Family pack

By: Shweta Vepa, IndiaFM

Thursday, May 25, 2006

There's no escaping the stars. Switch on the TV, radio or open a newspaper, and it's guaranteed that you will see some actor or the other selling everything from luxury cars to chyawanprash! Brand endorsements are the order of the day. Further, it's considered prestigious to be associated with big brand names. Not to forget the moolah that it rakes in! Close on the heels of celebrity endorsements, comes the fad of celebrity families and couples, coming together to promote a brand. Be it a great chemistry or a package deal, the reasons vary for celebs as well as the MNCS.

Years ago, a young couple appeared in an infamous coffee commercial, which scandalized one and all. You've probably figured that we are talking about Arbaaz Khan and Malaika Arora. Today they, portray the picture of marital bliss. Although, they were not a couple at the time of the ad, it was this very ad which was instrumental in getting them closer. Over the years, they have done many videos, shows and events, together.

One of the first in the recent past to rope in a famous Bollywood couple was Kohinoor Basmati Rice. Their ads featured Sharmila Tagore and Mansoor Ali Khan Pataudi. This family would probably win hands down, if there was an award for the most number of family endorsements. Various combinations of the Pataudis have endorsed many a products. Nawab Pataudi and son Saif came together to endorse Lays chips. Mother Sharmila Tagore and daughter Soha, were roped in by an edible oil brand. Their latest sort-of family member, i.e. Saif's girlfriend Rosa also shot for an ad for Royal Stag along with Saif.

Big B, the Badshah of all brands, has a long list of endorsements to his credit. And he has managed to increase the popularity of every brand, which he is associated with, by leaps and bounds. Unfortunately, when he teamed up with son Abhishek, for a commercial, it wasn't so much of a hit. The brand was Maruti's Versa which failed to make much of a mark and today Abhishek is endorsing another car brand today - Ford Fiesta. One of Bachchan's contemporaries, Feroz Khan too appeared in a pan masala ad with son Fardeen. While, the two have acted in movies together, this is the first time that they were seen in an ad.

Another popular parent-child combo that has been seen recently is Hema Malini and her daughter Ahana. The mother-daughter pair has been endorsing Kent water purifiers. In fact, this ad is a debut of sorts for Ahana, who has not been seen onscreen prior to this.

Families, coming together have most of the times proved to be rather successful, for the brands and the celebs. The normally reticent Ajay Devgan, shared screen space with his wife Kajol, to endorse Tata Indicom and Whirlpool. Ajay Devgan was seen in a whole new comic avatar in the Tata Indicom ads. On the other hand, Whirpool tried to bring out their real-life chemistry between them by portraying them as a happily married couple. The fact that this couple is extremely choosy about the work that they take up, definitely added credibility to the brands.

While Ajay Devgan and Kajol are the picture of perfect matrimony, John Abraham and Bipasha Basu are by far the hottest couple in Bollywood. And Clinic All Clear Shampoo managed quite a feat by roping in the two for their commercial. This ad too attempted to show their real life romance by depicting them as a couple.

There are many reasons as to why families come together and associate themselves with a product. While, the companies want to cash in on the joined popularity of the combos, the celebs too could not ask for a better deal. The comfort levels when shooting with one's own kin are always welcome. Add to that, all the money that is made, flows into one family. So why look elsewhere for talent, when there is no dearth of it at home?

While talking specifically about the couples, their real life romantic chemistry translates onscreen. This just adds to the quality of the commercial. It becomes much more convenient for the brands as well, as many times they pay a package to the combo, rather than paying individuals. Something along the lines of buying in bulk! It's a win-win situation for both the parties involved. So with none of the sides complaining and everyone being kept happy, package deals are the way to go!