Valentine’s Day is then and taking hook-ups among couples to a lesser position are signatures by our celebrity couples. Brands are loving it easily.
Those who have aced this game include Virat Kohli-Anushka Sharma, Ranveer Singh-Deepika Padukone, and Kareena Kapoor-Saif Ali Khan. 2022 saw several brands produce exchanges around celebrity couples, making the cult fall in love with the juggernauts.
Anushka and Virat feel to be the favorites, considering the number of signatures in their kitty as a couple – Manyavar, tooth, Myntra, Shyam Steel, Rage Coffee, Blue Tribe, Vivo, Myntra, Digit Insurance, and Liv Space.
The other favorites on the block are Alia Bhatt-Ranbir Kapoor and Genelia D’Souza- Riteish Deshmukh.
Pepperfry lately did a crusade with power couple Saif and Kareena. On why similar collaborations work out for them as a brand, Ashish Shah, Co-Founder, and Chief Operating Officer, said, “Our brand ministers, Kareena Kapoor Khan and Saif Ali Khan together epitomize the brand. Kareena is swish and glamorous while Saif is regal and aristocratic.”
According to Nisha Sampath, Brand Adviser, and Author, Bright Angles Consulting, “they say the sum of the corridor is lesser than the whole. Having a couple as brand ministers enables a brand to influence the individual image of each mate as well as their chemistry together.”
Talking of the Pril announcement with Riteish and Genelia, Sampath remarked, “Everyone is fascinated by the real life of celebrity couples, and putting them together on screen is a chance to give a followership a peep into their lives. Couples can do effects together which feel believable, which may not feel so when they’re’ acting’. For illustration, Riteish and Genelia wash dishes together in a Pril announcement!”
Speaking on why brands love similar associations, Samit Sinha, Managing Partner, Alchemist Brand Consulting, said, “Indeed when a brand intends to portray the “reality ” of the lives of celebrity couples, it’s still only a pantomime. While there’s an element of suspended unbelief when it comes to the importance of advertising in general and especially when it comes to celebrity signatures, numerous people do invest their feelings in their favorite celebrities and feel a part of their ‘make-believe’ lives.”
Ranbir Kapoor and Alia Bhatt’s Spotify’s association also got a shot with the news of their marriage and gestation.
Amit Dhawan, Partner & CEO, of Art- E, listed some factors that work for these associations- fashion ability and celebrity appeal, trust and authenticity, relatability, positive association, and increased engagement. “These couples have a large following and are considered popular numbers in the entertainment assiduity, which can help to attract attention to the brand and increase its visibility among the followership. People can see themselves in the couple, and they can imagine themselves using the product or service in the same way that the couple does. This can make the brand more relatable and more charming to implicit guests.
Follow and connect with us on Facebook, LinkedIn & Twitter.
