The advertisement of Fevicol that has come out recently has created a history of sorts. It is on account of the fact that for the first time Fevicol has used a celebrity endorsement and the endorsee is none other than Katrina Kaif. In another related development, Priyanka Chopra has been re-launched in the Scooty ad, while Kareena Kapoor literally dominates the copy of the Airtel advertisement, though it has also the presence of heavy weights of the likes of Shah Rukh Khan and Saif Khan.
As a matter of fact if a check is done on the number of advertisements that are being endorsed by the film stars, it would be found that slowly but gradually female film stars have started acquiring the central stage, and it is on account of the change in their relative positions in the film industry. Now they are no more the adornments, but have a meaty presence in the films, so as a logical conclusion they are finding meatier endorsements in the advertisements as well.
This scenario augers well for the advertisers as well, as riding on the celebrity quotient of these stars, who have cultivated an image of being cerebral apart from oozing of sexual power is, creating a new paradigm shift in the advertisement industry.
The lethal combination of oomph and cerebral power has provided an opportunity for these stars to step out of the straight-jacketed endorsement of beauty products and step into a category of endorsing solutions that can make the experience of living a pleasurable one.
No other contemporary actors more so in the female category has been able to make such a mark as three stars have put in together and no wonder they amongst themselves have literally whose who of brand endorsements.
Real fun for the advertisement industry would be when a copywriter writes a copy that could feature all of them together and then the real history in the celebrity advertisement would be created. It has not been done so far, but may be, the time for it is just around the corner.