New Delhi: Celebrities from Bollywood and cricket still reign as the top choices for brand promotions in India. Many popular faces can be seen endorsing anything from a talcum powder to a toilet soap (very hard to believe they would use it in real life), mouthing a few lines and laughing all the way to the bank.
Lately, a new trend has emerged in the endorsement sector - celebs have now started investing or being part of the revenue-sharing model indicating a deeper commitment towards the brands they promote. It's a win-win situation for both brands and consumers as the endorser's loyalty towards the product is not limited to ads but extends to its quality as well.
Here we have compiled a list of few celebs who have invested in the brand they endorsed
1) Salman Khan and Yatra.com:
Bollywood superstar Salman Khan became the brand ambassador of online travel agency Yatra.com in 2012. The actor also owns a minor stake (undisclosed amount) in the travel company. Although Khan’s association as Yatra’s brand ambassador ended in June, he continues to have a stake in the company.
2) Virat Kohli and Wrogn:
Cricketer Virat Kohli is not only an exceptional batsman but he also has a sharp business sense. The 28 year old is not only the brand ambassador of Men's fashion brand Wrogn but he also co-owns the company. The clothing label is sold across retail chain Shoppers Stop and Myntra.
3) Amitabh Bachchan and Just Dial:
Megastar Amitabh Bachchan became the brand ambassador of Just Dial in December 2010 following which he was allotted nearly 60,000 shares in the company for a total price of Rs 6.27 lakh. Currently, Bachchan's holding in Just Dial runs in crores.
4) Hrithik Roshan and HRX:
Hrithik Roshan, often touted as Bollywood's hottest celeb, has also stepped into the league of celebs launching their own clothesline. Launched in 2013, the casual wear brand HRX was conceptualised by Hrithik Roshan and Afsar Zaidi, founder of Exceed Entertainment, a multi-platform entertainment management company.
5) Shraddha Kapoor and Imara:
Shraddha Kapoor also joined the bandwagon of celebs to have launched their own line of fashion 'Imara' partnering with Anjana Reddy's USPL. USPL co-creates celebrity fashion labels and currently retailed across Shoppers Stop and Myntra, it is promoted across platforms by Kapoor.
6) Karishma Kapoor and Babyoye.com:
Actress Karishma Kapoor owns an undisclosed stake in India’s leading e-commerce store in Babyoye.com. She is not only its brand ambassador but also the largest individual shareholder in a company whose other investors include Accel Partners and Tiger Global.
7) Bipasha Basu, Malaika Arora and The Label Corp:
Sensuous divas Bipasha basu and Malaika Arora khan not only promote the Kalaari Capital-backed The Label Life, an e-commerce lifestyle brand, but also own stakes in 'The Trunk Life' and 'The Label Life'.
8) Deepika Padukone and All About You:
Deepika Padukone, one of the most successful ladies of Bollywood, also has her own fashion label. Available on e-commerce portal Myntra, Deepika promotes 'All About You' and shares a revenue deal with the fashion marketplace.
