Bollywood stars are making waves in Pakistan with many of them bagging lucrative endorsement deals. After Kareena Kapoor, Sushmita Sen and Deepika Padukone made it big as ambassadors of Pakistani brands, now it’s Karisma Kapoor’s turn. She has been roped in to promote Pakistani designer Faraz Manan’s Crescent Lawn Collection 2012.
Talking about his reasons for choosing the 37-year-old actor, Manan says, “Karisma has a great sense of style and is very good looking. She also has a big fan following in Pakistan.”
Indian stars come with a hefty price tag, but Pakistani brands want Indian names owing to their immense popularity. Semyne Khan, national creative director of JWT, Karachi, says, “Indian stars cost us a lot more, but since fewer stars emerge in Pakistani cinema, there are only a few local choices for brands here.”
Pakistani actor Meera agrees, “Indian actors get paid in crores as everyone is crazy about Bollywood.”
It’s primarily money that drives Indian actors to endorse Pakistani brands. “The money is good here and Indian stars definitely get paid a lot,” says Qazi Masood from Advertising Association of Pakistan.
Meanwhile, Bollywood stars are all for promoting Pakistani brands. “Pakistani advertising is coming of age, and hence it makes sense for Indian stars to endorse our brands,” says Manish Porwal, MD, Alchemist Talent Solutions.
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