The South star is entering its age. telugu superstars ram charan and Jr. ntr are now ubiquitous on the tiny screen thanks to advertisements, particularly during the current IPL season. They previously dominated the pan-Indian box office for the past 15 to 18 months and then gained international prominence through Golden Globe and Academy Award nominations.
Both actors are now frequently seen on our televisions during post-match shows, after wickets, between overs, and other times as requested by well-known national FMCG companies like Frooti and Appy Fizz. Although both of their contracts were created prior to the rrr juggernaut — Appy Fizz and Frooti-maker Parle Ago had appointed Jr. ntr as its Southern region brand ambassador in 2019, while ram charan joined in the early months of 2022 — it is only now that their visibility has significantly increased on national channels.
Ram Charan and alia bhatt star in a new Frooti advertisement, and Jr. ntr and kriti sanon are featured in an Appy Fizz promo that is broadcast all across India. Brand analysts refer to the prevalence of Southern actors in pan-Indian advertisements as the "new fusion formula," which is expected to extend beyond advertising and into OTT and cinema as well. According to brand-strategy expert and consultant Harish Bijoor, "This fusion is to show that bollywood still has some relevance, while marketers follow the eyeballs on the Southern stars."
He continued, "Southern celebrities have changed the way marketers view india and its passions. india used to be thought of as a nation with two religions: cricket and Bollywood. However, Southern cinema and the big personalities that attracted viewers became the focus of 2022. Additionally, advertisers love to go where the eyes are. Pushpa: The Rise by allu arjun served as the catalyst. After the resounding success of his film, industry insiders claim that he now commands a "huge premium" as compared to his bollywood counterparts when it comes to marketing fees.
According to Bijoor, some of the biggest South stars are now charging 8X as much for business agreements as they did prior to 2020. Despite the fact that some of these performers are clients of Bijoor's brand consulting, he withholds precise information. But in his opinion, each of these celebrities has raised their prices with fresh products. And brands seek guaranteed success when they invest over 65% of their yearly ad budgets during the brief IPL season. South performers appear to be surefire hits right now, according to Bijoor.
Both actors are now frequently seen on our televisions during post-match shows, after wickets, between overs, and other times as requested by well-known national FMCG companies like Frooti and Appy Fizz. Although both of their contracts were created prior to the rrr juggernaut — Appy Fizz and Frooti-maker Parle Ago had appointed Jr. ntr as its Southern region brand ambassador in 2019, while ram charan joined in the early months of 2022 — it is only now that their visibility has significantly increased on national channels.
Ram Charan and alia bhatt star in a new Frooti advertisement, and Jr. ntr and kriti sanon are featured in an Appy Fizz promo that is broadcast all across India. Brand analysts refer to the prevalence of Southern actors in pan-Indian advertisements as the "new fusion formula," which is expected to extend beyond advertising and into OTT and cinema as well. According to brand-strategy expert and consultant Harish Bijoor, "This fusion is to show that bollywood still has some relevance, while marketers follow the eyeballs on the Southern stars."
He continued, "Southern celebrities have changed the way marketers view india and its passions. india used to be thought of as a nation with two religions: cricket and Bollywood. However, Southern cinema and the big personalities that attracted viewers became the focus of 2022. Additionally, advertisers love to go where the eyes are. Pushpa: The Rise by allu arjun served as the catalyst. After the resounding success of his film, industry insiders claim that he now commands a "huge premium" as compared to his bollywood counterparts when it comes to marketing fees.
According to Bijoor, some of the biggest South stars are now charging 8X as much for business agreements as they did prior to 2020. Despite the fact that some of these performers are clients of Bijoor's brand consulting, he withholds precise information. But in his opinion, each of these celebrities has raised their prices with fresh products. And brands seek guaranteed success when they invest over 65% of their yearly ad budgets during the brief IPL season. South performers appear to be surefire hits right now, according to Bijoor.
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