Bollywood and brand endorsements go hand-in-hand. Every company wants stars to endorse their products simply because the countless fans of the star will buy it. The product also gets accepted and validated only because a star is endorsing it, the trust from consumers builds. With the Khans, Amitabh Bachchan, Akshay Kumar and Ajay Devgn ruling Bollywood over the past few decades, the biggest brand endorsement deals featured them. However, it looks like this trend is soon changing! In fact, Alia Bhatt, Deepika Padukone and Varun Dhawan might spearhead Bollywood brand endorsement deals by 2020. And it’s not us, but an independent market survey and report that says so!
The Showbiz 2.0 report by Group M’s ESP Properties is a consolidated Indian Entertainment Marketing Report. It covers the Entertainment Industry in four parts – Film Marketing, Brands & Films, Celebrity Endorsements and Licensing in India. In the report, we found several trends. One aspect the report stated was, “One of the key trends seen in choices that brands are making to market their products is the shift in focus towards targeting a younger audience. As India is on its way to become the youngest country in the world by 2020, with a median age of 29, it is no wonder that every brand’s first choice is a youthful face which can connect well with this audience.”
The report further stated, “Alia Bhatt, Deepika Padukone, Varun Dhawan and Ranveer Singh have emerged as the top favorites in tandem with this shift, to be the millennials who can be the brand’s voice to speak with the millennial consumer population. The extravagant image of India’s favorite millennial celebrities goes hand-in-hand with the upcoming generation. Both are quite different from their predecessors in terms of spending-power and lifestyle. There is no denying that this wave is hitting the conventional celebrities hard. The proof of which can be seen all over the brand marketing industry. Time and again, brands are choosing newer, fresher, youthful millennials over older Bollywood names.”
“To reach out to the younger consumer segments, Axis Bank leveraged the ‘strong, independent woman’ reputation of Deepika Padukone for its #ExperienceAxis campaign. Her trustworthy attitude towards health and fitness was recognized by Tetley Green Tea. And that, they used to validate the shift of Indian youth towards green tea’s health benefits. In 2016, for the first time since 2012, Superstar Salman Khan’s contract for Thums Up was not renewed. Instead they went with Ranveer Singh, citing that the latter, “symbolizes youth” and thus “fits better” with the brand,” added the report.
Stating more examples, the report added, “Alia Bhatt was roped in by Nokia as a part of its brand strategy to appeal to the younger crowd. Flipkart’s signature ads also featured Alia as the theme goes well with her bubbly and youthful image. Similarly, Varun Dhawan was another young and energetic millennial celebrity who was brought on board by Maruti. They did this to shift its focus towards millennial car-buyers of the country.”
Apart from the Millenials and Gen-now stars, the report also states how influencer advertising is on the rise. It shows a shift in trend by the celebrities too. They are procreating brands more than promoting them. Like, after Being Human by Salman Khan, stars like Sonam and Rhea Kapoor (Rheason), Anushka Sharma (Nush), Deepika Padukone (All About You) moved to establishing their own clothing line. Hrithik Roshan also started his athleisure line (HRX) and so did Shahid Kapoor (Skult). What do you have to say about this dynamic development? Share with us your thoughts in the comments section below!