Social Media Assets

Despite Hrithik Roshan’s new release Bang Bang proving a super hit, consumer goods firm Emami, which signed Roshan for HE men’s deodorants this summer, is looking for a new face for social media.Hrithik has a huge mass connect on traditional media. But with different audience logging on to social media, Emami may rope in a new face only for social media.

With social media emerging as one of the most popular hangouts for Indians, brand endorsement deals in the country are getting hugely influenced by how active celebrities are on Twitter, Facebook, Instagram and blogs.

Celebrities who engage actively on the social media space are getting paid at least 25%-30% higher than those who don’t, even if the latter have huge mass connect according to Vinita Bangard, promoter of talent management firm Krossover Entertainment, which represents Priyanka Chopra and Shah Rukh Khan.The socially active ones have a clear edge not only in terms of higher fees but also in getting more endorsement deals.

Priyanka Chopra, with over 7 million followers on Twitter, is a hot favourite, along with stars like Amitabh Bachchan, Shah Rukh Khan, Aamir Khan and Salman Khan who all have more than 8 million followers.

Some firms, including CocaCola India, have begun inserting a clause in their endorsement contracts that celebrities will popularise the brand on their social media assets, for an additional fee. So, Farhan Akhtar, who endorses Coca-Cola, and Salman Khan, who is the face of Thums Up, not only feature on the brands’ advertisements but also are regularly tweeting and posting photos of themselves with the brands they promote.

Many brands now go for exclusive social media endorsement deals at just about 10%-20% fees of a television endorsement deal.Endorsement deals exclusive to social media are being inked Rs 20-50 lakh a year, while top  celebrities fees for TV commercials range from Rs 2-6 crore annually.

With social media ad spends rising faster than traditional media, the online celebrity endorsement business is now growing 25%-30% faster than the traditional space.Many brands now prefer lesser known celebrities such as standup comedian Vir Das and singer Honey Singh for endorsements specifically on social media at about one-fourth the fees of big stars.