<\/p>\n
Mumbai: At BREW 2026 organised by WPP there was a fireside chat \u2018Built for the big screen, wired for the masses\u2019 featuring Bollywood actor Varun Dhawan<\/p>\n
He noted that authenticity is key for celebrities who do brand endorsements to work. The quality of the writing, storytelling is also very important. He noted that when he was young he would see a star pushing a facewash and he would think that there is no way the star was using that product.<\/p>\n
\u201cThe lifestyle has to match. Sanjay Dutt now is endorsing an alcohol brand. Now that\u2019s a great fit. The fit has to be authentic and if it\u2019s authentic then you believe it. Absolutely it just comes at you.\u201d<\/p>\n
He mentioned that Shah Rukh Khan is a great marketer. \u201cEveryone praises his work ethic and for years and years the way he is connected with brands across the spectrum and the idea is that he is being relevant at every stage. At no point have you felt that oh now he\u2019s irrelevant to sell this. He\u2019s been relevant at every stage of whatever he\u2019s endorsing in that sense. I do also like the Salman Khan Rupay ads. I\u2019ve been really getting a kick.<\/p>\n
\u201cI think those were very, very well written. I think even Aamir Khan in terms of marketing does amazing stuff. But he does not do it 100% of the time. He takes a break then he comes back, He takes a break and then he comes back. I\u2019m sure he\u2019s coming up with a lot of stuff. I actually recently did a Havells ad which was really good. Bano Acchhe Fan. It was a take on trolls and their relationship with stars. That was also very smartly written\u201d<\/p>\n
He said that when you are marketing something which is a really amazing product, you know this product works, then all you have to do is just push the product, keep pushing it and somewhere the authenticity of the product will catch on. \u201cBut when you are marketing something which is not a good product and you still have to make it work, you have to still hit all those markers that\u2019s when true marketing genius comes up, according to me.<\/p>\n
\u201cAnd there are such big brands. There\u2019s Maruti, there\u2019s Parle. I\u2019m speaking about the ones that I\u2019m associated with right now. We can\u2019t say that we\u2019ve never had a product which has been substandard. I mean, we will always say that everything is par excellence. But when you have something which is slightly average, how do you make it hit? How do you hit it out of the park even then? How do you hit the number even then? So, I feel true marketing genius is the people who make that happen and that should be recognised.<\/p>\n
\u201cI think a lot of people would agree to it. I think when they are working on campaigns deep down, they would know that, are we doing the right job? I think we all work around with that.\u201d<\/p>\n
When asked about examples he did with movie marketing he noted that when he was doing \u2018Badlapur\u2019 the team visited a college. Obviously everyone had phones. \u201cI had requested everyone that that this was the date of release. So everyone recorded me saying this and you have to post it, you have to put it out.<\/p>\n
People were not putting it out on their stories back then. I think there were around 3,000 college students, 3,500 college students.<\/p>\n
\u201cSo they all did it at that time. We were in Delhi, I believe. And that really translated. There were 3,500 people in the audience, 3,500 people putting it on their account. So how many ever people they reached out to, let\u2019s double it to maybe 7. Even if one person saw each story, 7,000 people. At least 7,000 people knew my date now I think.<\/p>\n
\u201cAnd that\u2019s a small thing. I know it\u2019s not a very mass idea in that sense. But I think one of the bigger, massier ideas nowadays, what Bisleri has started doing is, they\u2019ve started putting film posters on their brand and stuff like that.<\/p>\n
That obviously will reach out to tons and tons of people as well. It\u2019s about an emotion.\u201d He<\/strong> then spoke about \u2018Border\u2019. His social media numbers on Border he noted are insane as compared to the rest of his films. \u201cMy Instagram used to blow up with comments, would blow up with reshares. And that wouldn\u2019t happen in the same manner on other films.\u201d<\/p>\n \u2018Border\u2019 he added happens to be the film pre-release for which he was trolled the most. \u201cThere was a meme of mine, I\u2019m sure you all must have seen it. I got a couple of ads also because of that. But the amount of reshares, and the amount of likes, and the amount of conversation that just happened, probably because of the trolling, probably because nostalgia, I don\u2019t know. People liked what they saw, they didn\u2019t like. But the amount of conversation could have also, I would like to believe that it also resulted in the film getting a lot more exposure as well.\u201d<\/p>\n There was a song he said which was out. Now that song obviously was doing wonderfully well. But his meme was attached to that song. So every time my meme went out, people would put the song with it. Now this is free. The production\u2019s not paying for this.<\/p>\n But the song copyright holder could have removed it because it\u2019s their copyright. But they chose to not remove it because this pushed the song going viral. \u201cIt was a meme, it was just a meme. Maybe it was harmless, maybe it was harmful, we don\u2019t know. But it did help the song going viral for a lot of weeks, more than probably it would have. Because it was just free publicity. If someone just keeps posting your song with an image, someone or the other\u2019s going to hear it. So that kept translating, I guess. But we didn\u2019t make the meme. I didn\u2019t do that) I\u2019ve been doing that smile since I\u2019ve been in the industry. I think someone just got onto it now.\u201d<\/p>\n<\/p><\/div>\n \u2018 The preceding article may include information circulated by third parties \u2019 <\/em><\/p>\n \u2018 Some details of this article were extracted from the following source www.medianews4u.com \u2019 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":" Mumbai: At BREW 2026 organised by WPP there was a fireside chat \u2018Built for the big screen, wired for the masses\u2019 featuring Bollywood actor Varun Dhawan He noted that authenticity is key for celebrities who do brand endorsements to work. The quality of the writing, storytelling is also very important. He noted that when he […]<\/p>\n","protected":false},"author":2,"featured_media":2414460,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_jetpack_memberships_contains_paid_content":false,"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"footnotes":""},"categories":[25173],"tags":[],"class_list":["post-2414459","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-artists"],"jetpack_featured_media_url":"https:\/\/celebrity.land\/en\/wp-content\/uploads\/2026\/05\/Authenticity-key-for-celebrity-brand-relationships-to-work-Varun-Dhawan.png","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2414459","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/comments?post=2414459"}],"version-history":[{"count":1,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2414459\/revisions"}],"predecessor-version":[{"id":2414461,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2414459\/revisions\/2414461"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media\/2414460"}],"wp:attachment":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media?parent=2414459"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/categories?post=2414459"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/tags?post=2414459"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}