Mumbai, Oct 27 ( ): Celebrity endorsement got bigger with Indian handset manufacturer Micromax tied up with Hollywood actor Hugh Jackman as its brand ambassador. Akshay Kumar and Twinkle Khanna (Micromax Bling) are the company’s brand ambassador .
The reason for the change is its research, which showed mobile handset users were confused about Micromax’s identity and often seen as placed between a high-end Smartphone and a feature phone. Micromax is present in Saarc countries and to soon expand its market to select European markets. It believes a celebrity Hollywood star with global appeal will make the difference.
Micromax says in SEC A+ target groups Jackman enjoys high recall and so he will promote Canvas Smartphones. Indian celebrity Akshay Kumar will continue to promote Bolt Smartphone and the feature phones. Indian mobile phone market for the Q2 shows Samsung’s market share dropped to 26 per cent, while Micromax, with a 22 per cent share, continued to solidify its number-two position.
The Micromax’s Jackman endorsement deal might be one of the biggest celebrity endorsement tie-ups in Indian advertising. Indian celebrity deals, too, as reaching new levels in show business and sports. Left-handed batsman Shikhar Dhawan, played against Australia in 2010 at Visakhapatnam charged Rs 20 lakh per endorsement till 2012. Now charges Rs 1 crore for every endorsement. Middle-order batsman Virat Kohli, who charged Rs 40 lakh three years ago, today gets Rs 3.5 crore for every deal.
Kohli’s endorsements are Pepsi, Toyota, Vicks and Fair & Lovely. Both these upcoming cricketers are under 30 years of age and have many years of international cricket to play in future.
From the filmdom , the endorsement A-list starts with actors like Amitabh Bachchan, followed by Shah Rukh Khan, Salman Khan, Aamir Khan,and ladies Aishwaya Rai Bachchan, Kareena Kapoor, Priyanka Chopra and Katrina Kaif, and from cricket it is Sachin Tendulkar and Mahendra Singh Dhoni. A new upcoming artistes, which includes Alia Bhatt. Parineeti Chopra, Sushant Singh Rajput, Varun Dhawan, and Yami Gautam are also in demand. The also-ran list has Sonali Bendre, Farhan Akhtar and Malaika Arora Khan.
Among the young newcomers, actor Ranbir Kapoor is the most sought-after. He gets Rs 8 crore per endorsement. Kapoor’s endorsements are Axe, Pepsi, and HeroMoto Corp. Celebrity couple Gauri and Shah Rukh Khan charge Rs 15 crore for home fabrics D’Décor, Kajol-Ajay pair gets Rs 8 crore for its Whirlpool endorsement.