TOI - Reel Love Advantage (Sushita)

Having sizzled on screen, B-Town and Tellytown, couples are weaving cupid tales on ad space too

The magic wand of stardom certainly comes up with different strokes. The pitch on the ad space always has its high octane dose of celeb endorsements with brands vying for that perfect brand recall where the onus rests on the celeb who endorses the brand. That brands always try to cash in on the celeb advantage is not new. But what interests the television viewer these days is the way cupid tales are brewing in ads.

Be it the prime time band or the afternoon band, the ad space is replete with on screen couples, both from Bollywood and Tellywood letting brands leverage their popularity quotient. So, while Shah Rukh Khan and Anushka Sharma fill the screen with magical moments reminiscing the target viewer of the hit jodi they made in their film Rab Ne Bana Di Jodi, telly stars Sanaya Irani and Barun Sobti competently try to let their on screen chemistry do all the talking for a television commercial (TVC).

Kareena Kapoor and Salman Khan also try to bring in their on screen chemistry to a brand they endorse together. We also have TV's former onscreen couple Ankita Lokhande andSushant Singh Rajput doing a TVC for a soap brand with Aishwarya Rai Bachchan and current couple, Mukul Harish and Ragini Nandwani selling a safety razor. The ad world feels, however, is that only hit movies and hit jodis can work wonders for a brand. Prathap Suthan, chief creative officer of an ad agency, says, "A brand benefits from an on screen pair if a film is good. The hit couple's popularity renders its appeal to the brand. The fact that both Shah Rukh Khan and Anushka Sharma are celebs helps a brand - especially if it is a jewellery brand."

Some in the industry feel this is not a sure shot formula which can be tried and tested with any brand. Brand consultant Anand Halve says, "When a big star endorses a brand, there is always the risk of the star overpowering the brand. Bollywood definitely continues to interest the viewer. Like Amitabh Bachchan buying bangles for Jaya Bachchan adds one more layer of interest."

According to analysts, brand fit and whether the celeb couple complements the brand makes all the difference. "The kind of brand that a celeb couple chooses to endorse matters. If there is no brand fit, it does not augur well for the endorser," says Suthan.

TV's immense reach is now helping telly stars ride on the brand wagon. Even statistics say that TV actors' endorsement share has increased in the past couple of years. Shares of celebrity endorsements on TV by Tellytowners have increased from 1% in 2010 to 2% in 2011(according to TAM AdEx). The share of celeb endorsements for film actors and actresses are 38 % and 40 % respectively. The upward surge in celeb endorsements for TV actors is expected to continue because of the reach of television. "A television celeb is almost as big as a Bollywood star because middle class India watches TV. The advantage for television actors lies in the fact that their acting skills adds more value to a TVC," says Suthan.

Telly actors seem to enjoy being in the limelight. "Rather than selling the product blatantly, the commercial I did with Aishwarya had a story that the target viewer could relate to, it showed sweet moments that a couple share in their daily lives," says Ravi Dubey.

For now brands are trying to make the most of the screen chemistry between a hot pair which in turn is helping them reap in dividends.

Share of endorsements Celebrity on TV by profession Profession20102011 Film Actress44 %40 % Film Actor41 %38 % Sports Person12 %18 % TV Actor1 %2 % TV Actress1 %2 %