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Point of disruption in 2009: Female actors rising like phoenix to claim advertisement space

January 2, 2010 11:12:12 AM IST
Enkayaar, Bollywood Trade News Network
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Just before the close of the year 2009 Sony Waio laptops released a new advertisement campaign, which was modeled by Kareena Kapoor. It was a monumental step in advertising an electronic product using the sex quotient of Kareena Kapoor, as it was a monumental leap for her from being associated with an ointment to be associated with electronic gadget. From this perspective 2009 therefore has been an year where the new breed of female actors have evolved from selling mainly beauty products to products that are mainly used by men folk by enticing them with their charm, oomph and sexuality.

It is precisely for this reason that Deepika Padukone inspite of being the top female actors of the country continues her association with the BSNL though from the time she made her debut till date, she has scaled new frontiers. BSNL is a brand that literally foot maps whole of the country and the kind of visibility that it provides to Deepika through Doordarshan channel in all forms of language would indeed be an envy as the recall for Deepika is instant even in Ladakh and in back waters of Kerala. Deepika Padukone is indeed one actor who has moved to the other side and emerged as the brand icon of luxury brands in the beauty products.

It however is one of the apparent paradoxes that among the top divas who are controlling the helm of affairs in modeling in India viz., Kareena Kapoor, Katrina Kaif, Deepika Padukone and Priyanka Chopra none of them have had a long association with any cold drink product in the manner in which their peer Aishwarya Rai had! Deepika had a smallish association with Pepsi but subsequently she is also not to be seen endorsing a cold drink. It is quite in contrast to the association of male stars with cold drinks is considered, as now Shah Rukh means Pepsi, Aamir means Coca Cola and Akshay means Thums Up. Would 2010 see some change in this trend?

The real success of 2009 as far as modeling is concerned however has been that of Katrina Kaif during the year 2009 who stooped to conquer and stares at the citizens of the country from most of the billboards that adorn the landscape of a physical space. Her success in the arena of advertising has been in sync with the phenomenal success that she has enjoyed in the year through scores of hits that she has been associated with in 2009.

Priyanka Chopra was also not far behind in the current year and she emerged as the only female actor who modeled for a suiting brand and conveyed the new assertiveness of the female stars with her association with Scooty brand that came with the tag line" why should the boys always have fun".

Indeed with such a diverse form of talent base available, may be 2010 would indeed have exciting possibilities. Excitement would manifest if all of the four feature together in an advertisement in form of a gang or a team selling a product. Are the copywriters listening?

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