Doubling expense to the tune of ₹5-8 Crore does not necessarily mean ₹10-16 Crore. It can be significantly less. And an ad manager uses his faculty for financial analysis to rope in duo charism of Virat-Anushka or Ranveer-Deepika. Though the blazing persona of a sole celebrity is enough to create a long living throb for the ever-upscaling volume but when put in conjunction with love-partner can just be disrupting. And no prize for guessing, gossiping flow abound for a high-profile glamour couple. This justifies the endorsement sagas of Ranbir Kapoor-Alia Bhatt’s flipkart fashion and Lays, Ranveer Singh-Deepika Padukon’s Jio, Lloyed Air-conditioners and Virat Kohli-Anushka Sharma’s Manyavar. Though our gut instinct says that even the celebrities may also be loving to appear with their best love-partners and so might be conceding on less that the total sum of their individual endorsement fees. In her interesting article published in the latest FE Sunday, Venkata Susmita B says “A star of the stature of Kohli charges about ₹ 5-6 Crore per days as his endorsement fee and the rate for a pair could be in the range of 8-12 Crore".
Now, it can really be highly insightful to make a valuation of the synergy gain in such pair endorsements.
(Author - Hemant K Das)
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