Nothing succeeds like success. The new fad that has caught with most Telugu actresses is performing at award functions and stage shows. Most Tollywood damsels make quick bucks with endorsement deals and stage performances, in particular. Their current star value determines the rates they command at such dos.
Well, there's no denying that a happening event – be it birthday bash, sangeet, mehandi, wedding or awards function – is hosted more or less every week somewhere across the state or abroad and the organisers apparently look for glam dolls to entertain the guests.
That's where the beauties are using their brains to make hay while the sun shines. Interestingly, the prices go up every year according to their popularity and starry tantrums are a common feature too.
It is learnt that top-league stars like Shriya Saran, Sameera Reddy, Tammannaah, Genelia charge around `10- 12 lakh for a stage show. This is quite a staggering amount, given the fact they perform for just five to six minutes — that too for their own movie songs.
On the other hand, Priyamani, Charmi, Mumaith Khan take close to `5-6 lakh. Apart from the remuneration, their five-star accommodation and travel facilities will be taken care of. While there are other stars like Seiya Gautham, Shraddha Das, Poonam Bajwa charge around `2-3 lakh. Insiders say they are comfortable with three-star accommodation.
But then, if the sexy ladies go abroad for shows, the remuneration is doubled/tripled and the organisers have to part with costlier gifts. Well, just a guest appearance of the actresses will light up events like TANA (Telugu Association of North America) and NATS (North America Telugu Society). Hence, the huge demand. Of course, there are those who don't fancy what they call over-exposure. Selected stars like Anushka Shetty, Ileana, Kajal Agarwwal and Samantha Ruth Prabhu are restraining themselves from indulging in such shows.
Endorsing sarees/textile majors is another cash cow for Tollywood sizzlers. Hoardings of dozens of saree brands and shopping malls in Hyderabad reflect the influence of A-list actresses/starlets have on the former's customers. While models dominated the arena for several years, of late, there has been a sudden increase in the number of actresses endorsing such brands. In the last 10 years, the branded saree retailers have grown by leaps and bounds.
With more players vying for consumers' attention, the competition has never been this stiff. In turn, it's turning out to be a great boon. Kajal, Anushka, Tammannaah, Genelia, Priyamani and Deeksha Seth are some of the most-sought actresses for textile industry.
In a way, the speed at which most brands strike a deal with an actress mirrors the buzz which she makes in that season.
Earlier this year, when Ala Modalaindi turned out to be a surprise hit, Nithya Menen was spotted at various billboards, endorsing a popular saree brand. Same is the case with Deeksha Seth, who's clearly one of the favourites now.
Kajal Aggarwal, her sister Nisha Aggarwal, Genelia are also among the favourites.
In the past few months, the event managers and public relation officers of these stars are making merry as more brands approach stars to make an appearance for their flagship stores.
Most often, the appearances are laced with the star's film promotions or whenever they take some time off from their shooting.
It's turning out to be a win-win situation for everyone at the moment, with the brand and the star becoming a household name.
On the flipside, with so many brands directly competing with each other, the brand loyalty of celebs has gone for a toss. Each year, actresses are seen endorsing different brands and as they juggle, more stars enter the fray and it has become all the more competitive.
If any publicity is good publicity, both the parties seem to have found a way to make money without any controversies.