Why brands are going crazy over Ranveer Singh
New Delhi: Bollywood actor Ranveer Singh has recently appeared in Danish fashion brand Jack and Jones first video campaign in India ‘Don’t Hold Back’.
The rap song video, penned and sung by the actor, has already garnered over 3.4 million YouTube views since it went online on 7 October. After entering the India market in 2008, the brand chose Singh as the face of the campaign, which will be promoted across television, print, outdoor and digital platforms.
“His infectious energy and distinct ‘Don’t hold back’ attitude was the perfect personality to collaborate with and create magic,” said Vineet Gautam, country head, Bestseller India, which markets and sells brands such as Jack & Jones, Vero Moda and Only.
This is Singh’s fifth big endorsement deal this year after his association with Kellogg’s Oats, Marico’s Set Wet (deodorant/hair gel), smartphone brand Vivo and real estate company Arihant Superstructures Ltd.
The actor, known for his irreverent attitude and charm, is a clear departure from the mainstream Bollywood actor image and continues to surprise the audience both in his cinematic as well as endorsement choices.
The value that Singh brings to the brands can also be attributed to the fact that he understands advertising having worked as a copywriter with advertising agencies Ogilvy & Mather and JWT.
“Ranveer is not a brand ambassador rather he’s a part of our marketing team. Ching’s does not have an advertising agency. We sit together work on the creative brief and go to the production house to execute the idea and Ranveer is a part of each step of this creative process. He owns the brand as much as we do,” said Ajay Gupta, managing director, Capital Foods (makers of Chinese ingredients and ready-to-eat noodles brand Ching’s Secret).
Ching’s Secret ,who brought Singh on board in 2014, rolled out an ad campaign ‘Ranveer Ching Returns’, which was released as a short film in August. Directed by Bollywood filmmaker Rohit Shetty and backed by Yash Raj Films, the film went viral instantly.
Ownership clearly puts Singh ahead of its contemporaries. The list of his growing endorsements is a testimony of the fact. Currently, the actor has 16 brand endorsements across categories including apparel (Jack and Jones, Myntra’s private label Roadster and Adidas Originals), inner wear (Rupa Frontline), mobile handset (Vivo), liquor brand (Royal Stag), breakfast cereal (Kellogg’s Oats), personal care (Set Wet deodorants/hair gel), hair care (Head & Shoulders), oral care (Colgate Maxfresh), four-wheeler (Maruti Suzuki Ciaz), travel portal (MakeMyTrip), e-commerce (Quikr), condom (Durex), tourism (Switzerland Tourism) and packaged soups/noodles (Ching’s Secret).
Celebrity managers estimate that Singh charges around Rs.3-4 crore per deal taking his overall brand portfolio fee to around Rs.50 crore. “In just two years, Ranveer’s endorsements have grown from three to 16. Safe to say, that’s exponential growth. More importantly, we understand that he has the responsibility of representing reputed and trusted brands,” said Jayesh Kishanchandani, associate vice president, Y Films, Brand Partnerships and Talent Management which manages Singh brand endorsements.
With such a diverse portfolio, the actor has become selective in choosing the brand and is also exploring creating his own brand and equity stake options in certain categories.
The star, who has featured in films such as Bajirao Mastaani, Dil Dhadakane Do and Lootera is seen as the poster boy of young India—youngsters who are comfortable in their skin and have the courage to speak their mind.
“If Shah Rukh Khan was the face of brand endorsement in cable and satellite television in India, Ranveer Singh takes that mantle for YouTube and Facebook. He handles the brand endorsement uniquely starting from Durex Do the rex to Ranveer Ching, where he is not just the brand endorser but the content creator. Any brand that is ready to experiment beyond the TVC script and explore story-telling formats on OTT and social media will be delighted to have Ranveer,” said Kumar Deb Sinha, head, Wavemaker, the content arm of media agency MEC India.
Manish Porwal, managing director, Alchemist Marketing & Talent Solutions, notes that Singh is not just popular but also brings vivaciousness and the X factor. “Brands/categories favouring youth, irreverence, activity or those which appeal to men or want to appease women, would find him as a favourite option. Of course, he knows that as well and is not selling himself cheap,” he said.