A look at birthday girl Kareena Kapoor's brand journey
From Head & Shoulders, Colgate and Vivel Soaps to Prega News and Airtel, Kareena has been the face of several brands
The ever-charming Kareena Kapoor Khan celebrates her 38th birthday today. Having spent almost a decade in the industry, the actress has given many blockbuster films such as, 3 Idiots, Jab We Met, Omkara, Heroine, Bajrangi Bhaijan and the recently released Veere di Wedding. Popularly knows as Bebo, Kareena blossomed into a versatile artiste, experimenting with different kinds of roles year after year. She doesn’t limit her role to movies only, in fact, she plays a dominant and powerful role in the world of advertising as well. Over the years, the lovely actress has associated with multiple brands across categories.
Kareena Kapoor has emerged as one of the highest paid female brand ambassadors in India. She has endorsed various brands such as, Sony, Head & Shoulders, Colgate, Vivel Soaps, Berger Paints, Emami, ICI Paints, Boro Plus, Globus and Airtel. She reportedly has an endorsement value of about Rs 3-4 crore for each endorsement. Bebo once revealed that she is very choosy in terms of representing or associating with a brand. She also said, being a vegetarian, she doesn’t endorse non-vegetarian food, alcohol and cigarettes, and refrain from the controversial products.
In 2013, Kareena Kapoor signed an endorsement deal with a real estate company worth a whopping amount. After this deal, she was considered as the highest paid female brand ambassador in the industry. Five years ago, she signed a deal to endorse a lemonade brand and at that time the actress had 16 brands in her kitty altogether.
Her association with Head & Shoulders is counted as the oldest. She was roped in to endorse the brand in 2007 and after a year, Saif Ali Khan also came on board to represent the brand, along with Kareena and over the years, both have done many campaigns for the brand.
Last month, Lakme launched the Kareena Kapoor Khan collection at the Lakme Fashion Week. The new range of premium makeup products called ‘Kareena Kapoor Khan by Lakme Absolute’ is the first ever makeup line launched by the actress. Her association with Lakme started in 2011.
In 2016, Kareena Kapoor came on a board to endorse the home pregnancy kit brand Prega News, when she was pregnant. In the same year, she rejected six brand offers that make products for babies and pregnant women, because she is very cautious about her image in front of viewers.
Following her comeback after pregnancy, the actress was seen endorsing a new brand. She was roped in as the brand ambassador for soft drink Rasna in February 2018. Last year, we also saw her as the brand ambassador of fashion clothing brand AND.
She has always been a favourite among brands and that is why she has endorsed so many different products over the years right from laptops to shoes.
According to brand expert Nupur Krishna, “We need to understand the deeper appeal of celebrities beyond the obvious glamour. The celebrity sells not just a brand name but also some degree of fantasy, aspiration, trust and expert power. Kareena Kapoor ticks off all the boxes that make her a good celebrity endorser. Coming from the Kapoor clan, she learned early how to live under the public eye and revel in media attention”
This year, Kareena Kapoor decided to work for the social welfare and partnered with UNICEF as a good will brand ambassador, where she will spread awareness about the varied factors of pregnancy. a few months ago, Airbnb roped in the husband-wife couple and came up with a new campaign, where they were seen sharing their Airbnb experience in the UK.
Kareeena Kapoor has always associated herself with big brands. Is it a strategy to maintain brand value in the ever competing celebrity endorsement market, we asked brand expert N Chandramouli, CEO, TRA Research and he said, “For a celebrity to have value to a brand, (s)he must not only have current following, but also a potential of future successes in the celebrity's field of work - so that the brand gets sustained value. Some brands need mere association with a famous face, and they will go for the ROI approach in finding the celebrity that fits their needs.
Also, the endorsers' sheen erodes with brands very quickly and mercilessly. So any celebrity tries to extract maximum value in the time they are there in the limelight. Kareena, or any celebrity, comes with an endorsement expiry date, and they want to squeeze most of it while it lasts”.
He also said, “Female actor marriages are no reason for a brand not to take an endorsement from them. In fact sometimes marriage gives a boost to the couple-hood value of the duo, as happened in the Virat-Anushka bethrotal”.
While Nupur Krishna has a different take on this, “Kareena knew how to always stay in the limelight. Even after marriage and pregnancy she found ways to stay close to her fans through social media. While other actresses would avoid the public eye during pregnancy, Kareena boldly shared her heavily pregnant pictures on Instagram, along with her weight gain and then miraculous weight loss. She regularly shares her son Taimur’s pictures online. It is comparable to the appeal of the Kardashians. Her transparency and open lifestyle builds trust in her fans, especially when it comes to fashion and motherhood. Also, by being selective of the brands she chooses to endorse, she has made sure that her reputation and brand value is not adversely affected by those of her clients.”
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
TOP STORIES
E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp