Five celebrity ads—well, make that six, if you include child artiste Darsheel Safary of Taare Zameen Par fame—feature in the BT-TAM list for February. But it's a smart manager who can leverage the power of celebrity endorsements to enhance brand equity.
HUL's Lux Toilet Soap, for instance, has inched up to the third spot by riding on the chemistry between Aishwarya Rai and Abhishek Bachchan. HUL seems to have actually perfected the art of using star couples successfully. It had earlier roped in John Abraham and Bipasha Basu for Clinic All Clear which proved to be a clutter-buster.