The coming together of Bollywood’s now-on-now-off couple — Priyanka Chopra and Shahid Kapoor — for the latest Bru coffee campaign, made headlines even before it went on air recently. The constant speculation over their relationship too, ensured a large number of hits for the ad on the internet. And bingo, the product got the massive attention the ad was seeking. Before their split (hopefully, not a permanent one), the star couple established their combined market power.
“Bollywood’s famous couples give instant noticeability to an ad — provided the script is interesting and it is made well. They also generate a lot of buzz and PR about the ad,” says Rajiv Rao, ECD, O&M, South Asia, whose agency has worked on the Bru campaign. But that’s not the case with Chopra and Kapoor alone. Bollywood couples Saif Ali Khan-Kareena Kapoor and Abhishek Bachchan-Aishwarya Rai-Bachchan have been on the forefront when it comes to exploiting their market appeal.
The foray of celebrity couples into advertising can be seen as the way forward in Indian ad industry. “We do not have a supermodel culture in India, like in the West. Hence, we often go for Bollywood actors and their spouses, whom we refer to as ‘glorified models’,” says Sameer Makhani, CEO, Makhani Advertising who has done the Metro Shoes Campaign. “So, when you know of a star dating another popular one, you just go for the obvious choice to attract more eyeballs,” says Makhani.
The draw for several brands lies in the recall value that the celebrity couples add to the product. “In
India, Bollywood is still one of the major influences on fashion,” says Lavina Rodrigues Pinto, marketing manager, Metro Shoes Limited.
Notwithstanding the marketing concerns, it becomes easier to narrate a story when star couples are involved. Saif and Kareena made their relationship public through a series of Airtel ads. What further consolidated their relationship in public memory was the Metro Shoes campaign. The young Bachchan couple too have publicly displayed their affection in the Lux commercial. Shah Rukh Khan and his rarely-seen-wife Gauri followed suit in the D’Decor campaign.
The trend of real-life couples doubling up as models in commercials, however, is not very new. In the past, Mansoor Ali Khan Pataudi and Sharmila Tagore, and Salman Khan with his then-girlfriend Sangeeta Bijlani have appeared in commercials for suits and shirts. Jaya and Amitabh Bachchan have made a rare television appearance for an eye donation campaign. Even though the romance between Aishwarya Rai and Vivek Oberoi was short-lived, they did find time to shoot a Coke ad together.
In the recent years, the reticent duo Kajol and Ajay Devgn too showcased their wedding bliss in ad campaigns for Whirlpool and Tata Indicom, and John Abraham and Bipasha Basu’s sensuous moves for a shampoo ad have been much appreciated. “The celebrity couple add to the credibility factor. They look more convincing being together in the ad, thanks to the level of comfort they share. This gives more scope for experimenting,” says Rao.
Despite the benefits of featuring celebrity couples in commercials, it has not been exploited enough in the past. Reason: “Not many couples were open about their relationships earlier,” says Rituparna Das, a client service executive. “Now, ads have become a great PR excercise for the celebrities whose relationships are constantly in the public spotlight.”
The nature of a couple’s relationship — or the public perception of it — often decides the kind of campaigns they bag. Ajay Arora, managing director of D’Decor, says “Shah Rukh and Gauri are the best examples of perfect homemakers. Apart from their star status, they have made a wonderful home,” he says.
The economics of ads varies according to the value of stars involved and their exclusivity. According to industry insiders, Saif and Kareena pocketed Rs 6 crore for their Airtel campaign while Shah Rukh and Gauri earned Rs 10 crore from their D’Decor appearance. Often, couples lower their individual asking rates for the total package. But it can’t be seen as a general rule.
However, despite the instant attention that comes with a star couple’s endorsement, there lies a potential risk. “The brand depends on the relationship status of the celebrity couple,” says Rao. Should we sense a regret in his statement, now that Shahid and Priyanka are not likely to have coffee together?