Big Bollywood endorsement deals are bouncing back as the Hindi film industry enjoys a reversal in box office fortunes. After a lean phase in 2021 and 2022, marked by box office flops and a drug controversy, at least five brands have recently signed Hindi film celebrities in a bid to capitalise on the success of major box office hits.
Leading the pack is actress Deepika Padukone, who has been named the global brand ambassador for Bisleri International. Her face will also grace the bottle labels of the popular mineral water brand. In addition, PepsiCo’s Quaker Oats has enlisted the talents of Kiara Advani and Sidharth Malhotra for a campaign that launched recently.
Sara Ali Khan has become the new face of denim and casual apparel brand Lee, while Rashmika Mandanna, known for her role in Animal, has signed a deal with bakery and biscuits brand Bisk Farm. Stereo maker Wobble has partnered with Ayushmann Khurrana, and luxury footwear brand Jimmy Choo has brought on board Ananya Pandey. Meanwhile, film director Karan Johar has collaborated with GoodGlamm and Shoppers Stop to create a new make-up line called Pout.
According to Vinita Bangard, managing director of Mumbai-based talent management company Krossover Entertainment, the resurgence in brands deals is directly linked to the success of films at the box office and the resulting increase in consumer demand. She also mentioned that both factors have experienced a significant uptick this year, leading to a 15-30% increase in the number of endorsements and fees.
The slowdown in Bollywood endorsements in recent years led brands to seek southern actors as brand ambassadors, given the success of regional films. However, the tide has now turned in favor of Bollywood. Blockbuster hits such as Pathaan, Jawan, OMG 2, Gadar 2, and Rocky aur Rani ki Prem Kahani have all contributed to the industry’s revival.
Sandeep Goyal, chairman of ad agency Rediffusion, explained that the low fees demanded by celebrities during the 2020-2022 phase were due to the lack of new releases caused by the Covid-19 pandemic. However, with the return of momentum, brands are once again eager to secure high-profile endorsements at higher prices. Goyal also noted the emergence of new categories, such as wearables and millets, as well as the interest of direct-to-consumer (D2C) and regional brands in roping in well-known names to bolster their advertising efforts.
The fees charged by A-list celebrities for endorsements vary, with Shah Rukh Khan and Deepika Padukone commanding between Rs 5 crore to Rs 10 crore. Meanwhile, Ananya Pandey and Kiara Advani reportedly charge Rs 1-2 crore per endorsement.
Executives in the industry highlighted the significance of return on investment and social media reach when selecting celebrity endorsers. These are crucial factors for attracting new consumers, particularly in smaller markets.
As Bollywood enjoys a resurgence, brands are seizing the opportunity to align themselves with successful films and popular celebrities. With consumer demand on the rise and box office hits piling up, the Hindi film industry is witnessing a rejuvenation that is not only bringing back endorsement deals but also breathing new life into the advertising landscape.
