A three-way fight
The fight for the top slot among female brand endorsers is getting stiff. Once a square battle between A-listers Kareena Kapoor and Katrina Kaif, Deepika Padukone has become a strong third peg this year. The daughter of former badminton player Prakash Padukone is on a brand-signing spree after a string of hits last year.
Padukone will be the new face of Kellogg's Special K, the breakfast cereal positioned as a healthy alternative for women looking to lose weight, announced last week. She has already taken up the endorsement of Coke, appearing in ads featuring Farhan Akhtar on television these days. Padukone is also rumoured to be talking to Pantene, P&G's flagship shampoo brand, following erstwhile endorser, Kaif's switchover to L'Oreal. Padukone has also snagged HP and Lux in the last few months, adding to a list that includes Nestle's Nescafe, Neutrogena, Sony Cybershots, Garnier (face products) and Tissot.
Harpreet Singh Tibb, marketing director, Kellogg India, says, "There was no doubt in our mind about bringing Deepika on board. She has always taken it upon herself to maintain healthy habits. She represents the brand's values impeccably."
Text: Viveat Susan Pinto, Business Standard
Image Courtesy: Kellogg India