Analysis: Nerolac Paints signs up Ranveer Singh; drops Shah Rukh after 10 years

In an unambiguous sign of the changing times, leading paints brand has signed on actor Ranveer Singh ending a 10-years long romance with Shah Rukh Khan. 

 

Ranveer was recently signed up by Kotak Mahindra Bank for its ‘811’ product. Ranveer also endorses the Premier League, Thums Up (where he replaced Salman Khan), Durex condoms, Set Wet, Adidas, Carrera FW, Jack & Jones, Colgate, Nexa, Switzerland, Make My Trip, Rupa innerwear, Ching’s Desi, Head & Shoulders, Kellogg’s, Nivea and Royal Stag. Ranveer has only been upstaged once as an endorsee when Aamir Khan stepped into his place at Vivo. 

 

Shah Rukh who in the past has endorsed LML, Pepsi, Hyundai, Dish TV, D’décor, Lux and Tag Heuer, continues to be brand ambassador for the Dubai 2020 Expo, Byju’s and Big Basket. Nerolac will be a significant depletion for SRK. 

 

The paint industry obviously seems to love bold faces. Ranbir Kapoor and Deepika Padukone endorse Asian Paints. Nawazuddin Siddiqui also features for Asian. Katrina Kaif endorses Berger Paints. Farhan Akhtar appears in Dulux’s advertising.

 

The contract with Shah Rukh is said to have run out in January this year. Shah Rukh was apparently very keen to renew one of his longest standing endorsements, but Nerolac management perhaps felt that lack of ‘new news’ around SRK had fatigued his persona and this may negatively impact the Nerolac brand. In the search (and research) for a replacement, Ranveer emerged as the front-runner, seen by both trade and consumers as ‘exciting and effervescent’.

 

With a Ranveer-Deepika wedding in the offing soon, it will pit the husband and wife against each other in the war of paint brands. An interesting conflict, for sure. Wonder which paint will finally win favour to decorate and enliven the new marital home of the two superstars!