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Anushka Sharma, Aishwarya Rai & the world of advertisements in India
April 17, 2012 07:06:21 PM IST Enkayaar, Glamsham Editorial
Slowly but surely the world of advertising is being taken over by the female of the species in a big way, and the newest star on the firmament is Anushka Sharma who has been chosen to replace Sachin Tendulkar to be a brand ambassador for Canon cameras. This happened immediately after Sachin Tendulkar scored his 100th one day century and the media buzz around it indicates that the brand marketers have accepted the fact that Anushka Sharma is now a more recognizable face than Sachin. For a lay man as a matter of convention when such achievements happen in the life of a celebrity the brands that he or she endorses reaffirm their association with the individual by re-pushing the brands, but this did not happen in case of Canon which decided to swim against the tide and shows Anushka Sharma to endorse Canon, a brand that was synonymous with Sachin hitherto. Perhaps, it could be owing to the fact that the use of digital cameras by the present generation is more to use it as a veritable tool to create digital photo footprints on the social media websites, and in such a scenario Anushka Sharma could create a much better affinity for the brand than Sachin owing to her bubbly and youthful image. Fans of Sachin may call it blue murder, i.e. comparison between him and Anushka Sharma, but Anushka Sharma replacing Sachin Tendulkar is indeed a watershed in Indian advertisement history.
Indeed Anushka Sharma seems to have emerged as the new face to push the brands with a gusto in the advertisement world in the country as she was the face that launched Women's Health Magazine's India edition and she also is the face for Nivea whitener cream, though the advertisement has generated loads of controversy in the social media circles, as it sort of accentuates the fetish for white skin.
Aishwarya Rai Bachchan on the other hand has reportedly signed an endorsement contract for a jewelry brand for more than Rs. 20 crores as per the grapevine of the market. In the same manner other female stars are also riding the wave of product endorsements and carving the niche for themselves. Underlining feature in such endorsements is the fact that most of the endorsements that happen accentuate or underline the brand image that the star has so we have the endorsements that are being done by Sonakshi Sinha which seem to be in sync with the role that she played in DABANGG.
Among the current crowd the kind of endorsements that Priyanka Chopra or even Deepika Padukone are doing is an endorsement of an image that they created, Priyanka's endorsements seeking inspiration for her role in FASHION and Deepika's seeking inspiration from LOVE AAJ KAL.
But the real test for these stars, if one were to draw parallels from their peers in Hollywood is concerned would be, when they start endorsing bikinis as so far no major star endorses it in India while in Hollywood or anywhere else where cinema has a sizeable presence, it is a norm for the stars to do so. The day it happens, would mark the arrival of the film stars of the female variety in a big way.