Abhishek-Aishwarya, SRK-Gauri: Ads encashing on real-life relationship actors share
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Advertising is about capturing popular imagination and
driving relevant brand association. So if a pairing helps to create this, brands will be obviously quick to leverage it
– Prasoon Joshi, chairman, McCann Worldgroup India
If you want to take a family like the Bachchans, or the Kapoors, they have so much legacy and appeal that runs across generations, so obviously a significant premium will be charged
– Anirban Das Blah Managing Partner, CAA KWAN
Getting celebrities on board to endorse various brands has emerged as the most effective way of advertising. But, now there's yet another phenomena to this trend, which is to have them in a package, thus encashing on the real-life relationship that the actors share, to the brand's advantage. While this is not the latest development, in recent times, this trend has increased by leaps and bounds. In the past, we've seen a number of actors teaming up for various television commercials. Amitabh and Jaya Bachchan paired up to endorse Tanishq jewellery. Shah Rukh and Gauri Khan were brand ambassadors for D'decor. Rishi and Ranbir Kapoor were seen together for a Pepsi commercial. While, Kareena and Saif Ali Khan endorse Head & Shoulders. And recently, we're seeing Abhishek Bachchan and Aishwarya Rai Bachchan as brand ambassadors for Prestige. The couple had also teamed up for Lux earlier. Prasoon Joshi, chairman of McCann Worldgroup India, one of the leading advertising agencies, says, "Advertising is about capturing popular imagination and driving relevant brand association. So if a pairing helps to create this, brands will obviously be quick to leverage it."
Getting a celebrity couple however, comes with its own price. Signing a star as a brand ambassador would anyway cost the brand a bomb, but apparently, when celebrities are brought on board, in a package, they may end up charging a premium. Adman Prahlad Kakkar is of the opinion that since most brand owners are extremely rich businessmen, they do not mind spending big bucks to create a buzz around their product. It also helps creating a recall value, when a real-life couple or a father-son duo are roped in to promote their product. According to Anirban Das Blah, Managing Partner CAA KWAN, who manages the endorsements for several actors, "If you want to take a family like the Bachchans, or the Kapoors, they have so much legacy and appeal that runs across generations, so obviously a significant premium will be charged." Joshi adds, that coming as a combination can definitely impact the overall financials depending on the perceived value. Atul Kasbekar, owner, Bling! Entertainment feels that it's normal for the stars to expect a premium when they come with an unusual combination, at least for the first time, because there will be some novelty which will help the brand eventually. "But there are times when it's also impossible for a star to provide a high level of exclusivity," he says.