The advertising world it seems belong to the young and trendy. At least, on the evidence of the fee that new upcoming stars command for endorsements.
According to industry estimates, Ranbir Kapoor, one of the hottest new stars who debuted in Sanjay Leela Bhansali's <i>Saawariya</i> in 2007, charges Rs 1.5 crore per endorsement (he does Pepsi).
Deepika Padukone, who also debuted on the same day, is charging Rs 2.5 crore a brand. She has just one film to her credit. Her fee is more than even the established stars like Abhishek Bachchan, Saif Ali Khan, John Abraham and Shahid Kapoor.
The pecking order in the endorsement business is surely going through major changes. Evidence for it lies in the increasing fee for women stars. Women stars for the first time are either getting more money than the men or are closing in on the gap.
Young actress like Katrina Kaif, Priyanka Chopra, Kareena Kapoor command anything between Rs 1.5 and Rs 2.25 crore per brand.
Genelia D'Souza of <i>Jaane Tu Ya Jaane Na</i> fame might have had just one hit, but she has already become a rage amongst generation Y. She is said to be demanding around Rs 1 crore and will soon sign on a brand.
"With women increasingly influencing buying decisions, brands are willing to rope in a female endorser, even for products that could be endorsed by men. Their rates might be increasing, but they are saleable and the spends are justified," said an advertiser.
To be sure, Priyanka Chopra endorses men's suitings brand, J Hamstead.
Advertisers are also waiting to see how the new entrants perform on-screen for at least two to three movies before they are ready to pay the high rates.
Anirban Das Blah, vice-president, Globosport India, said: "Brands are waiting to see how Ranbir Kapoor, Imran Khan, Neil Mukesh do in their forthcoming films before they put money on them. However, they are willing to rope in female endorsers because they are fairly priced and it is easier to demonstrate value at those price points."
Vinita Bangard, COO, Percept Talent Management, said: "Brands will wait for the next film to release. Once they see consistent performers, brands will make their choices. Till then the women folk that will dominate."