By Rinky Kumar, Team iDiva, 02 Nov 09
They are young, hot and happening. After making their presence felt in big budget films, they are now raking in the moolah with their TV commercials. So move over Preity Zinta, Rani Mukerji, Aishwarya Rai and Shah Rukh Khan as Genelia D’Souza, Asin, Sonam Kapoor, Deepika Padukone and Ranbir Kapoor are here!
These 20-somethings are riding the popularity wave and soon replacing A grade actors and actresses in advertisements.
Genelia D’Souza
The cute Aditi of Jaane Tu … Ya Jaane Na is now the face of brands that were once endorsed by the divas. A-league Bollywood hottie Preity Zinta is no longer the face of Cadbury Perk commercial. She has been replaced by the effervescent Genelia who strikes a chord with the younger audience. The Life Partner star has also replaced Rani Mukerji as the Fanta ambassador. Apart from this, she is the face of Vatika hair oil and Fair & Lovely.
Deepika Padukone
The doe-eyed beauty is an ad-puller in her own right. She has replaced 30-something Preity Zinta as the face of Bharat Sanchar Nigam Ltd. Apart from that, the former model also endorses Tissot watches, Fiama Di Wills and Orbit chewing gum.
Sonam Kapoor
Her films might have bombed at the box office but she is now rubbing shoulders with Aishwarya Rai Bachchan, Penelope Cruz, Eva Longoria and Scarlett Johansson as a part of the L’Oréal Paris Dream Team. Apart from being the face of L’Oreal, Sonam Kapoor is also the face of Montblanc pens.
Asin
Keeping Sonam, Deepika and Genelia company is Asin who made it big with Ghajini. The London Dreams star is the new model for brands like Clinic All Clear, Mirinda, Tata Sky, Big Bazaar and Fairever.
Ranbir Kapoor
The young Kapoor is now endorsing Pepsi and is the face of Panasonic. On his part, Ranbir says, “Many people have asked me, if I'm replacing Shah Rukh Khan as the Pepsi brand ambassador. But there's no truth to this. SRK is a fairly senior actor and an icon. I'm not replacing him. As far as brand endorsements are concerned, they are very important for an actor. Not only is it a way for me to expand my body of work but it's also like an added bonus.”
Youth icons?
But what makes these stars such a favourite with the ad fraternity? Sumanto Chattopadhyay, Executive Creative Director (South Asia) of Ogilvy and Mather says, “The Indian consumer market is largely dominated by the youth today. Advertisers are looking out for stars who will appeal to the youth. Apart from that, these young actors also seem to have a promising career ahead and are touted as the next big things.”
Let’s talk money
These ads are also proving to be quite lucrative for these young turks. They get paid anywhere between Rs 1 crore to Rs 3.5 crore per endorsement. What also makes them special is their long line-up of films. Chattopadhyay says, “When an actor has many films to his credit, it becomes easier for us to judge their future potential and star value.”
For instance: Ranbir is able to command a high sum as he has the best line up of films — Raj Kumar Santoshi’s Ajab Prem Ki Gazab Kahani, Prakash Jha’s Rajniti, Shimit Amin’s Rocket Singh-Salesman Of the Year produced by Yashraj Films and director Siddharth Anand’s yet untitled next film.
Similarly, life is looking up for Genelia after Jaane Tu Ya Jaane Na. She has got Anees Bazmi’s It’s My Life, David Dhawan’s Hook Ya Crook and Ken Ghosh’s Chance Pe Dance.
Deepika also has three films in her kitty – Karthik calling Karthik, Housefull and yash Raj’s next directed by Pradeep Sarkar.
No wonder then, that these 20-somethings are calling the shots!
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