Open letter to Genelia

Hi Genelia!

You must know for sure that you are seen as the recently discovered endorsement magic woman who can help brands fly off the shelf. And why not too? You appeal to the very crucial demographic of India – the twenteens with their purchasing power and increasing aspirational hunger.Your current brand portfolio has Cadbury's Perk, Coca- Cola’s Fanta, Spinz, Dabur Vatika, LG Cookie, Virgin, Margo, Garnier and Fastrack.

Getting ads is not a problem for you , but getting ads just so you are perky and cute is-because then every there is the same tone to every ad campaign. Preity Zinta was considered bubbly and grew tired of her image .Once stamped with an image ..it sticks until you yourself wear out .

The girl-next-door image has helped you bag a record number of endorsement deals, because of what ad agencies call, your natural ‘vibrant youth image’. The perky, sparkling and spirited teenage image of yours is exploited in the ads of Fanta, Spinz Talc, as well as Spinz Deodorant, Perk, Virgin Mobiles, LG mobiles, Garnier light fairness cream and many more.It is fantastic that you have got so many brands in such a short span of time and your popularity here down south is way higher than in the north.

However, the idea should to be remain a classic and not be a passing two season fad who can be replaced conveniently. Being selective brings exclusivity and being omnipresent creates overkill and boredom. You should be pick and choose as and when you can .

Although I should give credit to you and Fastrack.

Fastrack changed the method of branding by association and piggy backing on a celebrity’s image .They campaigned with a tagline ‘sweet no more ’ and tried to fit you , into their brand image and not vice versa as seems to be the case with other brands ;be it FMCG, beauty care or lifestyle.

You are no plain Sandra from Bandra and seem smart .So I think you should sustain momentum and balance out your portfolio. Choose judiciously and avoid overkill. I think you can do it ..if you do so or not , remains to be seen.

Regards.