Brand Deepika Padukone is on a roll. If the roaring success of OmShanti Om opposite Shah Rukh Khan made her the hottest thing inBollywood, two mega advertising deals in quick succession one withPepsi this February and the other with ITC for its Fiama Di Willsrange of soaps this month have catapulted this 22-year-old beautyinto the top league of brand ambassadors.
Today, she commands a fee of about Rs 1 crore and a portfoliothat boasts of such names as Swiss watchmaker Tissot, KingfisherAirlines, Levi Strauss, Parachute and Close-up, besides Pepsi andFiama Di Wills placing her at par with the top actresses ofBollywood. She owes her recent success to OSO.
Sumantro Chattopadhyay, Group Creative Director of O & M, says: She was lucky to be launched in an SRK film that was marketed sowell. OSO has made Padukone a household name. However, a seniorofficial at celebrity management company Bling Entertainment adds: OSO has definitely boosted her image, but she was quite a rage inthe ad world even before that. In fact, Kingfisher and Levi's hadsigned her on before OSO. Daughter of former badminton ace PrakashPadukone and a state-level player herself, Deepika chose modellingover badminton and the decision is paying off. Today, every step shetakes is followed with interest. A series of link-ups withcricketers Yuvraj Singh and Mahendra Singh Dhoni and actor RanbirKapoor have only added to her mystique, and brand value. And she'smaking hay while the sun shines.
Anusha Subramanian
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