Ayushmann Khurrana signs 7 ad deals since March amid Covid disruption

MUMBAI: Actor Ayushmann Khurrana has signed seven new brand endorsement deals since March this year, as marketers seek celebrities who offer value at a time when cash flows are under pressure due to the disruption caused by Covid-19.

Khurrana, who has given eight back-to-back hits on the silver screen, including ‘Shubh Mangal Zyada Saavdhan’ in February this year, is now the face of 19 brands.

Among the new endorsement deals Khurrana has signed are those for Toyota’s Urban Cruiser, Colgate, KitKat and Cipla.

The actor, who’s last film ‘Gulabo Sitabo’ couldn’t be released in theatres due to the lockdown, also featured in short advertisement campaigns of Hotstar, Reliance Fresh, Dhani Super Saver campaign and Castrol Activ.

Khurrana, who is currently shooting for Abhishek Kapoor's film ‘Chandigarh Kare Aashiqui’ at his hometown, told ET that when he chooses his films, he dives deep into the script to understand its appeal and ethos and he does the same while choosing brands to endorse.

“I try and understand if the concept will be clutter-breaking, if it’s fresh and not done to death, and if it will deliver superlative entertainment and value. The brand story has to somehow stand apart,” he said.

The young actor scores very high on emulatability, as per Indian Institute of Human Brands (IIHB).

Emulatability is an amalgam of people liking or loving the celebrity and wanting to be like the person.

Also, unlike many celebrities, Khurrana is not distant and forbidding, and thus his relatability is very high, contributing to his being seen as “endearing”, according to brand managers.

A recent study by IIHB had found Khurrana to be the most identifiable celebrity.

Sandeep Goyal, chief mentor of the IIHB, had commented that Khurrana getting plenty of endorsements is a sign that during troubled times, empathy works more than being handsome or stylish.

Last year, the actor had entered the top 10 of the Duff & Phelps’ celebrity brand valuation report for the first time, with a brand value of $40.3 million.