Celebrity sponsorship - A new idea

I was watching TV yesterday and noticed a few things: Deepika Padukone has replaced Preity Zinta in the BSNL commercials. And Katrina Kaif came twice in a row for some soap ad and a hair removal cream. (Notice I don’t remember either brand name).

And I wondered what would happen if celebrities really, really endorsed the products they used?

What if we found out that Aamir Khan has been drinking a glass Bournvita everyday since he was 12? I mean wouldn't that REALLY sell Bournvita? Or if we found out that Katrina Kaif actually used some shampoo that was only available abroad? Would there be a sudden demand in India?

Basically I'm thinking that if a law were to come about saying celebrities could ONLY endorse products they've used for at least a year, the possibilities that opened up could be quite interesting. Wouldn't it be cool to know John Abraham still owns a pair of Bata shoes? Or research telling us 5 out 6 action heroes drink Heritage milk?

Even better because of this rule I’d think brands would have to run through their lists of celebrities who both use their product AND are relevant brand ambassadors. As a result, more unknown celebs and local heroes would suddenly come into the limelight as brand ambassadors too. The boy who scored centums in Maths, Physics and Chemistry swears by his Memory Plus tablets. Winner of the Mumbai Marathon trained at Kohls Gym. Pretty cool huh? And think of the money these brands would save. Think of how locals would be lauded for every achievement. Think of how struggling sportsmen and women would find it easier to get sponsors.

Cons? Celebrities wouldn't probably make as much... Dammit!