From colas, chips, cars and bikes to selling innerwear, Bollywood A-listers have come a long way. The internationally fashionable trend of endorsing innerwear brands has found takers in stars such as Shah Rukh Khan, Akshay Kumar, Hrithik Roshan and Salman Khan.
While Shah Rukh Khan got Lux Cozi to sponsor even his IPL team, Akshay Kumar is reportedly being paid Rs 25 crore to appear in an ad for Dollar Club. “This will be my first endorsement in this segment. The brand stands for style of the future generation and I’ve always been a style statement for the younger generation,” says the actor.
Ad expert Alyquee Padamsee agrees that the innerwear segment is now stylish! “Additionally, the money is the lure,” he says. No wonder then, that youth icons such as Hrithik Roshan lapped up Rupa Macroman, and Salman Khan grabbed Dixcy Scott.
However, adman Prahlad Kakkar says, “It’s still about flaunting your body by striking an expensive deal with the brand. Even now stars are stuck to vests. We’re yet to see them in briefs, because most aren’t comfortable doing that!”
While Kakkar thinks it is Salman who has “the best body and a lot of potential”, for Padamsee, Hrithik sculpted frame is is a sell-out. But the fans of the stars differ from the experts. Says BPO executive Ankurita Pathak, “Akshay has the best body of all these men.” Agrees IT executive Shanu Tamang, “He is the undisputed poster-boy for such ads.” For Reena Singh, 25, Salman’s the man. “No one can match his sexy biceps. He can flaunt his body even in boxers or briefs,” she says.
Internationally, icons such as David Beckham and footballer Cristiano Ronaldo have appeared in underwear commercials.