Married Women Good for Selling Omega Watches
The focus of luxury watch brands has been moving from the U.S. and European markets to India and Asia for some time now. Out with the old and in with the new is what all luxury good brands need in order to survive the economic crisis that flattened the pockets of usual consumers. 
India, with its huge population; many who are educated abroad and come back to start businesses, has seen its middle class growing. The appetite for luxury watches like Omega watches and Tissot watches has been growing as well. To promote their brands and their watches, these two companies have been hiring local, well known faces to announce their new collections, opening of boutiques and more.
Sonali Bendre is no longer an official Omega ambassador but she has what it takes to pitch the product. She’s 34 years old, beautiful and talented (an ex model and actress) but perhaps most alluring is that she’s married. And this is what sells products in India today; strange, but true. Apparently, when it comes to selling products married Indian women offer a sense of nostalgia and trust that unmarried women don’t. In Bollywood, the Indian movie market, this doesn’t work as well because married women stop being part of the average man’s dreams but “in the hugely cluttered media platforms, a married actress endorsing a brand does get that extra attention from the audience – a curious but extra glance.” This concept is further explained by Chief Growth Officer of Dentsu Media India, Sai Nagesh, who goes on to say that married women “continue to enjoy a certain nostalgic relationship in the minds of the audience.”
And it pays. Shooting an ad is less time consuming than filming a movie and also tends to bring home the rupees a lot more. The amount they get paid depends on their popularity and how many personal appearance they may do for a certain brand / product. When it comes to promoting watches there are plenty of opportunities: new boutique openings, launch of a new collection, new women’s watch, new men’s watch, etc.
Sonali, who in addition to endorsing Omega watches, also endorses Pril soap, Surya bulbs and tubes and was recently made ambassador of the health brand Dr. Morepen.
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