Brand Endorsement – Power of Two

In recent years advertising world has discovered power of two. The celebrity couples are manipulating their publicized relationships to rake in the moolah at a professional level. The star couples Abhishek Bachchan and Aishwarya Rai, Ajay Devgan and Kajol, Ranbir Kapoor and Deepika Padukone, John Abraham and Bipasha Basu, Saif Ali Khan and Kareena Kapoor are signing multi- crore contracts for lucrative advertising campaigns. Moreover, the celebrity couples are signing endorsement deal together to prove the point that they are together. The advertisers are enchasing the couple power to promote the brand. In recent times the celebrity couple Saif Ali Khan and Kareena Kapoor has signed endorsement deal with two brands Head & Shoulders and Airtel.
In the Head & Shoulders ads the couple – Saif Ali Khan and Kareena Kapoor is shown first time together. Though Kareena Kapoor is shown just for a few seconds in the shampoo advertisement but it is already attracting eyeballs. In other cases Ajay Devgan and Kajol have been seen in ads for Whirlpool and Tata Indicom, Ranbir Kapoor and Deepika Padukone are seen in the Clinic All Clear campaign and Ranbir Kapoor and Deepika Padukone shared smallscreen space in an ad for cola giant Pepsi. Companies are often ready to pay an arm and a leg to get real life couples on reel. Ajay Devgan and Kajol, command INR 6- 8 crore per deal, while Abhishek Bachchan and Aishwarya Rai, command almost INR 10- 12 crore for a campaign. Ranbir Kapoor and Deepika Padukone easily commands INR 6- 8 crore per campaign while John Abraham and Bipasha Basu command INR 5- 6 crore per deal.