CELEB COU­PLES LEND MOJO TO ADS

It works so well, say film and ad vet­er­ans, when the cam­paigns are aligned with the stars’ lives

Hindustan Times ST (Jaipur) - Hindustan Times (Jaipur) - City - - Front Page - Naina Arora

To­day, I feel alive as an ac­tor like never be­fore. In the past 10 years, I’ve learnt so much DEEPIKA PADUKONE, AC­TOR

Celeb cou­ple mojo al­ways comes in handy when sell­ing prod­ucts. Ac­tors Bi­pasha Basu and Karan Singh Grover have been in a con­dom ad; ac­tors Ra­jkum­mar Rao and Pa­tralekhaa have done it for a fur­ni­ture brand. It’s a clever idea, says film­maker-writer Pri­tish Nandy, be­cause “ads are con­tex­tual”. He says, “If there’s an in­her­ent logic to the ad, peo­ple would like to see [well] known cou­ples out there. In the case of Manyavar and Mo­hey, who have two sep­a­rate brands for men and women, it’s per­fectly valid for Anushka and Vi­rat to do it to­gether. For Play­gard, it made sense to have Bi­pasha and Karan, as it deals with con­doms, and they’re mar­ried. Ra­jkum­mar and Pa­tralekhaa plan to get mar­ried [so] they’d be look­ing for a flat, and fur­ni­ture for it.” In other words, their lives are just like ours, or aligned with ours, only much more de­sir­able — and that rubs off on the prod­uct. Film­maker and for­mer ad pro­fes­sional R Balki sug­gests that more than fame, it’s the con­cept that’s im­por­tant. “It works beau­ti­fully if the cou­ple is used right, with the right idea. [Oth­er­wise] just rop­ing in celebrity cou­ples wouldn’t be enough,” he says. Vivek Das Chaud­hary, who made the Pep­per­fry ad with Ra­jkum­mar and Pa­tralekhaa, says that “fresh­ness in cast­ing” is a big deal for ads, and “when peo­ple know about a real-life cou­ple, it be­comes more be­liev­able, and it gen­er­ates cu­rios­ity”. Prasad Naik, direc­tor of the Bi­pasha-karan ad and the print cam­paign with Vi­ratanushka, says that when a young cou­ple does some­thing that feels “nat­u­ral and so be­liev­able”, it makes the job eas­ier for a cre­ative team.

EVEN MORE THAN HOW FA­MOUS A COU­PLE IS, IT’S THE AD CON­CEPT THAT MAT­TERS, SAYS BALKI

PHOTO: PRODIP GUHA/HT

Fa­mous cou­ples: (L-R) Ac­tors Pa­tralekhaa and Ra­jkum­mar Rao; crick­eter Vi­rat Kohli and ac­tor Anushka Sharma; and ac­tors Karan Singh Grover and Bi­pasha Basu

PHOTO: IN­STA­GRAM/ BIPASHABASU

PHOTO: YOGEN SHAH

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