Deepika-Ranveer: Will we soon see brand ‘RanDeep’?
As Ranveer Singh and Deepika Padukone get ready to tie the knot on November 15, would we get to see them coming together for brand endorsements?
Published - 14-November-2018
One of Bollywood’s hottest couples Deepika Padukone and Ranveer Singh have become the talk of the town as they are all set to tie the knot on November 15.
Well, it is no secret that marriage between celebrities only adds to their brand value. Saif Ali Khan & Kareena Kapoor as ‘Saifeena’ or Virat Kholi & Anushka Sharma as ‘Virushka’ are already proof of the success of a couple’s brand value in India.
So, could we see Deepika and Ranveer following suit? While everyone is trying to find out any possible information about the much-talked-about wedding, we thought of checking out the brand value of the two stars and understand the difference that the union will bring about.
Celebrity endorsement has always been a hit among brands and over time, we have seen an increase in the number of couples joining the race. These couples are said to charge a hefty amount for endorsing brands and products together.
In the 2017 report by Duff and Phelps titled ‘Rise of the Millennials: India’s most valuable celebrity brand, Ranveer Singh was valued at $42 million. The actor has been the brand ambassador of around 20 brands. It is estimated that he currently charges around Rs 3-4 crore per deal. According to the Forbes list of Top 100 celebrities for 2017, the actor made Rs 62.63 crore during the year, reportedly from brand endorsements.
On the other hand, Deepika Padukone has the highest brand endorsements in her kitty among actresses. She is currently endorsing 18 brands. Padukone charges around Rs 1-5 crore per deal. According to a media report, she quoted a whopping Rs 8 crore for a three-day shoot to endorse an airline brand.
Aman Abbas, Co-Founder Commwiser Consultants, believes, “The Deepika-Ranveer wedding creates a big opening for brands that want to attract young married couples and youth alike. We expect to see associations in clothing, jewellery, accessories and beauty categories to some fun and aspirational brands in travel and tourism, fitness, luxury and home products.”
He adds, “A lot of brands now look for more than just endorsements in ATL campaigns. They are keen to showcase how they are an intrinsic part of these influencers’ personal lives. Wedding being a very personal affair is the opportunity for brands to generate that visibility and trust which is far more valuable than a typical TV commercial.”
However, what’s interesting is that some brands that Ranveer endorses are in a direct competition with brands that Deepika endorses, like Vivo & Oppo, Head & Shoulders & L’Oreal Paris, Adidas Originals & Nike, and Kotak Mahindra Bank & Axis Bank. It would be interesting to see what new strategy these brands adopt after the marriage.
Ranjeet Kumar, CEO Team Pumpkin. "For the movie frenzy millennial, DeepVeer will surely become the next couple sensation after Virushka. Both Deepika and Ranveer have strong individual imprints on young consumers; this wedding will undoubtedly scale up their brand power as a couple. Our agency plans to optimize the added value Deepika and Ranveer will bring together, especially for the brands targeting young couples."
Brand Expert, Nupur Krishna shares, "Looking at brand Deepika and Ranveer I’d say that the whole is greater than the sum of its parts. So far, Ranveer’s eclectic and effervescent style and Deepika’s fresh and modern independent woman image, endeared them to their fans mostly from the younger demographic. However, marriage would lend both of them a persona of maturity and responsibility which would open them up to many more product categories. Also, I don't think it would have any adverse effect on them currently endorsing rival brands as individuals. If anything, it would add a bit of buzz as fans would speculate about the differing taste of married couples".
According to N Chandramouli, Brand Expert & CEO of TRA, “When two personalities as different as Ranveer and Deepika come together, it does not have the same context as several other celebrities. In this case, they endorse brands which are competing, banks, phones, paints etc”. “I think both of them will continue to maintain individual brand personalities after their marriage too and not look at common endorsements as brand conflicts are significant and will not add to their endorsement value,” he adds.
“You may see them endorsing brands together only after a couple of years. I think they can extract more value as individuals than as a couple for now,” Chandramouli explains. Both the stars are on the top of their respective games and have now entered the club of ‘power couples’.
And when it comes to endorsements, power couples of Bollywood have always been the first choice of advertisers. Recently, ‘Virushka’ made headlines when they featured in Manyavar Mohe TVC. In the past also we have seen many Bollywood couples sharing screen together for a brand.
Shah Rukh Khan and Gauri Khan appeared for D’décor, while Aishwarya Rai Bachchan and Abhishek Bachchan came together for Prestige and Lux. Kajol and Ajay Devgan have done many TV commercials together, including Whirlpool, Lifebuoy and Alpenlibe.
It will definitely be interesting to see how this power couple takes over the advertising world and what marketers and advertisers plan for them. The two are endorsing almost 40 brands together.