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TOI: Raining romance for B-town hotties-Ram

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Posted: 25 June 2013 at 12:51pm | IP Logged
B-Town hotties are taking the heat-o-meter a couple of notches higher - not only with theirBollywood outings, but also in their sizzling ad appearances.

Currently, top brands are capitalising on the screen appeal of teen heartthrobs Imran Khan —Anushka Sharma (as they fight for the last sip of cold coffee), Parineeti Chopra — Varun Dhawan(who promise to keep in touch via a new messaging device), Amit Sadh-Aditi Rao Hydari (in a bejewelled moment), Sidharth Malhotra —Yami Gautam (slurping ice-cream) along with some unusual pairings, like Salman Khan and TV star Aamna Shariff(as they bond over shared household chores), Ram Kapoor and Vidya Malvade (in a hair colour ad) and Dia Mirza and Indraneil Sengupta in eyegrabbing TVCs to cater to urban Indian consumers.

The industry feels, the ads are just an extension of the screen images of the stars which help drive the storyboard. The BO success of romantic films like Aashiqui 2 and Yeh Jawaani Hai Deewani seems to have set the stage for more mush in ads. Brand consultant Anand Halve says, "If top brands set the trend of using romance as a key category to sell their products, then others tend to follow suit."

Screen image of actors also helps brands pick the chosen ones, feel many. "Relationships are already established on screen — both in movies and serials," says Sanjay Chakraborty, AVP — brand services of an ad agency, and adds, "That people are aware of the chemistry on screen helps brands to make the story in an ad relatable. The story in the ads, however has to strike a chord with the consumer."

Ad film director and filmmaker Ashish Kakkad sounds a note of caution, "If the ad focuses too much on the chemistry of the stars then they might overshadow the product."

Love's ruling the TVCs because it is a tried and tested formula, feel some. "Mother's love for her children and romance will be a favourite subject in ads. When all else fails, you can go back to these formulae to grab attention," says Halve.

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