TO BRAND OR NOT TO BRAND

TO BRAND OR NOT TO BRAND

Endorsement deals are the latest hot property and while many celebs are actively pursuing them, some choose to stay away

Lata Srinivasan

If you are a celeb, signing an endorsement is a given. However, today these deals are being used in the marketing of a film with revenues running into tens of crores. Some celebs see it as a secondary source of income but others aren't lured by the big bucks.
BRANDS ARE US
Cricket and Bollywood are two hot favourites in India. And it's not surprising that most brands prefer to sign on either cricketers or actors to take their brand forward in a country that is recognized as fast-developing economy and a market with tremendous potential. Last year, the Brand Sachin versus Brand Dhoni war heated up and today, the two remain the leaders in raking in the moolah from endorsement deals. In fact, Dhoni's fee shot upto more than 10 crore annually per brand post the World Cup win and he is one of the highest-paid endorsers.
In Bollywood, it is the Khans — Aamir, Shah Rukh and Salman — who continue to rule the roost. Shah Rukh's smart endorsement strategy has him plugging brands he champions for into his films and as result, less personal losses. For instance, his endorsement deals ensured that his
RA.One
notched up a whopping 52 crores. Brand deals have turned so lucrative today that most celebs are tempted to sign up — even if it means a regional deal rather than national. In the south, legend Kamal Haasan has only now jumped onto the brandwagon at the age of 57. The Ulaganayagan, as he is popularly known as, didn't seem to be tempted to speak up for any brand despite being an extremely successful actor with global recognition. Another legend who has returned to the screen to endorse a brand is yesteryear Bollywood star Rajesh Khanna. And the younger celebs are not far behind today — they may be struggling for films, but even a single endorsement deal ensures a steady annual income.
SUPERSTAR NEVER GOT TEMPTED
This man, who's treated like God by his fans, hasn't even entertained a preliminary meeting with a company! The Superstar has ruled Kollwyood for decades and has spoken his mind on cinema and politics. But he hasn't been swayed by the brandwagon. Money doesn't woo him nor does fame that comes through these deals. He has achieved a status that is beyond these and frankly, does he even have a price?
According to a source, it seems that a cola company tried approaching Rajinikanth in 2006 to be their brand ambassador and even offered him 2 crore. But he didn't even allow them to get into his orbit for a meeting. Apparently, they kept increasing the amount but he didn't budge. It looks like the Superstar prefers to entertain his fans through his films rather than drive fans to buy products he may or may not believe in.
AD FACTS

• Salman Khan recently said he endorses only things he uses.

• po*n star Sunny Leone just signed her first brand endorsement for a mobile company.

• Madhuri Dixit was found to be too expensive to be the 'face' of Maharashtra.

• Mahesh Babu is the first south actor to be signed on by a cola company for a national campaign.

• Kareena and Katrina are the top two women brand ambassadors.

Kareena Kapoor

Rajinikanth and (inset) Shah Rukh Khan and MS Dhoni