Celeberity endorsement

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Who is a Celebrity?

• A celebrity is a person who enjoy public recognition by a large

share of a certain group of people. For e.g., Actors, Sports athletes, Models, Pop stars, businessmen, Politicians, Fictional celebrities

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What is Celebrity Endorsement?

• A form of brand or advertisement campaign that involves a well known person using their fame to help promote a product or service.

For e.g., Salman Khan endorsing for “Being Human”

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“Pappu Pass Ho Gaya“. It has been adopted by consumers and today

is used extensively to express joy in a moment of achievement / success.

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Motive behind endorsement by Celebrities

• Helps to position and re-position existing brands.

• Brings global awareness to a brand and brand recall.

• To push demand of product .• To bring reliability and retention of product.

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Why endorsement by celebrity gaining importance?

• Indians like to associate themselves with their icons.

• Brand ambassadors bring their endorsement into limelight.

• Brand ambassadors became attention grabber.• Motivate consumers to purchase.• Increase awareness and user to brand.

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Formula for a successful brand

• S= P + D + AV S= Successful brandP= Effective productD= Distinctive IdentityAV = Added Values

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Types of celebrity endorsement

• As ThemselvesThey advertise product and promote it with their name.e.g., Parker Pen, Boost• As ActorsThey act as a different character in the advertisement.e.g., Kurkure desi beats

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Contd..

• Voice overThey do not appear in ad but lend their voice.e.g., Respect National Anthem.MKV• TestimonialsThey share their own experiences of using that product.e.g., Amitabh Bachchan endorsing for Gujarat Tourism.

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Establishing a perfect match

• Reid & Taylor – Amitabh Bachchan• Accenture – Tiger Woods• Reebok – Bipasha Basu and Dhoni• Lux – Katrina Kaif• Sony Vaio – Kareena Kapoor

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Advantages • Celebs help to set up a new business.For e.g., Mccan

• Helps to recover company’s image.For e.g., Garnier Men,

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Contd…

• Influences consumer’s purchases. • Psychographic connecte.g., Pepsi

• Associative benefitse.g., Knorr soups

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Disadvantages• Negative publicityE.g., Lux endorsed Sharukh Khan

• OvershadowingE.g., Dinesh Suitings while Sunil Gavaskar, brand spokesperson was allowed to rule the brand. Once the association ceased, the brand lost its loyality.

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Contd…• Brand switchingE.g., Aishwarya Rai shifted loyalities from pepsi to coke.

• Tarnished public imageE.g., Salman khan got embroiled in Black buck case then Thums-up took Akshay Kumar

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Contd…

• Multiple endorsemente.g.,

• OverexposureE.g., Amitabh Bachchan sells Nerolac paints, cadbury chocolates,parker pen,etc.

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