Lux Industries Ltd has used Shah Rukh Khan to endorse its brand ONN, Tirupur-based Dixcy Scott is endorsed by Salman Khan. It has worked with celebrities ranging from Roshan to Rajpal Yadav. Prior to him, the brand was endorsed by Dutt.īetween 20, Kolkata-based Rupa spent ₹ 200 crore on various endorsements, the company said in an investor presentation last year. The latest Rupa Frontline commercial, for instance, features Singh wearing vests of the three-decade-old brand in a commercial penned by the actor himself and directed by Yash Raj Films India Pvt. Ltd, said in an emailed response.īudget is never a constraint with Rupa when it comes to brand-building and advertising, added Agarwal. And it rarely fails," said the second talent manager.Ĭelebrity engagement in the past has “had a deep impact in the company’s bottomline", Mukesh Agarwal, director of Rupa and Co. It’s a risky proposition, but it has such a mass appeal that only a well accomplished iconic actor can be part of the selected pool. “Look, actors don’t necessarily jump at the thought of selling vests and underwear. This person asked not to be identified.Ĭelebrities usually feel more comfortable putting their name and face to larger international brands, he said, but underwear ads do have something working for them (and for actors who can carry them off): mass appeal. “Actors can easily get 1.5x-2x shooting for an innerwear brand than what a normal more popular and so called ‘cool’ brand would fetch them," said another Mumbai-based talent manager whose portfolio involves an actor who featured in a recent vest commercial. “For celebrities, it is about the money when it comes to selling a certain type of brand," said Indranil Das Blah, chief operating officer of Mumbai-based Kwan Entertainment and Marketing Solutions that manages a clutch of actors and sports personalities. In fact, more money than they would make on any other endorsement deal.Īdvertising for an underwear brand can easily fetch a top-ranked actor anywhere between ₹ 6 crore and ₹ 10 crore on an annual basis, according to three people familiar with what actors make on endorsement deals.
The reason why top Bollywood stars endorse relatively unknown brands is the same reason why some perform at big fat Indian weddings or grace store openings of brands they wouldn’t be caught dead wearing: money. One doesn’t know whether Singh wears Rupa, Shah Rukh Khan Lux Cozy and Kumar Dollar Club.
It is plausible that Bieber wears Calvin Klein underwear, and that Beckham wears Armani or H&M. What should come as a surprise, though, are the brands they endorse.
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