Have you recently noticed a lot of the more mature Bollywood actresses whose screen presence had gone down significantly, suddenly reappearing with increasing frequency in television advertising?
Over the past two years, more brands – particularly those offering family and children’s healthcare products – targeting homemakers and working mothers, are making a beeline for Bollywood moms.
Since September 2012, many brands including Odonil, Danone, Kellogg’s, Oral B, Vim, Bournvita and Alpenliebe, have signed celebrity mothers like Karisma Kapoor (first two brands), Juhi Chawla, Madhuri Dixit, Sakshi Tanwar and Kajol (last two brands) respectively.
“Gone are the days when a plain model could help a brand stand out of the clutter. It needs a celebrity or at least a well known face to differentiate itself today,” said Prahlad Kakkar, a brand expert. “A family lady could easily relate with these mature, celebrity mother faces, which would boost the brand’s recall value and influence purchase.”
Shivani Verma, 29, a homemaker and mother of a three-year-old, was a huge fan of Juhi Chawla during 90s. “I spent time to watch the Kellogg’s Chocos ad carefully because Juhi’s in it. Her old connect with mothers of my age would actually boost the brand’s purchase, at least once,” she said.
“Kajol, our brand ambassador, is a perfect role model for a new generation of mothers who consistently strive to strike a balance between personal responsibility and professional duties,” said Manjari Upadhyay, VP marketing, cocoa beverages, Cadbury India.
Marketing experts say having celebrity mothers on board also increases the brand’s trust factor. “The fact that a celebrity is seen as a face of the brand would help give confidence to mothers that if she is making an informed choice in endorsing a product, then it must be delivering on the benefits platform,” said Nikhil Sharma, director, marketing, Perfetti Van Melle India.
The company has used Kajol in its Alpenliebe Juzt Jelly ad to expand its target beyond kids.
Kajol is seen in the ad as being overly affectionate with her son, to get his Juzt Jelly. “Definitely, the popularity of Kajol with adults helped make the brand relevant for older people as well,” Sharma said.