Bollywood big stars endorse big brands

first_imgHrithik Roshan’s cool threads in prints and stripes and John Abraham’s white beach-boy ‘ganji’ look-now it’s possible to wear your hunky heartthrob on your sleeve, literally. You can dig into the wardrobe of your favourite celebrity, simply step into his designer shoes or drape yourself in her trademark sari. Welcome,Hrithik Roshan’s cool threads in prints and stripes and John Abraham’s white beach-boy ‘ganji’ look-now it’s possible to wear your hunky heartthrob on your sleeve, literally. You can dig into the wardrobe of your favourite celebrity, simply step into his designer shoes or drape yourself in her trademark sari. Welcome to the world of the emerging brand ambassador, who has gone from playing cursory mannequin to strategic co-creator. Because brand endorsements are no longer just about mind-boggling currency contracts, big-budget photo shoots and well-promoted public appearances. Marketers are using million-dollar celeb smiles, unique personalities and chiselled frames to not just market their wares but also to add to brand equity though sub-brands and co branding stratagems. From creative inputs to marketing mantras, stars are constructively contributing to the development of the brands.Star:  Hrithik RoshanSignature Line: The Dhoom 2 dude worked with an in-house design team on a clean and classic collection with shirts in silk and linen, tees and embellished denims.Price: Rs 1,100 onwardsEven as the definition of brand endorsements expands, fashion icons are increasingly turning designers and it’s no wonder that Bollywood is making the most of this new trend. While traditional jewellery designing labels have long been roping in celebrity names like Sunita Kapoor, Manali Vengsarkar, Maheep Kapoor and Farah Khan Ali to design signature lines and add sheen to their brand value, it is Bollywood’s youth brigade which is pushing sports stars to the back benches in the co-creating line-up.So even as Sachin Tendulkar’s co created line of health foods, called Sunfeast Sachin’s Fit Kit, was launched in collaboration with ITC Foods in March, it is Hrithik Roshan’s Signature Line for John Players that is giving fans the chance to dress like the cool Dhoom 2 dude. Classy silk and linen shirts with gel prints and placement embroidery, embellished denims and cargos bring Roshan’s style statement to fans’ wardrobes.Says Atul Chand, vice-president (marketing), ITC’s Lifestyle Retailing, “Brand endorsements by celebrities have been happening in the Indian market for quite some time across product categories. However, if brands are able to create offerings that take the endorser’s personal attributes and infuse that into the product, it makes for a rich blend that can offer more value to consumers.” Chand explains that with the Signature Line, ITC has attempted to take the association between the brand and the ambassador from one of endorsement to one of co-creation. “This has made the association stronger and leaves a lasting impact on consumers. The line enables consumers to access Hrithik’s personal style preferences through John Players,” says Chand.Star: John AbrahamSignature Line: Abraham and Wrangler worked together to bring his trademark comfort quotient into the collection with low-rise jeans, linen shirts and tees for men and racer backs, halters and hoods for the girls.Price: Rs 800 to Rs 4,000And just like Roshan, denim brand Wrangler’s “21st century urban cowboy” John Abraham, too, has launched a premium prt denim line called John Abraham by Wrangler. Darshan Mehta, CEO, Arvind Brands, says, “Testimonial advertising by celebrities has existed for years. Today, evolved consumers understand and know the stars’ life and profile and are looking at a closer brand fit.” The stars, in return, understand that they have a shelf life and they realise that this is an opportunity to create business interest and outlive their shelf life through a brand, believes Mehta.The launch of the sub-brand saw the company’s advertising relations with Abraham change to a business relationship. And it’s obvious that a sound business brain ticks behind the biker boy veneer, when Abraham says, “Consumers today are looking for something less mass, they seek individuality, thereby creating their own style quotient. They are looking for something with a thought behind it and that is what we have hoped to achieve with this line. The collection is a true reflection of my life and what I would wear daily.”Just as Wrangler created a cobrand with country singer George Strait in America, they have created an independent identity for Abraham’s line with a different set-up, packaging, fixtures and look. Besides J-fronted, zip-on straight leg, low-rise denims and funky linen shorts for the boys, girls too can borrow style tips from Abraham’s wardrobe, with denim skirts, racer back tops, halters and hoodies.Star: Celina JaitleySignature Line: The former beauty queen drew inspiration from classic textiles and lace for a range of cocktail saris and Jashn’s designers gave shape to her vision.Price: Rs 10,000 onwardsAnd it is what Bollywood bombshell Celina Jaitley wears in the public eye that has resulted in her bagging a cocreator deal as well. Jaitley, who recently launched her signature line of “cocktail and bridal saris” for Jashn, is wearing her new “visionary” avatar with elan. “I don’t like being termed a mannequin. I’m extending my artistic side with this venture,” says Jaitley, claiming her line sold out in two weeks. “I started the trend of wearing lace saris and then many in Bollywood followed suit. Industry people and fans started noticing my inclination towards saris. Jashn was monitoring this and came up with the idea of creating my own brand,” says Jaitley. “I’m not a designer, I’m a brand. I’m lending my name to a sari that has been designed to my specifications,” clarifies Jaitley who, besides the lace and sequin-splattered saris, is now working on a bridal line and is hoping to salvage Bengali textiles, kantha embroidery, gota and zardozi work. “I want to bring the romance of the’60s back with an entire range of shararas and ghararas,” says Jaitley with enthusiasm.As for the actual designing process, Jaitley believes in working like international brand names such as Jennifer Lopez and Madonna, “who have a certain style statement and a team of designers who bring their vision to life”. Abraham has also partnered with Sally Dayton (Wrangler’s international designer) and Ramneek Walia (its Indian designer) on his collection. “While the line reflects my vision, the designers have lent their creative and style inputs to make this design dream come true,” says Abraham, who is now hoping to take his signature line to foreign shores. “A consumer base exists wherever there is a Bollywood audience,” asserts Mehta.Star: Zayed KhanSignature Line: Khan wanted his funky image to come through in the hip range of 12 styles and showed preference for studs, rivets and metal accents.Price: Rs 1,785 to Rs 2,485Star: Kareena KapoorSignature Line: She added Bollywood bling with a diamond-studded line. The Citizen team combined her love for mother-of-pearl and Swarovski with metallic and leather straps for a separate line.Price: Rs 4,690 onwardsAnd an audience that is willing to shell out big bucks for a piece of their favourite celebrity. Price points for these signature lines are obviously higher than those for the brands’ basic lines. Jaitley explains, “A celebrity’s association adds value and can lift a label from a local entity to a widely recognised brand. Jashn is Lucknow based and is known all over the country today.” Mehta attributes it to the higher quality of imported material used, and superior production values. And even as the new Khan kid on the block, Zayed Khan, recently launched his Rockstar line of funky and cool shoes in collaboration with ID Shoes, and Citizen Watches launched two exclusive ‘diamond’ and ‘fashion’ collections with brand ambassador Kareena Kapoor, here’s a tie-up trend that is on the upswing. So even as Shah Rukh Khan provides design inputs on a signature Monaco Sixty Nine limited edition chronograph for Tag Heuer, we brace ourselves for more business bargains as celebrities turn designers and entrepreneurs and brands attempt to make the most of their starry appeal.advertisementadvertisementadvertisementlast_img

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