Spatial Access

It’s all about leveraging a brand on successful shoulders

celebrity endorsements

Geetanjali Bhattacharji, the CEO of Spatial Access, India’s first production and marketing services audit firm, shares her perspectives on evolving marketer needs from the production industry.

01) Why do you think Deepika Padukone is rising so fast in the brand endorsement category, why is it that every brand wants to get associated with her?

Studies show that only around 30% of the consumers would consider the purchase of a brand based on a popular face. A higher percentage would associate themselves to a brand, if the celebrity is actually linked to the brand message in some way or the other.
If you closely examine the brands that Deepika is associated with and their messages, it is evident that brand custodians are crafting communication around celebrity traits:

Nescafe Cold Coffee: Young, Girl next door, Bubbly

Axis Bank: Young generation using technology Garnier, Neutrogena, Maybelline,

Lux: Beautiful, Good skin, been a model Lifestyle, Vogue

Eyewear: Style

Brands endorsed by Deepika:
Coca-cola, Lux, Axis Bank, Orbit, Nescafe, Yamaha Scooters, HP Tablet Phone, Garnier, Yamaha, Tissot watch, Neutrogena, Lifestyle, Vogue Eyewear, Sony (Cybershot Camera), Pilot Pen, BSNL Mobile, Kellogg’s Special K, Maybelline New York, Kingfisher Airlines.

Historically, every star’s brand appeal is directly linked to their box-office success. Given Deepika’s success at the box-office below, it is not surprising that brands want to associate with her.

Commercial Filmometer
Summary Domestic Box Office Overseas
Superhit/ Blockbuster Hit Average Flop International Hit
Om Shanti Om Bachna Ae Haseeno Karthik Calling Karthik Chandini Chowk To China Om Shanti Om
Race 2 Cocktail Desi Boyz Lafangey Parindey Love Aaj Kal
Love Aaj Kal Break Ke Baad Cocktail
Housefull Khelein Hum Jee Jaan Se Yeh Jawaani Hai Deewani
Yeh Jawaani Hai Deewani Aarakshan Chennai Express
Chennai Express Ramleela
7 2 2 5 6
Total Releases 16
Super Hit/Blockbuster 7 44
Hit 2 13
Average 2 13
Flop 5 31
Overseas Hit from above 6 38

The reason clearly lies in a combination of Strategic Connect & Mass Appeal.

2) Is there any kind of data that can tell her rankings in the Bollywood or her popularity. Also if there is some on the brand endorsement side regarding her wins and how she is ahead or lagging to her counterparts, please share it with us?

You have the Brand Endorser from Hansa Research that tracks celebrity popularity, etc. [enclosed] at far intervals. And the Times Celebtrack.
But an interesting piece of data is the media weights driven by competing actresses [Anushka, Alia, Kareena, Priyanka] in the same period of time.

3) According to you, even if Deepika Padukone gives a couple of flop films in next six months, will it affect her Bollywood endorsements?

Yes it could. Like I said earlier, box-office success is an important variable to celebrity appeal to brand. But this is all very subjective. If she is marketed well and the strategic connect established strongly with the brand, it doesn’t really make such a large difference.
Unless a Tiger Woods kind of image-hit takes over Deepika’s life
4) Does huge success in Bollywood matters for the female brand endorsers?

Let’s look at actresses like Madhuri Dixit, Juhi Chawla, Sonali Bendre, BipashaBasu, Karishma Kapoor at one end and KanganaRanaut, Priyanka Chopra, Alia Bhat, Kareena,Deepika, Anushka.
It is apparent that endorsements are largest with the younger brigade – not as a function of successes or failures at the box-office alone, but a function of being in their prime.
Priyanka could give many flops, but is yet considered in her prime given her mass appeal.
The future of brand endorsement lies in moving beyond the Bollywood brand marriage to Celebrities with Soul & Spirit. We are on the verge of launching a unique service that will bring to light a universe of opportunity and possibilities in the endorsement space. We will push marketers to explore several opportunities to leverage their brand on successful shoulders

5) What do you think is the reason for her growing popularity among the masses?

Her ability to keep an extremely professional image and take over every role with panache.