Katrina is the reigning queen of Hindi mainstream films. She joins the league of Bollywood's biggest heroines who have endorsed the beauty soap down the decades, including Madhubala, Hema Malini, Sridevi, Juhi Chawla, Madhuri Dixit, Kareena Kapoor and Aishwarya.
Kat's entry with a new campaign gives the 'soap drama' a new twist. Lux makers signing up Katrina as their new endorser in a solo ad-film is being seen as definite recognition of the actress' growing stature in Bollywood, even as the offers dwindle for Ash. AbhiAsh had reportedly pocketed Rs 25 crore for the joint endorsement.
"I don't think every actress in Bollywood has been associated with Lux. I am honoured to join the people who have been with it over the years,"said Katrina. The new Lux ad-film was shot over four days in Bangkok. Katrina looks ravishing in it in a blue gown styled by designer Rocky S. The film has her entering a late-night party where Katrina brushes a guy accidentally and the guy is impressed by her smooth skin and sparks fly between the two.
Ad guru Prahlad Kakkar says: "It's about a brand endorser's positioning. Brands are interested in Katrina because, besides being successful, she is young and has an international appeal. Ash is not getting younger. Brands want to rope in Kat now as she is the future."This is not the first time that Katrina is cutting into Aishwarya's bastion. Last year, Katrina had snapped up the Barbie doll contract, for which Ash was initially approached.
She scooped the Nakshatra diamonds endorsement deal, of which Ash was the face till then.
Kat also dislodged Ash as the most Googled girl from Bollywood, according to Google data.
Also, the New York actress left Ash behind to grab the 48th spot in a beauty poll last year. In the list, Ash finished at the 60th position.
"Ash is hardly visible on the screen these days while Kat's releases are a regular fare. Ash has to be more visible to be in demand. For advertisers, a star's face is the biggest asset because audiences can then easily identify with the product,"Manish Porwal, managing director of marketing solutions firm Alchemist, says.
"AbhiAsh's first appearance after their marriage was utterly wasted in the ad. It had no novelty or surprise factor. On the other hand, the Lux ad- film featuring Katrina stands for what she represents - youth. Ash is looking good even after her marriage but Kat beats her in the visibility and youth bracket,"Kakkar says.
Katrina, on her part, has been flying high in the endorsement world of late. She recently replaced Priyanka Chopra as the brand ambassador for a telecom firm, besides becoming the face of a shampoo brand earlier endorsed by Sushmita Sen.
Katrina is among the top female endorsers in Bollywood today and commands a whopping pay packet of around Rs 4 crore per deal.
"Katrina can be easily called the endorsement delight of Bollywood because she has everything going in her favour - youth, success and glamour,"says Porwal of Alchemist.
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