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WHO IS A CELEBRITY ??`~Enjoy public recognition

~Experts of their respectivefields

~Wider influence in public life & societaldomain.

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THE ROOT OF THE CONCEPTIn India from late1970s and early 80s

brands started being endorsed by celebrities

Late Jalal Agha -Pan parag

Tabassum -Prestige pressurecooker

Sunil Gavaskar -Dinesh suitings

Kapil Dev -Palmolive shaving

creamHLL has used Hindi film stars to endorse their

beauty soap LUX since the fifties.

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IS THERE A NEED FOR CELEBRITY They attract more attention to the advertisements. They are viewed as more credible than non-

celebritiesValues and image of the Brand is defined and

highlighted and refreshed by the celebrityCelebrity adds new edge and dimension to the brand

Not every product needs a celebrity.

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5 USES OF CELEBRITY ENDORSEMENT Establishes credibility

Attracts attention

Associative benefit

Psychographic

connect

Mass appeal

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HOW TO SELECT A CELEBRITY???????

Any brand can get a celebrity. But, its not easy to geta celebrity consistent with the right brand, to theright degree, at the right time, for the right purposeand in the right manner.

Eg: Britney Spears in Pepsi ad.

There should be an idea that makes the celebrityrelevant to the product and the consumer

Celebrities as prop.

Celebrity presence in the add should be contextual.

( SachinBoost is the secret of my energy.)

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MULTIPLIER EFFECT FORMULA

To be successful, a brand needs to have a strong identity of its own. It should ideally not

piggyback on the identity of a celebrity and hope to achieve success.

Most times it seems like it is just the celebrity saying I use this product, so why dont

youkind of thing and the ad agency thinks it has done its job.

Celebrity endorsements work best when the product already has a strong identity and a

USP that is well established, then a celebrity can come in and give the brand an addedfillip and generate some more interest value.

A complete fit between the values of the brand and the values of the celebrity.

To create a unique situation or story that links the celebrity to the product.

S= P*D*AVwhere S = succesful brand

P = effective product

D =distinctive identity

AV = added values

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STRATEGIC USE OF CELEBRITY ENDORSMENT

Celebrity Endorsements are very expensive.

Selection of celebrity is more important thanits use.

The recognition, image &reputation ofcelebrity and his/ her suitability with theproduct should be given due consideration.

Celebrity endorsement must be used withinthe defined legal framework.

ZoO-ZoO case compared to AIRTEL

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BRANDS THAT UNDERWENT A FIASCO

Celebrities also used to reassure peoplestrust on the company.

AMITABH promoting Cadbury

chocolates.

Shahrukh khan endorsing

ICICI bank.

Aamir khan visiting coke plants after the pesticide case.

New Kurkure ads showing the ingredients of the

product after the plastic case that came in focus.

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PERFECT MATCH- CELEBRITY

AND BRAND

2) The ruff n tuffAkshayKumar in Thumsup

saying TASTE THE THUNDER

Endorsee has deeppenetration among the masses

,and he is a crediblesource.

Endorsee should not be

bigger than the brand.

The image of celebrity should

match with the brand.

Eg.

1) The Chulbuli JUHI in

Kurkuread Saying MASTI

BOLE TO KURKURE.

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FIVE CAUSES OF LET-DOWN

1. Improper Positioning

Amitabh and Abhishek Bachchan in Maruti Versa.

2.BRAND -CELEBRITY

DISCONNECT-

Shahrukh khan endorsing

lux beauty soap

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CONTINUED..3. CLUTTER FLUTTER

One celebrity endorsing so many brands.

Unfortunately in India , we have too manybrands chasing too few celebrities.

We have just two and half %celebrities ina country of 1 billion people.

Eg.- Amitabh endorsing REID& TAYLOR,DABUR, CADBURY, PARKER PENS etc

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CONTINUED.4. Dissatisfaction with the product quality/performance

eg: Sachin endorsing FIAT PALIO, but due to poorfuel efficiency of the car ,its sales took abeating.

5. Confusion/Scepticism

Brand is overshadowed in the overwhelmingpresence of the star.

eg: Britney spears in Pepsi ad.eg:Bajaj Pulsar motorcycle ad- these boots weremade for walking.

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THE NEW BREEDING GROUNDS FOR

CELEBRITY

IPL as exciting New breeding ground for bothcorporate as well as celebrity.

Hot shots like Shahrukh Khan, Preity Zinta andShilpa Shetty as franchisee owners.

Hrithik, Akshay kumar,Katrina kaif, Kareena asteam endorsers.

Sachin, MS Dhoni ,Ganguly as players.

Magnetism of celebrities in the recent generalelections.

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IMPACT OF CELEBRITY ENDORSEMENT ON

BUYING DECISIONS

Known products and names are sold more than unknown

ones.

More or less every consumer has a brand preference

and given the affordability and societal norms, eachbuyer would like to buy and consume one of the highly

acceptable, recognizable, and reputed brands.

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 also exacerbate the image of a

brand.

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CELEBRITY ENDORSING FOR SOCIAL CAUSES

AMITABH IN POLIODo boond zindagi ki.

AMITABH in HIV- AIDS.

Aamir in incredible India- Atithi Devo Bhava

Preity Zinta in bravery award.

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RISKS ASSOCIATED .

Fame is a fickle and fleeting companion. Celebrities are human they also make mistakes.

Eg:- 1.Magic Johnson lost his endorsement dealswhen he was declared HIV- POSITIVE.

2.Ganguly after loosing his captainship even losthis mark in advertisements.

One should not just rely on one celebrity insteadlinking brand association with several celebrities.

Get your thinking caps on and come up with abetter and a safer idea.

Eg:Vodafones new brand amdassador-ZooZoo

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CONCLUSION

Marketers pay a lot of dollars to celebrity endorsee thinkingthat these stars will bring magic to their brand.

Celebrity that glitter is not gold.

Endorsing a celebrity is means to an end but not an end initself.

Todays customer shops very smartly, knows that these

celebrities are paid and hence are pessimistic about it. There should be an idea that makes celebrity relevant to the

product and the consumer.