Experts disagree with Jr NTR's version

Tollywood top stars are endorsing gold and other jewelry these days, leaving many wondering what happened to the Actresses and female models? "Yes, jewelry is a woman's thing, but men will agree with me that we are the ones who have to buy it for them," Jr NTR quoted, on his decision to endorse Malabar Gold. However, the reality is something different from what NTR has quoted. Ad whiz and theatre personality Mohammad Ali Baig disagrees with Young Tiger's version. "The men may foot the bill, but the decision to buy jewelry lies in the hands of women. Men are definitely not the target consumers," says Baig. "When you don't have ideas, use a star - this is what we normally say in the ad world. Stars are generally used to endorsing anything. But the use of the star needs to be relevant to the product. As far as jewelry is concerned, I believe women wear it to show one another rather than flaunt them for the men. Most brands use a star to ensure visibility," says Santha John, MD of a creative agency.