Bollywood stars are making big waves in Pakistan with many of them bagging lucrative deals through endorsements there. After Kareena Kapoor, Sushmita Sen and Deepika Padukone made it big as ambassadors of various Pakistani brands, now it’s Karisma Kapur’s turn, as 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 Karisma, Manan says, “I decided on choosing Karisma as she has a great sense of style and is extremely good looking. She also has a big fan following here.”
Though Indian stars come with a hefty price tag, 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, because Bollywood movies are hugely popular here. Since fewer stars emerge in Pakistani cinema, there are only a few local choices for brands here.”
Pakistani actor Meera agrees, “Indian actors get crores for endorsements, as everyone is crazy about Bollywood.”
It’s primarily money that drives Indian actors to endorse Pakistani brands. “The money is good here and the Indian stars get paid much better than their Pakistani counterparts,” 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 their brands,” says Manish Porwal, MD, Alchemist Talent Solutions.