From Puma to Lux and MuscleBlaze, why brands want star kids to endorse them

In a testament to the influence of lineage and talent, the star kids of Bollywood icons are stepping into the spotlight with brand endorsements. Brand experts delve into the reasons behind brands' gravitation towards these young talents

Archana Raj
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Delhi: From Sara Tendulkar endorsing Ferns and Petals on Mother’s Day and becoming a brand ambassador for the Korean beauty brand Laneige to Shanaya Kapoor representing Dot & Key and Puma, star kids are securing their own set of brand endorsement deals.

Recently, Puma onboarded Ibrahim Ali Khan Pataudi, and Lux appointed Suhana Khan as the brand ambassador for their body care range. Suhana is also the face of Maybelline New York.

Navya Naveli Nanda endorses L’Oréal Paris, and Jackie Shroff’s daughter Krishna represents the sports nutrition brand MuscleBlaze. Aryan Khan, son of SRK, serves as the ambassador for sports brand Adidas.

Shanaya, the daughter of Sanjay Kapoor, also represents brands like Madame Fragrances and Naturali skincare. 

In a trend that proves talent runs in the genes, star kids of Bollywood legends are stepping into the limelight with brand partnerships even before their big screen debuts. 

Exploring how these star kids are making waves in the realm of brand collaborations and why brands gravitate towards them, Nisha Sampath, Founder at Bright Angles Consulting said that star kids help brands build a bridge to the younger generation. Due to their pedigree, they generate instant recall, associations, and interest across young and old audience segments.

“Whether they are loved or hated as ‘nepo kids’, they constantly engage audiences,” she added. 

Jagdeep Kapoor, Chairman and Managing Director of Samsika Marketing Consultants, stated that there is a certain amount of enduring image that kids bring to certain categories. “They add value to the image and the attraction of the brand. And therefore, many a time, they become a very strong, powerful mascot,” he added. 

Kapoor emphasised that pedigree, lineage, and genes play a role, but ultimately, relevance is the deciding factor when it comes to star kids participating in brand endorsements.

Kapoor also brings attention to another crucial aspect: cost-effectiveness.

According to industry experts interviewed by the media, an established celebrity (not a star) could typically command between Rs 30 and Rs 50 lakh per day, while a celebrity kid might be signed up for about 75% of this price. 

Social media, too, plays a pivotal role in their rise to fame. With huge followings even before their Bollywood debuts, these star kids are attracting brands eager to capitalise on their massive online presence.

Suhana Khan boasts a fan following of 5.2 million. Joined by fellow star kids like Shanaya Kapoor, who commands a following of  2 million, Navya Naveli Nanda with 1.1 million followers, and Aryan Khan with 2.9 million followers.