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Tag: Ranveer Singh

  • Campaign created by The Script Room

    Ranveer Singh raps for CoinSwitch Kuber

    By Our Staff

     

    The Script Room has developed and executed CoinSwitch Kuber’s ‘Kuch Toh Badlega’ Campaign with actor Ranveer Singh . Planned around the cricket season, Kuch Toh Badlega comes as a set of three films slated to go on air around IPL & T20 World Cup. The films will also be released digitally.

     

    Speaking about the campaign, Ramsam, Co-founder, The Script Room said: ”The world of crypto remains largely unexplored. There is still a lot of scepticism surrounding it. The adopters seem to be the more adventurous. While we wanted to invite a larger set of users we still wanted to keep it new age and not fall into the traditional codes of advertising to gain that trust. Ranveer was that right balance. Of adventure and credibility. We saw a great refreshing opportunity in pitching it in this world of him and his gully boys. This is our fastest campaign ever. From cracking it to getting it approved and getting Ranveer on board, everyone involved didn’t take much to be convinced. We’re pretty excited with the outcome”

     

    Added Swati Pincha, Head of Growth at CoinSwitch: “It is an exciting time to be in crypto and the onboarding Ranveer Singh is one of the many steps we are taking to reach out to the millennial audience. Kuch Toh Badlega taps into the popularity Ranveer enjoys, and in essence, is a war cry to get Indians to join the crypto revolution. The enthusiasm Ranveer exudes is the attitude we are trying to infuse into the young crypto ecosystem. We also believe Ranveer’s authenticity will help instil trust into this new asset class and encourage wider acceptance and understanding. We want to give the opportunity to millennials and Gen Z consumers to make money and work towards financial well-being equal for all through crypto.”

     

  • For visual-based quiz show 'The Big Picture’

    Ranveer Singh to debut as quiz master on Colors

    By Our Staff

     

    General entertainment channel Colors has acquired the rights for quiz show ‘The Big Picture’. The channel has signed actor Ranveer Singh who is to make his television debut as the host. The quiz show for which Byju’s will be presenting sponsor will also be available on Voot and Jio TV. The channel will work in association with Banijay Asia and ITV Studios Global Entertainment B.V.

     

    Speaking about the show, Nina Elavia Jaipuria, Head, Hindi Mass Entertainment and Kids TV Network, Viacom18, said, “At Colors, it has been our constant endeavour to tread beyond the conventional to provide premium variety content. With a view of bringing new and enhanced entertainment experience for our viewers, we have over the years pioneered diverse genres that include dance reality shows, talent-based shows, stunt-based shows and voyeuristic content. Breaking new boundaries of entertainment, we are extremely excited to announce one of the biggest and differentiated quiz show We look forward to presenting this extremely unique proposition to our viewers which will be helmed by superstar Ranveer Singh. He is a maverick youth icon, who has carved a niche through sheer hard work and excellence of his craft. His youth appeal makes him an instant fit for the show and we are certain that his exuberance and charm will captivate the people of India.”

     

    Added Deepak Dhar, Founder and CEO, Banijay Asia: “Banijay is known for bringing exceptional content, original or international adaptations/acquisitions to its audiences in the country. We are delighted to kick off our partnership with COLORS with the internationally acclaimed ‘The Big Picture’ and are confident that its unique format will garner as much attention in India as it did internationally. Working with a powerhouse like Ranveer Singh is an exciting feat in itself and we are looking forward to creating some quality content that stirs excitement and engagement at the same time.”

     

    Said Ayesha Surty, SVP licensing at Global Entertainment, ITV Studios: “We’re thrilled to have this exciting format in India following other ITV Studios formats like ‘The Voice’ and ‘I’m A Celebrity. Get Me Out Of Here’. ‘The Big Picture’ brings in viewers from home as active participants and sees the return of ‘feel good television’, enhancing family viewing. We couldn’t have asked for a better platform than Colors TV or a more captivating host than Ranveer Singh to bring alive this highly energetic and enthralling show.”

     

     

  • Come on not everything is about TG and tonality etc. We are talking about ads and sometimes, they do need to break the mould, writes Vikas Mehta

    AdOnIPL21: Hits & Misses

     

    By Vikas Mehta

     

    Vikas MehtaSo, the pandemic caught up with IPL too. And some of us are surely going through withdrawal symptoms each evening. But the futility of the sport hits you starkly when a few near and dear one gets affected, as it happened to yours truly too.

     

    Let me bring this series to a logical end. Today I will share with you my hits and misses from the ads released during the IPL. And my Gen Z sample, undoubtedly will have a say in this too.

     

    Frankly, it is easy to talk about the misses. Some of the worst ads featured Ranveer. The toss up in my mind was between JioFiber and JD Mart. Maybe Ranveer should give up endorsing brands starting with J. And on this my Gen Z sample was in total unanimity with me.

     

    Then there were the soft drinks ads. Be it Pepsi, which surprisingly used the old Salman Khan or be it the Coke global ad which desperately tried to have some Indian feel to it. Or the Priyanka Chopra-led B Fizz ads (ok, Gen Z sample did like this one). Or the Katrina Kaif Slice ad which used the 1970s Pepsi Taste Challenge thought but without any conviction. Or the you-blink-and-miss Maaza ad. Or the, you have seen one, you have seen them all, Frooti ads. This category was the biggest disappointment for me at the IPL. What a fall for a category which, till just a few years ago would produce some of the best ads, year after year. And my Gen Z sample had a pertinent point to make. Why did most of the soft drink ads use celebrities who are past their sell-by-date? Maybe because Gen Z celebrities are flash in a pan Tik Tok or Instagram celebrities who shine for a few moments and are quickly replaced by a newer sensation, I suggested. Maybe because the creators of these ads are millennials who are still clinging to the celebrities of their own generation. But a point to ponder.

     

    That question from my Gen Z sample made me think hard and I wondered about another interesting trend. Hardly any cricketer or sportsperson is promoting any of these soft drink nowadays. Bah! That’s easy, said my Gen Z sample. Sportsperson are now more conscious about not associating with unhealthy products. Hmm! I think of Tendulkar with the chubby, wholesome look and then the image of a fit, diving, hurtling Kohli flashes in my mind and though I nod in agreement, give me a Tendulkar any day over a Kohli.

     

    But I digress, who am I to pontificate? I will just continue with my hits and misses. The biggest yawn, no, the biggest turn off for me was the Salman Khan’s Elaichi flavour ad. Till I was corrected by Gen Z sample. The brand was not Salman Khan. I stood corrected. I would prefer the Bolo Zuban Kesari ad any day. So what if it features two more vintage actors. At least it was shot in London and not on a cheap looking Bollywood set.

     

    Hey, all is not doom and gloom. The IPL did have its moments. Not many, but some did stand out. The Phone Pe series for example. For me, this was the stand out IPL campaign. Benefit lead, short plots that did not need major explanation and had ample subjects to reignite interest every time you saw them. In fact re-viewing these was always a pleasure. And these also amplified the stimulus response theory of communication very well, Eh! What’s that, asked my Gen Z sample. Finally, I could pontificate a bit. Do not say the benefit in the ad. But give a stimulus that makes the viewer say the benefit. That’s when generic benefits like easy to use, convenient, fast etc are not only remembered but appropriated by the brand. For the first time I noticed a look of appreciation from Gen Z sample. Small mercies!

     

    Of course the gully cricket ads of Dream 11 were a big hit too. And so were the Dhoni ads for the same brand which epitomised the using of brains to build your fantasy team. But then MPL did a neat little coup by questioning the use of brains in the Hindi proverb-led series. The MPL ads also demonstrated that a good idea can easily upstage the presence of celebrities like Ranveer (again), Dada or Rahane (My 11 circle) or for that matter even K. Rahul (Gamezy).

     

    Finally, it was Cred that stole the show. While the Dravid ad got lot of attention and social media chatter and even though the Jackie Shroff and Kumar Sanu follow up ads were a pale shadow, I think the boy band ad was quite brilliant. For my Gen Z sample it was not just hilarious but as it spoke their language and actually addressed them, it was endearing. Come on not everything is about TG and tonality etc. We are talking about ads and sometimes, they do need to break the mould. Cred is a winner on that front.

     

  • Ranveer Singh and MS Dhoni are most recalled brand ambassadors in the Indian Institute of Human Brands (IIHB) study on advertising recall in IPL 2021. Shah Rukh Khan topped the report in 2019 and MS Dhoni was at No 1 in 2020

    Ranveer Singh & Dhoni top IPL recall rankings

    By Our Staff

     

    Both actor Ranveer Singh and cricketer MS Dhoni have have done equally well in the annual IPL ad recall research of the Indian Institute of Human Brands (IIHB) conducted 10 days after the start of the league this year. The research polled 879 respondents in the age-group of 18-35 years (M=481, F=398) across India. The interviews were conducted telephonically.

     

    Dream 11 was the most spontaneously recalled brand in this year’s survey, which possibly also helped enhance both the brand equity and recall of Dhoni who anchored the 12-ad series for the brand as its ambassador and protagonist. Jio Fiber, with multiple IPL teams featured with an effervescent Ranveer Singh gyrating with a sing-song brand message, came in second on recall in the research, also helping the celebrity endorser to considerably strengthen his personal recall. Byju’s was the most spontaneously recalled brand on the IPL last year; though its celebrity endorser Shah Rukh Khan trailed behind other celebrities.

     

    Expectedly, Virat Kohli did well on recall too and came third in the recall rankings. Salman Khan did surprisingly well in this year’s survey and came in at No. 4, ahead of Rishabh Pant, Rahul Dravid, Varun Dhawan, Alia Bhatt and Saurav Ganguly who followed in that sequence. Ajay Devgn, Sachin Tendulkar, Shikhar Dhawan, Shah Rukh Khan, Boman Irani, Kareena Kapoor, Ranbir Kapoor, Katrina Kaif, Ayushmann Khurrana and Akshay Kumar, on the other hand, had very few mentions and scored very poorly on respondent recall. There were sporadic mentions of Virender Sehwag and Priyanka Chopra too. In the last survey conducted in October 2020, MS Dhoni had the highest spontaneous recall as a celebrity endorser. Virat Kohli was a not-so-close second. Akshay Kumar was at rank 3; Ayushmann Khurrana at rank 4.

     

    Said Dr Sandeep Goyal, Chief Mentor of IIHB: “MS Dhoni and Ranveer Singh had a disproportionate share of visibility and recall in the IPL research we just conducted. This was in synch with the ultra-high recall of the brands they respectively endorse. It is interesting nevertheless to note that brands without celebrities like Phone Pe, Byju’s and others too have done well wherever media investments are heavy”.

     

    IIHB team used its proprietorial Celebar tool based on Celebrity Brand Association & Recognition to assign a metric score to each celebrity and associated brand. The tool takes into account:

    • Spontaneous recall of the brand

    • Spontaneous recall of the celebrity

    • Association between brand & celebrity together

    • Recency of communication

    • Media weight behind campaign

    • Solus versus multiple brands using the celebrity

     

    MS Dhoni had a Celebar score of 87, up from 82 at the last IPL. His spontaneous recall was an unusually high 82%. His association with Dream 11 was also very constant at 79% from the last edition. He got 9% association with IPL/Star TV, 8% brand association with Indigo Paints, 6% with Orient Fans for Orient Fans and Livfast Solar. 2% recall came from SunFeast Yippee. So, most of Dhoni’s brand goodness got hijacked by Dream 11, much like last year. If Dhoni had only been endorsing Dream 11, his Celebar score would have been near 100, given his strong association with that one brand, to almost the relative exclusion of the other brands he endorses.

     

    Ranveer achieved a Celebar score of 86, empirically almost equal to that of MS Dhoni. But his association was more democratically spread with Jio Fiber at 56%, JD mart at 48%, My11Circle at 22% and Bingo at 18%. Names of some other brands were mentioned by respondents but these were filtered out as they were not part of the IPL broadcast.

     

    Both MS Dhoni and Ranveer gained massively also on account of their main brands spending disproportionately large amounts of media monies which made them exponentially more visible than other competing celebrities.

     

    Virat Kohli trailed behind the Top 2. His score of 45 on Celebar is mostly derived by his 94% association with MRF tyres. Bluestar is in low single digits on association.

     

    Salman Khan at a Celebar of 38, owes 82% recall to Rajshree elaichi and the balance to Pepsi. Rishabh Pant climbed up interestingly to No. 5 on the strength of his JSW appearances. Varun Dhawan had 76% of his recall from Lux Cozi and much lower from Frooti. Alia owed most her recall also to Frooti with scattered mentions of Dark Fantasy.

     

    Interestingly, the IPL seems to be running no/few ads with Amitabh Bachchan, Akshay Kumar, Deepika Padukone, Ranbir Kapoor, and even with cricketers Rohit Sharma or KL Rahul or Hardik Pandya, or the media weightages behind those ads were too insignificant to be noticed by viewers.

     

    The Cred ad for Rahul Dravid was spontaneously recalled by 17% respondents but only 2% remembered Jackie Shroff and only 1% mentioned Kumar Sanu for the same brand.

     

    Mutual Funds (AMFI) ads had 22% recall but most respondents got the protagonists mixed up, with the most attributing the messaging to Dhoni and Kohli.

     

    Dream 11’s association with multiple cricketers was mentioned by many respondents but most were not sure if they remembered current creatives. Only the connect with MS Dhoni was unambiguous.

     

    Despite heavy media weights, Vimal Elaichi ad featuring Ajay Devgn and Shah Rukh Khan had only an 8% recall. Netmeds with Kareena Kapoor and Renuka Shahane had a good 9% recall. Priyanka Chopra’s Appy Fizz and Katrina’s Slice were almost not recalled. Hema Malini managed 3% recall on Kent RO. Randhir Kapoor’s Asian Paints managed 4% while Kareena Kapoor’s and Pankaj Tripathi’s Berger creatives both got below 1%. Ayushmann was remembered by less than 1% in Urban Company. Gajaraj Rao was mentioned in less than 1% for Voltas. Unacademy featuring Sunil Gavaskar and Harsha Bhogle too scored poorly at 2%. Gamezy featuring KL Rahul got less than 1% recall.

     

    On the ads without celebrities, the most remembered were Phone Pe (32%), Byju’s (31%), Vivo (22%), One Plus (21%), Groww (20%), Upstox (20%), Kia (19%), MPL (18%), Bisleri (11%), PharmEasy (11%), Thums Up(9%), Coca Cola (6%), Renault Kiger (6%), Tata Safari (6%), Skoda (3%), Ajio (3%), Dark Fantasy (2%), LikedIn (2%), Raymond (2%) and Tuborg (1%).

     

    As more gets added to the broadcast as the IPL progresses, both standings of celebrities and recall of brands may change, a communique added.

     

  • Akshay Kumar is No 2, followed by Ranveer Singh, Shah Rukh Khan & Deepika Padukone, as per the Duff & Phelps study

    Virat stays India’s No 1 Celeb

     

    By A Correspondent

     

    Consulting firm Duff & Phelps, the world’s premier provider of governance, risk and transparency solutions, has  released key findings from the sixth edition of its Celebrity Brand Valuation Study 2020: “Embracing the New Normal.” The study provides a ranking of India’s most powerful celebrity brands based on brand values derived from their product endorsement portfolio and relative social media presence. It examines the impact of the pandemic on both brand value rankings and the celebrity endorsement space.

     

     

    Said Aviral Jain, Managing Director, Duff & Phelps: “While established celebrities continue to dominate our rankings, notable millennials with a strong social media presence continue to climb the ladder. Ayushmann Khurrana, Tiger Shroff and Rohit Sharma all jumped a few spots to grab the No. 6, No. 15 and No. 17 spots, respectively. Further, Kartik Aaryan debuts on our list at No. 20. These rising millennial celebrities were in greater demand during the pandemic owing to their popularity among the youth,” adding: “This year, the media and entertainment (“M&E”) sector took a hit and witnessed significant slowdown in advertising spends as traditional media and outdoor entertainment were severely impacted by the pandemic. Digital marginally overtook print to become the second largest segment in the advertisement space, and it continues to witness traction among brands. The pandemic has also reinforced the fact that a strong social media presence is no longer a ‘good to have,’ but rather a ‘must have’ for celebrity endorsers. With celebrity-brand engagements becoming more digitally oriented, brands and celebrity endorsers are discussing innovative ways of collaboration,” Jain added.

     

    Commenting on how the pandemic redefined the M&E sector, Varun Gupta, Managing Director and Asia Pacific Leader for Valuation Services at Duff & Phelps, added: “2020 saw a boost in digital advertising, with celebrities leveraging their authentic and personal experiences for endorsements. In fact, many OTT stars and influencers are currently sharing the spotlight for digital ads, which is a new trend observed this year.”

  • In the ad, he’s on a hunt for a good potato. Whatever!

    Ranveer Singh’s all-new Bingo ad

    By A Correspondent

     

    Bingo!, the popular snacking brand from ITC Ltd, has launched a new campaign for its potato chips category.

     

    The TVC features Bingo’s brand ambassador and actor Ranveer Singh. Dressed as a detective, he is on a mission to find a good potato in a place full of potatoes.

     

    According to an ITC spokesperson: “Bingo is one of the most preferred snacking brands in the country today. While the commercials have a fun and quirky undertone…in line with Bingo! brand, our firm belief is that good quality ingredients are the reason behind great tasting chips and this new TVC is an attempt to share that message with our consumers. With Ranveer on-board, the excitement quotient is elevated in our communication with energy only he can bring.

     

     

  • … writes Bhuvi Gupta in a new fortnightly column on marketing and advertising

    Why Brands have a Responsibility to Step Up & Help in Economic Recovery

     

    By Bhuvi Gupta

     

    Bhuvi GuptaIndia has been under a full lockdown since March 24, 2020. After three subsequent extensions, a relatively unsuccessful Unlock 1.0 & 2.0 in June and July, spikes in positive cases are forcing many Indian cities to go under full lockdowns, again.

     

    As the economy degrows, unemployment rises and sales decreases and every subsequent FY21 GDP forecast is worse than the previous one, the future seems bleak and unlikely to bounce back soon.

     

    Basis a GroupM report released in June 2020, India’s GDP will contract by 3.7% and subsequently overall advertising spends will decline by more than 20% this year.  This follows, as advertising in current scenarios is an after-thought, with most companies focused on reviving production and distribution. The drop in advertising has led to unprecedented job losses in the ad-dependent media industry, so much so that industry body International Advertising Association (IAA) has been running a campaign, ‘Let’s Advertise’ to spur advertising, since June 2020.

     

    The campaign seems to have made some impact  – brands in the Health & Hygiene categories or those that can pivot their messaging to sound Covid-wise have started advertising. However, this is a small portion of the market, and for the economy to revive, brands which can afford to, should, play a bigger role in recovery.

     

    As Keynesian economics espouses, spending spurs consumption during times of economic downturns. If brands (which can) spend monies, this will spur demand, and the money will help the economy as a whole. In such pandemic times, the messaging of many brands is irrelevant, a great way to remain visible is by running Public Service Announcements (PSAs) campaigns.

     

    While a decade ago, PSAs were issued by govt bodies, with the advent of social media, brands regularly run socially relevant campaigns because they help the brand earn respect and hence brand equity while also doing social good. Due to their affirming messages, PSAs also have higher than average trend-worthiness, i.e. audiences share these ads more because it helps them feel good about themselves to do something socially relevant.

     

    With the notable exception of Mumbai Police PSAs, most PSAs released by government bodies in India, are pedagogical spiels, which are not engaging, even when starring celebrities.

     

    In March 2020, just as the lockdown was announced, the Maharashtra government released a pedagogical PSA on Covid-19 headlined by the biggest stars of Bollywood including Amitabh Bachchan, Ranveer Singh, Ayushmann Khurrana, Alia Bhatt, Akshay Kumar etc. A month later, Sony launched a PSA with a similar Bollywood lineup but a much better storyline. (The PSA can be viewed here – https://www.youtube.com/watch?v=OQk0VrL2I-w

     

    Short film – ‘Family’, conceptualised and virtually directed by Prasoon Pandey for Sony Network starring celebs from across the country used storytelling creatively to communicate the importance of staying at home. It was telecast in April 2020. https://www.youtube.com/watch?v=ju7ku–S6F4

     

    Hence, in Covid-stricken times, effective PSAs can help brands kill many birds with one stone  – create brand equity, earn public goodwill, spur good behaviour, meet annual CSR target spends as mandated by Indian law and, most importantly, help the economy recover.  Earned goodwill will also spur trials for those whose loyalties lie with competitors.

     

    Budget-struck brands can collaborate with other brands; conduct digital-only campaigns to give the push to the economy to help its recovery.

     

    As brands with diverse target audiences release PSAs, different strata of society will get targeted which will help in overall compliance. This is backed by research conducted by 2019 Nobel laureates in Economics, Abhijit Banerjee and Esther Duflo. In a paper released last month, they have shown that frequent celebrity messaging, in addition to the existent large-scale government messaging on Covid-19, can positively impact behaviour by nudging people to follow best practices. The research also shows that there are spillovers of good behaviour in the entire community even when a few are targeted.

    In a CSR initiative, waiting to be replicated by national dailies, Kashmir ‘s Urdu newspaper Roshni, affixed a mask on the front page of the paper on July 20 to drive home the message about mask usage. Kashmir was under complete lockdown from 22-27 July, due to a rise in Covid cases.

    VIRALITY TO BEHAVIOURIAL CHANGE

    The challenge even for good PSAs is translating virality to behavioural change. The ease of communication brought on by social media has made armchair activists of the majority of the population. However, while these activists enable knowledge-sharing with other people they don’t bother much with acting upon the gained knowledge before moving on to the next trending topic. Which is why, despite the dangers of inobedience, many who wear a face mask, style it as a chin-guard.

     

    Hence, brands should be careful to create PSAs which are not just a retelling of facts, but facts communicated in way to appeal to their targeted audience, whether it is through high quality storytelling, a new ‘Hook Step’ or a ‘Challenge’ which is creative enough to warrant sharing.  Basis the research by Banerjee and Duflo, leveraging brand ambassadors signed on for lavish multi-year contracts will also help to drive behavioural change. So brands, any takers?

     

     

    Bhuvi Gupta is a marketer with over 10 years across industries, of which the last six have been in Media & Entertainment. She has been a part of many launch marketing campaigns – specifically at the Times of India group, Republic TV and the latest in marketing a Bollywood film. She will write on A&M (mostly marketing, but often on advertising too). Her views here are personal. She tweets at @bhuvigupta3

     

     

     

     

     

  • The digital campaign focuses on hair hygiene habits

    Head & Shoulders encourages consumers to take #ScalpSwag challenge

    By A Correspondent

     

    Head & Shoulders has launched the #ScalpSwag online challenge based on findings of consumer behavior during the lockdown, with restrictions on various amenities.

     

    Said Binu Ninan, Senior Brand Director, Hair Care, P&G Indian Sub-Continent: “Head & Shoulders understands the dandruff-sufferer’s needs and habits. We have observed an increase in online searches for hair concerns, specially cutting hair at-home and dandruff.  We wanted to reach out to the consumers and express that it is possible to be scalp-brave with an effective anti-dandruff solution. Head & Shoulders is thrilled to have Ranveer Singh on board.”

     

     

  • The new brand film is a true representation of JBL’s uncompromising quality

    JBL debuts film featuring Ranveer Singh

    By A Correspondent

     

    JBL has unveiled its new film featuring actor  Ranveer Singh urging consumers to ‘Live it real and Live it raw’..

     

    Said Vikram Kher, Vice President- Lifestyle Audio, Harman India: “The new brand film is a true representation of JBL’s uncompromising quality and Ranveer Singh’s indomitable spirit. It is a powerful celebration of the raw potential of our youth and reflects their fearless attitude,”. JBL has always urged its consumers to dare and reach out for the best and the film brings to life our philosophy with perfection. We are confident that the youth across the country will love the uplifting feel inspired by the message.”

     

     

  • The cricket star is followed by actors Akshay Kumar and Deepika Padukone and Ranveer Singh

    Virat Kohli stays Most Valuable Celeb: Duff & Phelps

     

    By A Correspondent

     

    Consulting major Duff & Phelps has released findings of the fifth edition of its Celebrity Brand Valuation Study 2019: ‘New is Gold’.

     

    The study provides a ranking of India’s most powerful celebrity brands based on brand values derived from their endorsement contracts.

     

    Key findings from the report include:

    • Virat Kohli retains the top position for the third consecutive year. His brand value rose by 39% to USD 237.5 million (mn) in 2019.

     

    • Akshay Kumar jumps to second position with brand value of USD 104.5 mn (a jump of 55.3%).

     

    • Power couple Ranveer and Deepika claim the third spot with a brand value of USD 93.5 mn each. Deepika retains her most valuable female celebrity status for the second consecutive year whereas Ranveer moves up a spot, to now occupy the same position as Deepika Padukone.

     

    • Total value of the top 20 celebrity brands stands at USD 1.1 billion, with the top 10 contributing about 75% of the total value.

     

     

    Said Aviral Jain, Managing Director, Duff & Phelps: “This year we saw the new generation celebrities make it to the top 20. Apart from the celebrities who were featured in last year’s study, this year, we have Ayushmann Khurrana (Rank 10), Tiger Shroff (Rank 17) and Rohit Sharma (Rank 20) with a cumulative brand value of USD 87.5 mn. The industry saw a wave of new faces and concepts with the effective usage of digital media to capitalise on millennials and Gen Z. Even though brands changed their approach of sticking to established actors by roping in new faces, overall the industry managed to stay on course with the perfect blend of traditional and new. The new pedigree of stars also ventured into investments by emerging as ‘starvestors’ (star investors), thus infusing capital in brands that resonated with their values.”

     

    Commenting on the changing nature of the endorsement market in India, Varun Gupta, Managing Director and Asia Pacific Leader for Valuation Services, Duff & Phelps added: “This is the dawn of a new era for the media and entertainment sector. The industry has seen experimentation, be it celebrities moving from traditional mainstream endorsements towards investments in brands, the rise of digital format advertising campaigns, or the onset of over-the-top (OTT) stars who are breaking new ground in endorsements. Brands and celebrities have parallelly adopted the path of conscious advertising and filmmaking by choosing uplifting topics and making the narrative less window dressed, an important facet for today’s Gen Y and Gen Z.” Further, the study focuses on the rising trend of OTT since the upgrade of the India’s digital demography. Regional industries created ripples nationally and globally with OTT proving regional content is no longer a desired state, but a prerequisite for today’s consumer. The study also highlights the new tribe of celebrity endorsers who have become digital stars; they actively involve themselves in social causes and promote brands inclined towards fitness, health and wellness.

     

     

  • The campaign pays tribute to adidas’ iconic sneakers from the past, re-imagined for today

    Adidas Originals launches ‘The Home Of Classics’ campaign

    By A Correspondent

     

    Adidas Originals has launched its product campaign Home Of Classics that pays tribute to some of the brand’s most foundational silhouettes.

     

    Fronted by India Brand Ambassador Ranveer Singh as the protagonist, the campaign is shot by celebrity fashion photographer Errikos Andreou. From falling in love with the brand to becoming an ambassador for the brand alongside Mo Salah, Ranveer Singh truly embodies the spirit of Adidas Originals.

     

    Notes a communique: “From falling in love with the brand to becoming an Emerging Markets Ambassador for the brand alongside Mo Salah, Ranveer Singh truly embodies the spirit of Adidas Originals!” Indeed.

     

     

  • Ranveer Singh will be seen endorsing the brand’s latest festive collection

    Manyavar appoints Ranveer Singh as brand ambassador

    By A Correspondent

     

    Manyavar has announced actor Ranveer Singh as its brand ambassador.  As a part of the association, Ranveer will be seen endorsing the brand’s latest festive collection through a slew of commercials spread across television, digital, and social-media.

     

    Commenting on the association, Ravi Modi, MD of Vedant Fashions said: “At Manyavar, we are always in pursuit of excellence, and aim to set higher standards. So, it’s only fitting that we welcome to Manyavar the one man who has been setting new standards of excellence with every step he takes. We are delighted to have Ranveer Singh join the Manyavar family. He is an achiever, and every young Indian aspires to be like him. He is confident, proud, passionate and embodies the spirit of the modern Indian man. We are certain that, with his charm and ability to win over people, he will inspire his fans to celebrate the Indian in them more often. Manyavar looks forward to a beautiful, inspiring and exciting journey with Ranveer Singh.”