The news of pregnancy is a time of unprecedented joy for a couple and as writer Eda J LeShan aptly sums it up in the sentence above, a new baby is the harbinger of a new life for parents. , and many others around them. In the case of celebrities, the circle becomes much wider, whether they like it or not. And in today’s internet and social media era, a celebrity’s circle of influence is beyond anyone’s imagination. Making it a perfect opportunity for brands to make hay while the sun is shining, turning a pregnant celebrity into a gold mine for advertisers.
Any news – big or small – in the life of a celebrity is of great public interest. And when it’s a baby, well, curiosity is at its peak. Say, by the way, when Sonam Kapoor announced her pregnancy on Instagram earlier in the week, her single post received more than 10 times the average number of likes for any other post. Or when Kareena Kapoor Khan shared her baby bump photo on the ‘gram, the post went over a million likes in no time. Or Kajal Aggarwal’s pregnancy photo shoot crossing the million mark in a matter of hours. Anushka Sharma’s pregnancy post went out of the park with over 6 million likes! As The Economic Times reported, Virat Kohli had been getting endorsements from brands offering child-centric products for endorsements even before Vamika was born.
A celebrity is an influencer in their own right, but a pregnant celebrity has a lot more influence. Advertising gurus will agree, when a brand is presented with a list of clients, celebrities and new mothers top the list. From pregnancy test kits, health drinks, juices, supplements, personal care to baby products, clothing, fashion, hygiene and travel, the options are limitless. In this week’s #BigStory, we explore the world of celebrity pregnancy through the lens of the advertising industry.
Shaping careers while embracing parenthood
Gone are the days when parenthood meant compromising in career and lifestyle to welcome a new addition to the family. Today’s couples want to get the best of both worlds and with the evolution of civilization this is entirely possible. A micro influencer can easily command a minimum of 30K for a post. Imagine the scale an A-list celebrity can go for an endorsement!
“Being a parent is a life change common to all, parenthood is not seeing a person’s status. Which allows a celebrity to better connect with the most important audience segment that every brand manager tries to reach. celebrity parents act as the perfect catalyst to amplify the brand message. Now, celebrities are shaping their careers alongside parenthood, which not only allows them to expand their reach, but also allows them to take a break and come back again. Being a parent or being married is no longer an inconvenience in the entertainment world,” says an industry insider.
Actress Teejay Sidhu, who is a mother of three, endorses a range of products like a baby carrier, juice brand, body cream, and also models for lifestyle brands with her husband Karanvir Bohra . Being a mum in the public eye helps you connect with the public, she said in an interview in which she also candidly admitted that she earns more from her endorsements than she has ever earned on a daily soap opera!
Celebrity benefit for a brand?
Does a pregnant celebrity offer better prospects for a brand? This is a debatable proposition that can be explored from several angles. While such endorsements can be a win-win situation for celebrities and brands, such measures also help break stereotypes and change age-old mindsets associated with pregnant women.
“Every brand seeks greater awareness and can advertise through awareness. Having a celebrity is an advantage and for a pregnancy product, it’s always an advantage to have a pregnant celebrity to endorse. Celebrity adds credibility by saying she uses the product,” says marketer Deepesh Shah.
Filmmaker R Balki, who is also a former president of one of the biggest advertising agencies, chimes in. “It depends on the product,” he says.
“A celebrity does not guarantee you a sale. It depends on how relevant it is, what your message is to people, and how interesting it is to hang on to it. So fame alone won’t do the job. Many other factors come into play,” he says.
Balki thinks we’re living in a fantastic time where someone can keep working while embracing parenthood. “It’s amazing to see these women working and having fun, promoting products that are very, very good for mothers and relevant for mothers,” he adds.
Strong celebrity endorsements give brands the quick reach they desire, reasons Rubeena Singh who is Country Manager for a short video app. “If a brand that’s in that maternity product space finds a pregnant celebrity to partner with, then obviously there’s going to be an upside,” she says.
A personal choice
Being a celebrity puts one in the public eye and hence any life update is going to grab attention. Kareena Kapoor Khan has been associated with several brands including gadgets, soft drinks, shampoos, soaps, sportswear, pregnancy kits and more. She is one of the highest paid endorsers in India with the most brands under her belt. She set an example by continuing to work through her pregnancies and the fact remains that she received the most brand endorsement offers during her pregnancy. During the Covid-19 lockdown, she endorsed baby care products with her husband Saif Ali Khan.
It’s up to them as individuals whether they want to take advantage of the opportunity to make more wealth, says Rubeena. “I think we need to break this cultural mindset that pregnancy is very private and all that. But everyone has their own thing, it’s everyone’s personal choice. Some people don’t want to talk about it, it’s like social media… Some people just don’t want to be on social media, they want to keep their life totally private, but some people want to share. On the other hand, is it just because she’s an actress and she’s pregnant, that she shouldn’t have a job and that she should just stay quietly at home and refuse movies or whatever what she does. It’s not fair either,” she explains.
Does pregnancy open up new perspectives for celebrities?
TV actress Anita Hassanandani enjoys a huge following of fans, who have been waiting for her good news for a very long time. So when she had one to share during the first lockdown, she did so exclusively in collaboration with a popular short video platform.
“A lot of brands came into contact with me during my pregnancy,” shares Geeta Basra who welcomed her second baby during the pandemic last year. “I was about to promote and sign a deal with a breastfeeding product. But there are some things you need to know,” she flags her concerns, noting that a lot of research is needed on the product to understand. what it is, make sure it’s safe enough to use before you sign the dotted lines.
Drawing the lines on the endorsements
“I wouldn’t recommend products just for the money,” says Geeta. “Tested and trusted products, products safe enough to be used by children…because a lot of people look up to us, when they see what we use for our kids…So I would definitely draw the line. You’ll never risk anything with the kids, you don’t want to give news or publicize products you’re not sure about,” she says.
Actress Saumya Tandon has done quite a bit of branding post-pregnancy endorsements, and she thinks as long as it’s done with social conscience and integrity, there’s nothing wrong with that. “I’m extremely careful when approving any type of medical product, because when I got pregnant and was in my fourth month, I was fit and doing ‘Bhabiji…’ a lot of these pills. weight management and the syrup companies approached me. I turned them down because I didn’t know about this drug. And this weight loss drug was something I wouldn’t take responsibility for. And personally, I don’t I haven’t taken it, so I’m not going to approve it. But if it’s, say, a diaper or a medical cream that’s not harmful, I’ll approve and I’ve approved” , she says.