It’s not very often that two A-list stars cross paths. This unusual event has occurred at least three times in the last 2 years, putting to the forefront a class of power partners. Their cumulative brand equity has the potential to be unrivaled.
Amitabh and Jaya Bacchan, two iconic Bollywood stars, previously teamed up to promote Kalyan Jewellers’ Mudhra collection as parents to a would-be bride. Despite the fact that Shah Rukh Khan and Gauri Khan have collaborated on a few commercials such as D’decor, experts say the real money when it comes to celebrity endorsement deals is in the paired reigning superstars.
Alia & Ranbir:
E-commerce company Flipkart nabbed Alia Bhatt and Ranbir Kapoor for a nationwide program, hitting the nail right on the head before they become a married couple. They also play the part of a couple, with Alia commenting on Ranbir’s fashion sense.
Alia, who has had a string of hits like Raazi and Gully Boy, earns more from sponsorship deals than Ranbir, who has had a string of flops prior to the release of Sanju this year. Alia Bhatt, a 26-year-old actress, has worked with some of India’s best brands and is the first celebrity to promote Uber Eats, Nokia, and Make My Trip. Her brand is said to be worth almost Rs. 72 Crores.
Deepika & Ranveer:
Deepika Padukone and Ranveer Singh, the celebrity couple, have about 40 brands between them. Some of them are rivals as well. Ranveer Singh, for example, promotes Make My Trip, while Deepika promotes GoIbibo.
But, as newlyweds, they were brought together by electronics brand Lloyd to do what they do best—endorse the company’s household electronics like air conditioners and LED TVs, among other things. Ranveer Singh collects over 84 crores by endorsing over 20 different brands. He charges between 7 to 12 crores for each commercial.
Deepika Padukone is the highest-paid actress in terms of brand endorsements. She makes around 75 crores by promoting 18 labels.
Virat Kohli & Anushka Sharma:
Virat Kohli, the Indian cricket team’s captain, and his actress wife Anushka Sharma, however, are the trendsetters in this group.
With 40 brands in their collective portfolio, including Head and Shoulders, Nivea, American Tourister, Fastrack, Boost, Audi, and Uber, the two of them are said to have a combined brand value of Rs. 150 Crores.
They’ve also appeared together in an advertisement for the clothing company Manyavar, in which they did a sequel after their marriage. In reality, they met while filming for Head and Shoulders in 2013, and that was an ad shoot that brought them together.