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A Dive Into Parineeti Chopra’s ‘Shuddh Desi Romance’ With Brands As She Turns 36

MM Desk by MM Desk
October 22, 2024
in What’s Buzzing
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A Dive Into Parineeti Chopra’s ‘Shuddh Desi Romance’ With Brands As She Turns 36

Bollywood actress Parineeti Chopra, known for her performances in films such as ‘Hasee Toh Phasee’ and ‘Meri Pyari Bindu’, has captured the hearts of audiences and numerous brands. As she celebrates her 36th birthday today, her profound influence on her fans is evident.

From her comic performance in ‘Golmaal Again’ to her romantic role in films like ‘Ishaqzaade’ and ‘Shuddh Desi Romance’, Chopra has taken on distinct roles, consistently impressing her fans. She has endorsed a wide range of brands across categories such as beauty, fashion, FMCG products, and more.

Her bubbly and charismatic personality has made Chopra a top choice for many brands. The ‘Daawat-e-Ishq’ star has partnered with a diverse range of companies over the years, including Medimix, Dabur Pudin Hara, Sugar Free, and more. Additionally, she has been affiliated with brands like La Pink, Clensta, and Invisalign.

In celebration of her birthday, Marketing Mind has curated a list of brands that Chopra has collaborated with through the years.

La Pink

La Pink, one of India’s first beauty brands with 100% Microplastic Free Formulations, recently onboarded Chopra as its first-ever brand face.

In a quest to find the perfect face that resonates with La Pink’s personality, the brand found its ideal match with Chopra. As per the brand it is thrilled to have Chopra as a partner in its mission to inspire conscious beauty and create a healthier future for both consumers and the planet.

Parineeti X La Pink

The Derma Co.

The Derma Co., a science-based skincare brand from Honasa Consumer, roped in the Ishaqzaade actress as the official face of the brand in India. Further, the brand launched its first-ever digital film, featuring her. In the ad campaign, Chopra endorses the brand’s product and encourages her friend to embrace her ‘filter-free look’.

Medimix

In 2019, Medimix, an ayurvedic personal care brand owned by Cholayil signed the Bollywood actress as its new brand ambassador for the Indian market. In the engaging ad campaign, Chopra describes her everyday routine where she faces sun, rain and other weather conditions amid her ‘fast life’ and according to the ad the solution to keeping her skin protected is the brand’s soap.

Dabur Pudin Hara

Dabur India appointed Chopra as the brand ambassador for its brand Dabur Pudin Hara, the ayurvedic medicine for gas, indigestion and stomach-ache. With this, the brand unveiled a TVC featuring the Meri Pyari Bindu actress, with the message that “Isse Pehle Ki Gas/Pet Dard Badhe, Pudin Hara Pearls”.

In the campaign, Chopra engages in a light-hearted conversation with her partner after returning from a party. As they chat, her partner suddenly experiences discomfort with a stomach-ache and other digestive issues, leading him to panic. With her bubbly style, Chopra introduces the Pudin Hara tablets, offering them as a solution to his stomach troubles. The ad cleverly showcases the product’s relief from indigestion, with Chopra playing the calming, reassuring role, highlighting the tablets as a remedy for digestive discomfort.

Sugar Free

In 2016, Sugar Free named the Bollywood actress as its brand ambassador. Later, she shared the screen with actor Abhay Deol in a series of ads for the brands. In a TVC, the scene unfolds in a peaceful morning setting where Deol practises yoga. Meanwhile, Chopra shares her reasons for placing her trust in the products, offering insight and confidence.

NIVEA

NIVEA unveiled its #UnlockYourSparkle campaign featuring brand ambassador Chopra. In the campaign, she plays the role of a woman whose purse is snatched, reacting in six distinct ways that highlight her playful, calm, and dramatic sides, among others. The vibrant setting and colourful visuals add a sparkly flair.

Lyra

Since then, she has featured in several ad campaigns, promoting the brand’s message, “Lyra Anytime, Anywhere”. In a campaign, she is seen combing through an old photo album, reminiscing about joyful moments, all while wearing Lyra leggings in her cherished memories.

Gippi Chilli Noodles

 

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Jovees Herbal

 

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Avon True

 

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Invisalign

 

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KBM Masala

 

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Clensta

 

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Every marketer talks about building awareness, few have to build it without talking about the product. India's alcobev industry has spent decades navigating that paradox. Direct product advertising isn't permitted, making surrogate advertising only one part of the marketing equation. The bigger challenge has always been earning something no media budget can buy: consumers who become advocates for the brand. For Debasree Dasgupta, Chief Marketing Officer, Pernod Ricard India, that's the category's biggest truth. “Consumers will always be your biggest advertisers,” she said. It's a philosophy born out of necessity. But it has also shaped how alcobev brands think about marketing itself. “The principles of marketing are the same whether it's personal care, beauty or alcobev. What changes is the complexity.” That complexity, according to Dasgupta, isn't just about navigating regulations. It's about understanding consumers, managing a diverse portfolio, and ensuring brands continue to grow despite having fewer traditional marketing levers than almost any other consumer category. India remains one of the world's most tightly regulated alcohol markets, where brands have to navigate different state regulations, on-trade and off-trade ecosystems, and restrictions on advertising products directly. For marketers, that has meant learning an entirely different language of brand building. Marketing hasn't changed, The rulebook has Dasgupta's own career has prepared her for exactly that. Rather than following a straight path, she has moved across FMCG, health and hygiene, beverages and now alcobev, picking up different lessons along the way. “I think the beauty is that I didn't have a linear career path, and I think it was very deliberate and intentional.” Each company, she said, has added a different layer to her understanding of marketing. “Unilever taught me to be extremely consumer-centric and always keep the consumer at the heart. Reckitt taught me commercial discipline, that marketing needs to lead to commercial and business growth. PepsiCo was about how brands stay relevant in culture.” Bringing those experiences together at Pernod Ricard has reinforced one belief. “The principles of marketing remain the same.” The environment, however, certainly doesn't. While referring to India as one of the markets where alcohol advertising is prohibited, she said, “The regulatory landscape is quite complex. That's the piece that one needs to wrap their minds around as you navigate and ensure that you're able to drive business growth.” That complexity extends well beyond regulation. “At a portfolio level, it's important for us to understand what is delivering the present and what will deliver tomorrow,” she said. “Where is growth coming from today, and where will growth come from in the future?” When consumers become the media channel Perhaps the biggest difference between alcobev and traditional consumer goods lies in how brands create awareness. Unlike an FMCG company, Pernod Ricard cannot advertise its alcohol products directly. “So the disadvantage that we have versus CPG is we cannot advertise products,” Dasgupta said. “We are in compliance with the guidelines that exist today.” Instead, the company builds visibility through compliant brand extensions such as packaged drinking water, while investing in passion points like cricket, music and digital platforms. “For us, the brand extension is a compliant business in itself and we can advertise that. We continue to double down on social, digital and influencer marketing for those businesses.” Furthermore, Dasgupta went on to say, “What we rely on is on-premise advocacy. We rely on sampling. We ensure that our liquids are extremely high quality so that when the moment of truth happens, consumers really love the product.” That has also meant new launches take longer to build. “Awareness build-up is much slower because consumers discover the product at the point of sale. That's very different from an FMCG brand.” Which naturally raises another question: if brands can't advertise products, who does the selling? “The consumers will always be your biggest advertisers,” Dasgupta said. “If you walk into an outlet and see someone drinking, it gives you confidence in the brand.” Word of mouth, she believes, becomes one of the category's most powerful marketing channels. “In a category where you can't advertise the product, consumers become your champions.” That consumer-first philosophy also shapes how global brands are adapted for India. For marketers outside the alcobev industry, the constraints may seem daunting. For Dasgupta, they've simply reinforced a timeless lesson. When the product can't do the talking, the brand, and ultimately the consumer, has to.

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