Post the success of her debut movie ‘Om Shanti Om’, Deepika Padukone seems to have been pushed centre stage in the advertising and endorsement circuit. Padukone is getting more endorsements offers than film. The model-turned-actress is now the face of high profile brands like Levi’s Strauss Signature jeans, Maybelline, Kingfisher Airlines and most recently, Tissot watches.
According to experts, Padukone now commands a brand valuation of over Rs 80 lakh – more than five times what she used to get before her debut film.
“Her brand valuation is now in the bracket of top actresses. If not the same, her valuation is close to top actresses in the industry,” said Pooja Dadlani, VP, of Bling Entertainment, the celebrity management agency for Padukone.
Sharing the rationale behind the initiative, and revealing his insights on how Padukone is a perfect fit for the brand, Dr Vijay Mallya, Chairman and CEO, Kingfisher Airlines Ltd, said, “In a short span of 29 months, Kingfisher Airlines has firmly established itself as a market leader while setting new service benchmarks. Deepika Padukone, the Kingfisher Airlines brand ambassador, personifies the brand values of Kingfisher Airlines and what it stands for.”
“Our association with Deepika is a perfect brand fit and we are delighted to partner with her. She signifies style, good looks, youth, fun, and all other attributes that resonate with our brand values and positioning,” said ATP Ramani, Business Head, Levi’s Strauss Signature.
Ramani further said that the Levi’s Strauss Signature jeans was a new brand from Levi Strauss & Co., which was affordable and targeted at college students and young people. The brand is young, fun, colourful, approachable, and stylish and has universal appeal. “We believe that Deepika's profile reflects these attributes,” he added.
Puneet Ahuja, Business Executive, MindShare, noted, “Deepika is one of India's most sought after actresses and an international model. She is one of the hottest actresses to arrive on Indian cinema. She justifies Tissot's core values of performance, precision and setting new records, having herself achieved success at a young age. With the brand planning to target the youth, which is earning well and is brand conscious, Tissot’s choice of Deepika as the brand ambassador is indeed apt. This collaboration will support and grow the popularity of watches in India.”
“Our association with Deepika is a perfect brand fit and we are delighted to partner with her. Padukone has many facets to her. She is a young, successful Indian who is naturally glamorous as well as bubbly and connectible to youth. On a brand like Levi’s Strauss & Co. Signature Jeans, her qualities of being youthful and fresh-faced is what makes her an ideal brand ambassador to the Indian college student. On the other hand, for a brand like Tissot, her diva star power and her global success gives her an ideal fit,” said Prahalad Nanjappa, VP-Creative Director, JWT.
Francois Theibaud, President, Tissot South Asia, said, “We found Deepika as a person with typical traditional values. And to be famous at such a young age does not come by chance. She has that fighting spirit, with the ability to accept failure and still wanting to win. She justifies Tissot’score values of performance, precision and setting new records.”
Padukone has earlier modeled for Limca, Close Up, Liril and Parachute Massager, to name a few.