BANGALORE: Celebrities and endorsements are not an unfamiliar topic to any of us. Nowadays it is becoming a trend to make a celebrity get involved in all the promotional programmes related to the brands a lot more than a normal endorsement contract. Celebs are even getting involved in creating the advertisement content, reports Economic Times.

The brands commonly hire a popular personality and make ads featuring them in order to promote and popularize their products. These celebrities charge high costs for the advertisements and promotional works that they are involved in.

Such involvement from celebs grabs attention from the customers, sponsors as well as the advertisers. 

Digital entertainment network #fame has developed video content for mobile and web with over a dozen people such as Bollywood producer and director Karan Johar, cricket commentator and writer Harsha Bhogle, VJ and presenter Anusha Dandekar, Chef Ajay Chopra and actor Aditi Rao Hydari. According to the CEO of #fame "These celebrity engagements are not like traditional endorsement deals, they are more involved partnerships for co-development of content,"

These deals are made based on the revenue share. Celebs share the risks as well as rewards. The company’s basic purpose is to attract the fan following of the celebs to their websites and grow their numbers. During the deal celebs can ask for a much bigger sum than their endorsement rate.

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