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Cut
ribbons and get rich |
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They
say stardom is a fickle thing. Here today,
gone tomorrow. Considering the manner in
which more and more wannabe stars throng
Kollywood, the leading actors and actresses
try to extract the maximum from their current
wave of popularity. No where is it more
evident than in the number of endorsements
for different products or for gracing events.
Today’s audience profile has changed
much. Marketing gurus have to cater to the
college gangs, yuppie couples and those
on the fast track. They have to project
their products with style icons who appeal
the most to these groups. Who could be a
better fit than current film heartthrobs?
So, whether you want to sell face creams,
cool drinks, chocolates, mobile phones,
toothpaste, motor bikes or cars, the faces
that launch these items are those that top
the ratings as of now. |
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The
beauty is you witness tussle between the
stars for competing brands. Example, Trisha
for Fanta and Asin for Mirinda. Ad shoots
are usually for a couple of days and are
completed with clockwork precision without
disturbing film schedules. Payments are
immediate. So, it is easy money for less
sweat.
Another interesting option for stuffing
notes into their bulging pockets is to grace
an event. Whether it is inaugurating a saree
shop, boutique or jewelry store or watch
showroom, the stars arrive (usually late)
with a posse of photographers, wave at the
hangers on, mouth a few rehearsed lines,
flash a smile and swish away in no time. |
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The
whole episode lasts only a few minutes.
The payment varies with the star quotient.
From a few lakhs for top stars, it could
be a few thousands for second rung actors
and actresses. In case of events, the chief
guests, especially actresses, insist on
hefty gift hampers.
While we are not sure whether the star presence
really increases revenue, because today’s
consumer is definitely more quality conscious
and discerning, the stars are also careful
only to endorse established brands or those
of close friends and relatives with an assured
clientele. |
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We
cannot grudge these stars because they have a
short shelf life. So, we will wait for the next
celebrity endorsement or evening and let them
make hay while the sun shines. |
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