It's not uncommon to see a well-known celebrity on your screens endorsing some brand or their products. However, it's not as simple as it looks that a celebrity has been roped in easily by the advertisers. There is a tough competition that happens at the back-end. With this dual competition within various advertisers and among celebrities, a brand chooses its face. The factors that are taken into consideration while choosing a face for one's brand are social relevance, commercial appeal, and brand value. And undoubtedly, B-Town's bubbly, Alia Bhatt with her skyrocketing career is the best among others to suit all these criteria for the advertisers these days.
According to a report by Exchange4Media, Alia Bhatt reportedly charges Rs 1 crore per endorsement and has a brand value of USD 36.5 million.
Celebrity culture in the Advertising Industry
According to the fourth edition of India’s Most Powerful Celebrity Brands report, released by consulting firm Duff and Phelps in January 2019, the combined brand value of India’s top 20 celebrities, including icons from Bollywood, cricket, and a badminton player, was $877.4 million.
Currently, she has 34.3 million followers on Instagram and 19.3 million followers on Twitter. Alia Bhatt also keeps on promoting the brand products that she endorses.
“There is a distinct rise in the quantum of engagement between products/ brands and celebrities, the fee that celebrities are charging, the volume of endorsements they are doing and the number of mediums on which these endorsements appear,” says Aviral Jain, managing director at the valuation advisory services practice at Duff and Phelp.
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Alia Bhatt, the youngest person on the Top-10 celebrity list, was a new entry in the top 10. After being assigned as the brand ambassador for major brands like Frooti, Uber Eats, Nokia and Frankfinn, she was taken on board as advertisers increasingly focusing on connecting with the youth. Other than these, Alia is also endorsing innumerable brand like Sunfeast Dark Fantasy, Star Plus, Lux, MakeMyTrip, Caprese, Sunsilk, Gionee India, Cornetto, Philips, Fruity Fizz, BlueStone, Garnier, Standard Electricals, Hero Pleasure, Nestle, Maybelline, Coca-Cola and Cadbury Perk.
Actress Alia Bhatt's commercial appeal
Alia, perhaps one of the youngest actress in the Bollywood industry started her acting career at a very young age. However, marking a phenomenal growth in her career, she has become the Internet sensation. Currently, she has 34.3 million followers on Instagram and 19.3 million followers on Twitter. Alia Bhatt also keeps on promoting the brand products that she endorses.
“We are delighted to have Alia Bhatt as the brand ambassador for 'Standard' brand. She represents the young energy of India, which will be the new positioning for the brand.”
In 2015, switchgear products and fan maker Standard, a part of Havells India, has roped in Bollywood actress Alia Bhatt as its brand ambassador for its range of products. Commenting on the development Havells India CMD Anil Rai Gupta said, “We are delighted to have Alia Bhatt as the brand ambassador for 'Standard' brand. She represents the young energy of India, which will be the new positioning for the brand.”
Alia Bhatt said, “Brand Standard is making that possible by fulfilling the aspirations of today s contemporary consumers with world-class products and wonderful product range. I am happy to be associated with the brand Standard.”
According to a report by Quartz India, twenty-six-year-old actress, Alia Bhatt earned Rs 68 crore ($9.75 million) from brand tie-ups.
Udisha Srivastav is an intern with SheThePeople.TV