The list ranges from traditional advertisers like personal hygiene brand Savlon and carmaker Ford to new age businesses like food delivery app Swiggy and credit card repayment app Cred.
While top Bollywood actors and cricket icons remain popular, the not-so-regular celebrities bring about a freshness, branding and advertising experts said.
The choice of these artists could be “smarter” than hiring a superstar, said Prathap Suthan, managing partner of independent advertising agency Bang In The Middle.
"Being frugal is a virtue these days, and top actors come with very expensive price tags,” he said. “Also, some of them are overexposed. The non-regular choice are no less in terms of their acting skills and help get rid of the blind spot.”
ITC recently roped in Supriya Pathak to endorse its age-old hygiene product Savlon. “The choice of an artist is completely dependent on the brand values, narrative and the purpose of the film,” an ITC spokesperson said.
“We believe in authentic brand conversations, which are rooted in the reality of our consumers,” the spokesperson said. “Savlon Hexa’s new TVC is an emotional story weaving tender loving care of a household that is expecting its first child. Actor Supriya Pathak’s portrayal as the matriarch of the family adds credence to the brand message of germ protection and personal hygiene amidst a delicate.”
At present, non-regular artists account for about 7% of total celebrity advertising, data sourced from television ratings firm TAM Media Research.
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