Is Kartik Aaryan the new poster boy for brands?

Experts say the actor’s young vibe and boy-next-door image instantly connect with millennials, making him the perfect choice for brand endorsements

by Dolly Mahayan
Published - Jul 22, 2019 8:46 AM Updated: Jul 22, 2019 8:46 AM
KartikAryan

In the world of celebrity brand endorsements, a new name in the industry is picking up fast. Kartik Aaryan is the latest Bollywood actor on whom marketers are betting big. After the success of movies like ‘Sonu Ke Titu Ki Sweety’ and ‘Luka Chuppi’, Aaryan has not only become a bankable actor, but also a popular choice for brands.  

Last year, he became the first-ever Bollywood face to be roped in by clothing company Mufti as their brand ambassador.

The actor has been representing an array of brands, from lifestyle to consumer goods. Recently, he became the new face of ethnic menswear brand Manyavar. His other endorsements include, Oppo, Hummel, Magic Moments, Emami, Boat and Park Avenue.

“Kartik Aaryan has attracted some big brands, but it is too early to call him the new favourite. At present, the industry is witnessing a new tribe of stars. The competition is high with the likes of Varun Dhawan and Ranveer Singh, who have already established their ground,” says, brand consultant Rana Pawha, Vice President Marketing, Footprints Childcare.

Shradha Agarwal, COO, Grapes Digital, feels Aaryan is a fresh face who connects with millennials, making him the perfect choice for brand personality match.

Brand expert Aman Abbas, Co- founder, Commwiser Consultants, says, the actor is an emerging star and he brings zeal that appeals to youngsters. “This has helped him attract some brands and marketers towards him,” he adds.

Aaryan is picking brand endorsements carefully, we asked brand experts, what kind of brands go with his image?

“He is a great choice for personal grooming, beauty and skin care products, fashion, bikes and dot com. He should ensure that any brand he signs should have fun, quirky, practical and youthful as its brand personality traits. He should not over endorse and believe in the brand as social media today is becoming a part of the offline deal,” Agarwal says.

Rana believes, “Looking at Aaryan’s popularity, millennials connect with him, therefore he should look for brands that are millennial favourites. Also, a deep look into the background and history of the brand will help him stay away from the controversies which he should avoid at this stage of his career”

Aman says “His image is that of a rebel or someone who breaks the conventional mould. It is an obvious choice to go for brands that connect with the youth”.

Could Aaryan give competition to the likes of Ranveer Singh soon?

 “The brand value of Ranveer Singh is way higher, but due to over usage, people are looking for a new face. Usage of one person across so many brands adds clutter and low awareness. Using a new face with good media spends will definitely break clutter and drive awareness and recall,” Agarwal says.

“Ranveer Singh is the first choice for every brand. With his zeal and positivity he is the most desired brand ambassador for most marketers. On the other hand, Kartik is looked on as a popular face among young adults. He is yet to attain that popularity and flexibility to be someone like  Singh”, adds Rana.

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