Blow for Ranveer Singh, Akshay Kumar, other celebs! Bollywood's dry run at box office hits ad earnings

2 months ago 12

Bollywood's astir fashionable stars, including apical endorsers specified arsenic Ranveer Singh and Akshay Kumar, are seeing their advertizing rates chill down by 10-20% amid Hindi films' adust tally astatine the container bureau this year, prevention for a movie present oregon there.
 
Even apical stars similar Singh and Kumar, who bid the highest advertizing fees among Bollywood actors with a whopping marque worth of $158.3 cardinal and $139.6 million, respectively successful 2021, are starved for superhits since the pandemic.

"There is simply a autumn successful rates of 10-20% of the apical stars crossed Bollywood. So, they effort and screen it up by doing acold much ads crossed categories than they utilized to and giving much clip to these things. The wide ratio for a time (for filming ads) has besides gone up," says Manish Porwal, MD, Alchemist Marketing & Talent Solutions.

Although wide marque worth is going down, Bollywood stars are making equivalent wealth arsenic before, helium adds.

Singh and Kumar clasp the 2nd and 3rd spots, respectively, aft ace cricketer Virat Kohli successful Duff & Phelps’ Celebrity Brand Valuation Study 2021, which provides a ranking of India’s astir almighty personage brands based connected marque values derived from their marque endorsement portfolios and comparative societal media presence. Eight retired of the apical 10 names connected the database were from Bollywood, accounting for much than $620 cardinal successful marque endorsement value.

Singh, who endorses 41 brands specified arsenic Ching’s, Bingo, Nivea and Colgate, reportedly charges betwixt Rs 3.4 crore and Rs 4 crore per ad. Akshay Kumar, who is known to complaint implicit Rs 2 to 3 crore per time for an advertisement shoot, endorses astatine slightest 30 brands specified arsenic Honda, Nirma, Policy Bazaar, Livguard Energy, Harpic, Suthol, Dollar, Tata Motors, PC Jewelers, Revital H, Lever Ayush, and Cardekho among others. 

Experts accidental the rates alteration drastically adjacent for the aforesaid histrion based connected the brand, the class and their value-add for the brand.

Besides, brands person besides go smarter and much applicable astir approaching stars. "Earlier, it utilized to beryllium 'I privation Amitabh Bachchan for this'. Now it's astir 'Whom tin I instrumentality for this?', says Porwal.

The OTT platforms person made stars retired of actors specified arsenic Pankaj Tripathi, diffusing the hegemony of prima powerfulness each the more, helium adds.

Naresh Gupta, Co-Founder and Chief Strategy Officer of originative bureau Bang In The Middle, says that helium is seeing caller endorsement deals tumble and brands negotiating harder. "The endorsement marketplace is successful a spot of turmoil close now, possibly that is wherefore we are seeing excessively galore paan masala ads being endorsed by stars. Even the A-Listers are doing Instagram posts and consenting to enactment arsenic influencers. Producer and Director Karan Johar is the biggest example," helium says. 

Singh, whose past large deed was 2019’s Gully Boy, has had a lackluster tally since the pandemic with flops similar ’83 and Jayeshbhai Jordaar. Kumar has had 8 flops since Laxmii successful 2020 with Bell Bottom, Atrangi Re, Bachchan Pandey, Samrat Prithviraj, Raksha Bandhan, Cuttputlli and Ram Setu. His lone deed during this play has been Sooryavanshi (Nov 5, 2021), which besides had Singh successful a peculiar appearance.

The movie was made connected a accumulation fund of astir Rs 160 crore and earned a nett beingness postulation of Rs 196 crore successful India and Rs 295 crore gross worldwide collections, according to Bollywood Hungama.

The Hindi movie manufacture itself has had a mediocre showing this year, accounting for 33% of the Rs 9,024 crore cumulative container bureau postulation successful India during January-October 2022, according to Ormax Media’s ‘The India Box Office Report’. More than a 3rd of that 33% sum came from Hindi-dubbed versions of Telugu, Tamil & Kannada connection films, the study said. 

Films specified arsenic RRR, KGF: Chapter 2, Pushpa, and astir precocious Kantara successful the confederate languages person been giving Hindi films a tally for their money. The highest-grossing Hindi films successful the home container bureau truthful acold this twelvemonth person been Brahmastra (Rs 306 crore), The Kashmir Files (Rs 292 crore), and Bhool Bhulaiyaa 2 (Rs 219 crore), according to the Ormax report. 
 

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