Brand Endorsement – Rise of New Celebrity

Katrina Kaif has replaced Aishwarya Rai Bachchan as the brand ambassador of Nakshatra Diamonds is one of the many replacements of senior queens by new celebrities in endorsement race. The bollywood queen such as Rani Mukherji, Preity Zinta and Aishwarya Rai – who were towering till recently are suddenly finding themselves out of the reckoning.

The growth of the new celebrity is also evident from the fact that senior actress such as Rani Mukherji, Preity Zinta charge between INR 85 lakh and INR 1 crore per endorsement, which is much less than what Kareena Kapoor or Katrina Kaif charges which is around INR 1.5 crore.

New celebrities such as Asin, Genelia DSouza, Katrina Kaif, Imraan Khan, Harman Baweja, Kangana Ranaut, Jiah Khan, Ranbir Kapoor, Deepika Padukone and Farhan Akhtar are attracting advertisers attention. In recent time these new celebrities have signed various endorsement deals. These new celebrities are not only signing new endorsement deal but also replacing veteran celebrity in most of the cases. The demand of the new celebrities is so high that that have option to choose from the list of brands. Jiah is said to have recently turned down INR one crore offer from the brand Miss Bikini India 2007. She refused to pose in a bikini for the brand.

No doubt this is the best phase for newcomers in Bollywood but they have to sustain themselves for another three-four films before they become a big endorsement star. A stars brand value remains intact if he or she delivers hits. It is important to maintain a high success rate to negotiate for the next big deal in terms of remuneration. The senior actress such as Rani Mukherji, Preity Zinta and Aishwarya Rai in recent past has not given any big hit and hence their brand value is depleting. The failure at the box office has also impacted the celebrity endorsement deals. In last one year Nestle India dropped Rani Mukherji, as its brand ambassador for the Munch brand of chocolates. Nestle ended a four- year association with Rani Mukherji and signed South Indian actress Trisha. The actress Trisha has also replaced Preity Zinta in the Scooty Pep advertisement. Preity Zinta in recent times has lost her association with brands such as Perk, Liril, BSNL, and Santro.