Aishwarya may no longer be the face of brands like Coca-Cola and Nakshatra diamond jewellery in India, but Aishwarya Rai Bachchan is still riding high on successful and long-standing international endorsements.
Aishwarya has completed nearly a decade of endorsing Swiss luxury watch brand Longines and international soap Lux. She has also been the brand ambassador of global haircare brand L'Oreal since 2003.
Noted ad-man Prahlad Kakkar says Aishwarya is sought by well-known brands because she is more than just an actress and is often perceived as an ambassador of India.
"Aishwarya was never a big or major endorser of Indian products. She has an impressive list of international brands to her name and that's because she is not just an actress who can be judged on hits and flops, but the fact that she is a representative of the Indian woman and is an ambassador of the country," said Kakkar, who made her famous as Sanju in a 1993 TV commercial for Pepsi.
Even representatives of the brands that Aishwarya endorses feel she adds a new dimension to their products.
"Aishwarya has been associated with us since 1999 and it is a big help. Not only in this country but also globally," Charles Villoz, vice president (sales) of Longines International, had earlier said.
"People across the world love Bollywood films and they go housefull. Wherever we have travelled (with Aishwarya) the response has been overwhelming. She is a global face and we would like to continue this association as long as possible," Villoz said.For Aishwarya, who has made her presence felt internationally through English language films like Bride and Prejudice, Mistress of Spices, Provoked and The Pink Panther 2, signing films and endorsements has been a very selective affair.