Mahendra Singh Dhoni

Brands endorsed: Pepsi, Reebok, Big Bazaar, Lafarge, Boost, Lay’s chips, Exide, TVS Motors, Bharat Petroleum, Orient Fans, Videocon, Titan Sonata, Dabur Honey, Siyaram’s, Brylcreem, Kiwi shoe polish, Nike, GE Money. Phew!

Where does he get the time to play cricket, you may ask. Recession or not, brand Dhoni is shining brighter than ever before. From an aerated drink to cement and from watches to bikes, every brand worth its name is queuing up to sign on the Indian cricket captain. “In the current market, Dhoni is the most popular celebrity endorser. He is not only a great cricketer, which makes him an ideal youth icon, he is extremely stylish as well. The fact that he is now leading Team India to one win after another and is also in great form himself results in advertisers making a beeline for him,” says adman Alyque Padamsee.

USP: With an appeal that cuts across all boundaries, Dhoni can at once be the suave stud (he is the brand ambassador for the first ever Kolkata Fashion Week to be held next month) as well as the boy-next-door (remember the “Des badla bhes badlo” campaign for Big Bazaar?). “With more than 15 ad deals to his credit, Dhoni is a mass brand. Advertisers want to sign him on because of his ability to connect with everyone,” says Yudhajit Dutta of Mindscape Maestros, the celebrity management firm that handles Dhoni’s endorsements.

Brand worth: Mindscape Maestros declined to spell out the numbers, but

according to industry estimates, the man from Ranchi (and Kharagpur for a while!) has more than Rs 70 crore of ad world money riding on him. “Dhoni charges a minimum of Rs 4-5 crore per brand,” says adman Prahlad Kakkar.

t2 verdict: He is today’s (very, very visible) Mr India.

Akshay Kumar

Brands endorsed: Thums Up and Levis.

Do it less but do it well seems to be the endorsement mantra of the Khiladi. Akshay’s strong association with Thums Up, the country’s number 1 selling cola drink (yes, Pepsi and Coca-Cola are way behind) has grown stronger, with the actor appearing in not one but two avatars in the latest commercial. Choosy Akshay gave his nod to Levis 501 last year and the campaign that rolled out had us clamouring for more of the man.

USP: Akshay’s ease in front of the camera works well for him. He promises a unique presence in every ad he does. “People remembered the earlier Thums Up ad for the spectacular Parkour display by Akshay. Noother actor would have been able to do that,” says Mumbai-based advertising professional Sayak Guha. “Akshay’s USP lies in the fact that he has the typical macho star image and that makes him irreplaceable,” says Padamsee.

Brand worth: Industry estimates put Akshay’s per ad fee at, gulp, Rs 4-5 crore.

t2 verdict: Athletic and attractive.

Saif Ali Khan

Brands endorsed: Lay’s chips, Airtel, Seagrams, Asian Paints, Lenovo computers, Chevrolet Aveo, Colgate.

We don’t remember his last hit film (chances are he doesn’t either), but as far as the endorsements are concerned, there’s no stopping the Chhote Nawab. Next to Aamir, Saif is probably the most sought after Bolly star among advertisers. Of late, he may be seen much more in the Airtel ads, but brands like Lay’s, Seagrams and Asian Paints are the ones who have been Saif loyalists for many years. Last month, the actor won the Brand Ambassador of the Year award for his association with Aveo.

USP: Saif is articulate and his cool image is a perfect fit with almost all the brands that he endorses,” says Sayak. Padamsee feels that it is the classy Chhote Nawab appeal that works for Saif.

Brand worth: According to industry estimates, Saif picks up a cool Rs 1-3 crore for an ad. Advertisers are reportedly willing to shell out much more to sign on Saifeena (that’s Saif and ladylove Kareena Kapoor together just in case you are related to Rip Van Winkle!).

t2 verdict: Now we like him, now we don’t.

Amitabh Bachchan

Brands endorsed: ICICI, Parker Pens, Maruti Versa, Cadbury, Reid & Taylor, Nerolac Paints, Dabur, Emami. Also campaigns for AIDS awareness, Pulse Polio, Asian Conservation Awareness and Heroes Project.

If count is the key, Amitabh is the king. He is one of the most sought after as well as over-exposed faces on the brandwagon. “Amitabh has been a household name in advertising, endorsing everything from Parker pens to Dabur. Even at 64, he commands as big a price as Aamir does. But because of his association with too many brands exclusivity is no longer a term that can be associated with him. Doing Navratna oil ads alongside polio campaigns makes him more of a spokesperson, not a high street character,” says Arjun Mukherjee, creative director for Bates 141 in Calcutta. Well, he might be burning himself out but he sure is burning bright, ensuring respect and good moolah for all the brands he endorses. Cadbury still wants him to keep sweet talking consumers and the National Rural Health Mission wants to spread messages of positivity. “He has a standing. So it’s a challenge for ad agencies to find newer ways of projecting him,” admits Mukherjee

t2 verdict: Time to go for quality not quantity, Mr Bachchan.

Priyanka Chopra

Brands endorsed: Lux, Ponds, Sunsilk, Hero Honda, Nokia, Tag Heuer, J. Hampstead, Virgin Comics.

With films like Fashion and Dostana to her credit last year, Pri Chops is flying high on the endorsement front. Always a favourite with advertisers, year 2008 proved to be extra special for Priyanka with major brands like Tag Heuer and Nokia falling into her lap. She was also judged the Best Female Brand Ambassador of the year 2008 for Hero Honda.

USP: “She brings the same kind of freshness and class to her brands as Preity Zinta once did,” says Prahlad Kakkar. Being a model and a former Miss World works in Priyanka’s favour. “Priyanka is equally at home endorsing a scooter brand as she is in doing something girly like the Nokia ad or something that calls for the diva in her, as in the Lux commercial,” says Padamsee.

Brand worth: Industry sources put Priyanka’s fee at Rs 2-3 crore per brand.

t2 verdict: Dil maange more.

Katrina Kaif

Brands endorsed: Aamsutra, Nakshatra, Veet, Godrej Renew, Spice Telecom, Dyna sandal soap.

When it comes to looking for a bankable replacement, advertisers stop at Katrina Kaif. In the past few months, Katrina has replaced Aishwarya Rai Bachchan in the Nakshatra ad, edged out Sushmita Sen from the Pantene commercial and dialled Priyanka Chopra out of the Spice Telecom account. Whether it is her sensuous antics in the Slice Aamsutra ad or putting her best leg forward for the Veet hair remover commercial, Katrina sure is grabbing eyeballs.

USP: Katrina brings a certain freshness to the products she endorses. “Reiterating Slice’s youthfulness and indulgence quotient is the current Bollywood queen and Slice brand ambassador. She is a perfect personification for Slice and its communication campaign of ‘Aamsutra’ that spells pure mango pleasure. With Katrina as its brand ambassador, Slice has been able to create a unique positioning for itself in the beverage category and connect with its core consumers like never before. Katrina is not only the first brand ambassador for Slice but also the first Indian film actress to endorse a brand in the juice category,” says Homi Batliwalla, business head, juice & juice drinks, PepsiCo India. “People are more enamoured by her personality that makes a snug fit with the brands she’s endorsing,” feels Calcutta-based adman Anurag Hira.

t2 verdict: Wow, what a face.

Kareena Kapoor

Brands endorsed: Boro Plus, Globus, Vivel, Head & Shoulders, Kurkure, Garnier Nutrisse, Airtel, Citizen watches, Dulux Velvet Touch, Anne French.

A spate of good performances in Chameli, Omkara and Jab We Met boosted her brand equity. Add to that a stunning figure coupled with oodles of attitude and Kareena was a top choice for brands vying to dress her in their clothes and accessories. Despite all that — and being the sexier half of Saifeena — she is suffering from a bit of a downer. (Some call it the Tashan effect.) “A film star’s celebrity status is very connected to their last film. Kareena was a GeNext icon when Jab We Met became a huge hit. After that her brand personality has eroded a bit. Because of recession, marketers too aren’t willing to take risks,” explains Mukherjee. So Saifeena is a safer bet than Kareena. But, adds Mukherjee, “if her next film turns out to be a hit her brand status can zoom”.

t2 verdict: Now we like her, now we don’t.

Aamir Khan

Brands endorsed: Coca-Cola, Samsung mobiles, Tata Sky, Toyota Innova, Titan, Parle-G, Incredible India.

His films work wonders at the box office and when it comes to ads, the little big man of Bollywood can do no wrong. A Coca-Cola endorser for the last 10 years, Aamir now promotes a plethora of products. If the meltdown has caused advertisers to think thrice about signing on an ‘ageing’ Shah Rukh, there’s no stopping the ‘ageless’ Aamir. Whether it is the endearing husband act in Tata Sky or the mischievous turn with Darsheel Safary in the recent Parle-G ad, Aamir is right at the top of the advertising game with his fees defying the downturn.

USP: Rarely does an actor take interest in the brand that he is endorsing. But Aamir does even this hatke. “Aamir treats his ads in much the same way as he treats his films. For him, doing an ad is not just a moneymaking business,” says Prahlad Kakkar. It’s been 21 years since QSQT, but Aamir remains largely underexposed and signing him on guarantees exclusivity. “Coca-Cola stands for happiness, optimism and bringing people closer. These are qualities that Aamir defines with the kind of films he does. He has universal appeal. Look at Taare Zameen Par, Rang De Basanti and Lagaan. They are all about positive emotions. It’s a perfect blend between Coke and what Aamir stands for. Both cut across gender, geographic as well as socio-economic boundaries and that’s why we have further strengthened our relationship,” says Coca-Cola spokesperson Viraj Chauhan.

Aamir fits perfectly into the role of an adviser (proof: The Incredible India campaign). “He has slowly become a replacement for Amitabh Bachchan. When he talks about the dos and don’ts of a product or an act, the audience listens to him,” feels Padamsee.

Brand worth: Aamir reportedly charges between Rs 5-7 crore for an ad. He has raked in no less than Rs 10 crore for the new Coke deal.

t2 verdict: There’s still something about Aamir.

A.R. Rahman

He is the flavour of the season courtesy his double win at the Oscars and if the buzz is to be believed, Rahman is ready to be the next big thing for Indian advertisers. The maestro currently endorses Worldspace radio and Airtel with the latter now cashing in on the Oscar effect to offer its subscribers the opportunity to meet Rahman. “Airtel has shared a long friendship with A. R. Rahman who composed the Airtel signature tune, which is synonymous with the brand today,” said Sunil Mittal, chairman and group CEO, Bharti Enterprises, soon after the Slumdog Millionaire Oscar sweep. Rahman, who also composed the music for Nokia Connections, an album promoting the Nokia Xpress Music handset, and is associated with the cause of spreading awareness about tuberculosis, and is particular about lending his name to only those products which have an association with music. “Rahman has become a national asset now so any brand which is connected to music even slightly will want a piece of him. You can’t get him to endorse jeans but maybe a cause,” says Bates’s Mukherjee. The Oscar wins are already paying off for Rahman with reports that Apple has gobbled him up for Rs 10 crore. Burp!

Shah Rukh Khan

The Badshah of Bollywood who till the other day was selling everything is hard to find today. And at 43, he is too old for Pepsi’s Youngistaan campaign. “Shah Rukh hasn’t brought his price down and his recent films haven’t been huge hits either,” sums up Alyque Padamsee.

Sachin Tendulkar

At 35, he is too old for Pepsi’s Youngistaan and his Royal Bank of Scotland inning could be run out by recession. Plus, Boost has brought Dhoni into the frame (with Sachin for now) to give it a boost. But whoever watched his 163 in Christchurch should know better than to drop The Phenomenon.

Preity Zinta

“Her connect with the youth and the fact that she has grown up on Cadbury Perk made the task of identifying a new face easier. She embodies youthfulness and brand connect in a unique and powerful manner,” says Sanjay Purohit, director (marketing ), Cadbury India. About Preity Zinta? No, “the bubbly and effervescent” Genelia D’souza. That tells the story.

Aishwarya Rai Bachchan

First, L’Oreal signed on Sonam Kapoor as their “younger” brand ambassador. Then, diamond brand Nakshatra landed on Katrina’s lap. “Like Shah Rukh, Ash has priced herself too high,” says Prahlad Kakkar.

Abhishek Bachchan

Like wifey Ash, Abhishek isn’t a hot seller. So he has little apart from the bespectacled and bearded ‘What an idea Sirjee!’ act in the Idea commercial to show.

Rani Mukerji

Her acting career is at an all-time low. Which means Rani can only smile at us out of the Good Knight mosquito repellent ad at Metro stations!