'Birthday girl Kajol's motherly image nourishes her brand value'
As the DDLJ actress turns 45 today, we take a look at her brand journey, and how her social media activity & loyal fan base have kept her endorsement value alive
Kajol, the DDLJ actress, who has enjoyed a long and successful innings in the Bollywood industry, turns 45 today. Just like her wide array of films, Kajol enjoys a list of niche brands riding on her popularity.
The latest addition to Kajol’s endorsement deals is skincare brand Charmis.
According to Dr Ashavaree Das, a brand expert from Media Division, UAE’s Higher Colleges of Technology, Kajol is effortlessly influential. “Kajol is quite different from other actresses of her time. Even today she is effortlessly influential. She represents motherhood who plays an active role in bringing up her children. She took a break from a very successful career to do the same.”
When it comes to the brand value of Kajol, Das believes her motherly image nourishes her brand image. “She is non-controversial, intellectual, and homely. That is why she is a favourite for brands like Vasmol, Kesh Kala, Woosh detergents, Charmis cream and Lifebuoy.”
Atul Mohan, a film trade analyst, said Kajol’s motherly image makes her the perfect choice for products that care.
"An illustrious career spanning over 2 and half decades, Kajol is now looked upon by her fans and public in general as an ideal wife and an ideal mother and this is the reason why she is the face of all the products that require a message of faith or trust to be converted.”
Nowadays, stars have to keep themselves active on social media platforms and interact with their fans regularly and Kajol is doing that just perfectly. This not only helps in maintaining but also increasing the fan base and popularity. Mohan says Kajol is likely to be seen in a couple of films soon. “So right now we can say that she may be going slow, but she is steady in whatever she is doing.”
On the other hand, Azazul Haque, Chief Creative Officer, Mullen Lintas, feels Kajol is not a very influential face in today's time but has lot of potential.
Haque says Kajol was once a famous actress and a strong personality. But as she has not been doing many films, her brand value has reduced. Having said that, Haque says because of her glorious past she still has a fan following, especially amidst the DDLJ generation. This loyal fan base is the reason why she is still getting endorsements. Talking about her brand value, he says Brand Kajol exists but has an extremely small base.
At the same time, Haque adds that she has become quite active on social media and so chances of Kajol making a comeback are extremely high.
On this special day, we hope to see her making a comeback in both the entertainment and endorsement industry.
