Endorsements to fund Bollywood films

Had it not been for the endorsements, Shah Rukh Khan’s labour of love ‘RA.One’ would have been deeper in the dumps. Thanks to the brand tie-ups, the film notched up a whopping 52 crore, which shored up its financial fate, quite significantly.

Trade sources affirm that the endorsement-plus-marketing tie-ups are what helped the film tide over the losses suffered at the BO. The film’s official budget was reportedly 150 crore, though the film corporation that bankrolled it says it’s in the region of 135 crore.

Commenting on the endorsement trend, a leading ad filmmaker says, “Shah Rukh Khan is one of the most sought after names in the advertising world. He is the brand ambassador for several lifestyle and cosmetic products. Many clamoured to be on board RA.One because they saw themselves getting higher visibility with this association.”

The latest on the endorsement bandwagon is Heroine, which has as much as 16 crore coming in from the brands that Kareena is endorsing. Director Madhur Bhandarkar jokes, and says, “I think I will be able to finish shooting my entire film just on the endorsement money that we are getting.”

News has it that another dud ‘Agent Vinod’ also got saved to some degree because of the monies that came in from the various brand tie-ups. Saif has always been on top of the list as far as product endorsements go. He admits that when he took it easy in films in the interlude between ‘Kurbaan’ and ‘Agent Vinod’, he kept himself busy with his various commercial shoots. Many of these guys were happy to associate with his home production.

Reportedly, filmmaker Rakesh Roshan panicked when a media story said his ‘Krrish-3’ had shades of grey. Our source says, “The next day there was a denial in the papers saying ‘Krrish-3’ will appeal to both children and adults alike. The Roshans didn’t want anything coming in the way of the endorsement monies that this franchise usually attracts.'”

The buzz now is that Aditya Chopra will also be soon laughing all the way to the bank because his company is slated to make megabucks with SRK, Salman Khan, Katrina Kaif and Aamir Khan heading the star cast of his next three home productions.

Brace yourselves for some heavy duty endorsements!

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