The ‘hot’ couple of the tinsel town, Saif Ali Khan and Kareena Kapoor are selling like ‘hot’ cakes in the brand endorsement market. After signing the famous Head & Shoulders shampoo ad, they have bagged the coveted Airtel advertisement.

Earlier, Vidya Balan and Madhavan sizzled in the Airtel ad with their onscreen chemistry and now our ‘Chote Nawab’ and ‘Bebo’ will be seen sharing sweet-nothings onscreen.

According to a source, “Saif Ali Khan and Kareena Kapoor are the hottest couple when it comes to brand endorsements. They’ve been paid a whopping amount to come together for these two brands. They will shoot for the Head & Shoulders ad soon.”

In the Head & Shoulders ad, Kareena is seen just for a split-second, but any brand that has them both on board will eventually use them together. That’s the reason why brands are going for couples, for eg, Bips-John, Ajay-Kajol.

Rumour has it that Saif has 12 brands, while Kareena has seven in her kitty. Soon, the lady will be seen endorsing leading jewellery and lifestyle brands. Bebo was reportedly paid Rs 5 crores for the Vivel soap ad that marked the foray of the ITC group into soap brands.

Kareena is now touted as the highest paid endorser and commands a price given only to male models. The power couple is now, clearly at the top in brand endorsement market. Seems that flaunting love, tattoos and fights have done the wonder. Bravo, Saifeena!

It is ironical that Vidya Balan’s fine histrionic abilities are more evident in the currently airing Airtel TV commercial than they have been in all her past films since Parineeta, with the possible exception of Bhool Bhulaiyaa.

It is ironical that Vidya Balan’s fine histrionic abilities are more evident in the currently airing Airtel TV commercial than they have been in all her past films since Parineeta, with the possible exception of Bhool Bhulaiyaa.

In the commercial, both Vidya and talented south star Madhavan make their point whispering endearments and sweet nothings that have nothing to do with the product they are selling, not yelling Thoda wish karo, dish karo like a crazed maniac.

Subtlety has been a hallmark of Airtel ads, a welcome and refreshing departure from the norm of in-your-face advertisements championed by some other corporate brands.

For example, the Pepsi Youngistan ad featuring Shah Rukh Khan, Ranbir Kapoor and Deepika Padukone, requires you to be pretty much brain dead.

With the Vidya-Madhavan Airtel ads, you are reluctant to let go of the soft imagery, the whisperings and the signature tune; they linger on in your mind long after the commercial break is over.

The Airtel commercial actually is a good example of the kind of TV assignments that Bollywood actors should accept – those that require them to emote, not pimp their star status. The commercial needed two powerful actors with adequate creative space. It would not have been effective with just pretty faced models.

The commercial also effectively demonstrates the effectiveness of a good script and artistic in conveying your message.

We can’t think of another Bollywood actress who would have emoted the ad better than Vidya, not even Kajol, and certainly not Preity Zinta, whose ad for the competing BSNL brand appears insipid in comparison.

As far as cosmetic brand ads featuring Deepika, Kareena Kapoor, Aishwarya Rai and Priyanka Chopra go we don’t even want to go there.