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Last Updated : Nov 13, 2018 07:16 PM IST | Source:

DeepVeer vs NickPri: The brand baaja baaraat battle

Brand experts said pictures of the 'DeepVeer’ wedding were easily relatable by Indian fans, given the cultural familiarity. NickPri is more cross-cultural.

Tasmayee Laha Roy @tasmayee
Representative Image
Representative Image

The verdict, it appears, is in. Bollywood trumps Hollywood for Indian fans when it comes to weddings. At least, that’s what brand strategists seem to believe.

Sometime in December, India’s most successful Hollywood star Priyanka Chopra is tying the knot with her American singer beau Nick Jonas in Jodhpur’s resplendent Umed Bhawan.

About a fortnight earlier, Bollywood actor Deepika Padukone will get married to Ranveer Singh in a traditional Indian wedding, in an exotic Italian village resort.


For brand managers, the two most talked-about weddings is akin to Diwali and Eid taking place within a fortnight for retailers.

'DeepVeer', however, seems to have taken a lead over 'NickPri' in the couple branding sweepstakes. Brand managers that Moneycontrol spoke to said Deepika and Ranveer will command better value over Priyanka and Nick.

“For many fans, it may require a Google search to know about Nick. DeepVeer are more current and relevant in the Indian context, and have a greater recall value,” Ram Gudipati, founder of Brandharvest consultancy, told Moneycontrol.

Brand experts said pictures related to the 'DeepVeer' wedding were easily relatable by Indian fans, given the cultural familiarity. NickPri is more cross-cultural. The former is more about Nandi puja, the latter about bachelorettes and bridal showers.

As for the buzz online, there are visibly more handles created for Deepika and Ranveer which ranges from a basic ‘Deepveer’ to the likes of ‘Deepveerkishaadi’ and ‘Deepveer’ goals.  It wouldn’t be fair to say the global couple don’t have couple handles dedicated to them. Handles like nickpriyanka_jonas’, ‘nickyanka’ and ‘NickPri’ are doing the rounds of social media flooded with the couple’s picture and news about their upcoming wedding.

However, DeepVeer has at least a million fans more than NickPri. Looks like fans are competing among themselves with feed from the two weddings. While one handle tweets the venue pictures of the DeepVeer wedding, the other quickly highlights how the photo rights for Nick and Priyanka’s wedding is allegedly sold to an international magazine for a whooping $2.5 million.

Coming to what these new power-packed couple teams could do for themselves in terms of bagging more endorsement deals, experts have an interesting take.

“Deepika and Ranveer are at the peak of their careers. They would cost a 50 X more than what a celebrity couple like Kajol and Ajay Devgn cost to any brand as endorsers. DeepVeer is an expensive proposition and only a deep-pocketed brand can afford them together,” said Gudipati.

Celebrity couples charge anywhere between Rs 5 crore and Rs 20 crore for a day’s commitment together, depending on, most importantly, their popularity and how the brand wants to use them.

According to Gudipati, brands who want to cash in on the wedding season and the upcoming Valentine’s Day season and can afford Deepika Padukone and Ranveer Singh together are in for a treat because the team together is a power-packed offering.

“Nick and Priyanka are more suitable for maybe a global luxury brand,” Gudipati added.

Dimple Gupta, director at Strategic Brand Consultants, thinks differently. “For corporates and brands – interestingly Nick-Priyanka may mean a more exciting couple and brand, simply because of the ‘foreigner’ element Nick brings in and somehow advertising which has foreigners is noticed and recalled more,” she said.

The NickPri wedding has more global interest according to Gupta. “Globally, people will be more interested in Nick-Priyanka wedding because Nick is a Disney star – and Disney is huge. Millenials across the world would be waiting eagerly to see their heartthrob Nick Jonas getting wed to an Indian actress. The whole affair is quite exotic for their fans,” Gupta added.

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First Published on Nov 13, 2018 07:15 pm
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