TOI: Tellywoods Primetime Ad-ons-ArHi

TELLYWOODS PRIME TIME ADD ONS 

Prime time hotties not only sizzle on the shows,but their alter egos in ads also establish a connect between the brand and their on screen avatars 

Navya Malini 


The break ke dauraan story has really taken a fascinating turn.And prime time and afternoon time on television is replete with tales of how telly actors have become more sought after owing to their onscreen characters they play.We have seen it in the past actors duo Hussain Kuwajerwala and Juhi Parmar,based on their shows (Kumkum) popularity doing a television commercial (TVC) together.We have also seen actors Sakshi Tanwar,Rashmi Desai,Jai Kalra,Gaurav Khanna,Panchi Vora,Sanjeeda Sheikh,Aamir Ali,Karan Singh Grover,Shilpa Anand et al filling up the ad space in addition to the prime time.
That the ad world is trying to cash in on the popularity quotient of TV actors is not a new phenomenon.But what is interesting to note is the popularity of the characters in the shows played by the respective actors is leading the latter reap in dividends.And tellytowners seem to be enjoying juggling both the mediums.
Indulge in some channel surfing and a sneak peek at the ad break would just let you see how Barun Sobti and Sanaya Irani (lead actors in Iss Pyaar Ko Kya Naam Doon) lit up the screen,albeit for 30 seconds in an ad.Not to lag behind are the onscreen pair of Ravi Dubey and Aishwarya Sakhuja (lead pair of Saas Bina Sasural) who let their onscreen chemistry did the talking in an ad.Theres also Hina Khan (Akshara in Yeh Rishta Kya Kehlata Hai) and her on screen saas endorsing a tea brand in their soap get-up.How can one leave the eponymous pair of Ankita Lokhande and Sushant Singh Rajput (of Pavitra Rishta fame) also seen in an ad together 
Whats common to all these actors is the brand equity that their onscreen avatars has rendered to the TV celebs.It was a wonderful experience where we shot in a film like sets and equipments, says Ravi Dubey who was already familiar with the world of TVCs and prints ads before venturing into TV.It was different too because rather than selling the product blatantly,the commercial had a story that the target viewer could relate to the sweet moments that the couple share in their daily life, adds Ravi.
Some feel that the mode of treatment of two different mediums makes it more interesting.Actor Barun Sobti says,Working in an ad which tells the target viewer a story within a time frame of 30 seconds is quite different from working in a show which spans for over 30 minutes a day.It calls for different approaches for an actor.My character in the show evolves with the passage of time.Whereas an ad is shot with a stipulated time frame in mind. 
As long as there is a connect between the product story and the actors image,brands find a fit,say brand analysts.Does the TV actors popularity helps a brand Prathap Suthan,chief explorer of an ad agency says,Yes.It does.Just that the connect between the product story and the actors reputation need to have traction.When Aamir stood up for a mobile phone brand,he truly represented the brand philosophy. For some actors,portraying the onscreen characters is itself considered receiving an accolade.Actor Aishwarya Sakhuja says,Ravi and I portrayed the shows characters in the ad,which is a good boost for the actors.It is good to know that we as actors have garnered certain brand equity.It reassures me that Ive justified the character in my show. The tube nonetheless is offering interesting tales,not only on the shows but also on the ad [email protected]