MUMBAI: The brand endorsement market is expected to change dramatically in 2013 with few of the younger celebrities getting pitch-forked to the top. Three of the highest paid brand ambassadors in India — Sachin, Dhoni and SRK — are expected to make way for younger faces in 2013, as a shift in the endorsement market takes place, albeit, gradually.
The likes of Virat Kohli and Ranbir Kapoor are expected to lead the 'brandwagon' along with Salman Khan and Akshay Kumar who, despite being in their 40s, command a huge mass appeal, say celebrity management agencies. While under fire, the Indian cricket skipper Dhoni is still the top ranked ambassador and pocketed Rs 8-10 crore for every brand he endorsed last year, along with Shah Rukh Khan who was paid as much as Rs 7-10 crore.
Sachin, on the other hand, saw his brand appeal slide dramatically thanks to his poor performance in 2012 and recently after the announcement of his retirement from the one day format. "Among cricketers, currently Virat is the only one who has the potential to replace Sachin and Dhoni in the endorsement arena. If Dhoni gets dropped as test captain, his equity will further fall," said Anirban Das Blah, chief executive and managing director, CAA Kwan, a celebrity management agency.
As far as male actors in the Hindi film industry go, SRK has ruled the roost for almost a decade with only Aamir Khan charging a higher fee than him at Rs 15 crore annually for an endorsement. However, Aamir did not endorse any brands in 2012.
Today, SRK's roster of more than a dozen brand endorsements include Belmonte, V-jon, Navratna, Dabur Sona Chandi, Lux Cozi and Linc pens, besides a few marquee names such as Tag Heuer and Hyundai. With his recent crop of movies not doing blockbuster business and more than one controversy being attached to his name off screen, marketers may not find him as attractive as he used to be just a few years ago.
Coca-Cola's mango drink Maaza just signed on Imran Khan and Parineeti Chopra, signaling their choice of younger stars. "Imran and Parineeti epitomize the young India — go getters, energetic, wanting to make a difference and sure of themselves. They will further strengthen Maaza's brand equity and appeal and will help us take the brand to the next level," said Neeraj Garg, VP, juice business, Coca-Cola India and South West Asia.
Regional stars from south India are also scaling up in the endorsement market. Mahesh Babu, for instance, commands a cool Rs 2.5-3 crore annually, earning a total of around Rs 30 crore per year. Surya and Vijay are the other southern stars expected to bag new endorsements this year.
"There is a significant change which will come about this year as a transition from senior to junior celebrities takes place. Ranbir and Imran Khan will be increasingly seen as opposed to SRK. Among cricketers, with Sachin and Dravid gone and others like Sehwag and Dhoni not being in their best form on the field, the likes of Ajinkya Rahane, Cheteshwar Pujara and Rohit Sharma could come into the spotlight," said Bunty Sajdeh, CEO, Cornerstone Sport & Entertainment. Yuvraj Singh who had a fabulous run at the ICC World Cup 2011 before he was diagnosed with cancer, is also someone to watch out for, according to Sajdeh, who handles Kohli's endorsements, among others.
Bollywood actresses such as Kareena Kapoor, Priyanka Chopra and Katrina Kaif, who are among the top faces on the endorsement circuit, are also likely to see a slower 2013 as a new crop takes charge. "Among actresses, Deepika and Anushka are knocking on the doors of the top 10. The primary difference between men and women is that women do far more endorsements, while men get paid better per endorsement making their earnings far more," said Manish Porwal, MD, Alchemist, a talent management agency.
Younger faces to drive 2013 brandwagon
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Younger faces to drive 2013 brandwagon
