Films Financed by Brands
Given the increasing importance of revenue from brand placement in films and merchandising, the synergy between stars and fashion is set to increase many folds.
According to reports, in 2006 brand cameos earned around Rs.800 million and as a result, even small- and medium-budget movies as well as animated films can hope to cash in.
The figure is projected to climb to Rs.2 billion this year and reach Rs.8 billion in 2010.
Last year, Farhan Akhtar's "Don" tied-up with international men's wear brand Louis Philippe, besides others like Tag Heuer watches, Motorola, Garnier, Citibank and Oakley sunglasses. The long list of brands piggyback riding on "Krrish" included ITC's John Abraham Players.
Siddharth Roy Kapoor, senior vice-president, UTV, says that while branding does not contribute significantly to revenues yet, it has enormous potential.
"After 2006's success story, more FMCG brands and durables have woken up to the power of movies as a means to push their products. Companies are increasingly opting for joint promotions."
For UTV's upcoming film "Goal", Reebok worked closely with the film's costume designer to create outfits for the cast.
Besides helping to promote the movie with a media campaign, Reebok would also highlight its association with the movie.
As Bollywood is turning from gratuitous dance scenes and melodramatic romance to gritty storylines, actors are sporting more realistic looks. The men especially are experimenting with their on-screen look like never before.
Though our actors are yet to go in for drastic moves like Charlize Theron did in award-winning film "Monster", but at least some are going the extra mile to look the part.
Aamir Khan leads the pack with his drive for perfection. Recently, he grew a moustache and gained weight for his title role in "Mangal Pandey" and then he lost the kilos to play a college boy in "Rang De Basanti".
After stunning audiences with dramatically different looks in "Krrish" and "Dhoom 2", Hrithik is now growing a beard for the period look needed for Ashutosh Gowarikar's "Akbar-Jodha".
Even Abhishek Bachchan has been growing his hair for "Jhoom Barabar Jhoom" and "Drona". No more fake wigs and beards for these guys.