International Hrithik, the hottest icon of the advertising industry

Hrithik, the hottest icon of the advertising industry

Author | NULL | Saturday, May 05,2001 12:00 AM

Hrithik, the hottest icon of the advertising industry

Hrithik , has become the hottest icon of the advertising industry in they year 2001. With companies lining up to sign him as their brand ambassador despite his ever increasing price. Besides signing up with Hero Honda, Coke, S Kumar’s and Home Trade, negotiations are also on with the Sahara group as well as with an well known cellular services company.

Consider this:

  • Coca-Cola India, found that the recall of its television commercial among TV viewers across the country went up from 20 per cent to a high of 31 per cent with the launch of its Hrithik Roshan campaign. The recalls among the brands target audience – teeny-boppers and the youth was staggering 40%.
  • S Kumar’s, roped in Hrithik Roshan for its new menswear brand “Tamarind”, has calculated that it will need to spend at least 40 per cent to 50 per cent less on advertising because he makes a deeper impact on the consumers.
  • Home Trade, was surprised to see the number of hits on its portal has gone up 7 lakh a day after the release of its ad campaign featuring Hrithik apart from Shah Rukh Khan and Sachin Tendulkar.
  • Film industry sources say that Hrithik has already made more money from endorsements than from films. According to the industry, he is the second highest paid advertising icon after Amitabh Bachchan. While companies are tight lipped about divulging figures on celebrity endorsements, industry sources say that Hrithik charges between Rs 2 crore and Rs 3 crore for a year compared to Rs 1.5 crore charged by Shah Rukh Khan.

    What makes him the favourite to advertising industry and the companies he endorse for is his ability to get instant recall vis-a- vis the brand. According to Nitin Kasliwal, managing director S Kumar’s Nationwide, it would have taken at least 8 to 10 months for a new brand to find space in big chains like Shoppers’ Stop but “Tamarind” has been accepted within 20 days of the launch.

    But not everyone agrees that companies are getting value for their money by using Hrithik to endorse their products. Some see him being overexposed, which in long term will dilute his charisma and ability to create instant recall with the brands.

    Avers a multinational company, which was confronted with a similar problem with cricket star Sachin Tendulkar endorsing a whole host of products: “It’s a tricky situation. It all depends on how well you have been able to use the celebrity so that people can identify it with your product. A mismatch could prove disastrous.”

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