Commercial Logic

Faces of the product,it is important for actors to create a connect with the masses,but it is up to the casting agents to choose the right person. What goes behind making them the face of a brand? “There are several factors involved,” says Shah,who has worked as a casting director for TV commercials and films for over nine years. One of her recent successful campaigns is the Peter England commercial,that brings together Telugu star Siddharth and Seema Biswas,whom she chose over actors like Surekha Sikri and Sarita Doshi. She points out that a popular face does not always work. “It can be distracting,as the audience cannot differentiate between brands. Biswas was a relatively fresh face compared to other seasoned actors in commercials,” she reasons.

While acting skills are given preference over looks,the ‘cultural context’ of the brand is also a determining factor. “We have to see what the brand stands for and which segment it appeals to,” says Vijay Xavier,vice president,Lintas,Chennai,who recently featured actor Genelia and cricketer Virat Kohli in an advertisement for Titan Fastrack. “It is a brand for youngsters who lead a cool life. Genelia and Kohli fit that description,” says Xavier. A decade ago,Sachin Tendulkar was also made the brand ambassador of Visa Card,by the advertising firm RK Swamy BBDO,for the same reason. “He reflected the young and ambitious values of Indians at the time,” says Sangeetha N,executive creative director of RK Swamy BBDO. More recently,he had a tough time finding a fresh face for the Raymond commercial. “We did not want a chocolatey boy and were looking for someone genuinely emotive. Over 100 auditions were held before Vivan Bhatena was shortlisted,” says Sangeetha.

Repositioning of a brand,however,is a challenge,says casting director Shabnam Khan,who was approached by Red Label when it was looking for a change of image earlier this year. With 12 years of experience behind her,Khan suggested Anupam Kher. “They wanted somebody who imbibed qualities of a healthy lifestyle and was a committed family man and versatile actor. Kher was perfect,” says Khan.

With no set rules,the audience do manage to surprise the casting agents. “It is odd how men are sought after in commercials for jewellery and textiles — a market which caters largely to the women,” says Thaara Umesh,a prominent casting director based in the South,who has cast actors R Madhavan,Mammootty,Chiranjeevi and Suriya in commercials for jewellery and textile brands.

Meanwhile,agents too have to do their bit of groundwork. For instance,to stay ahead of the game,Shah keeps herself abreast of good acting talent by making it a point to watch plays and keeping track of graduates from the National School of Drama and Film and Television Institute of India. She has a solution if the chosen celebrity is not available for a shoot. “We offer them obscene amounts of money or settle for the second best,” she concludes.