She’s a Yash Raj girl and an SRK heroine. She has been chosen to play the lead opposite Aamir Khan in Rajkumar Hirani’s Peekay. She stars opposite Imran Khan in the Vishal Bhardwaj-directed Matru Ki Bijlee Ka Mandola. She has just been signed on by Anurag Kashyap for his Bombay Velvet opposite Ranbir Kapoor. Anushka Sharma is not only an it girl in Bollywood, the model-turned actress is also a top choice as brand endorser. We asked some ad gurus and marketing bosses why the Band Baaja Baaraat girl scores high on the brand stakes
Anushka is a very good looker, but she’s also a very good actress. That is something that really comes through in the Reliance Mobile and Netconnect ads. She doesn’t bother about her hair or make-up once the camera rolls. Being such a good actress, she always gives more than one option for me to shoot.
Her spontaneity in the ads makes the job easier for me. I have often been complimented on the ads being fun and charming and I have to say that a large part of the credit goes to Anushka. And does she speak fast! There are certain creatives that are too long and whenever I decide to ask the company to increase the ad to a 40-seconder from 30 seconds, she tells me, ‘Don’t worry Dada, I will speak fast’. And she manages to finish it in 30 seconds! She does come up with suggestions during the shoot, but once she sees what I have planned is correct for the ad, she never argues. SHOOJIT SIRCAR (The Vicky Donor maker has directed Anushka and Rannvijay Singha in the Reliance ads)
Anushka is a perfect choice for our range of Scooty Pep two-wheelers because she represents its brand values — she is bubbly, has a mind of her own, is dependable, arrests attention wherever she goes and is also very good-looking! Not many people know that Anushka was a TVS endorser even five years ago, when she was a model. H.S. GOINDI, President, marketing, TVS Motor Ltd
The basic brand idea of Kara Skin Wipes is how it is a more new-age hygienic habit as compared to the ritual of washing our face and so we felt that Anushka being a modern, new-age and with-it celebrity would be a perfect fit. The Kara Skin Wipes communication urges you to let go of a ‘dirty habit’ and opt for a more hygienic one and we felt that Anushka would have the knack and the personality of coercing the consumer to try out the brand without coming off as rude or forceful. She has that rare quality.
MAHUYA CHATURVEDI, Global head, Marketing, Aditya Birla Group
Anushka Sharma was signed on last year for NIVEA Body Lotion and NIVEA Female Deodorant. The association has been fantastic and it has helped build awareness and hence generate trials for both the categories. Anushka embodies the NIVEA core values of honesty, trust and care. She also helps contemporise the brand NIVEA and makes it relevant for today’s consumer. Given that she has been an avid user of NIVEA products since her childhood brings a lot of credibility to the association.
SUNIL GADGIL, Marketing Director, NIVEA India
We signed on Anushka last year, a few months after Band Baaja Baaraat became such a huge hit. Face washes belong to a youth-targeted segment and we wanted someone who would appeal tremendously to the youth. We found that young and fresh face for Joy Skinfruits Face Wash in Anushka. Working with her has been extremely smooth. The best thing about her is that she is very particular about the brands she endorses. SHIMUL MALLICK, Senior brand executive,Joy Cosmetics
From whatever I have seen of Anushka in her films and brand endorsements, she comes across as very lively and energetic and these are attributes that work well with advertisers and manage to hook the audience. She has a certain likeability that compels you to listen to what she is saying. I think she has done a really good job in choosing her brands so far, but she should be careful that there is no overkill.
PIYUSH PANDEY, Executive Chairman & Creative Director, South Asia, Ogilvy & Mather
Though she isn’t as good-looking as some of the other actresses, Anushka Sharma scores with her effervescence and her ability to speak well. She also has a very lively face and looks like someone who could be a helpful neighbour and a good friend. These qualities really work well for a brand endorser and that explains Anushka’s popularity. ALYQUE PADAMSEE, CEO, A.P. Advertising
The best thing about Anushka Sharma is that she is no bimbette and so when she talks, whether it is in films or an ad, you feel like listening to her and trusting her. I personally feel that she is among the best in the new-age crop of Bollywood stars, with a beautiful face, great sex appeal and brains to match.
PRAHLAD KAKKAR, CEO, Genesis Productions
