Actress outdoes SRK in celeb-backed ad volumes
Ananya Panday is soaring high now after her performance in Kesari 2, which was praised by fans and critics alike. She recently added another feather to her cap by emerging as the most visible celebrity in this IPL season.
According to TAM Sports data, the actress bagged a 9% share of all celebrity-backed ad volumes, displacing Shah Rukh Khan, who led last year with 12%. The data also showed that the number of unique celebrity endorsers decreased to about 45 in IPL 18 from over 65 last year, but total ad volume in this segment grew 2%. The report also showed that celebrity-endorsed advertisements accounted for 61% of the total ad volume, indicating that brands are signing up fewer celebrities, choosing faces they believe will have a high impact on viewers.
What makes Ananya such a high-impact celebrity?
Raju Kandakatla, CEO of White Thoughts and Branding, says: “Brand endorsements work broadly on two factors — the popularity of the celebrity, and the huge advertisement potential that IPL provides. Right now, Ananya Panday is a hot favourite as she is one of the best-looking celebrities in Bollywood. She is riding high on the praise for her performance in Kesari 2.
She also became the first Indian brand ambassador for Chanel, which has put her in the branding Hall of Fame. So, it's no wonder she is bagging all brand endorsements, leaving well-known names behind. Featuring such a reputable face can bring you an estimated seven-eight times the normal viewership. On the bell curve, she is in the path of fast growth.”
Noting that the nature of IPL too should be considered while taking branding decisions, he said: “Another factor is the magic of IPL itself. It’s a win-win situation for everyone involved. Be it the media, TV channels, audience, brands, communities, social media platforms, global level cricketing boards, individuals, budding cricketing stars or clubs, everyone stands to gain something from the IPL. It's branding potential is unmatched, and that's why companies go for the most happening faces.”
“Brand endorsements work broadly on two factors — the popularity of the celebrity, and the huge advertisement potential that IPL provides. Right now, Ananya Panday is a hot favourite. She is riding high on on Kesari 2. She also became the first Indian brand ambassador for Chanel, which has put her in the branding Hall of Fame. So, it's no wonder she is bagging all brand endorsements, leaving well-known names behind.”
