She has no hit after Jaane Tu Ya Jaane Na , her comeback venture in Hindi cinema, and yet Genelia D’Souza continues to be a popular face with advertisers.
Consider the odds: Genelia was much less hyped than Asin, another Tamil superstar who made her Bollywood debut around the same time with Ghajini . Asin, after her second film London Dreams failed last year, has no takers in Bollywood and has also not signed any new endorsement deal. On the other hand, Genelia’s brand value continues to rise despite consecutive duds.
So much so, Virgin Mobiles recently signed Genelia as their new brand ambassador in India along with Ranbir Kapoor. The perky actress also scooped up a new assignment as the new face of Garnier.
Experts feel that Genelia successfully fills the cute and bubbly image that was left vacant after Preity Zinta.
“Genelia has an advantage. She is not overly sexy. Rather, she looks cute. That makes her a favourite with families and youngsters because she comes across as a sweet cultured girl,” says ad whiz Prahlad Kakkar.
“She is a young girl with a refreshing personality.
Although Genelia has given flops after Jaane Tu ..., a film comes as a package.
And advertisers in India don’t link a film’s failure to a female actor,” says Anita Nayyar, CEO, Havas Media.
“Genelia carries a unique personality. She is the only young actress who matches the spunk of Kajol, Rani Mukherjee and Preity Zinta,” says Anirban Das Blah, managing director of KWAN, which manages Genelia’s account.
Probably that’s why Genelia features among the Top 10 celebrity brand endorsers that TAM AdEx released a couple of months ago.
Meanwhile, Genelia’s cute grin is only growing broader. Nowadays, she reportedly charges a whopping Rs 1.5 crore per deal. It puts her only after reigning queens Kareena, Katrina and Priyanka in the ad- money game.
They charge around Rs 2- 2.5 crore per deal.
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