All's well that sells well
Advertising is in for a fresh makeover with new star faces on the ad horizon, writes Princy Jain.india Updated: Oct 17, 2006 12:36 IST
The world of advertising is in for a fresh makeover. The creative brains are ready to tap the new faces even as established faces add more campaigns to their kitty. But as always, it is the filmstars who walk away with the biggest pie of the advertising cake.
Hottie Kunal Kapoor, who made it big with Rang De Basanti, will be the new face of Thumbs Up and Minnisha Lamba is ready to ride the TVS Scooty from where Preity Zinta left it. Besides making music, Shankar Mahadevan will now also promote Wipro soap along with the popular ad face, Saif Ali Khan.
Karan Johar too will be seen promoting Hewlett and Packard products. And with Fardeen Khan moving on to endorse the brands that his sister Laila and brother-in-law Rohit Rajpal are about to launch, Esha Deol and Saif have step ped in to promote Provogue.
|Bipasha Basu is the new face of Pantaloons.|
Bipasha Basu and Zayed Khan are already all over endorsing Pantaloon. But others are not far behind either. Cricketer Srishant and photographer Raghu Rai too have been signed up to endorse Nokia phones.
For ad professionals, the exercise is to tap the changing mood of the market.
Says Arvind Sharma of Leo Burnett, “We roped in a promising actor (Kunal) to tap the young film consumer.”
However, here is a contradiction as the Thumbs Up ads are generally stunt-based while Kunal’s identity is that of an intense guy. Offers Arvind, “Each brand has to evolve along with the market.” Prasoon Joshi, creative director of McCann Erickson, says, “Ads are all about striking the right chord with the consumer. The personality of the celebrity should match that of the brand.”
While moolah may be the biggest deciding factor, celebrities say that they are clear about their preferences also when it comes to promoting a product. Says Bipasha, “I choose to endorse a product which I am able to relate to.”
Minnisha echoes the same, Alls “I became part of the campaign as I could relate to it.” Karan, who has never endorsed a product, feels it is more of an experience rather than an effort to start selling soaps. He says, “Actors can sell whatever they want to. But I have to be careful and this one goes with my personality.” All’s well that sells well, right?