TOI: TV actors to endorse brands as char.-Anky

Television actors are being roped in to endorse brands in character because of the instant connect with viewers

Advertisers seem to be increasingly cashing in on the chemistry between television couples and the camaraderie between other characters in soaps. These actors appear in adverts in character, thereby ensuring that they strike a chord with viewers. Sushant Singh Rajput andAnkita Lokhande of Pavitra Rishta fame endorsed a beauty soap brand with Aishwarya Rai Bachchan; Ram Kapoor and Sakshi Tanwarfrom Bade Achche Lagte Hain were seen in the Yamuna Express Highway ad; Jai Kalra andTarana Kapoor from the same show were seen in a car ad recently.

Win-win situation
Jai feels that every character portrays a certain emotion. "In BALH, we are shown as an urban middle-class couple who is a bit of both — modern and traditional. So if we are endorsing a budget car, the consumer connects it with its affordability. Our onscreen image helps in forming a brand value," Jai says. And, shooting in character also marks the comfort level that the actors share. "We shoot together everyday and this is an addition." says he.

Making an impact
Hina Khan aka Akshara of Yeh Rishta Kya Kehlata Hai is seen with her onscreen mother-in-law endorsing a tea brand. According to Rajan Shahi, producer, homemakers can relate greatly to Akshara's ideal bahu character. "Favourite television actors make a more powerful impact even than film stars as they are seen everyday. When an actor is approached by an ad brand, due permission is taken from the respective channel and production house who has complete right on the portrayal of their image," says Rajan.

Easy recall value
So why has the brand value of television couples and characters suddenly shot up? Ad filmmaker Prahlad Kakkar feels that if the characters are part of a successful show, then it does help in publicising a particular brand. "Basically, it becomes an extension of the show which helps in its publicity as well. It is essential to choose an actor well as his or her character should suit a particular product. There is also easy recall value and the audience can connect to the character," adds he.

Actor's take
Ankita Lokhande was excited when she was offered the beauty soap ad, primarily because, "it wasn't just about the product, but the whole concept was based on us," she says. Hina feels that as she is part of every Indian household, she could form a connection with viewers. "As television shows have a reach in the smaller towns as well, the idea of the ad was to convey the affordability of the tea brand through my character of a housewife," she says.^