By Hindustan Times
MUMBAI, Feb. 21 -- Out with the old and in with the new. This seems to be the new rule in Bollywood's endorsement market this year, with young stars being signed up as faces of leading brands.
While the past few years were undisputedly ruled by the Khans and actors like Kareena Kapoor, Katrina Kaif and Priyanka Chopra, this year, actors Parineeti Chopra, Imran Khan, Alia Bhatt, Varun Dhawan and Ranveer Singh are the favourites.
Parineeti, 24, who is only two films old, has four endorsements in her kitty - Kurkure, Nivea, Spinz and Maaza, and one more on the way. While 27-year-old Ranveer Singh is all set to replace Hrithik Roshan as the face of clothing brand Provogue, Alia Bhatt, 19, who is one film old, is rumoured to have replaced Priyanka Chopra as the face of beauty brand Garnier.
Varun Dhawan, 25, who debuted with Student Of The Year last year, is being considered to advertise Pepsi, and 47-year-old Salman Khan, too, has been replaced by Hrithik Roshan, 39, as the face of Mountain Dew. Maaza too, has roped in Imran Khan, apart from Parineeti.
Experts say that this is the first time that such fresh faces are grabbing plum deals. They say that while brands are cashing in on their newness, it also helps them save costs. While Priyanka Chopra charges between R4- 5 crore per endorsement, Alia Bhatt comes for less than half that price. "Earlier, one would need seven films to sign their first ad deal, but now one movie is enough to create demand in the market," says Manish Porwal of Alchemist Marketing Solutions.
Filmmaker Kunal Kohli says, "These young stars are here to stay, and their pay is proportionate to what they bring to the table in terms of their popularity." New favourite Parineeti says, "I think our country's audience is getting younger and there should be young faces to endorse products."