OTT star Mithila Palkar is the new favourite for brands
Palkar is the brand face of Joy Face wash. The commercials for the same were released earlier this month. New set of commercials for the brand’s sunscreen range is all set to go on air in April
Published - 23-March-2019
She’s made it to some of the most sought after lists like the GQ’s 50 Most Influential Young Indians, Forbes list of 30 under 30 and several others. But that is not the end of her success story. She is making brands chase her. Popular face on OTT platforms, Mithila Palkar has her kitty full with not just offers as an actor but also as the face of several popular brands.
Palkar debuted on the digital medium on YouTube with her cover of Anna Kendrick’s Cups, in 2016 titled ‘Hi ChalTuruTuru’. Ever since her followers on similar platforms and on social media has only gone up. With over 1.5 million followers on Instagram, Palkar who is known for her popular series like ‘Girl in the City’ and ‘Little Things’ is now the new favourite among brands.
Palkar is the brand face of Joy Face wash. The commercials for the same were released earlier this month. New set of commercials for the brand’s sunscreen range is all set to go on air in April.
The internet sensation is also the face for Marico India’s hair care product Livon that has earlier had actors like Kangana Ranaut as brand ambassador. Palkar also endorses Vodafone. According to sources the actor is in talks with several other brands for similar associations.
But why are brands looking at OTT actors for being their face. Perhaps her curly hair and girl next door look, is relatable and realistic. “Brands are willing to invest in her due to her marketability and the best pricing points in the business. Being the sensation of an untapped market she opens more avenues for brands, which allows them to charter unknown territories that are more commercially viable than the traditional medium of promotions. It would be great to see Mithila endorsing young and fun products and services like cosmetics, light jewellery, fun holidays, and fun food. People would associate her with young fun,” said brand expert Dimple Gupta, director at Strategic Brand Consultants.
According to Palkar the trend of having young talents like her as the face of a brand is here to stay. “People are looking out constantly for relatable content while watching shows or watching films and a familiar face helps, because if they resonate with someone or someone's life. When I endorse a brand I mostly look for something that is very close to me. There are many things that I personally believe in and I have faith in and if the brand is giving the same message through their product then that is what I go for. So if I see myself using something in the future, or I am using it already, I will totally endorse it,” said Palkar.
It’s a win win for both Palkar and the brands. Koshy George, Chief Marketing Officer, Marico India said, “Young, fun and fab, Livon is the go-to brand for great hair for the millennial who wants to look her best all the time. With its range that delivers salon finish hair on demand, Livon is the perfect companion for this girl who wants everything right here and right now. Mithila truly embodies the spirit of the brand with her vivacious personality and brings it alive on mediums the millennial loves.”