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Advertisements and the visibility factor
Enkayaar, Bollywood Trade News Network
In a recently made cartoon made by the celebrated cartoonist R K Laxman the common man was introducing a film star telling that this is a film star who models besides acting in the film, the subtle meaning being conveyed that apart from the fact that the modeling earns money for the star, it also helps in keeping him in circulation.
Were one to view the comment of R K Laxman from this perspective, the subtle comment that he made is indeed becoming a reality. Take for example the modeling assignments that Fardeen Khan used to do for Provogue before Saif Ali Khan replaced him kept him in circulation during the intervening period when his films were not being released in the market. Another example of the similar kind is that of Zayeed Khan whose modeling career seems to be providing him a better visibility than what he is getting through the films. Or for that matter, the advertisement of Garnier in which Esha Deol is appearing right now is providing her more visibility than what was provided to her through her last film, CASH.
The ephemeral nature of the films for most of the stars attracts them to the advertisement campaigns as for a star being in vogue through any form of image making is what makes him going. This was not so the case in the earlier days, but with the increasing dominance of media in our lives and the ability of the advertisements to become a hit is what becomes the catalytic factor for the stars to display the fondness for advertisement campaigns. Therefore, one finds that Ashmit Patel is more visible through the advertisement campaigns that he has been doing than for the films that he has done, as they did not ignite the box office. A Yana Gupta is more known for the luscious lips that she displayed for Lakme campaign, which made her famous than for the ‘Babujee Jara Dheere Chalo’ song or as a brand ambassador for Kingfisher Airlines.
This is probably the reason why a new experiment has been created for the first time where a celebrity female star is leading the campaign for a suiting shirting. Priyanka Chopra has been co-opted as the brand ambassador for this brand of suiting which is the first as the campaign for men's suiting has been dominated by the male stars, where female has invariably been an addendum to the process. The novelty of the campaign lies in the fact that the brand recall of the brand would be of a higher owing to Priyanka Chopra's association with the same. Another novelty which has been unspoiled seems to underline the theory once again it being the campaign of Head & Shoulders with the new brand ambassador Kareena Kapoor where a full song has been composed on her and this has been done by none other than Pritam.
Therefore, one can say that the advertisement industry is also evolving along with the way the film industry is evolving and new synergies are being created which would be beneficial for all the participants be it the star, the audience or the campaigners.