Growing up grooving to the beats of Bollywood and idolizing celebs as our fashion icon, we can relate
can all relate to the kind of influence Bollywood has over us as a loyal audience. We all look forward to buy things that celebs purchase, wear what they dress into and eat/drink what they usually prefer consuming or at least tend to show that they consume.
This unconditional love and infatuation for celebrities has been of great benefit for the big fat industrialists and market players. Now, be it bottle of soft drink claiming to give you thunderous energy or a fairness cream that claims to be the elevator of success for every dark skinned Indian, we have seen it all, and not much to my surprise have believed in it all. Why?
The answer to this simple question is what is often termed as “branding”. Branding when stated in plain terms is granting recognition to a product/service by means of naming, symbolizing, and vigorously promoting it in the market on multiple Medias. The products and services once in the market for a long enough duration create a self-recognition which relate them to their brand logos and tagline and give a strong and steady pedestal to them.
Bollywood, in general has the greatest potential to stimulate the responses of masses in the Indian markets and is unconditionally the highest priority aspect for industrialists and MNCs both national and international- Hitesh Arora
Time and again, the brands have exploited this potential of Bollywood to their fullest benefit and utilized the public reputation of these mega stars to add value and recognition to their brand and generate leads in their favor. This strategy of using stars as a way of marketing has evolved over the times, from unfamiliar models promoting brands like Prestige, Coca Cola, Ruf & Tuf Jeans to the modern day techniques of using much familiar heroes and heroines like Akshay Kumar, Varun Dhawan, Shahrukh Khan, Aishwarya Rai, Deepika Padukone etc. for reputed brands like Hero, Dabur, Coca Cola, Titan, Tag Heur etc.
The cons to this sort of a vigorous marketing are that it often instills into the general public wrong ideas and circulates counterproductive thoughts. For instance: the promotion of fairness creams by celebs often sows in the mindset, the idea that dark skinned people are not acceptable in the society and will not find success in their lives. Thankfully, celebs like Kangana Ranaut have begun understanding these broad issues associated with the promotion of such subjects and for similar reasons have started turning down such deals.
It indeed is extensively clear that Bollywood’s impact on the Indian market is very significant and accurate; this on one hand brings in volumes of sales for companies, on the other, it can sometimes also promote negative social ideas which are a burden for the society in general. Therefore, the conclusion to this should be that the usage of popular icons for the spread of certain ideas and products must be judicious and wisely curated.