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!
Bell Bottom moves its date !
Akshay Kumar’s Spy film Bell-Bottom to now release on 2nd April, 2021!
Directed by Ranjit M Tewari the story is of one of India’s forgotten heroes ,it will go on floors this year and will release on 2nd April 2021.
The story inspired by true events is written by Aseem Arora & Pervez Shaikhand and is touted to be a very high-end espionage thriller.
Akshay Kumar along with his producer Jackky Bhagnani took to social media to announce the release date of the film.
I know there are enough memes out there about me clashing with myself one day but 22nd January, 2021 is not that day😜 #BellBottom will now release on 2nd April, 2021!@ranjit_tiwari @vashubhagnani @honeybhagnani @monishaadvani @nikkhiladvani @EmmayEntertain @poojafilms pic.twitter.com/0Z3f5ZMa3q
— Akshay Kumar (@akshaykumar) January 27, 2020
— Jackky Bhagnani (@jackkybhagnani) January 27, 2020
Dhanush to come on board for a project?
Nawazuddin Siddiqui’s brother Shamas Nawab Siddiqui meets Petta director Karthik Subbaraj
Sometime back, the news of director Shamas Nawab Siddiqui to collaborate with South superstar Dhanush in a mysterious project was doing the rounds. And now, the director has met popular South Indian director Karthik Subbaraj. It was learned that the two met over the weekend.
Elated Shamas took to his Twitter and said, “One who just finished and one who is desirous to work with the dashing @dhanushkraja. It was lovely meeting you @karthiksubbaraj
All The Best #Petta #BoleChudiyan.”
— Shamas N Siddiqui (@ShamasSiddiqui) January 27, 2020
Shamas, who is gearing up for his feature directorial debut Bole Chudiyan that stars Nawazuddin Siddiqui and Tamannaah Bhatia in the lead roles had tweeted and expressed his wish to work with Dhanush.
— Shamas N Siddiqui (@ShamasSiddiqui) November 25, 2019
Ekta Kapoor reveals the first look of her son Ravie Kapoor on his first birthday; Check out!
We had waited for a year to catch the first glimpse of Ekta Kapoor’s son, Ravie Kapoor and finally, on the occasion of his first birthday which was celebrated on 26th January, Ekta made sure the audience gets to see the first look of her son. Ekta posted a super cute video on her social media with the pictures of her friends and family and we totally love it all!
Ekta took tp her social media and shared, “JAI MATA DI Exactly a year ago on this day a new journey began… writing’ mentalhood’ had made me paranoid …being a mother was not easy .. a life long commitment….u came smiled n I knew …I finally belonged !!!! Thanku alt digital for making this video n gifting it to me …n sorry maasi @smritiiraniofficial ur stressed I know 🤩🤩🤩…happpie bday ravioli”.
The video begins with the iconic shot of Ravie’s grandfather Jeetendra singing ‘Baar Baar din yeh aye’ from his film, Farz along with teh many visuals of Ravie with friends and family. Everything about the video is adorable. The birthday celebrations were held in town in the presence of the who’s who of Bollywood.
Making it a double celebration, it was announced that Ekta Kapoor will be awarded India’s fourth-highest civilian award, Padma Shri this year. The final list of names of the awardees is announced by the government on January 25, on the eve of Republic Day.
Ekta Kapoor, popularly hailed as the ‘content czarina’ of the industry has helped to showcase more than 100 characters in Indian Television. Charting a path with unconventional stories from the distance pockets of the nation, her contributions have been very significant in the field of arts and entertainment. Ekta Kapoor has also made it a point to help and change the portrayals of women in society through her work with content-driven cinematic projects.
Bell Bottom moves its date !
Dhanush to come on board for a project?
Phullu Producer wins Global Icon Award.
Aamir proposes.. Akshay accepts!
Karan Johar is overwhelmed as he is honoured with Padma Shri award
The Fan Frenzy is for Real !
Goila Plans !
Novel Way of Announcement!
The Underground Touch !
“Humaare dialogues bolna itna bhi asaan nahi”– Salman Khan
Fun loaded mom-com ‘Jai Mummy Di’ first song is out today and it is the perfect remake you can’t miss!
Global pop group ‘Now United’ teams up with India’s pop sensation Naezy and Shalmali
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