[ARTICLE]Deepika shares beauty tips

Deepika Padukone

Ethnic touch

It’s not everyone’s cup of tea to pull off such a dramatic avatar, given the intricate embroidery and embellishment of the outfit, the statement earrings and the bold matt oxblood lips. We have to give it to Deepika Padukone for carrying it off with such ease. She’s making every element of the look work. And boy doesn’t she look like royalty!



[ARTICLE] Deepika in Filmfare’s 5 best dressed women in B-town

5 best dressed women in B-town

Written By Rahul Gangwani

Multimedia Executive

Posted Fri, Jun 20, 2014

Deepika Padukone

Deepika Padukone is not only the numero uno actress but also at the top of the sartorial game. Everyone loves her to death because of her awesome style, which is casual yet classy. And of course, those long legs zoom up the oomph quotient. Of late, most of her appearances have been understated yet sophisticated. Nothing risqué. She’s one of the few actresses who never goes wrong on the red carpet. The shutterbugs go berserk clicking her and fashion bloggers write essays on her fashion picks. Diva Padukone is what we would call her!

F factor: Elegance personified

 Source: http://www.filmfare.com/features/5-best-dressed-women-in-btown-6478-6.html#descArticle

[ARTICLE]Deepika Padukone: Brand Champion

With 17 brand endorsement deals in her kitty – most of them in the last 18 months – Deepika Padukone is on a dream run. With each success at the box office, marketers are betting higher on her.
Coca Cola campaign
Axis Bank Campaign
Kellogg’s Campaign
Luxor Pilot Pens Campaign
Twenty-eight-year-old Bollywood heartthrob Deepika Padukone has been churning out hits with metronomic regularity in the last 18-20 months with movies such as Race 2 (2013), Goliyon ki Raasleela Ram-Leela (2013), Yeh Jawaani Hai Deewani (2013), Chennai Express (2013) and Kochadaiyaan (2014). What works at the box office must work for brands too. That is the logic marketers use as they make a beeline for the actor.

Padukone’s repertoire of brands and genre is as wide ranging as her movies. She endorses everything – from banking and financial brands to real estate to lifestyle and fashion to FMCG, apparel, and automobiles. Throw in tabs and the cup is full – well, almost.

The icon?

At present, Padukone is associated with 17 brands (See table). Many of these brands such as Coke, Axis Bank, HP, Van Heusen, Lifestyle Melange, Kellogg’s and ACE Real Estate have hired her in the last 18 months. Today, Padukone commands the highest brand endorsement fee among her female counterparts. Her charges range between Rs 6 crore and Rs 8 crore, say industry sources. She was recently in news for charging Coca-Cola Rs 6 crore per year for the endorsement in which she was seen with Farhan Akhtar. It is a two-fold jump over last year.

Deepika Padukone Endorsment
Shailesh Kapoor, CEO, Ormax Media, says, “She gave four hits and her performance impact increased with each – Race 2, Yeh Jawani Hai Deewani, Chennai Express and Goliyon ki Raasleela Ram-Leela, which created immense interest among brands.” In order to connect more strongly with the consumer, Padukone is mostly seen addressing the target audience directly for a large number of the brands she endorses.

It fits

Geetanjali Bhattacharji, CEO, marketing service audit, Spatial Access, says, “Studies show that around 30 per cent of consumers would consider the purchase of a brand based on a popular face. A higher percentage would associate with a brand if the celebrity were actually linked to the brand message in some way or the other. If you closely examine the brands that Deepika is associated with and their messages, it is evident that brand custodians are crafting communication around her celebrity traits.”

Cereal brand Kellogg’s, for example, hired Deepika for representing great health and healthy habits. HP hired her to promote HP Slate6 and HP Slate7, which enable multi-tasking for users, a situation that is similar to the life of the endorser who has been a successful model, actor and badminton player at various stages of her life. Melange Lifestyle took her on, as she was perfect as the one who represents style.

Another advantage Padukone offers to brands is her affinity with southern India because of her roots. It helps her straddle the North-South divide. Harish Bijoor, consultant, marketing, says, “South India is a very big consumption point, and a large part of our GDP comes from there. She delivers what brands need to get in there.”

The appeal

Padukone represents a strong, self-made, aspirational, politically correct, healthy and happy image that the youth aspires to acquire. Daughter of India’s first All-England badminton champion and former world No 1 Prakash Padukone, Deepika began modelling during her college days and went on to win recognition with awards such as the Kingfisher Fashion Awards and Idea Zee Fashion Awards. Later, she was chosen as the brand endorser for Kingfisher Airlines.

Her cinematic career started with a Kannada film, Aishwarya (2006), before she made a stirring debut in Bollywood opposite Shahrukh Khan in Om Shanti Om (2007). She has also done music videos with Himesh Reshammiya. Though her first Bollywood film was a hit getting her the best debutant award, several that followed did not do well until 2012, when she was paired opposite Saif Ali Khan in Cocktail. Since then, she has not looked back.

Total GRPs on Endorsement
Hiring a successful Bollywood star as endorser is a no-brainer for brands if they have the money. Films and cricket are the country’s twin obsessions. Banking on this, Axis Bank recently hired Padukone and launched its latest campaign with the positioning, ‘Badhne ke kai naam hai’. The series of ads shows how the actor not just endorses the brand, but also uses and understands different products such as forex cards, apps, home loans and credit cards. Says Rajiv Anand, president, retail banking, Axis Bank, “She is contemporary, young and self-made. Just as Axis Bank reaches over 1,700 towns, her brand also resonates through geographies.”

Shailesh Kapoor
Geetanjali Bhattacharji
Harish Bijoor
Rajiv Anand
Srinivas Rao
Melange Lifestyle’s Srinivas Rao, assistant vice president, marketing, echoed a similar sentiment. “We feel it will help us widen our appeal amongst our target audience – primarily urban women in the age group 18-32 years. Regarded as a style icon with substance – Padukone embodies contemporary sensibilities that strike a chord with the target group,” says Srinivas Rao, assistant vice president, marketing, Lifestyle International.

Not a one-horse race

It has not been an easy road for Padukone. In the brand endorsement space, she is in a neck-to-neck battle with Katrina Kaif (who, in the brand numbers game, is actually ahead of Padukone), Kareena Kapoor and Anushka Sharma.

According to TAM data (January 2014-June 2014) provided by the subscriber, the total GRPs on endorsements by film actresses was 45,623, of which 23 per cent was accounted for by Kareena, 22 per cent by Padukone, 21 per cent by Katrina and 20 per cent by Anushka. The other two actresses in the race are Priyanka Chopra and Aalia Bhatt.

Kapoor, however, has bagged fewer endorsement deals in the last 6-12 months compared to Padukone. It is expected that the latter will be ahead of the competition sooner than later what with many big releases slated for later this year. Padukone’s forthcoming releases are Finding Fanny Fernandes with Naseeruddin Shah and Dimple Kapadia (in July) and Happy New Year with Shahrukh Khan (in October). In 2015, she will star in movies such as Window Seat with Ranbir Kapoor and Piku with Amitabh Bachchan.

Kapoor of Ormax Media points out that Kaif still rules. “As per Ormax Stars India Loves, Katrina remains the No.1 heroine amongst male audiences by some distance. But Deepika recently took the No.1 position amongst women. Hence, she would be effective with products aimed at women.” Ormax Stars India Loves is a monthly track conducted by Ormax Media, to find the favourite Bollywood male and female stars across 29 cities from 4,000-5,000 cine goers.


Box-office success dictates the appeal of a celebrity to a brand and Deepika is no exception. Bhattacharjee of Spatial Access believes that new deals could be affected if she is not marketed well. “If Deepika is marketed well and the strategic connect established strongly with the brand, they will bet on her unless a Tiger Woods kind of controversy takes over. Otherwise, her endorsement wave will ride as high as Kareena’s did despite the latter’s failures at the box office,” he predicts.

Kapoor of Ormax Media adds that Padukone’s brand endorsement career cannot flop overnight. “It can happen over time, not with just 1-2 films. In any case, she is now picking her films well and it is unlikely that back-to-back flops will be a scenario for her to worry about,” he says.

“Flops and hits are part of the game,” says Bijoor, adding, “a flop or two does not change the status quo.” In any case female stars have a typically short brand endorsement life of 6-8 years. “You cannot be a chooser in the brand endorsement game unlike films where you can reject a weak script that can destroy your image,” says Bijoor.

Padukone, on her part, has chosen a strong character with every film so that audiences evaluate her on acting skills along with looks or style. Some of her much-appreciated characters in Bollywood are Veronica (Cocktail), Meenalochni (Chennai Express), Shanti Priya (Om Shanti Om) and Leela (Goliyon ki Raasleela Ram-Leela). If she continues in that vein, this promises to be a long reign.


[ARTICLE] Deepika Padukone to work with Amitabh Bachchan, Irrfan in Shoojit Sircar’s Piku’

Entertainment Feature Service | New Delhi | June 23, 2014 2:17 pm


Amitabh Bachchan will be seen playing Deepika Padukone’s father, second time after ‘Aarakshan’.

Bollywood actress Deepika Padukone is all set to star in megastar Amitabh Bachchan and Irrfan Khan’s film ‘Piku’, which will be directed by Shoojit Sircar.

The ‘Madras Cafe’ director has worked with the Big B in yet-to-release “Shoebite” and forthcoming fiction TV show “Yudh”, is also looking forward to teaming up with the actors.

“The charisma of Mr. Bachchan, seamless acting of Deepika with the versatile flair of Irrfan Khan and the evergreen Moushami Chaterjee will make ‘Piku’ an experience for me. I am looking forward to this fantastic opportunity of working together with such gifted talent from the industry,” the “Madras Cafe” director said in a statement.

The makers are confident the team will do a great job.

“Working with Mr.Amitabh Bachchan yet again in my new role is an absolute honour. As for Shoojit, I have been an admirer of his work since ‘Yahaan’ and I am really looking forward to working with him and the delightful ensemble cast which includes the very talented Deepika, Irrfan and many others,” said Sneha Rajani, deputy president and head, MSM Motion Pictures.

Producer Ronnie Lahiri had said that ‘Piku’ is a slice-of-life film, with a quirky take on things. “The quirky elements in the film will make you smile,” he had said. Piku will have three main characters played by Amitabh Bachchan, Irrfan and Deepika Padukone.

The film explores the father and daughter relationship, with a quirky twist. Amitabh Bachchan will be seen playing Deepika Padukone’s father, second time after ‘Aarakshan’, while Irrfan is a principal character.

Piku will be made by MSM Motion Pictures in association with Saraswati Entertainment Creations Limited and Rising Sun Films.

The first schedule of the film will start in August 2014. Film is slated for release on 30 April 2015. ‘Piku’ will be set in Delhi and Kolkata.

Source: http://indianexpress.com/article/entertainment/bollywood/deepika-padukone-to-work-with-amitabh-bachchan-irrfan-in-shoojit-sircars-piku/