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'AD'DING TO THEIR STAR VALUE
Cosmetic brands have started wooing menfolk like never before. The latest to join the bandwagon is none other than superstar Mammootty, endorsing a fairness soap
Manu Vipin and Asha Prakash
Mollywood stars not only jostle for space on silver screen, but they are vying for lucrative commercial deals as well. Almost all the top stars today endorse some brand or the other. Till now, Samvritha Sunil was the face of a leading fairness cream and hair care product; now the brand has roped in none other the Big M of Mollywood, Mammootty, as well.
"Cosmetics brands have started to woo menfolk too. They are a huge but untapped section with great potential. Bringing in Mammootty for a fairness soap was a smart move, since he represents youthfulness," says Sleeba, an ad filmmaker.
This could be the reason why a hair care brand recently roped in actor Anoop Menon, cashing in on his new-found success and popularity.
"By roping in a star, they can boost their sales as consumers will start associating a product with these stars, which adds to the credibility of the product," says V A Sreekumar, CEO of an ad agency. "When celebrities such as Mammootty, Dileep or Prithviraj tell the public that they can trust a particular brand, people believe them. This is why jewellery and textiles, once the bastion of female models, have come to have popular male actors too in their ads," he points out.
Predictably, these actors don't come cheap and the top ones get somewhere from 50 lakh up to 3 crore for being a brand ambassador, depending on the duration and terms of the contract. This is a huge sum, considering the fact that they need to work just 10 odd days a year.
WHAT THEY ENDORSE…
MOHANLAL: Curry powders, jewellery, banks, finance and investment firms, dhoti MAMMOOTY: Bank, textiles, cosmetics, dhoti KAVYA MADHAVAN: Jewellery, hair oil, textiles, footwear PRITHVIRAJ: Textiles BHAVANA: Textiles, cosmetics DILEEP: Jewellery, dhoti SAMVRITHA SUNIL: Cosmetics MAMTA MOHANDAS: Textiles, cosmetics ANOOP MENON: Cosmetics KALABHAVAN MANI: Textiles REVATHY: Hair oil BHAMA: Textiles RIMA KALLINGAL: Textiles
WHAT WE HEARD
Kavya Madhavan is a bit hesitant to demand remuneration. But there are others like Rima Kallingal, who is known to clearly put forward her demands.
FOR A CAUSE
Suresh Gopi is one actor who has never appeared in any commercial ads; the only ad films he has done are those with a public/social message, done for free.
Mohanlal, Mammotty, Jayasurya and Prithviraj have also done ads with social messages. CELEBRITIES FROM OUTSIDE KERALA /
Shreya Ghoshal
Kangana Ranaut
Hema Malini
Madhavan
Vijay
Sharat Kumar
WHEN THE CONTRACT EXPIRES…
The brand makes an assessment as to whether the celebrity is still relevant for the product, and renews the contract or brings in someone new. There is a 'cooling period' for the celebrity before he or she takes up another brand, by which time the public will have forgotten associating them with some other brand.
BRANDWAGON: Mammootty; (right) Rima Kallingal, Mamta Mohandas, Dileep and Prithviraj
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