IT’S BOOMING BABY BUMPS IN THE AD WORLD
Bands are roping in expecting and new mom actors to promote and endorse their pregnancy care products; experts say this is helping break stereotypes
Baby boom amid the pandemic has led to celebs bagging more and more endorsements. Recently, actor Kareena Kapoor Khan was roped in by Crysta, a fertility and pregnancy care brand. Earlier, she was seen in a commercial for Lux, where Khan expressed her concern of many women who face conditions and limitations when pregnant but reminded herself to continue to do what she loves. Moreover, actor Anushka Sharma who recently delivered a baby was featured in an advertisement of Standard Chartered Bank that showcased an easy banking experience for expectant mothers. In November, Prega News, the home pregnancy test brand also got Sharma on board for a two-monthlong ad campaign. Silver screen stars such as Teejay Sidhu, singer Jankee Parekh Mehta and Anita Hassanandani have also been promoting baby care and maternity products on social media.
So, are pregnant or new mom actors the new interest of brands? While some say it’s a ‘win-win’ situation for both to cash in on the opportunity, others state it helps to make the ‘real connect’ with the audience. “Women are often bombarded with judgements that define how they should live, look or behave. Even during pregnancy, everyone has a say on how she should express or carry herself. But why can’t a woman be pregnant and still lead a full glorious life?” asks Severine Vauleon, Global Brand Vice President, Lux.
Brand strategist Harish Bijoor believes these ads are a societal trend but also show the progressive mindset of the audience. He says, “Society is welcoming of stars who are pregnant and want to watch their beautiful moments.” Bijoor also feels that roping in expectant celebrities helps in breaking stereotypes.
Turning to real-life people, and in this case, celebrities, makes a great connect with consumers feels ad filmmaker Sudip Bandyopadhyay. He says, “Giving consumers a real-life example helps in achieving a much closer connect with them and offers greater visibility. Brands are aware of the ‘moment’ and want to make most of the chances.”
Not just brands, celebrities, too, are keenly aware of the opportunity feels brand guru Jagdeep Kapoor who says, “They [endorsements] need to be noticeable, memorable and have credibility.”
Giving consumers a real-life example helps in achieving a closer connect. SUDIP BANDYOPADHYAY,
Ad filmmaker