Bollywood divas are cashing in on the old advertising maxim: “Women shop more, so women sell better”. The trend is clear: According to TAM-Adex data, female actors led endorsements on television with 45 per cent share followed by male actors and sports persons at 42 per cent and 10 per cent share, respectively during the first half of this year.
That explains why female actors are in big demand this festive season — from Deepika Padukone to even Dia Mirza. And they are not selling just soaps and shampoo; they have graduated to products like cameras and flat panels where male actors ruled the roost earlier.
Sony India, which roped in Deepika Padukone as the brand ambassador for its digital still camera category, is investing Rs 50 crore on marketing activities, which includes television commercials, print campaigns, outdoor and shop-front display, in the current fiscal.
Sony has already signed on Padukone for a year-long contract that will see her promoting the cyber-shot range of cameras. Masaru Tamagawa, managing director, Sony India states, “We were looking for a brand ambassador whose personality could mirror the cyber-shot experience and give it a physical form. Padukone fits the bill”. Sony is now eyeing a market share of 45 per cent by the end of 2010-11.
Leading actor Kareena Kapoor too endorses Sony Vaio laptops and mobile phones, where the brand connects her size zero image with its stylish products.
Rajnish Sahay, CEO – Percept Talent Management, says the scales have now tipped in favour of female stars. “Today a Priyanka Chopra or a Katrina Kaif commands the same value as a Shah Rukh Khan.” he adds.
In three years since its inception, Percept Talent has done deals for leading actors like Kareena Kapoor, Katrina Kaif, Priyanka Chopra, Rani Mukherjee, Amrita Rao and Nandana Sen with Nokia, HUL Sunsilk, Nakshatra, Asmi, ITC Vivel, J Hamstead, Levi’s and Raa Jewellery.
South Korean consumer durables major, Samsung is hoping for a 40 per cent jump in sales during this festival period and has just launched the TVCs of Samsung washing machines endorsed by Priyanka Chopra. Ravinder Zutshi, deputy managing director, Samsung India says, “Priyanka is endorsing our top loading washing machine range this festival season. Going forward, we will be associating with her for our new range of home appliance products as well.”
Home appliance company Electrolux has signed Sonam Kapoor as its brand ambassador. “This is the first time that we have engaged a brand ambassador. We believe this will help us have a better connect with our customers,” says Anil Khera, CEO of PE Electronics, which has brand licensee agreements for both Philips and Electrolux in India.
The Bollywood actor will be part of Electrolux’s multi-media campaigns and endorse the brands’ products across platforms like TVCs, print ads, point of sales material and catalogues. The company also adds that it is currently ‘rejuvenating’ its brand identity and believes it can attain a leadership status in category with Sonam’s association.
Global technology leader Panasonic wants to “make its brand presence felt” with the help of Katrina Kaif who will be endorsing the company’s home appliance range. The brand has also roped in Dia Mirza to promote eco-friendly celebrations this year as a part of its vision to become the most eco-friendly brand. “We foresee a 70 per cent growth in sales volumes this festive season,” says Manish Sharma, Marketing Director, Panasonic India.