In a film industry valued at $11.68 billion (Dh43bn), the Federation of Indian Chambers of Commerce and Industry (Ficci), KPMG and only a handful of stars have managed to realise the true potential of India's money-spinning Bollywood enterprise. Fewer still are celebrity couples that have cashed in on their integrated brand power through multi-million dollar film deals and endorsement contracts.

However, this equation looks set to change as Saif Ali Khan and Kareena Kapoor emerge as India's most prolific and powerful star pairing of 2009, some even going as far as calling them the Brad Pitt and Angelina Jolie of Bollywood. Such is their combined box office strength that industry insiders are already predicting a record opening for their next, Kurbaan, which releases today in UAE cinemas.

Few can believe that Khan, who was once written off as a wooden actor, today has inked a Rs280 million (Dh22.26m) movie deal with production house Shri Ashtavinayak Films.

The actor confirmed the news to Emirates Business when he was in Dubai last week, quoting the figure "an insane amount in these economic times. But it is still something to cheer about."  

Kapoor on the other hand has become the endorsement queen of celebrity land, becoming the face of 10 brands, including the recently acquired Sony Viao 'Size Zero' range of laptops – a term she immortalised when she dropped down to the dress size for last year's damp squib, Tashan.

Accompanying Khan on the promotional tour of Dharma Productions' Kurbaan, she said: "Signing on for Sony Viao was easy considering it is such a prestigious brand. The company heads were looking for someone who could personify their 'size zero' tagline. I simply fit the bill considering the hype over my body in Tashan. Of course, when the Japanese guys met me, their reaction was, 'she's not so slim. So why are we choosing her again?'"

Between them, the couple is already leading the endorsements race in India with 18 brands to their combined portfolio, with companies reportedly paying up to Rs500m to shoot a 45-seconds promotional campaign featuring the pair together. This figure is reportedly double of what star couple Abhishek Bachchan and Aishwarya Rai Bachchan were paid for appearing together in last month's Lux soap commercial.

Yet, dangling the money carrot does not provide easy access to their combined star power, Kapoor was quick to point out. "We are quite selective about the brands we endorse together and the ones we won't; we will never lend our names to any brand of cigarettes or alcohol. I will also never associate with meat products considering I'm vegetarian.

"Having said that, I would also like to add that just because we are a couple does not make us a package deal for companies or filmmakers," said Kapoor. "Airtel and Head and Shoulders are the only two brands that are jointly endorsed by Saif and myself. Frankly, each one has 10 brands we handle separately and we really don't have the need or the time to make guest appearances in the other's portfolio."

What Kapoor failed to mention is that Khan recently lost two major accounts on his brand portfolio, one being his long-standing alliance with Indian fashion house Provogue, the other being computer giant, Lenovo. While the actor is cagey to talk about the former, this turn of events confirmed that sometimes even A-list stars are not immune to the global recession.

"Let's be frank, Lenovo as a company has not been performing well, so this news hardly came as a surprise," said the actor, adding: "Even Shah Rukh Khan lost his HP endorsement to the economic downturn, and he is the king of branding in India."

The actor refused to mull over such trivial matters.

"I'm very keen to continue producing films and my spare time is already taken up by Agent Vinod, my next film that will see Bebo [Kareena] and me together once again," he revealed. "People want to see us together so why not give them what they want?"

While Khan is shrewdly banking on this marketing strategy while the couple continue to take up column inches in newspapers around the world, he did not sound very convinced their combined star power could still pack a punch once they duo tie the knot.

"My career will survive the marriage, considering I've done it before [he was previously married to former actress Amrita Singh], but I don't think Bebo's will be the same. After all, it is still a man's world. I may hate to say this, but it is the truth."

Ask Kapoor and the feisty actress, who is notorious for her mood swings with the media, said: "I really don't care what people say about an actress' career post marriage, especially when we have an Aishwarya Rai Bachchan, a Kajol and a Karisma Kapoor [her sister] to prove them wrong."


Powerful star couples

Abhishek and Aishwarya Rai Bachchan

Cynics called it a desperate ploy to boost their flagging star power, but even the most vocal critic stopped complaining when they feasted their eyes on this Lux soap commercial that hit the airwaves last month. Reportedly costing the company, Rs250 million to feature the husband-wife pair of Abhishek and Aishwarya Rai Bachchan, the tastefully done ad shows the sizzling chemistry between the duo. Here's looking forward to many more joint endorsement deals

Ajay Devgan and Kajol

The painfully media shy couple refrained from the brand endorsement bandwagon until Kajol's return to films post marriage in 2006's Fanaa. That year itself, the couple signed on to endorse home appliance giant Whirlpool. The following year, Devgan turned director with U Me Aur Hum, sharing screen space with his wife. They immediately signed on for Sangini jewellery, with the commercial working as an extension of their film's storyline. Such was their fruitful partnership and on-screen chemistry that in 2008, the Devgans were also seen endorsing telecom giant, Tata Indicom. We are sure, many more deals will come their way when the economy regains footing.

John Abraham and Bispasha Basu

The good-looking couple and their stable romantic relationship had shampoo brand Clinic All Clear snap up John Abraham and Bipasha Basu for its men's range. The commercial hit the airwaves in 2007, but was removed shortly when rumours of their alleged break-up emerged. The couple defied all the tabloid press, but have been quite selective about their joint endorsements since.

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