When you have an incredible face, an incredible figure and incredible talent, you really have it all. Film star Deepika Padukone works harder than anyone. She has inherited from her parents a lot of discipline.
Deepika, 37, is India’s highest paid film female actress. She reportedly charges Rs.12 crore to Rs.15 crore per film, when there are barely any female stars who have crossed Rs. ten crore mark. Most of her films where she has played pivotal role have been one of the highest grossing films. Some of these are; her debut Om Shanti Om (2007), Chennai Express (2013), Happy New Year (2014), and Padmaavat (2018).
She has endorsed several Indian brands such as Asian Paints, Jio, Dabur, Tanishq, and Asian Bank, as well as international brands such as Chopard and Levi’s. The last year alone has seen her appointment as global ambassador for three major international brands—the world’s richest fashion label Louis Vuitton, Qatar Airways and Cartier jewellery. Deepika is estimated to charge Rs.7 crore to Rs. 12 crore per brand, subject to the number of days required from her. Unlike other film stars, she does not charge for local media posts. Nor does she charge for special appearance in films (including this month’s blockbuster, Shah Rukh Khan’s Jawan); most of them are for personal friendships.
As part of her endorsements, the last one year or so has seen her present the performance of RRR’S ‘Naatu, natu’ at the Academy Awards 2023 (making her only the third Indian to present at Oscars; the first being Persis Khambata in 1980, and the second Chopra Jonas in 2016). She was also a jury member at the Cannes film festival early last year, and the first Indian ever to unveil the FIFA World Cup trophy in Doha in December 2022.
When she signed with Louis Vuition, the company said, “Following a strong collaborative relationship in Maison, including an appearance in Nicolas Ghesquiere’s novel – in- inspire Pre –Fall 2020 campaign, the award winning actress begins an exciting new chapter of her journey with Louis Vuitton”. Cartier’s chief marketing officer Arnaud Carrez stated Deepika was an ideal fit for the brand as she embodied “the company’s spirit of creativity, universality and open mindedness”. Adidas India’s senior director Sunil Gupta says “As a global youth icon and someone who champions mental well-being and personal betterment, Deepika fits in beautifully with the Brand’s ambition of creating positive change through sports and movement.”
Levi’s quantifies how its brand image got a boost after signing on Deepika as Global ambassador. “Deepika’s association with Levi’s has helped us reach a broader audience, creating a new generation of Levi’s fan”, says Amisha Jain, senior vice-president, South Asia—Middle East, Levi Strauss & Co. “She is not only an internationally acclaimed actor but a global youth and fashion icon. Her appeal transcends Furlenco Furniture, hobby learning platform FrontRow (now closed down), Purplle (beauty products marketplace), Supertails pet supplies.
Much of Deepika, the businesswoman, has to do with hiring and collaborating with the right people. She launched DPKA Universal Consumer Ventures, which was a big success. (IPA Service)