Southern stars see brand value soar as films reach wider audiences


NEW DELHI: Top actors in the Telugu and Tamil industries are being pursued endorsements with fees that are comparable to those of well-known Bollywood actors as south Indian films attain significant national acclaim.

Allu Arjun is now the face of national, rather than merely local, advertising campaigns after endorsing Coca-Cola, KFC, and Zomato; Ram Charan for Frooti; Vijay Deverakonda for Thums Up; Samantha Ruth Prabhu for Kurkure; and Rashmika Mandanna for Kingfisher. They fetch higher rates and are well-liked by mass-market audiences in tiny towns across the country.

Similar to their Hindi counterparts, southern stars can earn between 7.5 and 10 crores for a deal, though they are renowned for being picky about which projects they accept since they want to maintain their outsized reputations.

This is more than twice the top southern stars’ 2.5-4 crore strike rate from a decade ago.

 Many national companies in India are starting to take an interest in the appeal of southern performers as South Indian movies have seen a phenomenal boost in their visibility and income. Businesses are increasingly exploiting south Indian celebrities for national commercials rather than utilizing local talent for regional advertisements.

 Mitesh Kothari, co-founder, and chief creative officer of digital agency White Rivers Media, predicted that more southern actors will be supporting well-known companies as south Indian movies gained more popularity.

Kothari cited Ram Charan and Jr. NTR’s dancing movements in the RRR song Nacho Nacho and Allu Arjun’s famous lines from Pushpa: The Rise-Part One as instances of south Indian cinema clips that have been trending on social media.

Even when the demands are severe, working with southern stars more frequently is undoubtedly a result of their rising social media fame. To improve exposure and profits while things are going well, brands are keen to increase their spending, Kothari said.

Brands have been collaborating with actors from the south Indian film industry for a very, very long time. There is now more awareness of south Indian films and film stars from the region for the rest of India, according to Nadia Chauhan, joint managing director, and chief marketing officer, Parle Agro, given that the south film industry has been releasing some very large films and given the huge penetration of OTT now that allows many people from across the country to access content easily.

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