Actors Prastuti Parashar (left) and Nishita Goswami at the anniversary celebrations of a showroom last week. Picture by Eastern Projections

Aug. 12: They are everywhere. Towering above you from illuminated hoardings or inaugurating that snazzy mall that sprang up in no time, celebrities are smiling their way into people’s hearts — and wallets.

Celebrity endorsements have caught on in Guwahati, and how.

Taking a leaf from the Bollywood badshahs’ books, stars here are willing to go that extra mile to jump onto the endorsement bandwagon.

From veterans Pranjal Saikia, Malaya Goswami to popular stars Nishita Goswami and Kapil Bora, celebrities are lending their names and brand values to an array of products, and earning some good money as well.

Inaugurating a jewellery boutique on GS Road today, actor Zerifa Wahid candidly acknowledged that celebrity endorsements have become the order of the day.

“Endorsing a product or inaugurating a shopping arcade is a part of our profession. We are public personalities and because people can identity with actors in a certain way, having products endorsed by us makes sense. Plus, we are getting paid for our professional commitments,” said Wahid, who has several hit films and video albums to her credit.

If insiders are to be believed, Assamese stars are earning as much for an endorsement as for a film.

“As there is something of a decline in the state’s filmmaking business today, actors are always game for an alternative source of income. Sometimes, stars are paid several lakhs of rupees to lend their name to a product. In the Assamese film industry, only a few top-notch actors are paid in lakhs for a film. So, with malls thriving and branded goods pouring in, a new career option has opened up for popular and saleable stars,” said a film critic.

Actor Nishita Goswami, who has become a regular face at product launches and inauguration ceremonies, said: “I am making best use of my popular actor status.”

“Filmstars rule the heart of the masses. When a screen idol unveils a product or opens a shopping plaza, it helps the brand capture the attention of the public. Moreover, endorsements or launch parties are included in our professional commitments. We are paid for our job,” said Goswami, who along with actor Prastuti Parashar, were the star attractions at a showroom last week.

Guwahati has had a taste of Mumbaiya glamour as well. Actors Tanushree Dutta and Neha Dhupia brought with them enough star power to leave the city starstruck on their endorsement visits here.

And while products and their patrons rake in the moolah, their starry eyed “target audience” is left with a lighter pocket — and a handful of stardust.