saif Ali Khan and Kareena Kapoor, flashes on TV screens. He is playing with a video game and she wants his attention. A closer look and two seconds later, you realise that it's a mobile ad. By then, the viewer has already warmed up to the couple's easy camaraderie. Yes, they come in pairs now. While most celebrities today are open about their love lives, they also seem to be cashing in on it by appearing together and adding that extra zing to their brand value. Other instances? John Abraham and Bipasha Basu playing the seduction game for a shampoo ad, Deepika Padukone and Ranbir Kapoor fighting over a soft drink can.
But, as of now, it looks like 'Saifeena' is the hot jodi in demand. According to sources from the advertising world, the couple together got as much as Rs 6 crore (2.5 for Kareena and 3.5 for Saif) to endorse a brand. Anirban Blah, CEO of Globosport, which handles Saif's account says, "India loves romance, and here are two stars with tremendous appeal." Kareena herself is surprised by the response that she and Saif have been getting for their common endorsements. "I am glad that it is working for both of us. What more can one ask for?" she says with a smile.
Manish Porwal, CEO, Percept Talent Management, thinks that the best thing about taking on a celebrity couple is that the brand value is already established. He says, "The idea is to give people the feeling that they are getting a peek into the couple's private life."
Porwal feels if married couple Aishwarya Rai and Abhishek Bachchan came together for an ad, they could give 'Saifeena' a run for their money. He says, "Abhishek and Aishwarya are elusive; many brands would like to cash in on their equation." There is one hitch in hiring the jodis though. If and when they break up, the brand image takes a beating. Porwal says brand managers always consider only steady couples like say Ajay Devgan and Kajol when there is a serious product. But for products like candies or soft drinks, they are willing to take the risk with a current romancing couple.
KS Chakravarthy, national creative director, Draft FCB Ulka says, "Ajay and Kajol were the hot favourite when they endorsed a washing machine a few years back. They were chosen because they have a more believable relationship. Saif and Kareena are yet to achieve that."
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Jodha Akbar
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