NEW DELHI : Brands are queuing as much as money in on the popularity of movie star family members from the sports activities and movies fraternities on social media. While actor Sanjay Kapoor’s daughter Shanaya awaits her debut movie, she has featured in advertisements for a jewelry and a hair straightener model. Similarly, Arjun Kapoor’s sister Anshula, Sachin Tendulkar’s daughter Sara, and Shahid Kapoor’s spouse Mira Rajput, have tied up with manufacturers like candle and residential perfume agency EKAM, Natural Ice Cream and Samsung, for his or her social media campaigns as influencers to leverage their family title. According to the trade consultants, family members of A-listers can earn as much as ₹15-30 lakh for a publish as half of a social media marketing campaign.
Rajput has 4 million followers on Instagram, whereas Shanaya and Sara have 1.5 million and a pair of.3 million, respectively. “Celebrity kin usually get loads of consideration and early protection. Collaborating with star youngsters turns into a promising proposition for designer manufacturers as their public appearances are captured by the paparazzi and unfold throughout social media platforms by their followers. As star youngsters assist enhance model publicity, firms proactively look ahead to collaborating with them to construct neighborhood and affinity,” Mitesh Kothari, co-founder and chief artistic officer at digital company White Rivers Media, stated. By capitalising on the family’s stardom in several methods, some star youngsters develop into actors, influencers and fashions, like Chunky Panday’s niece Alanna and Alaviaa Jaaferi (Jaaved Jaffrey’s daughter) or take utterly totally different routes, akin to Amitabh Bachchan’s granddaughter Navya Naveli Nanda who works on girls’s rights, Kothari added.
Amit Mondal, the founder of influencer marketeer Pulpkey stated it’s a kind of camouflaged promoting the place not solely can the relative join a model collaboration for a way more affordable price than the movie star family member, it additionally brings the star’s assist to the desk not directly. “They not solely deliver with them hundreds of thousands of followers on their very own however anybody who’s a fan of the star relative. Plus, they’re adopted by necessary personalities whose likes and feedback would possibly profit the marketing campaign considerably,” Mondal added. Samiksha Mehta, enterprise growth supervisor, Pollen, an influencer advertising and marketing agency, stated: “For those that are about to make movie debut, manufacturers try to lock them in simply earlier than they develop into inaccessible or dearer.”
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