Can't get the real deal? Use a caricature or a resembling model instead. This happens to be the latest mantra of the brands to encash on the popularity of stars. An international pizza chain’s new menu, which features a 'Size-zero pizza' with a caricature that has a striking resemblance to actress Kareena Kapoor, is being noticed by her fans across Delhi.
MAMC student Abhilekh Srivastava says it’s a catchy marketing gimmick. “The caricature is hilarious with her disproportionate butt and her highlighted pout. I’m sure Kareena won’t take to it too well.” Shilpi Sharma, a 22-year-old writer, thinks it’s silly. “Kareena’s not size-zero anymore, is she?”
The actress, however, does not even know about it. Her spokesperson says, “We do not know about it. No one needs permission to do a size zero pizza. But if they have used a likeness of Kareena, we will look into the matter.”
Kareena is in good company when it comes to someone using a celeb’s likeness to sell. A popular chewing tobacco brand has put up hoardings of a model looking strikingly similar to Congress leader Rahul Gandhi (complete with his trademark spectacles), while a perfume label available at a popular gifting store chain has silhouettes of Hrithik Roshan and Aishwarya Rai on the bottle.
Adman Prahlad Kahhar feels although caricatures can never work as well as the real person, it’s a win-win situation for companies who use the caricature. “How can stars ever prove it’s them? The company can always turn around and it’s someone else,” he says.
Just as well. “This isn’t Kareena Kapoor. We based the caricature on Paris Hilton,” says the business head of the Pizza chain.