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Big money riding on Bollywood's young and restless

Endorsement deals and big-budget movies — the current crop of Bollywood actors have a lot going on. And yes, there is a lot of money at stake as well. Gaurav Dubey takes a look at how much money is riding on these young actors.

Films get noticed only when there are any one of the three Khans of Bollywood in it. This may be the widespread assumption, but, of late, the young brigade of tinsel town has proved that there seems to be no dearth of talent in Bollywood. They are acting in movies that showcase their versatility, giving them an edge over their senior counterparts who have been essaying the same type of roles for years and are typecast.

The young guns are gradually carving a niche in the industry. Alia Bhatt, Aditya Roy Kapur, Arjun Kapoor, Parineeti Chopra, Varun Dhawan, Shraddha Kapoor, Sushant Singh Rajput and Sidharth Malhotra may be just a few films old, but are bagging big-banner projects as well as endorsement offers. Time was when trade pundits spoke about how much money was riding on the big stars, but now there is a lot at stake even on the younger lot who are making their mark and are being lapped up for lucrative endorsement deals.

Industry opinion
According to filmmaker Rohan Sippy, “Sushant was good in Kai Po Che and Shuddh Desi Romance and he is a terrific dancer. Varun and Sidharth are also doing well. My father saw Varun’s new film (Main Tera Hero) and couldn’t stop raving about him. He has all the characteristics of a young Salman Khan. When it comes to actresses, though Shraddha started out with Yash Raj Films, she got a good break with Aashiqui 2. Alia has proved herself in Highway and her 2 States looks interesting. Parineeti has huge potential too. All of them are talented, have got big-banner films and are here to stay.”

Trade expert Taran Adarsh couldn’t agree more. He says, “I am amazed with the new talent in the industry. Varun and Sidharth took me by surprise with their performance in their recent films. Actresses such as Shraddha and Parineeti are phenomenal. The best part about the young guns is that they do only one film at a time and are amazing on screen. Each one of them has a bright future in the industry.”

Veteran producer Mukesh Bhatt adds, “All of them are talented, but only those who choose the right film will sustain. They should not be short-sighted and take a wrong decision. Once they gain stardom money will follow.”

Ad guru Prahlad Kakar says, “Some of them have tremendous potential as they are insiders who can easily adapt themselves. For the outsiders the incubation period is slightly longer. As for Aditya Roy Kapur he will take a little while to establish himself as he is not a chocolate hero. All of them are good for television commercials as today companies are looking for younger actors to be their brand ambassadors.”

hitlist gives you a lowdown on the young actors’s approximate fees, projects and endorsements that has made the GenNext go full throttle...

Aditya Roy Kapur
Aditya Roy Kapur

Debut film: London Dreams
Upcoming projects: Dawat-e-Ishq, Fitoor
Film fees: Rs 65-70 lakh
Endorsement fees: Rs 80 lakh-Rs 1 crore
Endorsements: A cell phone brand

Arjun Kapoor
Arjun Kapoor

Debut Film: Ishaqzaade
Upcoming project: 2 States, Tevar, Finding Fanny Fernandes
Film fees: Rs 80 lakh-Rs 1 crore
Endorsement fees: Rs 2 crore
Endorsement: Garment brands

Varun Dhawan
Varun Dhawan

Debut Film: Student Of The Year
Upcoming projects: Humpty Sharma Ki Dulhania
Film fees: Rs 75-Rs 80 lakh
Endorsement fees: Rs 1 crore
Endorsements: Cola, mobile brand and app, juice

Alia Bhatt
Alia Bhatt

Debut Film: Student of The Year
Upcoming projects: 2 States, Humpty Sharma Ki Dulhania
Film fees: Rs 65-Rs 75 lakh
Endorsement fees: Rs 1 crore
Endorsements: Beauty brand products, cola, fruit juice

Parineeti Chopra
Parineeti Chopra

Debut film: Ladies v/s Ricky Bahl
Upcoming projects: Kill Dill, Dawaat-e-Ishq
Film fees: Rs 80 lakh-Rs 1 crore
Endorsement fees: Rs 1.5-Rs 2 crore
Endorsements: Cold cream, hair oil, mobile apps, fruit beverage

Shraddha Kapoor
Shraddha Kapoor

Debut film: Teen Patti
Upcoming projects: Ek Villain, Haider
Film fees: Rs 65-70 Lakh
Endorsement fees: Rs 1.5-Rs 2 crore
Endorsements: Beauty products, watch brand, jewellery, deodorants

Sidharth Malhotra
Sidharth Malhotra

Debut film: Student Of The Year
Upcoming projects: Ek Villain, Bhavesh Joshi
Film fees: Rs 70-Rs 75 lakh
Endorsement Fees: Rs 1-Rs 2 crore
Endorsements: Ice-cream brand, cola brand

Sushant Singh Rajput
Sushant Singh Rajput

Debut film: Kai Po Che
Upcoming projects: P.K, Byomkesh Bakshi, Paani
Film fees: Rs 75-R80 lakh
Endorsement fees: Rs 1-1.5 crore
Endorsements: Cola brand, facewash brand

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