Birthday boy Varun Dhawan has several brands in his kitty

The actor who celebrates his 32nd birthday endorses brands like Lux Cozi, Maaza, Ponds, Coca-Cola and Navratna Cool

e4m by Dolly Mahayan
Updated: Apr 24, 2019 11:38 AM  | 3 min read
Varun Dhawan

Varun Dhawan who has carved out a place for himself in Bollywood with movies like ‘October’, ‘Badrinath Ki Dulhania’ and ‘Badlapur’ has become a popular face with brands too. 

From his debut film ‘Student of The Year’ to the just released ‘Kalank’, Varun is now being considered one of the most acclaimed actors in the industry. 

As the actor celebrates his 32nd birthday today, we look at his endorsement journey. From FMCG to automobile to lifestyle, he endorses multiple brands and a variety of products.

He has also replaced many popular brand ambassadors of big brands like Lux Cozi, Maaza, Ponds, Coca-Cola and others. After the release of ‘Sui Dhaaga’, Varun became the brand ambassador of Skill India Campaign along with Anushka Sharma.

In the first quarter of this year, Varun joined Alia Bhatt as the face of Frooti. Maruti Suzuki also roped him as the brand ambassador of Maruti Suzuki Arena in 2018. In the same year, instant adhesive brand Resiquick roped him as the face of the brand.

Among the new breed of actors, Varun has been dominating the ad world space. Two years ago, Lux Industries roped in Varun as the brand’s new face for of its undergarment variant, Lux Cozi. FMCG brand Emami also recently roped Varun as the new ambassador for his Navratna Cool brand. Amitabh Bachchan and Shah Rukh Khan have earlier been associated with the Navratna brand.

According to brand expert Aman Abbas, Co-founder, Commwiser Consultants, “Varun Dhawan can be called the successor to Govinda. Although not shying away from serious roles, his films are largely the typical Bollywood masala fare that appeals to a much wider audience. Varun is, therefore, a more accessible superstar (forgive me the oxymoron). Advertisers are increasingly cognizant of his appeal. He has successfully carved a niche for himself in Bollywood. He has been able to set himself apart from youngsters who enter the industry every year. For all intents and purposes, his popularity will only grow in the coming years.”

Varun has been giving tough competition to other Bollywood stars in terms of brand endorsements. “In terms of brand appeal perhaps the closest rival to Varun is Ranveer Singh. Both of them can be seen endorsing products on virtually every platform. However, Varun’s roles and the brands he endorses are generally those that appeal to the masses. He has also been doing more meaningful roles which may reflect in his brand endorsements moving forward,” Abbas added.

Giving a slightly different perspective, N Chandramouli, CEO, TRA Research says Varun is not among the Category A of endorsers, and in Category B there are many endorsers. “Endorsement is also dependent on the fee one is willing to negotiate to as brands always look for the best ROI. A large number of endorsements is not always good, and has a diminishing value to the brand in some ways. Exclusivity that a brand seeks gets diminished with more brands using the endorser. While Varun has had few box-office hits in the last year, brands are yet banking on his potential in the future.” 

Watch some of his TVCs here:


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