maha duo- the most effective tvc endorsers from nepal
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Maha Duo- The Most Effective TVC Endorsers from Nepal 1
Kathmandu University
Media Studies
Maha Duo- The Most Effective TVC
Endorsers from Nepal
Rajan Kathet
MEDS 406
Prem Luitel
July 08, 2011
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Maha Duo- The Most Effective TVC
Endorsers from Nepal
The use of celebrity is regarded as one of the best strategies to deliver marketing
communication (marcom) message and to increase recall rates for an Advertisement.
Celebrities serve not only as spokesperson of the product but to create and maintain
attention and to achieve high recall rates for marcom messages in today's highly cluttered
environments. Katyal (2007) mentions that marketers spend enormous amounts of money
annually on celebrity endorsement contracts based on the belief that celebrities are
effective spokespeople for their products or brands (as cited in Surana, 2008, p.7).
Use of celebrities for branding is still a dream of future for Nepali products since
Made in Nepals are yet to be brands. Till now, they are just products manufactured in
Nepal for a small category of middle and lower class Nepalese citizens. These products
have not been able to grab the attention of people living in urban areas and belonging to
high class families. There are very few brands (mostly trekking stuffs) making significant
marks in the international level but they are not truly made in Nepal. They are kind of
assembled goods- either raw materials from abroad or made in abroad based Nepalese
companies. So, the thing called Brand rarely exists in true form in case of Nepal.
From this poor market reality of Nepal, we can infer that celebrities are rarely
endorsed for Television Commercials (TVCs) since the thing called Nepali Brand
makes almost no existence around. This is why we have varying actors/ characters in
TVCs but no Particular Brand Ambassadors.
Nepal is either an emerging or a developing nation. It has nothing developed to
fully fledged state- be it art or commerce. The state of market and commerce directly
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affects the advertising industry. So, till now, very less products and services have dared
to hire a famed celebrity as its brand ambassador to add value to the product/ service. If
Im to remember Nepali TVCs those have always grabbed my attention then there are
very few to mention: one of broadlink (animated) and another of Dish TV featuring
Maha Duo (one of the most successful comedian and actors Madankrishna Shrestha and
Haribansha Acharya).
Nepalese TVCs have been found going through the problem of which celebrity to
hire for the Ad-Face. Also, Nepal is such a nation that lacks high notched celebrities. It
has almost no internationally acclaimed celebrity. According to (Kulkarni & Gaulankar,
2005) it is observed that the presence of a renowned persona helps in solving the problem
of over communication that is becoming more and more prevalent these days (as cited in
Surana, 2008, p.16). As in every society and nation, celebrities have always been fancied
by a class and category of people. Only very few can be effective among all classes and
ages alike Maha Duo in case of Nepal.
Maha duo, along with commercial products and services, has engaged themselves
in Public Service Announcements (PSAs) too. They have always been found effective in
almost all of the works they do. Their stage performances, tele serials, movies, PSAs and
TVCs have always grabbed the attention of public. Their recent tele serial
Madanbahadur- Haribahadurand the TVC of Dish TV have been rated as highly viewed
stuffs by general public. There might be very few who dont hold their remote button of
the TV if it is broadcasting the TVC featuring Maha Duo since their works are always
humor and message filled.
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Maha duo, if looked from their past works to date of now, have always kept them
safe from cheap comedies. There works always meant a social message and awareness.
They have produced lots of telefilms and stage shows related to political awareness,
health awareness, afforestation and social welfare. Their media productions for good
cause are the main reasons why they are always considered credible. So, whatever
products they are endorsed for, they become always famous and of public concern- if not
the product then at least the performance of the duo. (It has not been researched yet on
how much public installed the Dish TV in their homes after watching Maha Duo, but
many of them with TV at their homes must have watched Maha Duos comic
performances.) According Hovland (1953), the effectiveness of a communication is
commonly assumed to depend to a considerable extent upon who delivers it (as cited in
Surana, 2008, p.20). Ohanian (1990) mentions the expression source credibility is used
commonly to entail the communicators positive attributes that affect the recipients
acceptance of a message (as cited in Surana, 2008, p.20)
This is why endorsing a right celebrity for a TVC becomes very much important. The
idea behind this strategy is that consumers who like the celebrity will transfer their liking
to the brand. For example, the Hajmola tries to transfer Amitabh Bachchan's image to the
candy (Koirala, 2008, p.139).
Taleja (2010) suggests several reasons why a famous endorser may be influential: -
- They attract attention to the advertisement in the cluttered stream of messages.
- They are perceived as being more entertaining.
- They are seen as trustworthy because of apparent lack of self-interest.
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- The final element is due to the wide-spread attribution that major stars do not really work
for the endorsement fee, but are motivated by genuine affection for the product (p.11).
Celebrities going through scandals can only damage the reputation of the
products. Till (1996) asserts if the celebrity is strongly associated with the brand then the
impact of the negative publicity will brim over to the product (as cited in Surana, 2008,
p.17). Katyal (2007) mentions that companies have been badly affected by the negative
publicity accruing from the celebritys misdeeds. One very prominent example is Pepsi
which suffered with three tarnished celebrities - Mike Tyson, Madonna, and Michael
Jackson (as cited in Surana, 2008, p.17).
Celebrities transfer their value to the product. So, hiring a celebrity based on his/ her
social background and moral conducts become very much influential since the first thing
that grabs the attention of public is the celebrity but not the product. It does matter who is
suggesting what to us.
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References
Koirala, K. (2008).Advertising Theory and Practices. Kathmandu: Benhmark Education
Support.
Surana, R. (2008). The Effectiveness of Celebrity Endorsement in India. Degree of
Master of Arts in Marketing, The University of Nottingham. Retrieved from:
http://edissertations.nottingham.ac.uk/2069/1/08MAlixrs13.pdf
Taleja, N. (2010). Impact of Celebrity Endorsements on Overall Brand. Retrieved from
http://www.coolavenues.com/mba-journal/marketing/impact-celebrity-
endorsements-overall-brand-0
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