Shahid Kapoor wins top award for Padmaavat but here's why the actor's market value is stagnant

Actor Shahid Kapoor performs at the International Indian Film Academy Awards (IIFA) show at MetLife Stadium in East Rutherford, New Jersey, U.S., July 16, 2017. REUTERS/Joe Penney - RC17AFF8D300

Is Shahid Kapoor at risk of ending up like the character he portrayed in Padmaavat? Raja Rawal Singh earned quite a bit of respect but failed to have an impact by the time Padmaavat ended.

Over the past few years, the actor has earned critical acclaim for the roles he has portrayed, and the recent announcement that he is the winner of the Dadasaheb Phalke is another feather in the actor's cap. But at the same time, his market value continues to languish, the accolades from Padmaavat notwithstanding, even as his co-actors Ranveer Singh and Deepika Padukone walked away with their market value enhanced.

Sources told Moneycontrol that Deepika Padukone now charges Rs 2.5 crore per day for endorsements as against her pre-Padmaavat days where she would ask for Rs 2 crore a day. Ranveer who charged around Rs 1 crore has now pushed his asking rate to Rs1.75 crore post the movie's success.

Shahid, however, takes home Rs 50 lakh approximately for a day in endorsement projects. His rates for a day’s commitment have been stagnant through the last few years.

Shahid currently endorses labels such as Reebok India and Homegrown footwear major Relaxo.

"Shahid didn’t get the kind of attention that would have made him stand out among audiences," said the owner of a celebrity management firm on conditions of anonymity, and referred to Deepika playing the titular role and Ranveer walking with strong reviews from audiences.

“Shahid has lost his popularity to the new crop of youngsters like Tiger Shroff and Varun Dhawan who are turning out to be more bankable stars," he said, adding that he is stuck between two generations of actors. "One belongs to the Khans and the other to the new entrants.”

There's another way to look at this. "Shahid is choosy about the brands he endorses," says film trade analyst Atul Mohan. "Ranveer will work for a brand if the creatives excite him. Durex and Ching's is a typical example but Shahid will not settle for being the face of a brand easily."

But even as Shahid's market value is not moving north, the same cannot be said of the actor's career.

After Padmaavat's success, the actor is busy shooting for his next film Batti Gul Meter Chalu with Shraddha Kapoor.

“Padmaavat did not put him under the limelight but it has definitely given his career a slight push," says Mohan, adding that since the movie -- a Rs 250-crore grosser -- was his first Rs 100-crore club, it helped him "become a bankable star to some extent."