March 24, 2010 01:00:47 PM IST Enkayaar, Bollywood Trade News Network
SHAHRUKH KHAN. SALMAN KHAN and AKSHAY KUMAR
While the controversy involving one of his sponsors of his IPL team Kolkata Knight Riders forced Shah Rukh Khan to drop him as one of the sponsors, the commercial featuring him in a Ganji or a vest ad was aired for quite sometime. Akshay Kumar already features in a Ganji Ad, so does Hrithik Roshan and Salman Khan. Even Sanjay Dutt endorsed a Ganji company for quite sometime, before the campaign petered out. Here it needs to be underlined that Akshay Kumar features in most cheeky of the Ganji Ads sort of underlining his Casanova image, while Salman's ad does not have any subtle underpinning.
Now let's move the clock back few years, and find out who was endorsing the Ganji Ad! It was done only by Sunny Deol and he started appearing in this advertisement when his career was not in pink of health.
As a matter of convention the stars used to do the Ganji Ad when they stopped getting advertisements from other brands. Now the scenario has changed however. The change was triggered by Salman Khan after he started displaying his Ganji at the drop of his hat by tearing off his shirts. Since then on, featuring in a Ganji Ad by the established stars is not considered infra dig, but is now considered as an opportunity to display a figure that is perfect in all the proportions. Once Salman Khan established the Ganji as one of the integral elements of fashion show other stars also did not have any hesitation to appear in a Ganji Ad and to endorse them through whatever platforms made available to them.
Ganji has since come out of from the shadow of the shirt and the T-shirts and it is now become a part of the fashion statement, and Shah Rukh Khan again took the lead when he cat-walked in a fashion show in the Sanjana Jon fashion show.
Underlining part of the change is that the stars do not have any reservations to appear in a Ganji ad for an Indian company, whose name may not be known to the users in different parts of the country, but by associating with these companies the film stars have given Ganji companies a pan Indian presence.
India being a country where summer season predominates during most part of the year, and Ganji being the staple cloth worn by most of the Indians the association of the stars with these ads is an acknowledgement of their identification with the common man of the country.