Posted:
Priyanka is first queen of endorsements
17 Dec 2009, 0520 hrs IST, Ratna Bhushan, ET Bureau
NEW DELHI: In the celebrated TV spot for Hero-Honda's Pleasure scooter, her empowered woman character showed a man the door. Now Priyanka Chopra has
shooed away the Khans and the Bachchans to become India's first woman to top the endorsement charts.
The latest TAM AdEx data compiled for the year up to September puts the Bollywood heartthrob on the top of the chart of TV celebrity endorsers, followed by Mahendra Singh Dhoni, India's most expensive cricketer. The Kareena Kapoor-Saif Ali Khan duo takes the next two spots in the chart, which saw all the three Bachchans — Amitabh, Abhishek and Aishwarya — exiting the Top 10.
"This endorses the fact that we are emerging as a country of equal opportunity where being a woman is no longer a disadvantage. I am grateful for all the support and adulation," Ms Chopra told ET. The rankings based on ad volumes (secondages on TV) was provided exclusively to ET.
According to Vinita Bangard, COO of Percept Talent Management, which has been managing Priyanka's endorsements for four years, Ms Chopra personifies a woman of substance and varying aspects of brands. This year, there are five women in the Top 10, the others being Deepika Padukone, Genelia D'Souza and Katrina Kaif. "Now advertisers not only have a wider range of female stars to choose from, but their endorsement fees rates are also more reasonable," Ms Bangard said.
Priyanka's portfolio cuts across brands — mobile phone maker Nokia, soap and shampoo brands Lux and Sunsilk, luxury watch brand Tag Heuer, two-wheeler Hero Honda and garment lines like J Hampstead — among others. The advertisers associated with Priyanka say the gains have been big.
Two-wheeler Hero Honda's association with Priyanka is in its third year now. Anil Dua, senior VP at Hero Honda, said: "We chose her because she's not only 'bindass' but also a no-nonsense person and shows clarity in thinking. She perfectly relates with the tagline — 'why should boys have all the fun'."
https://economictimes.indiatimes.com/news/news-by-industry/media/entertainment-/entertainment/Priyanka-is-first-queen-of-endorsements/articleshow/5346008.cms
The latest TAM AdEx data compiled for the year up to September puts the Bollywood heartthrob on the top of the chart of TV celebrity endorsers, followed by Mahendra Singh Dhoni, India's most expensive cricketer. The Kareena Kapoor-Saif Ali Khan duo takes the next two spots in the chart, which saw all the three Bachchans — Amitabh, Abhishek and Aishwarya — exiting the Top 10.
"This endorses the fact that we are emerging as a country of equal opportunity where being a woman is no longer a disadvantage. I am grateful for all the support and adulation," Ms Chopra told ET. The rankings based on ad volumes (secondages on TV) was provided exclusively to ET.
According to Vinita Bangard, COO of Percept Talent Management, which has been managing Priyanka's endorsements for four years, Ms Chopra personifies a woman of substance and varying aspects of brands. This year, there are five women in the Top 10, the others being Deepika Padukone, Genelia D'Souza and Katrina Kaif. "Now advertisers not only have a wider range of female stars to choose from, but their endorsement fees rates are also more reasonable," Ms Bangard said.
Priyanka's portfolio cuts across brands — mobile phone maker Nokia, soap and shampoo brands Lux and Sunsilk, luxury watch brand Tag Heuer, two-wheeler Hero Honda and garment lines like J Hampstead — among others. The advertisers associated with Priyanka say the gains have been big.
Two-wheeler Hero Honda's association with Priyanka is in its third year now. Anil Dua, senior VP at Hero Honda, said: "We chose her because she's not only 'bindass' but also a no-nonsense person and shows clarity in thinking. She perfectly relates with the tagline — 'why should boys have all the fun'."
https://economictimes.indiatimes.com/news/news-by-industry/media/entertainment-/entertainment/Priyanka-is-first-queen-of-endorsements/articleshow/5346008.cms
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