What Are the Benefits of Representing India

8/14/2019 What Are the Benefits of Representing India

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What are the benefits of representing India [ Images ] in the national cricket team? It isan opportunity to compete with the best in the world and pitch one's talent against the

best.

It is an opportunity to travel around the world. It is an opportunity to uphold nationalpride. And make good money from every match played.

Slide Show: Sportsmen and Big Bucks Slide Show: Celebrity Endorsements

But there is more -- a ticket to modelling in the advertising world (and a future perhaps

in Bollywood). Not surprisingly it's a very attractive profession.

As advertisers pour crores of rupees every year into celebrity advertising, the question

arises is it worth all the money and the headaches of coordinating stars and

managing their tantrums.

Think of Sachin Tendulkar [ Images ]. He means Pepsi in soft drinks, Boost in malted

beverages, MRF in tyres, Fiat Palio in cars, TVS [ Get Quote ] Victor in two-wheelers,

Colgate Total in toothpastes, Britannia [ Get Quote ] in biscuits, Visa in credit cards,

Airtel in mobile services and Band-aid.

Clearly, an overload of brands and categories associated with one star.

Does it actually help each of the brands? Does the consumer think in categories and

slot brands accordingly or is it one big maze of brands and saliency is dependent on'recency.'

Interestingly, while celebrity advertising is big, few agencies actually present celebrity

advertising as a solution to client problems.

In the advertising world, celebrity advertising is seen as a substitute for 'absence of

ideas' -- and actually frowned upon. Yet it appears again and again.

The reasons are quite insightful.

A client hits upon celebrity as a solution when his agency is unable to present to him a

viable, exciting solution for his communication/marketing problem. He then feels that the

presence of a well-known face is an easy way out.

A client looks at a celebrity solution, sometimes, to follow competition. When attacked

with a celebrity, a quick response is to get another one to combat. The result is often, at

best, achieving parity.
http://search.rediff.com/imgsrch/default.php?MT=indiahttp://in.rediff.com/money/2003/oct/13sld1.htmhttp://in.rediff.com/money/2003/sep/30sld1.htmhttp://search.rediff.com/imgsrch/default.php?MT=sachin+tendulkarhttp://money.rediff.com/stockshttp://portfolio.rediff.com/quotes/britannia+industries+ltdhttp://in.rediff.com/money/2003/oct/13sld1.htmhttp://in.rediff.com/money/2003/sep/30sld1.htmhttp://search.rediff.com/imgsrch/default.php?MT=sachin+tendulkarhttp://money.rediff.com/stockshttp://portfolio.rediff.com/quotes/britannia+industries+ltdhttp://search.rediff.com/imgsrch/default.php?MT=india


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A third, and often unfortunate, reason for celebrities is a client's desire to rub shoulders

with the glitterati. And signing a celebrity is a passport to that. Most frequently,

celebrities are given as 'fate accompli' to the agency. And scripts are written around

them.

It is rare that there is an idea on the table and client and agency mutually agree that the

presence of a celebrity will actually lift the script. This is very similar to Bollywood

blockbuster films where the cast is decided upon and the script either written

accordingly or re-engineered around the cast!

There is no doubt that celebrity advertising has its benefits -- the four Qs:

Quick saliency: It gets cut through because of the star and his attention getting value.

Goodlass Nerolac has ensured high saliency for its brand with the inclusion of Amitabh

Bachchan [ Images ] in its advertising.

Quick connect: There needs to be no insight but the communication connects because

the star connects. Sachin, Shah Rukh and their ilk's ensure an easy connect for Pepsi

with the youth.

Quick shorthand for brand values: The right star can actually telegraph a brand

message fast without elaborate story telling. Kapil Dev [ Images ] and Sachin Tendulkar

seem to have done that successfully for Boost in the early '90s. And helped to

differentiate it in the malted beverages market.

Quick means of brand differentiation: In a category where no brand is using acelebrity, the first that picks one up could use it to differentiate itself in the market. Boost

did it in the malted beverage category.

And Preity Zinta [ Images ] does all the above four for Perk -- connecting with the youth

and reinforcing the brand's youthful, spontaneous, energetic values.

There are however the classic fears of celebrity usage.

The celebrity vampires the product: Unless the celebrity's values, the category

benefit and the brand values are closely linked, there are chances that the celebrity isremembered more than the brand he is advertising for.

And in a celebrity clutter, the chances that the brand and category can be remembered

become even more difficult for the average consumer. Pepsi and Lux tend to use

multiple celebrities in an attempt to overcome this.
http://search.rediff.com/imgsrch/default.php?MT=amitabh+bachchanhttp://search.rediff.com/imgsrch/default.php?MT=kapil+devhttp://search.rediff.com/imgsrch/default.php?MT=preity+zintahttp://search.rediff.com/imgsrch/default.php?MT=amitabh+bachchanhttp://search.rediff.com/imgsrch/default.php?MT=kapil+devhttp://search.rediff.com/imgsrch/default.php?MT=preity+zinta


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The celebrity trap: Once into a celebrity, it is hard to get out of it. If the brand has done

even moderately well after the break of a celebrity campaign, it becomes difficult to

separate the role of message and the role of the celebrity in selling the brand.

And hence, the celebrity becomes an addiction for the marketing team.

And the task to find substitutes becomes more and more difficult. Interestingly, celebrity

is a disease that is seen to spread across a marketing department. Once one brand

manager gets into it, others tend to follow, not wanting to be left behind!

With the surfeit of celebrities on screen and in the newspapers, there are two new

drawbacks emerging for celebrity usage.

Celebrity credibility is coming under question. Consumers are getting more and more

advertising savvy and are beginning to voice opinions, even in small towns, like "He has

been paid to sell the product."

Clearly celebrity endorsement is no longer as credible as it was a few decades ago.

Unless category and celebrity are closely linked (like Nike and sports stars), the power

of a celebrity's word is questionable.

The trustworthiness of public figures, which celebrities tended to bring in the past, is

bound to disappear if a celebrity begins to appear and endorse a brand in every

conceivable category!

Celebrity clutter. With each celebrity endorsing multiple products and multi brands in a

category, resorting to different celebrities, the consumer is left confused.

And reluctant to get into 'this celebrity is bigger than that comparison' to make brand

choices.

Santro [ Images ] is endorsed by Shah Rukh Khan [ Images ] and Palio by Sachin

Tendulkar does the consumer buy the brands because of the star pull? a question

worth pondering about. It ends up making brand parity rather than giving brand

differentiation, often one of the key aims of using a celebrity.

When Palmolive used Kapil Dev in the '80s, his line 'Palmolive da jawaab nahin'

became famous -- it is remembered even today.

Pataudi gave Gwalior suitings a strong competitive edge and pushed it to Number 2 in

perceptions in the suitings market.
http://search.rediff.com/imgsrch/default.php?MT=santrohttp://search.rediff.com/imgsrch/default.php?MT=santrohttp://search.rediff.com/imgsrch/default.php?MT=shah+rukh+khanhttp://search.rediff.com/imgsrch/default.php?MT=santrohttp://search.rediff.com/imgsrch/default.php?MT=shah+rukh+khan


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Even Sridevi [ Images ] made Cema bulbs and tubes memorable by dancing in a bulb!

The advertisements by themselves were fairly non-descript; the celebrities gave the

brand the differentiation. Celebrity advertising were few and far in between in those

days. The days of 'pure' celebrity working for the brand seem to be over.

Today, it is back to the power of an idea and an insight. No simple solutions exist any

longer. Unless there is something powerful in the idea, the celebrity is just another cost.

Aamir Khan [ Images ] and Coke is the ultimate example of the same. As long as the

brand depended on his star value and wove interesting stories around him, it just didn't

cut ice with the consumer -- until 'Thanda Matlab Coca-Cola' happened.

Could it have worked as well without a celebrity? One will never know as the brand has

entered the celebrity trap.

Something worth thinking about.

The writer is Country Manager - Discovery, Ogilvy and Mather India.
http://search.rediff.com/imgsrch/default.php?MT=sridevihttp://search.rediff.com/imgsrch/default.php?MT=aamir+khanhttp://search.rediff.com/imgsrch/default.php?MT=sridevihttp://search.rediff.com/imgsrch/default.php?MT=aamir+khan


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Is celebrity advertising effective?

Is celebrity advertising effective?

What are the benefits of representing India in the national cricket team?

It is an opportunity to compete with the best in the world and pitch one\s talent against the best.

It is an Opportunity to travel around the world.

It is an opportunity to uphold national pride. And make good money from every match played.

But there is more a ticket to modeling in the advertising world (and a future perhaps in

Bollywood). Not surprisingly it\s a very attractive profession. As advertisers pour crores ofrupees every year into celebrity advertising, the question arises is it worth all the money and

the headaches of coordinating stars and managing their tantrums.

Think of Sachin Tendulkar. He means

Pepsi in soft drinks, Boost in malted beverages, MRF in tyres,Fiat Palio in cars,

TVS Victor in two-wheelers,

Colgate Total in toothpastes,

Britannia in biscuits,Visa in credit cards,

Airtel in mobile services and Band-aid

Clearly, an overload of brands and categories associated with one star.Does it actually help each of the brands? Does the consumer think in categories and slot brands

accordingly or is it one big maze of brands and saliency is dependent on \regency.

Interestingly, while celebrity advertising is big, few agencies actually present celebrity

advertising as a solution to client problems. In the advertising world, celebrity advertising is seenas a substitute for \absence of ideas\ and actually frowned upon. Yet it appears again and

again.

The reasons are quite insightful.

A client hits upon celebrity as a solution when his agency is unable to present to him a viable,exciting solution for his communication/marketing problem. He then feels that the presence of a

well-known face is an easy way out. A client looks at a celebrity solution, sometimes, to follow

competition. When attacked with a celebrity, a quick response is to get another one to combat.The result is often, at best, achieving parity.

A third, and often unfortunate, reason for celebrities is a client\s desire to rub shoulders with the

glitterati. And signing a celebrity is a passport to that. Most frequently, celebrities are given

as \fate accompli\ to the agency. And scripts are written around them.

It is rare that there is an idea on the table and client and agency mutually agree that the presence

of a celebrity will actually lift the script. This is very similar to Bollywood blockbuster films


7/26

where the cast is decided upon and the script either written accordingly or re-engineered around

the cast!

There is no doubt that celebrity advertising has its benefits the four Qs:Quick saliency: It gets cut through because of the star and his attention getting value. Goodlass

Nerolac has ensured high saliency for its brand with the inclusion of Amitabh Bachchan in its

advertising.

Quick connect: There needs to be no insight but the communication connects because the starconnects. Sachin, Shah RIndiah and their ilk\s ensure an easy connect for Pepsi with the youth.

Quick shorthand for brand values: The right star can actually telegraph a brand message fast

without elaborate story telling. Kapil Dev and Sachin Tendulkar seem to have done that

successfully for Boost in the early \90s and helped to differentiate it in the malted beveragesmarket.

Quick means of brand differentiation: In a category where no brand is using a celebrity, the first

that picks one up could use it to differentiate itself in the market. Boost did it in the maltedbeverage category.

And Preity Zinta does all the above four for Perk connecting with the youth and reinforcing

the brand\s youthful, spontaneous, energetic values. There is however the classic fear of

celebrity usage. The celebrity vampires the product: Unless the celebrity\s values, the categorybenefit and the brand values are closely linked, there are chances that the celebrity is

remembered more than the brand he is advertising for.

And in a celebrity clutter, the chances that the brand and category can be remembered become

even more difficult for the average consumer. Pepsi and Lux tend to use multiple celebrities inan attempt to overcome this. The celebrity trap: Once into a celebrity, it is hard to get out of it. If

the brand has done even moderately well after the break of a celebrity campaign, it becomesdifficult to separate the role of message and the role of the celebrity in selling the brand.And hence, the celebrity becomes an addiction for the marketing team.

And the task to find substitutes becomes more and more difficult. Interestingly, celebrity is a

disease that is seen to spread across a marketing department. Once one brand manager gets into

it, others tend to follow, not wanting to be left behind! With the surfeit of celebrities on screenand in the newspapers, there are two new drawbacks emerging for celebrity usage.

Celebrity credibility is coming under question. Consumers are getting more and more advertising

savvy and are beginning to voice opinions, even in small towns, like He has been paid to sell

the product.

Clearly celebrity endorsement is no longer as credible as it was a few decades ago. Unless

category and celebrity are closely linked (like Nike and sports stars), the power of a celebrity\s

word is questionable. The trustworthiness of public figures, which celebrities tended to bring inthe past, is bound to disappear if a celebrity begins to appear and endorse a brand in every

conceivable category! Celebrity clutter. With each celebrity endorsing multiple products and

multi brands in a category, resorting to different celebrities, the consumer is left confused.


8/26

And reluctant to get into \this celebrity is bigger than that comparison\ to make brand choices.

Santro is endorsed by Shah RIndiah Khan and Palio by Sachin Tendulkar does the consumer

buy the brands because of the star pull? a question worth pondering about. It ends up makingbrand parity rather than giving brand differentiation, often one of the key aims of using a

celebrity. When Palmolive used Kapil Dev in the \80s, his line \Palmolive da jawaab nahin\became famous it is remembered even today.

Pataudi gave Gwalior suitings a strong competitive edge and pushed it to Number 2 inperceptions in the suitings market. Even Sridevi made Cema bulbs and tubes memorable by

dancing in a bulb!

The advertisements by themselves were fairly non-descript; the celebrities gave the brand thedifferentiation. Celebrity advertising were few and far in between in those days. The days

of \pure\ celebrity working for the brand seem to be over. Today, it is back to the power of an

idea and an insight. No simple solutions exist any longer. Unless there is something powerful inthe idea, the celebrity is just another cost. Aamir Khan and Coke is the ultimate example of the

same. As long as the brand depended on his star value and wove interesting stories around him, it

just didn\t cut ice with the consumer until \Thanda Matlab Coca-Cola\ happened.Could it have worked as well without a celebrity? One will never know as the brand has enteredthe celebrity trap.

The author is Prof.R.K.Vaithiyanathan


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"A sign of a celebrity is that his name is often worth more than his services.

- Daniel J Boorstin

INTRODUCTION

The motif behind total branding may be decocted as an attempt to amalgamate diverse activities

to win customer preference. Apropos to this context, the topic Impact of celebrity

endorsement on overall brand, is a significant one. The crescendo of celebrities endorsing

brands has been steadily increasing over the past years. Marketers overtly acknowledge the

power of celebrities in influencing consumer-purchasing decisions. It is a ubiquitously acceptedfact that celebrity endorsement can bestow special attributes upon a product that it may have

lacked otherwise. But everything is not hunky-dory; celebrities are after all mere mortals made

of flesh and blood like us. If a celebrity can aggrandize the merits of a brand, he or she can alsoexacerbate the image of a brand.

If I may take the liberty of rephrasing Aristotles quote on anger, Any brand can get acelebrity. That is easy. But getting a celebrity consistent with the right brand, to the right degree,at the right time, for the right purpose and in the right way... that is not easy.

Celebrity endorsements are impelled by virtue of the following motives:

Instant Brand Awareness and Recall.

Celebrity values define, and refresh the brand image.

Celebrities add new dimensions to the brand image. Instant credibility or aspiration PR coverage.

Lack of ideas.

Convincing clients.

The scope of a celebrity on the incumbent brand:

Simply stating, a brand is a differentiated product and helps in identifying your product and

making it stand out due to its name, design, style, symbol, color combination, or usually a mix of

all these.

Before we can scrutinize the effects of celebrity endorsement on the overall brand, we have toferret the implicit nuances that act as sources of strong brand images or values:

Experience of use: This encapsulates familiarity and proven reliability. User associations: Brands acquire images from the type of people who are seen using

them. Images of prestige or success are imbibed when brands are associated withglamorous personalities.

Belief in efficiency: Ranking from consumer associations, newspaper editorials etc.

Brand appearance: Design of brand offers clues to quality and affects preferences.

Manufacturers name & reputation: A prominent brand name(Sony,Kelloggs,Bajaj,Tata) transfers positive associations


10/26

The celebritys role is the most explicit and profound in incarnating user associations among

the above-mentioned points. To comprehend this, let us analyze the multiplier effect formula for

a successful brand:

S=P* D*AV --the multiplier effect

Where S is a successful brand,P is an effective product.

D is Distinctive Identity

and AV is Added values.

The realm of the celebritys impact is confined to bestow a distinctive identity and provide AV to

the brand; the celebrity does not have the power to improve or debilitate the efficiency and

features of the core product. Thus, we are gradually approaching an evident propositionclaiming,

The health of a brand can definitely be improved up to some extent by celebrity endorsement.

But one has to remember that endorsing a celebrity is a means to an end and not an end initself.

An appropriately used celebrity can prove to be a massively powerful tool that magnifies the

effects of a campaign. But the aura of cautiousness should always be there. The fact to be

emphasised is that celebrities alone do not guarantee success, as consumers nowadaysunderstand advertising. They know what advertising is and how it works. People realize that

celebrities are being paid a lot of money for endorsements and this knowledge makes them

cynical about celebrity endorsements.


11/26


12/26

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Need Content?Contact ustoday.

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Impact of Celebrity Endorsement on a

Brandchillibreeze writer Saurbh Katyal

"A sign of a celebrity is that his name is often worth more than his services.

- Daniel J Boorstin

INTRODUCTION

The motif behind total branding may be decocted as an attempt to amalgamate diverse activities to win customer

preference. Apropos to this context, the topic Impact of celebrity endorsement on overall brand, is a

significant one. The crescendo of celebrities endorsing brands has been steadily increasing over the past years.Marketers overtly acknowledge the power of celebrities in influencing consumer-purchasing decisions. It is a

ubiquitously accepted fact that celebrity endorsement can bestow special attributes upon a product that it may have

lacked otherwise. But everything is not hunky-dory; celebrities are after all mere mortals made of flesh and bloodlike us. If a celebrity can aggrandize the merits of a brand, he or she can also exacerbate the image of a brand.

If I may take the liberty of rephrasing Aristotles quote on anger, Any brand can get a celebrity. That is easy. Bu

getting a celebrity consistent with the right brand, to the right degree, at the right time, for the right purpose and ithe right way... that is not easy.

Celebrity endorsements are impelled by virtue of the following motives:

Instant Brand Awareness and Recall.
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Celebrity values define, and refresh the brand image. Celebrities add new dimensions to the brand image. Instant credibility or aspiration PR coverage. Lack of ideas. Convincing clients.

The scope of a celebrity on the incumbent brand:

Simply stating, a brand is a differentiated product and helps in identifying your product and making it stand out du

to its name, design, style, symbol, color combination, or usually a mix of all these.

Before we can scrutinize the effects of celebrity endorsement on the overall brand, we have to ferret the implicit

nuances that act as sources of strong brand images or values:

Experience of use: This encapsulates familiarity and proven reliability. User associations: Brands acquire images from the type of people who are seen using them

Images of prestige or success are imbibed when brands are associated with glamorous

personalities. Belief in efficiency: Ranking from consumer associations, newspaper editorials etc. Brand appearance: Design of brand offers clues to quality and affects preferences. Manufacturers name & reputation: A prominent brand name (Sony,Kelloggs,Bajaj,Tata)

transfers positive associations

The celebritys role is the most explicit and profound in incarnating user associations among the above-mentione

points. To comprehend this, let us analyze the multiplier effect formula for a successful brand:

S=P* D*AV --the multiplier effectWhere S is a successful brand,

P is an effective product.D is Distinctive Identity

and AV is Added values.

The realm of the celebritys impact is confined to bestow a distinctive identity and provide AV to the brand; the

celebrity does not have the power to improve or debilitate the efficiency and features of the core product. Thus, we

are gradually approaching an evident proposition claiming,

The health of a brand can definitely be improved up to some extent by celebrity endorsement. But one has to

remember that endorsing a celebrity is a means to an end and not an end in itself.

An appropriately used celebrity can prove to be a massively powerful tool that magnifies the effects of a campaignBut the aura of cautiousness should always be there. The fact to be emphasised is that celebrities alone do notguarantee success, as consumers nowadays understand advertising. They know what advertising is and how it

works. People realize that celebrities are being paid a lot of money for endorsements and this knowledge makes

them cynical about celebrity endorsements.

Compatibility of the celebritys persona with the overall brand image


14/26

A celebrity is used to impart credibility and aspirational values to a brand, but the celebrity needs to match the

product. A good brand campaign idea and an intrinsic link between the celebrity and the message are musts for a

successful campaign. Celebrities are no doubt good at generating attention, recall and positive attitudes towardsadvertising provided that they are supporting a good idea and there is an explicit fit between them and the brand. O

the other hand, they are rendered useless when it comes to the actual efficiency of the core product, creating positiattitudes to brands, purchase intentions and actual sales.

Certain parameters that postulate compatibility between the celebrity and brand image are:

Celebritys fit with the brand image. CelebrityTarget audience match Celebrity associated values. Costs of acquiring the celebrity. CelebrityProduct match. Celebrity controversy risk. Celebrity popularity. Celebrity availability. Celebrity physical attractiveness. Celebrity credibility. Celebrity prior endorsements. Whether celebrity is a brand user. Celebrity profession.

Successful celebrity endorsements for a brand-An Indian perspective

The latter part of the '80s saw the burgeoning of a new trend in India brands started being endorsed by celebrities

Hindi film and TV stars as well as sportspersons were roped in to endorse prominent brands. Advertisements,

featuring stars like Tabassum (Prestige pressure cookers), Jalal Agha (Pan Parag), Kapil Dev (Palmolive ShavingCream) and Sunil Gavaskar (Dinesh Suitings) became common. Probably, the first ad to cash in on star power in a

strategic, long-term, mission statement kind of way was Lux soap. This brand has, perhaps as a result of this, been

among the top three in the country for much of its lifetime.

In recent times, we had the Shah Rukh-Santro campaign with the objective of mitigating the impediment that anunknown Korean brand faced in the Indian market. The objective was to garner faster brand recognition, associatio

and emotional unity with the target group. Star power in India can be gauged by the successful endorsement done

Sharukh for three honchos- Pepsi, Clinic All Clear and Santro. Similarly, when S Kumars used Hrithik Roshan, ththe hottest advertising icon for their launch advertising for Tamarind, they reckoned they spent 40 - 50 per cent les

on media due to the sheer impact of using Hrithik. Ad recall was as high as 70 per cent, and even the normally

conservative trade got interested.

In the Indian context, it would not be presumptuous to state that celebrity endorsements can aggrandize the overallbrand. We have numerous examples exemplifying this claim. A standard example here is Coke, which, till recently

didn't use stars at all internationally. In fact, India was a first for them. The result was a ubiquitously appealing

Aamir cheekily stating Thanda matlab Coca Cola. The recall value for Nakshatra advertising is only due to the

sensuous Aishwarya. The Parker pen brand, which by itself commands equity, used Amitabh Bachchan to revitalizthe brand in India. According to Pooja Jain, Director, Luxor Writing Instruments Ltd (LWIL), post Bachchan,


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Parker's sales have increased by about 30 per cent.

India is one country, which has always idolized the stars of the celluloid world.

Therefore it makes tremendous sense for a brand to procure a celebrity for its endorsement. In India there is an

exponential potential for a celebrity endorsement to be perceived as genuinely relevant, thereby motivatingconsumers to go in for the product. This would especially prove true if the endorser and the category are a natural

lifestyle fit like sportspersons and footwear, Kapil-Sachin and Boost or film stars and beauty products.

Some Global Examples:

Globally, firms have been juxtaposing their brands and themselves with celebrity endorsers. Some successfulongoing global endorsements are as follows:

Celebrity endorsements have been the bedrock of Pepsi's advertising. Over the years, Pepsihas used and continues to use a number of celebrities for general market and targetedadvertising, including Shaquille O'Neal, Mary J. Blige, Wyclef Jean, and Busta Rhymes, who dia targeted campaign for their Mountain Dew product.

George Foreman for Meineke. He has also sold more than 10 million Lean Mean Fat-- ReducinGrilling Machines since signing with the manufacturing company.

James Earl Jones for Verizon and CNN. Nike golf balls, since the company signed Tiger Woods in 1996, have seen a $50 million

revenue growth. Nike's golf line grossed more than $250 million in annual sales. In 2000 herenegotiated a five-year contract estimated at $125 million.

Other successful endorsements like NikeMichael Jordan, DunlopJohn McEnroe, AdidasPrince Naseem Hamed, and so on.

Venus Williams, tennis player and Wimbledon champion has signed a five-year $40 millioncontract with sportswear manufacturer Reebok International Inc.

Advantages of a celebrity endorsing a Brand

Brands have been leveraging celebrity appeal for a long time. Across categories, whether in products or services,

more and more brands are banking on the mass appeal of celebrities. As soon as a new face ascends the popularity

charts, advertisers queue up to have it splashed all over. Witness the spectacular rise of Sania Mirza and Irfan Pathin endorsements in a matter of a few months. The accruement of celebrity endorsements can be justified by the

following advantages that are bestowed on the overall brand:

Establishment of Credibility: Approval of a brand by a star fosters a sense of trust for thabrand among the target audience- this is especially true in case of new products. We had theShah Rukh-Santro campaign. At launch, Shah Rukh Khan endorsed Santro and this ensuredthat brand awareness was created in a market, which did not even know the brand.

Ensured Attention: Celebrities ensure attention of the target group by breaking the clutterof advertisements and making the ad and the brand more noticeable.

PR coverage : is another reason for using celebrities. Managers perceive celebrities astopical, which create high PR coverage. A good example of integrated celebrity campaigns isone of the Worlds leading pop groups, the Spice Girls, who have not only appeared inadvertisements for Pepsi, but also in product launching and PR events. Indeed, celebrity-company marriages are covered by most media from television to newspapers (e.g. The Spic


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Girls and Pepsi) Higher degree of recall: People tend to commensurate the personalities of the celebrity

with the brand thereby increasing the recall value. Golf champion Tiger Woods has endorsedAmerican Express, Rolex, and Nike. Actress Catherine Zeta-Jones is used by T-Mobile andElizabeth Arden. 007 Pierce Brosnan promotes Omega, BMW, and Noreico.

Associative Benefit: A celebritys preference for a brand gives out a persuasive message -

because the celebrity is benefiting from the brand, the consumer will also benefit. Mitigating a tarnished image: Cadbury India wanted to restore the consumer's confidenc

in its chocolate brands following the high-pitch worms controversy; so the company appointeAmitabh Bachchan for the job. Last year, when the even more controversial pesticide issueshook up Coca-Cola and PepsiCo and resulted in much negative press, both soft drink majorsput out high-profile damage control ad films featuring their best and most expensivecelebrities. While Aamir Khan led the Coke fightback as an ingenious and fastidious Bengaliwho finally gets convinced of the product's `purity,' PepsiCo brought Shah Rukh Khan andSachin Tendulkar together once again in a television commercial which drew references to th`safety' of the product indirectly.

Psychographic Connect: Celebrities are loved and adored by their fans and advertisers usestars to capitalise on these feelings to sway the fans towards their brand.

Demographic Connect: Different stars appeal differently to various demographic segments(age, gender, class, geography etc.).

Mass Appeal: Some stars have a universal appeal and therefore prove to be a good bet togenerate interest among the masses.

Rejuvenating a stagnant brand: With the objective of infusing fresh life into the stagnantchyawanprash category and staving off competition from various brands, Dabur India roped Bachchan for an estimated Rs 8 crore.

Celebrity endorsement can sometimes compensate for lack of innovative ideas.

Disadvantages of a celebrity endorsing a brand:

The celebrity approach has a few serious risks:

1. The reputation of the celebrity may derogate after he/she has endorsed theproduct: Pepsi Cola's suffered with three tarnished celebrities - Mike Tyson, Madonna, andMichael Jackson. Since the behaviour of the celebrities reflects on the brand, celebrityendorsers may at times become liabilities to the brands they endorse.

2. The vampire effect: This terminology pertains to the issue of a celebrity overshadowing thbrand. If there is no congruency between the celebrity and the brand, then the audience willremember the celebrity and not the brand. Examples are the campaigns of Dawn FrenchCable Association and Leonard RossiterCinzano. Both of these campaigns were aborted duto celebrities getting in the way of effective communication. Another example could be theCastrol commercial featuring Rahul Dravid.

3. Inconsistency in the professional popularity of the celebrity: The celebrity may lose hor her popularity due to some lapse in professional performances. For example, when

Tendulkar went through a prolonged lean patch recently, the inevitable question that croppeup in corporate circles - is he actually worth it? The 2003 Cricket World Cup also threw up theShane Warne incident, which caught Pepsi off guard. With the Australian cricketer testingpositive for consuming banned substances and his subsequent withdrawal from the event,bang in the middle of the event, PepsiCo - the presenting sponsor of the World Cup 2003 -found itself on an uneasy wicket

4. Multi brand endorsements by the same celebrity would lead to overexposure: The


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novelty of a celebrity endorsement gets diluted if he does too many advertisements. This mabe termed as commoditisation of celebrities, who are willing to endorse anything for bigbucks. Example, MRF was among the early sponsors of Tendulkar with its logo emblazoned ohis bat. But now Tendulkar endorses a myriad brands and the novelty of the Tendulkar-MRFcampaign has scaled down.

5. Celebrities endorsing one brand and using another (competitor): Sainsburys

encountered a problem with Catherina Zeta Jones, whom the company used for its recipeadvertisements, when she was caught shopping in Tesco. A similar case happened withBritney Spears who endorsed one cola brand and was repeatedly caught drinking anotherbrand of cola on tape.

6. Mismatch between the celebrity and the image of the brand: Celebrities manifest acertain persona for the audience. It is of paramount importance that there is an egalitariancongruency between the persona of the celebrity and the image of the brand. Each celebrityportrays a broad range of meanings, involving a specific personality and lifestyle. Madonna,for example, is perceived as a tough, intense and modern women associated with the lowermiddle class. The personality of Pierce Brosnan is best characterized as the perfectgentlemen, whereas Jennifer Aniston has the image of the good girl from next door.

CONCLUSION

Despite the obvious economic advantage of using relatively unknown personalities as endorsers in advertisingcampaigns, the choice of celebrities to fulfill that role has become common practice for brands competing in today

cluttered media environment. There are several reasons for such extensive use of celebrities. Because of their high

profile, celebrities may help advertisements stand out from the surrounding clutter, thus improving theircommunicative ability. Celebrities may also generate extensive PR leverage for brands. For example, when Revlon

launched the "Won't kiss off test" for its Colorstay lipsticks in 1994 with Cindy Crawford kissing reporters, the

campaign featured on almost every major news channel and equally widely in the press. A brief assessment of the

current market situation indicates, that celebrity endorsement advertising strategies can, under the rightcircumstances, indeed justify the high costs associated with this form of advertising.

But it would be presumptuous to consider celebrity endorsement as a panacea for all barricades. Celebrity

endorsement if used effectively, makes the brand stand out, galvanizes brand recall and facilitates instant awarene

To achieve this, the marketer needs to be really disciplined in choice of a celebrity. Hence the right use of celebritycan escalate the Unique Selling Proposition of a brand to new heights; but a cursory orientation of a celebrity with

brand may prove to be claustrophobic for the brand. A celebrity is a means to an end, and not an end in

himself/herself.


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Chillibreeze's disclaimer: The views and opinions expressed in this article are those of the author(s) and do not

reflect the views of Chillibreeze as a company. Chillibreeze has a strict anti-plagiarism policy. Please contact us toreport any copyright issues related to this article.


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Contributed by -

Bhawna Sikka & Vaibhav Hari,

PGDBM 2006,

IMT, Ghaziabad.

Celebrities In Advertising(Sell-lebrity Endorsement)

- by Bhawna Sikka & Vaibhav Hari *

Page - 1

Stars, who are known to shape destinies, cast an enormous influence. No,we're not talking about astrology here. We're referring to the powerful effectof celebrities on destinies of brands. One approving nod from a famous facecan translate into millions in brand sales.

Perhaps that's why the world over, companies have been usingstars to endorse everything, from food to food chains, from soft

and hard drinks to health drinks, from clothes and accessories to cars (andthe tyres on which they run).

Commonly called "testimonials" or "celebrity endorsements", this techniqueof persuasion says that consumers relate to the person(s) appearing in thead: If the celebrity / athlete / star uses the product, then it must be good, so Iwill purchase it too.

In today's world, the use of celebrity advertising for companies has becomea trend and a perceived winning formula of corporate image building andproduct marketing. This phenomenon is reflected by the recent market

research findings that 8 out of 10 TV commercials scoring the highest recallare those with celebrities' appearances.

Some of the best known celebrities employed for advertising campaignsincludeAamir Khan for Coca-Cola, Toyota's Innova,Amitabh Bachchan forNerolac, Dabur, ICICI, Parker, Reid & Taylor, Shahrukh Khan for Omega,Hyundai Santro, Pepsi, Airtel, Videocon consumer durables, SachinTendulkarfor Pepsi, Colgate Palmolive, ESPN-STAR Sports, MRF, Boost,TVS Victor, Fiat Palio, Visa, Adidas, Brittania, Airtel... and the list just goeson.

The reason behind the popularity of celebrity advertising is the advertisers'belief that brand images built through celebrities achieve a higher degree of

attention and recall for consumers, which will eventually lead to higher sales.Although the potential benefits of using celebrity advertising to promotebrand images and products are significant, so are the costs and risks.


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The inherent upside of attaching a celebrity to a brand is that the brand literally has a face, name andpersonality that immediately projects an image of a living, breathing, credible person as opposed to afaceless corporate entity. The downside is that individuals are not as stable or as easily controllable ascorporate entities.

As fame comes and goes, so goes the brand.

But when the star is ascending, the idea is to capitalize on the glamour of celebrity by selling a piece ofthe dream. Legend has it that Tommy Hilfiger's clothing brand enjoyed a US$ 100 million sales climb overa one year period after rapper Snoop Dogg appeared clothed in a Hilfiger logo rugby shirt on televisionprogram "Saturday Night Live".

There is no doubt that celebrity advertising has its benefits - The Four Qs: -

Quick saliency

It gets cut through because of the star and his attention-getting value. Goodlass Nerolac has ensuredhigh saliency for its brand with the inclusion ofAmitabh Bachchan in its advertising.

Quick connect

There needs to be no insight but the communication connects because the star connects. Sachin,Shahrukh and their ilk's ensure an easy connect for Pepsi with the youth.

Quick shorthand for brand values

The right star can actually telegraph a brand message fast without elaborate story telling. Kapil DevandSachin Tendulkarseem to have done that successfully for Boost in the early '90s and helped todifferentiate it in the malted beverages market.


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Sandhir SharmaAsst. Professor

Punjab College of Technical Education

Ferozepur Road, Baddowal, Ludhiana-142021

Celebrity endorsements are an omnipresent feature of present day marketing. The modern corporat

invests significant amounts of money to align itself and its products with big-name celebrities in thethat they will (a) draw attention to the endorsed products/services and (b) transfer image values to

products/services by virtue of their celebrity profile and engaging attributes. These ads are easy to by the viewers and helps to retain brands but Celebrity endorsements may not always give a positiv

return on expectation. As per the study, majority of the respondents i.e .41% believe that use ofcelebrities have no any kind of special effect over their decisions to buy certain products whereas 36

says that sometimes they get influence from celebrities in advertisements for taking decisions to buthose products but not every time. As per the study most influential factor (other than celebrity) in

purchasing decision is the product information. It is because nowadays consumer is not easily sway

a celebrity in an ad but he needs full fledge information about the product also, followed by brand noverall appeal, music/jingle. Whereas frequency of ad repetition and punchline were the least influefactors affecting the purchase decision of the respondents.

The study was done in Ludhiana, taking sample size of 100 viewers. The study contained the samplof 100, all the people of the age of 18 years and above. The data was collected from primary source

way of questionnaire which included Open-ended, Dichotomous and Multiple choice questions. Thedemographic profile of the respondent included 23 Businessmen, 35 service class people, 30 studen

professionals, 04 housewives and 2 retired persons. Out of 100 respondents, 56 were males and 44

females.

The study found that majority (58%) of the respondents used to watch TV for less than 2 hrs a day

their professional and personal work. Some of them watched TV for 2-4 hrs and very few managed watch TV for more than 4 hrs a day.

As per the study53% of the respondents feel that ads are informative while 23% find them interest

watch. Therefore majority of the respondents take advertisements as an informative source about tproduct. Some respondents look for interesting factors in an ad like humor, family bonding etc. beca

their daily life they hardly find enough time to experience those loving and happy moments. Fewrespondents consider ads as time pass and they prefer to change the channel and look some other

and very few respondents consider ads as boring as they cause an interruption in their favorite seriaespecially when any climax is about to happen.

As per the study 54% of the respondents feel that celebrities cast an impact through the advertisemwhile 46% do not feel any impact of celebrities. Out of 54 respondents, 42 feel that celebrities attra

attention towards an ad, 15 of them feel that they arouse interest in the product. 12 respondents a

the view that celebrities build a desire to have the product and only 6 respondents only feel thatcelebrities initiate an action to buy that product.

The study also revealed that majority of the respondents i.e. 63% get attracted more towards Film

than any other celebrity. Majority of the respondents submitted their response that they would contbuying same goods from the market irrespective of the act of advertising the same product through

specific celebrity. The advertisements and celebrities which respondents would recall, preference w


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listed below:

Celebrity Name Brand/Product Endorsed

Abhishek Bachchan Motorola, Whirlpool, Fiesta

Sachin Tendulkar Palio, Boost, Adidas, Pepsi, Sunfeast Biscuits,

MRF Tyres, Reliance Communication

Shahrukh Khan Pepsi, Airtel, Navratna Hair Oil, SunfeastBiscuits, Lux Soap, Videocon, Belmonte

Aishwarya Rai Lux, Nakshatra Jewellery, L'Oreal, Coke

Amitabh Bachchan Dairy Milk, Dabur products, Eveready, Parker

Pen, Reid & Taylor, Boroplus, Binani Cement

Preity Zinta Perk, Rexona, Lays, Santro, H&S, BSNL, Godrej

Rani Mukherjee Munch, Fanta, Aveo

Kajol Tata Indicom, Whirlpool, Asmi Jewellery

Ajay Devgan Tata Indicom, Whirlpool

Aamir Khan Coke, Titan Watches, Innove

Saif Ali Khan Lays, Aveo, Taj Mahal Tea, Royale Paints

Zayed Khan Mirinda

Sania Mirza Lipton Tea, Spirit

Isha Koppikar Garnier

Aman Verma Harpic

Mini Mathur Big Bazaar

Shweta Tiwari Gala Brush

Priyanka Chopra Spice

Hrithik Roshan Coke, Sony Ericsson, John Players, Tata Sky

Sushmita Sen Pantene

Vivek Oberoi Babool Toothpaste

Tabu Tetra pak

Mallika Sherawat 7 Up


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Juhi Chawla Henko, Kurkure

Hussain Vim, Big Bazaar

Hema Malini Kent Mineral Water, Bank of Rajasthan

Esha Deol Kent Mineral Water

Bipasha Basu Clinic All Clear

Sonali Bendre Nirma Beauty Soap

John Abraham Clinic All Clear, Yamaha Motor Cycle

Akshay Kumar Thums Up

Madhuri Dixit Lux

Saurav Ganguly Sona Chandi Amrit Prash

Rahul Dravid Reebok, Bank of Baroda

Sehwag Boost

Riya Sen Limca

M S Dhoni 7 Up, Brylcreme, Star City, TVS Bykes

Yuvraj Singh Parachute Oil

Kareena Kapoor Lux

Ayesha Takia Hair Care Oil

Neha Dhupia Godrej Renew Hair Color

Gauri Pradhan Keo Karpin Hair Oil

Sangeeta Ghosh BSNL

Indian Cricket Team Pepsi

It is evident that recalls of ads having Film Stars were more than any other celebrity showing that pmust be relating them in their purchasing behavior.

The study found that very few respondents (37%) have bought product(s) under the influence of ancelebrity which means that a consumer wants something more in an advertisement than a celebrity

influenced enough to buy the product. All these respondents were happy from the product descriptio

given by celebrity in the advertisements which prompted them to buy that product followed by Good


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