Do actresses really make more money from endorsements than films?

Parineeti Chopra’s recent statement about actresses endorsing brands to bridge the pay gap with male stars has sparked a debate. We speak to experts to know more

e4m by Shreshtha Verma
Updated: Aug 10, 2019 10:29 AM



In a recent statement, Parineeti Chopra, who's film Jabariya Jodi releases today, claimed that female actors don't make as much money as their male counterparts. She also said that actresses bridge this gap through endorsements.

Parineeti herself is associated with brands such as Nokia, Lyra, Sugar-Free, Vadilal, Speedo, Nivea, Bajaj Almonds Oil, Boro Plus, Maaza, Layer Wottagirl, Godrej Hair Color, Videocon and so on.

So is the actress making more money from endorsements than movies for the last couple of years?

"Well! yes, Parineeti herself does very few films and makes a huge part of her earning through brand endorsements," says social media evangelist and brand expert Neha Misri.

According to Misri the main reason for Parineeti still being in the limelight is her remarkable presence at cousin Priyanka Chopra's royal wedding and overall life.

Misri believes that despite going through a low phase in her Bollywood career, Parineeti played smart and resorted to brand opportunities. Many Bollywood celebrities do the same while going through a low phase in the industry, they turn wiser and change their career in some other field better suited for them.

Deepa Bhatia, Founder, DB21, Media Consultancy Firm, says that pay parity is not a new issue in Bollywood. According to her, it has been the trend for long in favour of actors.

"So I support Parineeti, but saying that actresses do more endorsements to bridge the financial gap is not true," emphasizes Bhatia.

She clarifies that actors do endorsements depending on their time and availability and also because it complements their mainstream work. They certainly don’t go overboard as if they must fill their coffers.

When asked why most of the brands want female actors on board, Bhatia says advertisers often use female celebrities to endorse a product to enhance audience attentiveness, add glamour and desirability to the product, states Bhatia.

Anamika Sirohi, senior marketing leader, says that lower fee for female talent is a common issue globally.

"Undoubtedly, in their low phase actors go to some other career options as well. Endorsements, on the other hand, are a very personal decision for the big stars," she adds. "There are female actors who will only endorse products that they believe in, just as there are male actors who refuse to associate with brands they would not use themselves," explains Sirohi.

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