Putting a face to the name is the key ingredient to making brand endorsements work. Until recently, most brand endorsements preferred silver screen actors to do their bid. Among popular pairs from Bollywood, we see Aishwariya Rai and Abhishek Bachchan endorsing the brand of Prestige on television commercials. Inspite of tremendous popularity, we have seen less television actors endorsing brands (either single or with on-screen or off screen pairs).
The faces that people watch on the small screen everyday doesn’t appeal to the brand managers much or do they think they won’t sell? Reasons are best known to the ad gurus. It is just that most of the actors of small screen model for the ads before they become stars on television screens. Once they reach the height of popularity, they seem less to be on advertisements, a factor that sometimes actually determines how much bankable you are (with exceptions of Ram Kapoor, Sakshi Tanwar and a few others).
Television industry also witnesses sizzling chemistry between leading pairs on screen. While they also can be used for endorsing brands, we really found only a handful of them been used by the advertisers for endorsements on Indian television so far. Hereby we chalked them down who made it to the real commercial world of endorsements on Indian television:
Hiten Tejwani and Gauri Pradhan – Breeze Soap
Chori chori chupke chupke, with a breathe of fresh air, she came into his life and love sprung. Her beaming “noor” was far too magical for any man to resist but she aimed only to find him. A soap can do all that? Yes it can, especially if you are as much in love in real life as you are in your reel life. This decade old commercial is still the identifying mark of Breeze Soap Brands today. Viewers still search this classic commercial on YouTube or dailymotion to relive the magic that once was a breeze. The song ‘Dekha Nahi aisa noor’ by Sukhwinder Singh still today is an identifiable commercial number by many.
Rajeev Khandelwal and Aamna Shariff – Nescafe and Sweetdreams
Aamna Shariff and Rajeev Khandelwal became the symbol of undying love with their portrayal of Sujal and Kashish in Kahin Toh Hoga. There after, endorsements came pouring in for the duo. Befitting to their love able onscreen persona, the on-screen couple were selected for a light and bubbly Nescafé commercial and later for a loveable sleep wear collection called SweetDreams. Their sweet conversation using the name of films like ‘Hum Saath Saath Hain’, ‘Kaho Naa Pyar Hai’ and ‘Qayamat Se Qayamat Tak’ in the ad were adored by their fans and appealed to people back during that era. Both of them became Brand Ambassadors of Sweetdreams’ products at a time when endorsements were really not common for television stars.
Barun Sobti and Sanaya Irani – Dulux Paints and Raza.com
As one of the most popular on-screen couples of 2012, Barun Sobti and Sanaya Irani were awarded both the national and international jodi of the year by Star Parivaar for their portrayal of Arnav Singh Raizada and Khushi Kumari Gupta Singh Raizada. Nationally, they targeted buyers of Dulux Paints while on an international level, they appealed to an Indian audience wanting to connect to their families back home with Raza.com. Barun and Sanaya surely were one of the most bankable couples on screen.
Ram Kapoor and Sakshi Tanwar – Pudin Hara, Yamuna Express Highway and Bigg Bazaar
As one of the longest running couples on television Ekta Kapoor’s Ram and Priya (Ram Kapoor and Sakshi Tanwar) have been part of various commercials which have appealed to the masses. While the two were part of numerous commercials such as Pudin Hara and Yamuna Express Highway, their presence on hoarding outside the very well known shopping complex, Bigg Bazaar increased the consumer value of the franchise. Bigb Bazaar, known as the mall of the masses, carries every day goods for the common man in a highly advanced facility. Ram Kapoor and Sakshi Tanwar surely are a brand from television who are the best and preferable picks by the advertisers.
Hina Khan and Karan Mehra – Dulux Paint
Hina Khan and Karan Mehra, the popular Akshara and Naitik of Star Plus’ Yeh Rishta Kya Kehlata Hai became the face of Dulux Paints along side Barun Sobti and Sanaya Irani. The cute and funny commercial was filled with love, masti and lots of color as Naitik painted a picture of Akshara in his own style. After 5 years of long run that Yeh Rishta Kya Kehlata Hai completed, this on-screen couple surely has some brand value as well.
Sharad Kelkar and Kritika Kamra – Elite Jewels
While on the solo, Kritika Kamra has been seen modeling for various saree houses, the Kuch Toh Log Kahenge couple, Sharad Kelkar and Kritika Kamra were also in demand in the past two years. The Elite Brand of Jewelers however took the gold home when the two decided to sign them in their commercial. The commercial mainly airs in UK and European nations targetting the South Asian customers residing abroad.
The ad world is coming up with fresher ways to endorse their products. Which of these faces appealed to you as the most? Which actor or actress would make you want to buy their product? Share with us only on Fuze.