Bollywood actress Kareena Kapoor is set to be the new Lakme girl, said an agency insider on condition of anonymity. With 13 brands already in her kitty, Kareena will soon become the brand ambassadors of a real estate company and Lakme, taking her endorsement tally to 15.
Neither Kareena nor Lakme commented on the story. At an average of Rs 3 crore every year for each brand, Kareena cuts across all demographics and has become a darling of the marketers—from laptops to shoes and telecom. “Kareena has become a benchmark for confidence and is quite aspirational.
In fact, she comes right after the Khans and Ranbir in the list of endorsements, and if you count cricketers, only after Sachin and Dhoni,” says an agency insider, who tracks brand endorsements.
What works in her favour, say people who have worked with her, is her fanatic punctuality. For a Head and Shoulders television commercial in Bangkok, she woke up at 3 am, drove two hours to location and arrived a half hour before the scheduled call time.
Similarly, for a Sony Vaio shoot, she did nine costume changes in a single day. It is a fact that even director Raju Hirani vouches for, having worked with her in 3 Idiots.
For Lakme, using signature faces is nothing new. In fact, they have had a few Bollywood faces too, including Aishwarya Rai, Katrina Kaif, Juhi Chawla and Bipasha Basu. In fact, Aishwarya was signed on before she won the coveted Ms World crown.