New Delhi, May 22 -- A short 'n' sweet fling with Twitter is catching the fancy of quite a few Bollywood stars. Actors who are not on social media, are taking to these platforms for brief spells in a bid to promote brands they endorse.
Actor Aishwarya Rai Bachchan took to Twitter on Wednesday for a cosmetic brand she endorses, and soon, #AishwaryaTakesOver began to trend in India.
Actor Katrina Kaif, too, opened an account three weeks ago to keep her fans updated with the live action from her debut Cannes appearance.
Talking about these business-only appearances on social media, ad guru Prahlad Kakkar says, "It's a promotional thing (for actors). It's good for the fans too as they get a personal insight into the lives of their favourite stars."
Filmmaker Pritish Nandy feels these short stints can be boring. "Twitter has transmogrified into this huge boring mall where every celebrity is selling his or her wares and every wannabe is trolling someone or the other, seeking their 15 seconds of attention," he says.
Brand Strategist Saurabh Uboweja says most celebs don't even tweet themselves. "These are accounts created by the social media teams of the brands, as a part of the endorsement deal," he says.