Since centuries celebrity endorsements have always been regarded as one of the most effective tool in creating marketing communication. However gone are the days when Bollywood actors had a monopoly over brand endorsements because now the Bollywood actors are having tough competitions from actors down South Indian film industry.
Recently South heartthrob Rana Daggubati, who is fast becoming a star in Bollywood too, thanks to his Bollywood films like DUM MAARO DUM and DEPARTMENT, has been signed to endorse an online shopping major Snapdeal.
Besides Rana Daggubati, South Super star Mahesh Babu is the first south actor to be signed on by a Cola Company for a national campaign. Actress Kriti Sanon, who came to fame from Telugu psychological thriller film 1: NENOKKADINE, and won stardom with her Bollywood debut with HEROPANTI opposite Tiger Shroff, has reportedly been roped in as a brand ambassador by a Cola brand.
In addition other South stars, who are not new to Brand Endorsement include Allu Arjun, Asin, Shriya Saran, Vikram and Trisha. The list however is fast growing with addition of other South sensations like Dhanush and Siddharth joining the fray.
On the increasing popularity of southern stars in ads, Prathap Suthan, chief creative officer of an ad agency, says, "They regional stars are full of life, and they represent the new young India, which doesn't have a North South divide. They also overcome stereotypical barriers with ease, which takes care of the equally bigger markets in the South, and also cuts cost. Instead of having two celebs, one for North, and another for South, having a model from a region, solves that problem."
While in Bollywood the Khans (Shah Rukh, Salman and Aamir) have been ruling the Brand Endorsement, readers would be surprised to know the Superstar and demi-god of south Rajnikant has always kept himself away from Brand Endorsement.
Rajinikanth in 2006 was approached by the Cola Company to be their brand ambassador and even offered him 2 crore. But he didn't even allow them to get into his orbit for a meeting. Apparently, they kept increasing the amount but he didn't budge.