Few years back a cyclone named Katrina ruined the coastal areas of USA, but recently from the last few years The World of Advertising clashed with namesake i.e. Katrina Kaif. In India Katrina Kaif is one of the top female brand ambassadors involved in endorsing the 12 leading brands of market which includes Nakshatra, Spice Telecom, Pantene, Godrej Renew, Slice Aamsutra, Veet etc. She has been fifth on the list of endorsement of maximum brands in the country. Shahrukh Khan endorses utmost brands followed by Mahender Singh Dhoni, Hrithik Roshan, Saif Ali Khan and Katrina Kaif resided at the fifth position. Katrina Kaif also made an unexpected replacement of Aishwarya Rai in Nakshatra Diamonds and Sushmita Sen in Pantene. She also usurped Priyanka Chopra in the Spice Telecom ad.
In the year 2003, Katrina Kaif made her first bold & seductive debutant under the Hollywood produced Bollywood film “Boom”, in this movie she blatantly displayed herself in semi-stripped appearance. Suddenly a news that conundrum every ones mind with astonishment is the relationship edifice with Bollywood Style man Salman Khan. With this “Girl Friend” label, Katrina got some how a kind of esteem in different film based magazines as well as gossips based TV channels. Kaif was born in Hong Kong. Her father is an Indian Kashmiri named Mohammed Kaif, and mother is an English named as Suzanne Turquotte, both are recognized as the British citizens. Her parents divorced when she was very young. Kaif has seven siblings. Kaif experienced moderate success with the release of 2005 film Sarkar, where she played a role of Abhishek Bachchan’s girlfriend, and Maine Pyaar Kyun Kiya (2005), where she was paired opposite Salman Khan. Afterward movies like Nasmate London, Welcome, Partner, Singh is King, New York and Race proved herself within the bollywood industry and compelled them to count her among the renowned super stars of bollywood film industry. While in 2010, she declared herself as a Bollywood Queen, on account of her one of the finest performance in Rajneeti, in which she did a role of Politician look-a-like Sonia Gandhi. Year ago her release Tees Mar Khan kept herself in tittle-tattle via “Shiela Ki Jawani“. Spaced out her Bollywood struggles, she was quite thriving like Aishwerya Rai or Sushmita Sen in modeling career as well. This made Katrina the first choice of major brands. In her modeling career, she was raised in Hawaii and later moved to her mother’s home country, England. Kaif began her modeling career at the age of fourteen; her first job was for a jewelry campaign. She continued to do modeling in London under a contract with the Models 1 Agency and did a number of campaigns such as La Senza and Arcadius, and even depicted herself elegantly in fashion walks incorporated at the London Fashion Week. Kaif’s modeling career led her to a silver screen career when she was discovered by a London-based filmmaker Kaizad Gustad, who gave her a role in his film namely Boom (2003). She then moved to Mumbai where she was offered a number of modeling assignments. However, filmmakers were initially hesitated to sign her in their different projects because she could not speak Hindi as it should be. Recently Pakistani Youth Poper Ali Zafar made his debutant with Katrina in YRF’s Mere Brother ki Dulhan.
In Indian media, numerous female actors made their mark in their modeling career but unlike Katrina Kaif they are never proficient enough to get fame in the brand endorsements likewise Shahrukh Khan who get recognition in this field among poles apart male actors of industry. Katrina Kaif trembles the peoples’ mind & turn out to be a News Breaker in Pakistani Advertising industry by endorsing several leading brands in Pakistan. If we talk about the early projects of Katrina Kaif’s in Pakistan then how can we forget to recall her first manifestation for the commercial of VEET’s along with its Print ads in 2009 and even now she was spell-bounded in several other projects of the state. Katrina is the first renowned face who is ruling on the hearts of Advertising industry in Pakistan. Earlier than Katrina, more than a few Indian faces emerged on Pakistani screens. For instance, PTV’s Nostalgic TVC of Stillman’s Bleach Cream starring Sonali Bandre projected as PIA Air Hostess was on-aired in Zia’s Era, when, Pakistani Media was confined into isolated cage. But I would like to into isolated cage. But I would like to reveal certain astonishing specifics, at that time no one was familiar with Sonali Bandre but when she put on track her first debut in Bollywood, PTV was approached & solicited Stillman’s in order to produce its new TV commercial. But on the other side, Katrina’s face was introduced into Pakistani market after becoming an eminent face of Bollywood industry.
VEET’s TVC doesn’t magnify its magic in Pakistani Advertising World, because VEET usually rely their foreign ads in Pakistani region, but how can one be saved from her magical impact, that’s right!! When Katrina became Brand Ambassador for SLICE endorsement, then definitely many ADerz are shaken up and depicted their incongruous response by sarcastically raised eye brows and forehead frowns. Once again there was no tittle-tattle in the air regarding her endorsements. And now the real Katrina cyclone hit the shore of Pakistani Advertising coast, when LUX revealed her face in Pakistani region as well. WHY Katrina, why not home celebs!!! This dilemma is in question because the association between Lux and local film industry is perceived as the stone mark sign from years. In Pakistan, Lux constantly signed the lollywood faces from Pakistani Film Industry like Babra Shareef, Reema, Meera, Neeli and Shakila Qureshi. After that the drastic downfall of Pakistani Films compelled Lux to approach and employ faces from Television and Fashion world like Iman Ali and Amina Haq. In this way its not wrong to say that Lux is not limited
only with lollywood faces but they also move toward the foreign faces in order to endorse them fully.
It’s not the story of today but also in late 80s, LUX televised their TVC by signing Nazan (A Turkish Film Actress) in order to endorse their brand in Pakistani Region via foreign face. Consequently even today, it is not a big deal to market their one of the most appealing brand (Lux) with Katrina Kaif. Because nowadays in Pakistan, Bollywood movies screened officially in all leading cinemas and multiplex. On the other hand, Pakistani Film Industry faced a drastic decline in terms of Quality Standards and also there is a starvation of recognized faces from Television and Fashion industry except for Iman Ali. Lux is looking for a revolutionized bang with current official and legal popularity of Karina Kaif.
Afterward, Pentene showcased Shilpa Shetty as their Brand Ambassador but abruptly Katrina Kaif also coupled with Shilpa Shetty. Nowadays the trend of endorsement via foreign faces on behalf of local brands in Pakistan is not an exceptional case as it can be evident by TVCs of Clear, Head n’ Shoulder, etc. As we don’t want to ponder anywhere, we are talking about Katrina Kaif. Therefore story still continues, after endorsing Pentene, Katrina Kaif’s awe inspiring impact is splendid with Loreal, then Alokozay and now Itehad Airways and recently for Olay and Panasonic. For Katrina Kaif the counting of Indian Brands are countless, and now in Pakistan, every brand gives precedence to Katrina, can say industry are now transformed into the SLAVES OF KATRINA KAIF !
We are looking forward that when local Nihari Restaurants, and Haleem Houses too will turn out to be the SLAVES OF KATRINA KAIF ! The Big Q is “ARE WE DOING RIGHT ?” …..
“IT’S GLOBALIZATION !” replied one of the SLAVES OF KATRINA KAIF! Her strategy for invading numerous brands in Pakistan is likewise the strategy adopted by historical icon Cleopatra who ruled the entire political world for years and maximize the numbers of slaves …. This story will never end and Brands + Ad World keep on becoming the SLAVES OF KATRINA KAIF !
By Kamran Jawaid
States Times (www.statestimes.net)
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