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Marriage between the actors increase their salability?

Enkayaar, Bollywood Trade News Network
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Abhishek Bachchan and Aishwarya RaiAfter the marriage of Abhishek Bachchan and Aishwarya Rai lot of speculation has been raised that they would emerge as a formidable combination and as a value proposition they may become the costliest pair in the market, as far as endorsement of a product is concerned. However, AB senior seems to have upstaged all the calculations by becoming the brand ambassador for DLF group of companies, for which he would reportedly be paid Rs. 50 crores.

Is a marriage between stars, which are celebrity in their own right, making them a saleable proposition as a pair? Unlikely, if the past experience is to go buy. Kajol and Ajay Devgan had appeared together as brand ambassadors when the advertisements of Tata Indicom were released in the earlier avatar, but in the recent ad campaigns of Tata Indicom one finds that it is Kajol, who is doing the honors herself singly, and no Ajay Devgan is to be seen in the horizon. A Malaika Khan and Arbaaz Khan had together appeared for a coffee ad, but it was a short honeymoon and the ad had to be dropped out. When Catherine Zeta Jones had married Michael Douglas speculation of the similar kind had been made in the advertisement industry, that they would be a lethal combination, but nothing of the sort happened, and Catherine Zeta Jones continues to be the advertisement celebrity in her own right. Same kind of speculation was raised about Brad Pitt and Angelina Joile, but the pair as had been speculated reaped no windfall.

The major dilemma that the companies face when they try to push through the pairs, for endorsement of a product, more so, when each in his individual capacity has been endorsing different product is that lack of compatibility about a product that can be jointly endorsed. The females are brand ambassadors for cosmetics, diamonds majorly, while the male are into toiletries, or into motor vehicles, watches and things like that. Then each one has an image based on which he is given a product to endorse. So if an Ash were to dance like Abhishek to endorse Motorola it could be shocker, than a qualitative value addition in sale of the product. Or for that matter how would a Dharmendra and Hema conjecturally appear together for an advertisement when whatever Dharmendra endorses has got an element of machismo associated with it, and it is very earthy, while the advertisements in which Hema Malini features, are very sophisticated and urban.

kajolCoupled with this, is also the fact that after the marriage, if it happens between superstars, the aura and the charisma that the star has starts loosing the sheen, as the romance of being able to relate with the actors, even in the realm of cyber space is now consigned to dust. Also, to project the image of a happy couple they can be utilized for endorsements which have got something to do with habitat related matters, and not to do much with consumable products. A field that could open up for Abhi-Ash is the endorsement of cars. India is emerged as the one of the chosen areas by the international automobile majors, and it is here that they can have a wide acceptability as a happy pair.

Copy of an advertisement product has a very singular nomenclature and existence, in the sense that the story revolves around a hero/ heroine and marriage between them does not translate into marriage of opportunities for multitude of product endorsements.


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