Saturday, April 24, 2010

Katrina, Deepika spell trouble for brand Ash-Sush

Move over Shah Rukh Khan and Preity Zinta, gen next celebrities are here to rock the ad world. Deepika Padukone, Katrina Kaif, Genelia D'Souza and Sharman Joshi are in high demand as brands feel they speak the language of the youth.
Deepika, 24, is endorsing brands like BSNL - which
earlier had Preity as its face - Sony cameras and Fiama D'Willis.

"Jaane Tu...Ya Jaane Na" star Genelia, 22, has not only replaced Rani Mukerji in the Fanta and Vatika hair oil ads, she has also taken the Cadbury Perk ad from Preity.

"Younger celebrities are building a big fan following of their own. So it's natural that brands talking to the same young fans prefer to rope in younger celebrities," Shivanand 'Doc' Mohanty, national creative director of Dentsu Communications, told.

Imran Khan has become the face of soft drink giant Coca-Cola. Though his uncle Aamir Khan remains its star endorser, Imran was roped in to give a younger feel.

Pepsi that embodies the most prevalent youth sentiment has dropped 40-plus Bollywood superstar Shah Rukh Khan and brought in the much younger Ranbir Kapoor for their new set of ads.

Actor Sharman Joshi has become the new face of big brands like Nokia and Airtel and Sonam Kapoor has long taken over L'oreal from Aishwarya Rai.

Katrina is not far behind. If on one hand she has stamped a deal with jewellery brand Nakshatra, earlier endorsed by Aishwarya, on the other she has taken over Pantene from Sushmita Sen.

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