What makes brand Kareena the heartthrob of marketers?

This summer brands have got greedy for Bollywood actress Kareena Kapoor. Last month itself, two brands (Limca and Alpenliebe 2 Choco Eclairs) have signed the celebrity as the endorser for their product. In fact, the grapevine says that with these new deals the actress’ endorsement fee has gone further up. So much so, that she is now the highest paid actress for endorsements, overshadowing her closest competitor Katrina Kaif. So what makes Kareena sizzle in the brand market? And what does brand Kareena mean for the marketers and consumers?

Youthful and sensual
Brand personality or personification of the brand in terms of human traits indicate emotional associations of the brand with the consumer, thus enhancing brand equity. Hence, when it comes to key brand attributes of Kareena Kapoor: Youth is the first word that the marketers and the experts mention.
Anupama Ahluwalia

Anupama Ahluwalia, Vice President Marketing, Coca-Cola India and South West Asia

Talking about Kareena as the new endorser for Limca, Anupama Ahluwalia, Vice President Marketing, Coca-Cola India & South West Asia said, “Charming, vivacious, popular with India’s youth, she is a great fit for the brand. She symbolizes this fresh, inspiring, spontaneous energy and we feel she brings out our brand ethos perfectly and being an achiever in her own right, she carries our new message with immense credibility.” Limca has launched a new campaign and a new positioning of getting more thirsty and pushing oneself.

Experts are of the view that Kareena is a very strong youth icon, one who does not follow the rulebook. Dr. Falguni Vasavada Oza, Associate Professor, Marketing, MICA says, “Be it her size zero act or her openness about dating somebody much older than her, the actress has an image of a person who is unconventional and breaks the rules and that’s why a lot of youth brands are hopping on to her.”

Confectionary brand Alpenliebe 2 Choco Eclairs from Perfetti Van Melle has also roped in Kareena to endorse the brand. This is the first time that a celebrity has been taken on board by clairs category. But surely one wonders if Kareena is iconic for youth why a confectionary brand like Alpenliebe Eclairs has chosen her?

The killer factor: royal and spontaneous

Nikhil Sharma, Director Marketing, Perfetti Van Melle India, promptly answers, “When it came to selecting the right brand ambassador for Alpenlibe Choco Eclairs, Kareena was a unanimous choice. The chocolate eclairs category is sensual because of chocolate‘s connotation with sensuality. Kareena has that sensuality along with a quirkiness and humour element, which is also a key ingredient in confectionery segment.” Also, the clairs category is one that positions itself as youth and is increasingly focusing on teenagers and young adults.

The style quotient

Apart from her vibrating youthful energy and sensual shades, Kareena is one Bollywood actress, who symbolizes style and fashion. And it’s because of her style quotient that the actress became the first Indian actress to launch her own line of clothing ‘Kareena’s trends’ an international high end brand of clothing. This trait of her personality is reflected in the fashion quotient of brands like Lavie, thus making her personality blend with that of the brand. For instance, handbags brand Lavie also signed Kareena as its face to touch the heart of its target group which is young women. Such complementing brand attributes of the celebrity and the product, not just influence purchasing decisions but also create brand loyalty among consumers.

So, what sets this tinsel town lady apart from her contemporaries like Katrina Kaif, Asin, Anushka Sharma, Priyanka Chopra and others? Well, experts think it’s her spontaneity and legacy that sets the brand attitude for the product she endorses. The Kapoor family legacy gives Kareena the touch of royalty and her association with beau Saif Ali Khan has added to that quotient. Going forward many brands that are considered royal and exclusive may look at roping in Kareena as their face. And while comparisons are enough for Kareena with her elder sister Karishma Kapoor too, many feel there too Kareena is leading the race. MICA’s OZA adds, “Out of the two sisters, I find Kareena more sophisticated and stylish and thus more appealing to today’s generation.”

Apart these two latest additions, Kareena has about 15 brands in her kitty including Lavie, Head & Shoulders, Vivel, Mahindra Scooters, and others. Experts also feel that with more luxury brands expected to enter the Indian market in the next one year, one may expect the ‘Chammak Challo’ girl to become the reigning queen of such brands considering her high royal quotient.

Source: Pitch

Kareena excited to work with Bhansali

Being one of the top actors in Bollywood is not an easy position to maintain, but for Kareena Kapoor, it's just a way of life.

After completing Madhur Bhandarkar's Heroine, she will begin work on Sanjay Leela Bhansali's Ram Leela, which will be shot in the interiors of Gujarat. Kareena says, "Sanjay is probably the only big director I haven't worked with in my career. I'm looking forward to it because every actor wants to work with Sanjay at least once. This movie will be like a painting I hang on my wall and look back at after 20 years with fond memories." In Ram Leela she is cast opposite Ranveer Singh, who is a selfconfessed fan of her work. Kareena says, "I've heard about that. I think Ranveer will be a fun guy to work with."

As of now, the actor is still finishing Madhur's project. When asked about it, she says, "The journey is on. We have 40 days to go. It is a special film that revolves around the life of a superstar." Her role will explore the psyche of an actor. The film will also see Kareena doing some intimate scenes with co-star Randeep Hooda. But hadn't she said long ago that she would do no such scenes onscreen? "I'm just doing what the script is asking for. I don't think the audience really wants to see me do such scenes. So they'll probably see my bare back or something," says the actor.

Currently Kareena is the face of many brands, including Limca's new campaign - Pyaas Badhao. She says, "The concept excited me. People would never have imagined seeing Kareena, cricket and a soft drink together. Also, my personality is like Limca -very tangy."

source : HT Media Limited

Is Kareena Kapoor Doing Chinta Ta For Rowdy Rathore?

Ever since news broke around Kareena Kapoor agreeing to do an item number in Rowdy Rathore, there has been immense speculation around the song she would be gyrating to. However the cat is out of the bag.

Though the makers are choosing to keep mum around the developments, indications that that this much awaited song would be none other than Chinta Ta which is already playing on the music channels.

“What you see on the song so far features only Akshay. However Kareena would be a part of the song as well. When she heard the song, she was totally bowled over by it. This is going to be yet another chartbuster in her kitty”, informs our source.

One waits to see whether an altogether different music video would be shot with her or would her portions would be amalgamated in the same song which currently features Prabhu Devaa as well along with Akshay.

Our source refuses to spill the beans here, “Let there be an official announcement from Sanjay Leela Bhansali and Prabhu Deva around it. However it is sure that ‘Chinta Ta Ta’ is the chosen one.”

This would make it second item number in a row for Rowdy Rathore after Pritam Pyaare which has already been unveiled. The song features Mumaith Khan, Mariam Zakaria (of Dil Mera Muft Ka in Agent Vinod fame) and Shakti (winner of Dance India Dance season 2).

“Kareena would be doing something altogether different when compared to these girls”, adds the source, “Mumaith, Mariam and Shakti are being quintessential item girls in that song. However Kareena being a seasoned actress, she would be bringing her own style and grace in Chinta Ta instead of joining the likes of those who are item girls by professions.”

We are waiting for sure.

source : Koimoi

Kareena to play Begum Samru?

Mumbai: Actress Kareena Kapoor is likely to play the role of Begum Samru in Tigmanshu Dhulia's period film.

Tigmanshu, who is basking in the glory of recent hits like Paan Singh Tomar and Saheb Biwi Aur Gangster, had first approached Rani Mukherjee for this film, sources said.

The period flick is based on the life of Begum Samru, who started her career as a nautch girl in 18th Century India, and eventually became the ruler of Sardhana, a principality near Meerut. Later on she played a key role in the political power struggle in 18th and 19th century India.

According to sources, Kareena had liked Tigmanshu's both the latest movies - Paan Singh Tomar and Saheb, Biwi Aur Gangster and she wants to work with the director.

"It is too early to talk about the details of the film, but Kareena is definitely excited for this film," official spokesperson from the director's side said in a statement.

Begum Samru was the head of a professionally-trained mercenary army, inherited from her European mercenary husband, Walter Reinhardt Sombre. This mercenary army consisted of Europeans and Indians. She is also regarded as the only Catholic ruler in India, as she ruled the principality of Sardhana in 18th and 19th century India.

Source: NDTV

No fancy diets for Bebo

She tells CS, “I have a very sensible approach towards food. I like to eat what is healthy and easily available. I don’t believe in following fad diets.

But my diet goes for a toss when I am holidaying because that’s when I indulge in cakes, fondues, cheeses and so on. I also love potato chips.
But even when I am dieting, I make sure that I eat enough to feel energetic all day long. So, the meals have to be tasty and in sufficient amounts.”

Source: Mid-Day

Kareena endorses Alpenliebe eclairs

This is Kareena’s first brand endorsement in the confectionary category.

Nikhil Sharma, Director Marketing, Perfetti Van Melle India, said, “Today’s youth immediately identify Kareena Kapoor as a style icon who has established herself through her work in Bollywood. When it came to selecting the right brand ambassador for Alpenlibe 2 Choco Eclairs, Kareena was a unanimous choice.

"She is an irresistible mix of beauty, elegance and style. She fits perfectly with our product which promises consumers a great indulgent experience.”

Kareena said, “I am very proud to be associated with PVMI. Alpenliebe is one of India’s most loved brands and this innovative product under Alpenliebe has given me the opportunity to work on an exciting new campaign.”

The TVC is shot by ad film maker Ravi Udyawar, involved a shoot at Mumbai’s Reliance studios followed by a complex post production process at animation studios in Poland and Black Magic, Singapore.

source : Indiablooms

Charming, vivacious, popular with India's youth, Kareena is a great fit for Limca - Vice President - Coca-Cola India

With the mercury levels rising, Limca, India's largest and most preferred sparkling beverage brand in the cloudy lemon segment, adds a dash of freshness to the summer with the launch of its latest communication for 2012 - 'Pyaas Badhao'. The new campaign increases its dose of refreshment by roping in charming and vivacious Bollywood actor, Kareena Kapoor to endorse the new campaign. 

After enthralling consumers with its characteristic fresh and spontaneous communication in the past, the latest campaign now takes on a more meaningful and inspiring platform. The idea for the new campaign "Pyaas Badhao" springs from the fact that we generally get very complacent and satisfied with what we have achieved in life, be it big or small. Through the latest communication, brand Limca inspires its consumers to push themselves, get even more 'thirsty' in whatever they do, and emerge as winners. Brand Limca adds an inspiring wave of freshness, urging consumers to keep the fire alive, to push themselves a little more to achieve much bigger things in life. The TVC retains the characteristic feel of Limca, adopting a light-hearted yet sincere tone, instead of taking a preachy route.

Talking about the new campaign, Anupama Ahluwalia, Vice President - Marketing, Coca-Cola India & South West Asia, "Limca as a brand stands for great thirst-quenching and rejuvenation. Our new campaign for 2012, 'Pyaas Badhao', takes it to the next level - first increase your thirst and then quench it with Limca! We feel this will be inspiring and stimulating for our consumers. We have explored a more meaningful take on 'freshness' this time, going beyond instant satiation to a life changing, inspiring force. Kareena Kapoor joins the brand as the new ambassador in propagating this message to its consumers. Charming, vivacious, popular with India's youth, she is a great fit for the brand. She symbolizes this fresh, inspiring, spontaneous energy and we feel she brings out our brand ethos perfectly and being an achiever in her own right, she carries our new message with immense credibility. We hope consumers love our new TVC and are challenged to push themselves further. ''

Speaking about the campaign, the newly appointed brand ambassador and leading Bollywood actor, Kareena Kapoor said, "I always have Limca in my fridge at home and on shoots. Chilled Limca and lots of ice. It's the perfect chill recipe to beat the summer heat. I am happy to be associated with Limca and particularly pleased with the creative work of "Pyaas Badhao". Those are the values that I grew up with and something that I challenge myself with."

The refreshing communication is being aired starting 22rd of April, and has been conceptualized by Leo Burnett led by Exec Creative Director, Nitesh Tiwari. The campaign has been directed by renowned director Nikhil Rao and produced by Jamic Films. In-addition to leveraging TV, the integrated communication initiative will also include out-of-home, radio, digital media and on-ground events in key Limca markets. 

source : Afaqs

On TV from today, Limca's new ad featuring actor Kareena Kapoor

Beverage giant Coca-Cola, which owns Limca, recently signed the actor in an endorsement deal valued at Rs 2.5 crore a year. The contract with her extends for two years. Leo Burnett is the creative agency on the brand.

Wasim Basir, Coca-Cola’s director, integrated marketing communications, says the new commercial will have a refreshing take on the thirst-quencher premise on which Limca has stood.

While Limca has a market share of about eight-nine per cent, shifting positions between fourth and seventh in the pecking order of the top ten carbonated beverages in the country, Coca-Cola has been looking to infuse new life into the brand.

This, say experts, has partly to do with rival PepsiCo’s work for 7Up, which is the lemon-flavoured drink in its portfolio.

In February this year, PepsiCo launched its new ‘Dil Bole I feel Up’ campaign with actor Sharman Joshi for 7Up, which, in a span of two months, has become extremely popular with the youth. PepsiCo took the animated route here showing Joshi dancing with a penguin. The campaign was done by BBDO and shot in Australia with computer generated imagery or CGI. BBDO also managed to get international choreographer Simon Lind to choreograph the entire film.

Coca-Cola, say market experts, is looking to take the sheen off that campaign with the new Kapoor-endorsed Limca commercial.

The new ad is expected to run through the summer after which Coca-Cola may come out with fresh creatives featuring the actor.

After mango drinks, lemon-flavoured drinks rank second in terms of popularity amongst Indian consumers of packaged beverages. Both Coca-Cola and PepsiCo have attempted to increase the lime and lemony connection with their mainline brands in the last few years given this preference amongst consumers. Both beverage giants have in the last few years played up the refreshing aspect of lemon with imagery featuring slices and splashes.

In the juice drinks category too, both PepsiCo and Coca-Cola have invested heavily behind brands such as Nimbooz and Minute Maid Nimbu Fresh respectively to give consumers a taste of real lemon juice, a beverage which is prepared and consumed both in-home and out-of-home.

According to market estimates, India consumes about 115 to 120 billion litres of beverages per year. Of this only four to five per cent constitutes ready-to-drink, packaged beverage consumption. The balance is unpackaged consumption, of which 50 per cent is that of lemon juice, popularly called nimbu paani.

source : Business-standard