A look at birthday girl Kareena Kapoor's brand journey
From Head & Shoulders, Colgate and Vivel Soaps to Prega News and Airtel, Kareena has been the face of several brands
The ever-charming Kareena Kapoor Khan celebrates her 38th birthday today. Having spent almost a decade in the industry, the actress has given many blockbuster films such as, 3 Idiots, Jab We Met, Omkara, Heroine, Bajrangi Bhaijan and the recently released Veere di Wedding. Popularly knows as Bebo, Kareena blossomed into a versatile artiste, experimenting with different kinds of roles year after year. She doesn’t limit her role to movies only, in fact, she plays a dominant and powerful role in the world of advertising as well. Over the years, the lovely actress has associated with multiple brands across categories.
Kareena Kapoor has emerged as one of the highest paid female brand ambassadors in India. She has endorsed various brands such as, Sony, Head & Shoulders, Colgate, Vivel Soaps, Berger Paints, Emami, ICI Paints, Boro Plus, Globus and Airtel. She reportedly has an endorsement value of about Rs 3-4 crore for each endorsement. Bebo once revealed that she is very choosy in terms of representing or associating with a brand. She also said, being a vegetarian, she doesn’t endorse non-vegetarian food, alcohol and cigarettes, and refrain from the controversial products.
In 2013, Kareena Kapoor signed an endorsement deal with a real estate company worth a whopping amount. After this deal, she was considered as the highest paid female brand ambassador in the industry. Five years ago, she signed a deal to endorse a lemonade brand and at that time the actress had 16 brands in her kitty altogether.
Her association with Head & Shoulders is counted as the oldest. She was roped in to endorse the brand in 2007 and after a year, Saif Ali Khan also came on board to represent the brand, along with Kareena and over the years, both have done many campaigns for the brand.
Last month, Lakme launched the Kareena Kapoor Khan collection at the Lakme Fashion Week. The new range of premium makeup products called ‘Kareena Kapoor Khan by Lakme Absolute’ is the first ever makeup line launched by the actress. Her association with Lakme started in 2011.
In 2016, Kareena Kapoor came on a board to endorse the home pregnancy kit brand Prega News, when she was pregnant. In the same year, she rejected six brand offers that make products for babies and pregnant women, because she is very cautious about her image in front of viewers.
Following her comeback after pregnancy, the actress was seen endorsing a new brand. She was roped in as the brand ambassador for soft drink Rasna in February 2018. Last year, we also saw her as the brand ambassador of fashion clothing brand AND.
She has always been a favourite among brands and that is why she has endorsed so many different products over the years right from laptops to shoes.
According to brand expert Nupur Krishna, “We need to understand the deeper appeal of celebrities beyond the obvious glamour. The celebrity sells not just a brand name but also some degree of fantasy, aspiration, trust and expert power. Kareena Kapoor ticks off all the boxes that make her a good celebrity endorser. Coming from the Kapoor clan, she learned early how to live under the public eye and revel in media attention”
This year, Kareena Kapoor decided to work for the social welfare and partnered with UNICEF as a good will brand ambassador, where she will spread awareness about the varied factors of pregnancy. a few months ago, Airbnb roped in the husband-wife couple and came up with a new campaign, where they were seen sharing their Airbnb experience in the UK.
Kareeena Kapoor has always associated herself with big brands. Is it a strategy to maintain brand value in the ever competing celebrity endorsement market, we asked brand expert N Chandramouli, CEO, TRA Research and he said, “For a celebrity to have value to a brand, (s)he must not only have current following, but also a potential of future successes in the celebrity's field of work - so that the brand gets sustained value. Some brands need mere association with a famous face, and they will go for the ROI approach in finding the celebrity that fits their needs.
Also, the endorsers' sheen erodes with brands very quickly and mercilessly. So any celebrity tries to extract maximum value in the time they are there in the limelight. Kareena, or any celebrity, comes with an endorsement expiry date, and they want to squeeze most of it while it lasts”.
He also said, “Female actor marriages are no reason for a brand not to take an endorsement from them. In fact sometimes marriage gives a boost to the couple-hood value of the duo, as happened in the Virat-Anushka bethrotal”.
While Nupur Krishna has a different take on this, “Kareena knew how to always stay in the limelight. Even after marriage and pregnancy she found ways to stay close to her fans through social media. While other actresses would avoid the public eye during pregnancy, Kareena boldly shared her heavily pregnant pictures on Instagram, along with her weight gain and then miraculous weight loss. She regularly shares her son Taimur’s pictures online. It is comparable to the appeal of the Kardashians. Her transparency and open lifestyle builds trust in her fans, especially when it comes to fashion and motherhood. Also, by being selective of the brands she chooses to endorse, she has made sure that her reputation and brand value is not adversely affected by those of her clients.”
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