How often do we see the bubbly Genelia D’Souza endorsing some brand or the other these days? All the time....She endorses nine of the top brands on TV — Cadbury’s Perk, Fanta, Spinz, Dabur Vatika, LG Cookie, Virgin, Margo, Colgate, Garnier and Fastrack. And despite stars such as Deepika Padukone, Sonakshi Sinha and Sonam Kapoor breathing down her neck, the actor has retained her charm and brand value.
As a testament to her popularity and youth icon status, she has been awarded the coveted CNBC Awaaz Consumer Award for 2010, whose previous recipients include Shah Rukh Khan and Akshay Kumar. “It’s an honour that Indian consumers have chosen to bestow upon me and I couldn’t be happier and consider it as a huge responsibility,” she says.
When youth-centric brands get wind of the fact that the actor is doing a film, they clamour to get brand presence in the film. This responsibility is clearly an issue with her. Since, nearly 80 per cent of her annual earnings are received from brand endorsements, she is very careful about the ads she does.
“I think that being selective about which brands to endorse has given me an edge and more than the money, I think celebrities endorsing brands have an intrinsic social responsibility, so I don’t intend to hamper it.”
The spunky actor who pockets Rs 1crore to Rs 1.5 crore per endorsement has been hailed as a youth icon and tends to do commercials which enhance this image. However, she quips, “It’s not a conscious move, I am only offered such brands and the younger generation seem to connect with my bubbly image.”
Does she feel that only doing commercials with Gen X stars like Shahid Kapoor, will help retain her youthfulness and charm? “It’s fun to work with them as they are energetic and spirited, but I have also worked with the likes of Amitabh Bachchan, so this argument doesn’t count,” she reasons.
And now, she is looking to the South and has already edged out T-town actresses such as Anushka and Samantha and bagged a `40 lakh deal to promote a retail outlet. “I don’t want to talk about money but the outlet kept deferring the launch and finally I could squeeze it in. It was a nice experience,” she adds.
Finally, the important question: How does she maintain her svelte figure and gorgeous looks? “I attribute my good looks to my genes and the secret behind my lean frame is home-cooked food. My mother ensures that I get the “appropriate” diet even during shootings and I also indulge in some mild workouts,” she laughs
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