Although we have seen celebrity combinations being introduced in ads once occasionally over the years, the 'pairing' seems to be trending more frequently in the recent times. Given the relationship the actors share off-screen, their chemistry is being utilised for greater impact of ad campaigns on the screen.
Experts maintain that the collective brand equity is here to stay. The recent example being Anil Kapoor and his daughter Sonam being signed on for a designer real estate brand, after their first contract with an international pen brand ended.
To some extent, the trend is attributed to exclusivity of one celeb, and in turn the pair.
Atul Kasbekar, ace lensman and owner of Bling! that handles endorsements for stars, credits it to the "additional value to the brand" He explains, "Anil Kapoor had never done an ad before he signed on for a pen brand, with Sonam.
So it was not only exclusive, but also a first-time combination." Further more, he feels that the same goes for the Rishi and Ranbir Kapoor commercial for the cola brand the son endorses.
Kajol and Ajay Devgn
"Like Anil, Rishiji too hasn't done ads before. But the cola campaign was suitable for the father-son duo. But it's important to think over the concept thoroughly and execute it well, " Atul adds, reiterating that the thought and execution make or break the commercial and in turn the brand.
"A lot of people think that riding piggyback on a famous name will make the brand work. But the effectiveness is greater when thought and concept break the clutter, " he elaborates.
Afsar Zaidi of Carving Dreams that brought Kajol and Ajay Devgn together for the launch of a home appliance range and a mobile company feels that the stars' brand ethos comes into perspective in the campaign. "It's a faster way of connecting with the audience, " he says.
Rishi and Ranbir Kapoor
There are other factors too that determine roping in these star combinations. It definitely comes at a premium price.
"The brand has to agree to the numbers the celebs are worth. Also, if the actors want to be associated with a brand because of the boost it could give to their image projection, they could be willing to negotiate, " he reasons.
Atul too feels that the Devgn couple could have inked a few more deals together. While he concedes that collective equity won't surpass solo standing of celebs in endorsements, he stresses that the combination also helps bring out a different perspective.
"Like Amitabh and Jaya Bachchan's jewellery campaign. Men are not good at buying jewellery, so you're worried about the authenciticy and reliability. But Amitji's perspective helps in building the confidence, " he points out.
Amitabh and Jaya Bachchan
Zaidi also opines that the emotional connect is very important. "I don't know why Abhishek Bachchan and John Abraham haven't been brought together in an endorsements.
Also, given the success ratio Ajay Devgn and Rohit Shetty have had in their movies, they would make an interesting combination for a commercial, " he says.
Atul hopes to see Pankaj Kapur and son Shahid doing an ad together. "Pankaj is a fabulous actor and he's still remembered for his line, 'It's different' in the ketchup campaign he did with Javed Jaffery, " he concludes.
