Jewellery brands are rushing to secure fresh celebrity endorsements, creating a surge in celebrity fees and the implementation of rigorous terms and conditions, both on a national and regional scale. However, there is a notable preference for endorsements from glamorous icons.
A high-ranking executive from a renowned jewellery brand, who preferred to remain anonymous, mentioned that the daily asking price for top-tier celebrities is approximately INR 8 crore.
“It’s becoming unviable for the business. Even at this hefty price, they are reluctant to give more than three days in a year to the brand they are endorsing, won’t change costumes more than two times on the day of shooting, and won’t work more than eight hours on that day including traffic time.”
He said the likes of Allu Arjun, who once billed INR 35 lakh a few years back, now demand around INR 6 crore per day, thanks to the staggering success of the movie Pushpa.
Madhuri Dixit commands INR 1 crore for an 8-hour commitment, while emerging actresses like Kiara Advani demand INR 1.5-2 crore per day, encompassing activities such as photoshoots, store openings, and participation in brand-related events. Anish Varghese, the head of marketing at Joyalukkas, expressed, “We’ve had Kajol as our brand ambassador for the past 8 years, and we’re actively searching for a new face. However, finding one is proving challenging, as every other jeweller has already secured someone from the new generation of actors.”
This year, Malabar Gold & Diamonds has enlisted the endorsement of Alia Bhatt, Junior NTR, Anil Kapoor, Kareena Kapoor Khan, and Karthik Sivakumar, commonly known as Karthi, renowned for his work in Tamil cinema. While Alia Bhatt is a new addition to Malabar’s roster, Junior NTR’s contract has been renewed, particularly notable for his popularity gained from the song Natu Natu in the film RRR.
Mia By Tanishq recently named Bollywood actor Rakul Preet Singh as its newest brand ambassador, while Zoya Jewels features Sonam Kapoor Ahuja as its face. Ajoy Chawla, CEO of Tanishq, revealed, “We have enlisted south Indian actress Nayanthara as our brand ambassador to bolster the brand’s presence in the southern region, where we intend to expand.” However, Chawla declined to disclose the specific terms and conditions of the agreement with the actress. It is rumored that Nayanthara commands INR 5 crore for brand partnerships.
Film stars from the South are experiencing a deluge of brand endorsements. Following the widespread use of the term “pan-India” in the aftermath of the successes of their films and OTT shows, actors ranging from Allu Arjun to Samantha Ruth Prabhu (known for The Family Man and Oo Antava) are attracting aggressive attention from advertisers. Insiders in the industry indicate that these South Indian stars are now demanding eight times their previous fees (pre-2021) for brand collaborations.
“We too are looking for one for our new line of silver jewellery. But everyone is booked. Thanks to social media like Instagram, Facebook or X, consumers can constantly see the celebs and therefore for jewellers, it acts as a major brand recall. So, the jewellers are chasing celebrities to endorse,” explained Saurabh Gadgil,MD of PNG Jewellers, adding that they are confident of getting a new face soon.
Suvankar Sen, Managing Director of Senco Gold and Diamonds, stated that his company has enlisted the services of Kiara Advani, emphasizing her high level of professionalism.
