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Celebrity Endorsements: It’s Bollywood All The Way
Our Efe Bureau
New Delhi: Bollywood continues to be hot despite 2002 being dubbed as a year of box office disasters. Consider this, for instance, Bollywood still has the strongest presence in any list of celebrity endorsements. And who’s the hottest of them all? If one goes by versatility, none can beat Shah Rukh Khan, it seems. After all, the only two box-office hits of this year—Devdas and Kabhie Khushie Kabhi Gham—had the Shah Rukh magic.
But, hits and flops on the silver screen aside, the mega star of the times is as easily associated with soft drinks as with mobile phones or cars. Interestingly, “Shah Rukh is the most highly associated male celebrity with female dominated category like perfumes and watches,†says a recent Indica Research study.
Ironically, in a year of bad show for cricket and one that delivered series of flop movies, those with mass appeal continue to be people either from Bollywood or the cricketing arena.
Flops and defeats not withstanding. There’s no other third category as far as celebrities are concerned, the study indicates.
If you look at the overall visibility rating, cricketing icon Sachin Tendulkar gets the maximum votes, followed by SRK and then Amitabh Bachchan. Others— Aamir Khan, Salman Khan and Hrithik Roshan—are next in the list. Among the women celebrities are only Bollywood names—Aishwarya Rai, Sonali Bendre and Preity Zinta. None from any other field!
While the study talks about how a celebrity is best suited for any one category (banks, fashion products or cars etc), versatility index shows that SRK is on top, followed by Sachin Tendulkar, Amitabh Bachchan, Hrithik Roshan, Kareena Kapoor, Aishwarya Rai and Preity Zinta.
For separate categories of endorsements again, it is Bollywood all over. For mobile services and soft drinks, SRK tops the versatility list; while for motor cycles and branded clothes it is Hrithik Roshan. Interestingly, it is the actor-turned TV host big B who hogs limelight in various categories. In categories such as banks and insurance, Amitabh Bachchan walks with the top honours
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