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All in the family

Celebrity parents paired with their children to endorse commercial brands picks up as an advertising trend.

It’s difficult to decide who is more attractive of the two — mother or daughter? Captured together on camera,Neetu and Riddhima Kapoor make for a classic portrait of elegance,style and an endearingly-mild generation gap. Only,this isn’t a family photograph hanging in the Kapoor residence but an advertisement for Mahesh Notandass,a jewellery brand from Mumbai.

While it is not new for celebrities to team up with their spouses,colleagues and lovers to endorse brands,the pairing of Bollywood parents with their grown-up children seems to be an emerging trend. Consider these instances: Lillette and Ira Dubey model for Ahujasons; Sharmila Tagore and Soha Ali Khan for the Nizam collection of jewellery by the Gitanjali Group; Hema Malini with Esha and Ahana Deol for Kent Purifier,Rishi and Ranbir Kapoor for Pepsi; and Anil and Sonam Kapoor for Montblanc.

“We have had a good response to the campaign and intend to keep the relationship going,” says Geetanjali Khabriani,Head (Marketing and PR),Mahesh Notandass.

Reliability and familial trust across generations,a traditional Indian concept,are two key elements behind brands wanting members of a celebrity family together. In some ways,actor-dancer Hema Malini’s Kent advertisement boosted this trend. Three years ago,only Hema Malini was the face of the brand but she was later joined by daughters Esha and Ahana. The commercial also benefits from the fact that Ahana is seldom seen in public domain otherwise. “For us,Hema ji showcases trust. We brought in the daughters to reiterate that trust and the family factor,” explains Amit Sharma,account group head at Law and Kenneth Communications that handles Kent advertising.

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Likewise,when Montblanc released its first television commercial in India,they chose actor Anil Kapoor and his daughter Sonam to promote the brand’s “legacy” together. This was also the first time the actor was seen with his daughter.

Rishi Kapoor’s khandaan though emerges as the hot favourite. The last Pepsi television commercial cast Ranbir “Rockstar” Kapoor with father Rishi Kapoor. Directed by Ayan Mukherjee of Wake Up Sid fame,the commercial presented Kapoor Junior as a laidback youngster while the refreshing Senior Kapoor was a concerned father urging his son to work hard to become a crorepati.

“The campaign is special as it pairs me with my favourite actor,my father,for the first time ever,” Ranbir said during the launch. Brands are reluctant to admit that it also makes economic sense to have an all-in-the-family endorsement,but that is not a difficult guess.

First published on: 20-11-2011 at 04:26:35 am
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