Monday, October 6, 2014

South Stars Giving Threat To Bollywood Stars In Brand Endorsements

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.

Sholay’s Gabbar Singh Versus Jabbar Singh

Kitne Aadmi The… 

When Gabbar Singh roared this dialogue on screen the audience went crazy and the theatre echoed with claps and whistles. Thus the debutant actor Amjad Khan as Gabbar Singh in SHOLAY (1975) became immortal and the most sought after star. But readers would be surprised to know that the famous and most successful character of Gabbar Singh was actually a stolen from 70’s earlier super hit film MERA GAON MERA DESH (1971), in which a similar character of a dreaded dacoit was called Jabbar Singh, and was immortalized by another upcoming dynamic actor Vinod Khanna

Salim Javed, the writer pair of SHOLAY were highly inspired by MERA GAON MERA DESH because the entire plot of SHOLAY was very alike. In SHOLAY a retired police officer police (Sanjeev Kumar) hires two goons (Amiatbh Bachchan and Dharmendra) to eliminate the menace of dacoit Gabbar Singh, in MERA GAON MERA DESH, a retired army man (Jayant) hires a goon (Dharmendra) to kill the dacoit Jabbar Singh. 

Incidentally readers would be surprised to know that Jayant, is actor Amjad Khan’s father but before the release of SHOLAY he died and could see the stardom of his son. 

Just as Gabbar Singh is the soul of SHOLAY and perhaps the best written character of a villain ever, likewise Jabbar Singh was the highlight of in MERA GAON MERA DESH and was exceptionally portrayed by Vinod Khanna

Till date it remains Vinod Khanna’s best performance, speaking about the role he once in an interview said, “I have great regards for my director Raj Khosla, who showed faith in me.” 

He informed, “Casting me in the role was a kind of coup and many confronted him that he was playing with fire by casting me in the role that was meant for professional villains like Pran, Ajit, Premnath etc but Raj Khosla was adamant and had full confidence in my credentials and ultimately he had the last laugh.” 

Today is actor Vinod Khanna’s birthday; Raaga.Com wishes him many happy returs of the day and a healthy life.