India Masala

Bollywood and culture in an emerging India

Bollywood star power ‘ads’ up

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Hey, did you know Saif and Kareena had a fight? And that Shah Rukh intervened? And an apologetic sms was sent?

OK, so this didn’t happen in real life. It’s the storyline of a new television ad starring the trio for mobile operator Airtel.

Saif Ali Khan and Kareena Kapoor have appeared together in ads before but this is the first one revolving around their real-life relationship.Bollywood stars have appeared in ads for years, but it’s only recently that they have started referring to their status as boyfriend and girlfriend in ads. Ranbir Kapoor and Deepika Padukone did it, so have John Abraham and Bipasha Basu — and now Saif and Kareena.

But not all these ads work. “If you try too hard to leverage a relationship, it falls flat. The Ranbir- Deepika one, or even the John and Bipasha ads have fallen into this trap,” says adman Prahlad Kakkar.

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