Smiling cuties in your ads are laughing all the way back to banks. In the last four years, kid models have witnessed a fivefold jump in their rates for ads. This translates into a contract amount of Rs 30,000-50,000 for an average kid per commercial. For the star kids, however, this could be higher. Over-enthusiastic parents even force their kids to bunk school for shooting.
Says Hemant Misra, president, Mudra Communications, Delhi, “Four years ago, a kid who had appeared as a central character in an ad, could charge around Rs 8,000- 10,000. This has jumped to Rs 50,000 per commercial today.”Ad men attribute this to the storm of television channels targeting kids. This has led to complementary growth in advertising for products either consumed by kids or influenced by them. In some cases, the rates touch Rs 1 lakh. “There could be one-off cases where a kid can get paid such a package. If a kid has performed well in terms of boosting product performance, then there's a chance,” says N Ramesh, creative head, O&M.
According to Amitabh Bhattacharya, producer of Nomad Films, a Mumbai-based ad firm, “Today's mommys and pas are much more aware about the fast buck they can earn from putting their little ones into the job. Given that there is a demand and supply gap of quality kids on the ad blocks, the parents are making a killing.”
It's not just the 'old timers' who are earning big bucks either. Even fresh faces have seen a significant increase in their packages. Novices, who used to charge between Rs 2,000- 3,000 a few years ago, are earning somewhere around Rs 8,000-10,000 currently, according to industry experts.