More thanda thanda, cool cool for Shah Rukh

Bollywood's Shahenshah Amitabh Bachchan and Badshah Shah Rukh Khan may not see eye to eye but Kolkata-based FMCG major Emami has successfully kept the two superstars together as its brand ambassadors.

Emami has renewed contracts of Amitabh Bachchan and Shah Rukh Khan to endorse its products for another two-and-a-half years.

Big B and SRK have been endorsing Emami's Navratna oil together. While Bachchan endorses Boroplus antiseptic cream together with Bollywood actor Kareena Kapoor, SRK promotes fairness cream and other healthcare products of the group.
Bachchan also endorses Emami's fast relief balm.

Commenting on the renewal of contracts with the two superstars, a company official told PTI that it was about continuing loyalty.

"At a time when 'old is not gold' Emami is continuing loyalty with the superstars of Bollywood. SRK enhances brand value. He is still an icon in India," the official said.

While SRK will continue to feature in their fairness cream and other healthcare products' ads, Amitabh Bachchan will endorse Boro Plus anti septic cream and fast relief balm. Both the stars will endorse Emami's Navratna brand together as before, the official said.

The two bollywood stars were roped in by the company in 2005 with an estimated fee of around Rs 5-10 crore.
Company officials declined to comment on the amount for the renewal of contracts but industry insiders said it could be almost in the same range as before.

Emami which has a turnover of around Rs 600 crore spends around 20 per cent (almost Rs 120 crore) of it on advertising and marketing.

According to a report by Adex India, brought out by TAM, there has been 49 per cent growth in celebrity advertising volume in 2007.

Since 2003, celebrity endorsement volume on television has increased by more than six times.