Birthday girl Deepika Padukone is a brand champion

From Tanishq to Coca-Cola, Oppo and Axis Bank, the Bollywood star has been the face of several big brands

by Anjali Thakur
Published - Jan 5, 2019 9:03 AM Updated: Jan 5, 2019 9:03 AM

Actress Deepika Padukone has emerged as one of the leading ladies in the Hindi film fraternity and is now associated with several brands. Deepika, who turns 33 on Saturday, has spent a decade in the film industry. 

Who knew that a girl from a toothpaste commercial would one day become the reigning queen of Bollywood. She has given many blockbuster films like ‘Piku’, ‘Padmaavat’, ‘Goliyon Ki Raasleela Ram Leela’, ‘Yeh Jawaani Hai Deewani’ and ‘Bajirao Mastani’ to name a few. 

Padukone, who recently got married to actor Ranveer Singh, rose from being a mesmerising beauty to an actor who is steady in her craft. She also has some of the most lucrative endorsement deals in her kitty and this adds significant value to her stock. 

From Tanishq to Coca-Cola, Oppo and Axis Bank, Padukone’s endorsement fees has gone a long way in helping her break the bank. She reportedly charges Rs 6 to 8 crore per endorsement deal. Deepika has emerged as one of the highest paid female brand ambassadors in India. The actor has endorsed various brands such as Nescafe, L’Oreal Paris, Lux, Oppo, Royale Atmos, Tetley Green Tea, Nestle Fruita Vitals, Jio, Axis Bank, Tanishq, Coca-Cola, Goibibo, Gillette Venus, Vistara, Britannia and Kellogg’s. 

“Deepika Padukone is a brand ambassador of significant impact and value in the Indian market. Her endorsements have evoked verve and vigour for many a brands. Her brand associations have packed a fair bit of consumer chemistry too. And that's something that brands look for. Preserving that is a brand-endorser skill, all its own,” says Harish Bijoor, brand expert. 

Not just endorsements, Padukone also has over Rs 35 crore in investments and owns a fashion label, All About You, which is exclusively only available on Myntra. 

Padukone's repertoire of brands and genre is as wide ranging as her movies. She endorses everything — from banking and financial brands to real estate to lifestyle and fashion to FMCG, apparel, and automobiles. 

Consultant Jagdeep Kapoor says, “Undoubtedly, Deepika Padukone is a great star and has done pretty well for herself.  She brings brand value to whichever brand she endorses and it also enhances her name. So it’s a win-win situation. Well, she has recently gotten married, that changes the equation. It gives opportunity as well and you are in a position to reposition yourself but there is a lot of scope for that also. So, Padukone could be doing a pair endorsement, like Saif-Kareena and Anushka-Virat do. There are definitely many new opportunities coming her way. She is a global icon, she is internationally recognised.” 

He further adds, “Deepika has a great career, she is looked up to. People definitely respect her for what she has earned for herself in this industry. She is self-made, she has worked her way up. I think she is grossly underpaid, she should be doubling her price.” 
In the past, Padukone has also advertised for Parachute hair oil, Close-up toothpaste, Pepsi, BSNL, Yamaha, Naihaa Mangalyam, Limca, Seemati Silks, Levis, PC Chandra, Liril, Neutrogena and Hewlett Packard. 

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