celebrity endorsements and brand building kokil jain rawtani

8/10/2019 CELEBRITY ENDORSEMENTS AND BRAND BUILDING kokil jain rawtani

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Celebrity Endorsements & Brand Building

DISSERTATION REPORT:

CELEBRITY ENDORSEMENTS

AND BRAND BUILDING

Submitted to: Submitted

By:

Ms. Kokil Jain Piyush

Rawtani

A1800080!!

M"A#I"$08#

10%

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AI"S

A&KNO'(ED)EMENT

It has been a great pleasure for e to !or" on th#s pro$e%t& M' s#n%ere than"s

to Ms& (o"#l )a#n *' Mar"et#ng tea%her for g#+#ng e an opportun#t' to !or"

on th#s pro$e%t !hereb' I !as g#+en a %han%e to stu,' the #pa%t of %elebr#t'

en,orseent as a sour%e of bran,bu#l,#ng an, on %onsuers bu'#ng

beha+#or !h#%h helpe, e to #n%rease the span of ' "no!le,ge an,

,e+elope, ' th#n"#ng on ore pra%t#%al l#nes& I than" her for her gu#,an%e

an, support throughout the t#e !hen I !as !or"#ng on th#s pro$e%t&I e-press

' s#n%ere than"s to ' parents* fr#en,s !ho en%ourage, e throughout

th#s pro$e%t&

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E*E&+TI,E S+MMAR-

India is a country where people love to live in dreams. hey worship celebrities.

celebrities which might be cric!et stars li!e "achin endul!ar# $ahinder "ingh %honi or ilm

"tars li!e "hah 'u!h (han or )ohn Ebrahim. hey treat them as *od. $ar!eters use this very

preposition so as to in+luence their target customers may be e,isting or potential ones.

or this they rope in these celebrities and give them whopping amount o+ money. hey

believe that by doing this they can associate their products with their target customers.

his is called celebrity endorsement.

Aristotlesaid# -Beauty is a greater recommendation than any letter o+ introduction. his could

aptly summari/e why innumerable products are endorsed by celebrities# with or without a

signi+icant need or bene+it +rom the same.

"imilarly every product has an image. he consumer tries to consume a brand which has the

ma,imum +it with his0her own personality0image. he celebrity endorser +its in between these

two interactions# where he tries to bring the image o+ the product closer to the e,pectation o+ the

consumer# by trans+erring some o+ the cultural meanings residing in his image to the product.

ow# despite the potential bene+its derived +rom celebrity endorsements# they increase a

mar!eters ris! mani+olds and should be treated with +ull attention and aptitude. 3 brand should

be cautious when employing celebrities to ensure promise believability and delivery o+ the

intended e++ect. he growing importance o+ mythical characters as celebrities and their sway over

the target segments are ample proo+ o+ public demand +or icons to loo! up to. 3s the celebrities

traverse +rom a mere commercial presence to public wel+are message endorsements# a whole new

dimension is added to this process and helps us in achieving a holistic view o+ the impact which

celebrities generate in every sphere and segment through their well4versed endorsements.

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INTROD+&TION

Everyday consumers are e,posed to thousands o+ voices and images in maga/ines# newspapers#

and on billboards# websites# radio and television. Every brand attempts to steal at least a +raction

o+ a persons time to in+orm him or her o+ the ama/ing and di++erent attributes o+ the product at

hand. he challenge o+ the mar!eter is to +ind a hoo! that will hold the sub6ects attention.In

helping to achieve this# use o+ celebrity endorsers is a widely used mar!eting strategy.

In this modern age# people tend to ignore all commercials and advertisements while +lippingthrough the maga/ines and newspapers or viewing 7. But even then# the glamour o+ a celebrity

seldom goes unnoticed. hus# celebrity endorsement in advertisement and its impact on the

overall brand is o+ great signi+icance. In this process# the companies hire celebrities +rom a

particular +ield to +eature in its advertisement campaigns. he promotional +eatures and images o+

the product are matched with the celebrity image# which tends to persuade a consumer to +i, up

his choice +rom a variety o+ brands. 3lthough this sounds pretty simple# but the design o+ such

campaigns and the subse8uent success in achieving the desired result calls +or an in4depth

understanding o+ the product# the brand ob6ective# choice o+ a celebrity# associating the celebrity

with the brand# and a +ramewor! +or measuring the e++ectiveness.

Companies invest large sums o+ money to align their brands and themselves with endorsers. "uch

endorsers are seen as dynamic with both attractive and li!eable 8ualities and companies plan that

these 8ualities are trans+erred to products via marcom activities. urthermore# because o+ their

+ame# celebrities serve not only to create and maintain attention but also to achieve high recall

rates +or marcom messages in todays highly cluttered environments.

"imilarly every product has an image. he consumer tries to consume a brand which has the

ma,imum +it with his0her own personality0image. he celebrity endorser +its in between these

two interactions# where he tries to bring the image o+ the product closer to the e,pectation o+ the

consumer# by trans+erring some o+ the cultural meanings residing in his image to the product.

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&RITI&A( RE,IE' O T/E (ITERAT+RE

Branding & Celebrity Endorsement

oday# use o+ celebrities as part o+ mar!eting communication strategy is +airly common practice

+or ma6or +irms in supporting corporate or brand imagery.

Definition Of A Brand

Jack Welch# the +ormer CE> o+ *eneral Electric# once said# ->ur most valuable assets are our

intangible assets. he intangible asset he was re+erring to is a brand. he %ictionary o+ Business

& $anagement de+ines a brand as< -a name# term# sign# symbol# or design# or a combination o+

them# intended to identi+y goods or services o+ one seller or a group o+ sellers and to di++erentiate

them +rom those o+ competitor.

Definition of a Celebrity

Per say# a dictionary meaning o+ this word is -a +amous person?. 3 person who has e,celled in

his 0 her +ield o+ action or activity. In our day to day activity# we per+orm many acts# may at

home# at wor! place# on +ield in sports# in social li+e. But these acts may be daily routine or 6ust

?acts? per say giving no e,tra4ordinary results# not noticed by anybody surrounding# and not

ta!en into notice by $edia.

But i+ a person acts or per+orms something which gives spectacular results is noticed by masses.

hat person has ?done something? special that we and masses can not do. @e is regarded as a

special person with some ?e,tra? given by that ?3lmighty? above. :e start +eeling that he0she is

great. :e start celebrating his0her all acts which produce success. I+ the success rate +or that

person is very high to ?deliver? same results# he becomes a ?CEAEB'I?. It may be in +ield o+

sports# cinema# theatre# social li+e# politics# and science anything but something with some

special results.

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But by all means these acts should be with good cause# positive results# morally good and

acceptable results. Eg. 3 bandit 8ueen o+ Chambal valley was very +amous# but was terror be+ore

her surrender to police. But she never becomes celebrity. But an actress $s "eema Biswas who

acted in +ilm on ?Bandit Dueen? on li+e o+ that bandit# became very +amous and a Celebrity.

3 celebrity is perceived as god by masses. hey touch their +eet# create idols and worship#

garland their photographs# per+orm ?agnyas? +or their idols per+ormance# wait +or their

?%arshan? in hot sun or heavy rains +or hours together# +ollow +ashions o+ them 4 wear similar

clothes or have similar hair style as that o+ celebrity# and on wrongside even commit suicide i+

celebrity 3IA" to deliver results.

hey have tremendous mass +ollowings. hey pull crowds with their presence only. I+ it is

understood that 3mitabh Bachchan is coming +or shooting a +ilm# to a particular location on a

particular day # then there is big commotion in that area.

Celebrities are people who en6oy speci+ic public recognition by a large number o+ certain groups

o+ people. hey have some characteristic attributes li!e attractiveness# e,traordinary li+estyle or

special s!ills that are not commonly observed. hus# it can be said that within a society#

celebrities generally di++er +rom the common people and en6oy a high degree o+ public

awareness.

3ccording to Friedman and Friedman# a -celebrity endorser is an individual who is !nown by

the public +or his or her achievements in areas other than that o+ the product class endorsed.

Compared to other endorser types# +amous people always attach a greater degree o+ attention#

recall and loyalty.

In this age o+ intense competition# where capturing a position in the consumers mind space is

e,tremely tough# celebrity endorsements give an e,tra edge to the companies +or holding the

viewers attention. Celebrities can cataly/e brand acceptance and provide the enormous

momentum that brands re8uire by endorsing the intrinsic value to the brand.

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Ai!e

a.)ActorsFe.g.# 3mitabh Bachchan# "hahru!h (han# 3ishwarya 'ai## Preity Ginta# 3amir (hanand Pierce BrosnanH.

b.)ModelsFe.g.# $allai!a 3rora# $ilind "oman# etcH#

c.)TelevisionPersonalities F@usain# "mriti IraniH#

d.)Sports fi!resFe.g.# "achin endul!ar# "ania $ir/a# 3nna (ourni!ova# $ichael "chumacher#

iger :oods# etcH#

e.)"ntertainersFe.g.# Cyrus Broacha# >prah :in+rey#H#

f.)#op$starsFe.g.# $adonna# "ha!iraH.

But also +or less obvious groups li!e b!sinessmen Fe.g.# 7i6ay $allya# Bill *atesH or

politicians. Clebrities appear in public in di++erent ways. irst# they appear in public when

+ul+illing their pro+ession# e.g.# 7ishwanathan 3nand# who plays chess in +ront o+ an audience.

urthermore# celebrities appear in public by attending special celebrity events# e.g.# award

ceremonies# inaugurations or world premieres o+ movies. In addition# they are present in news#

+ashion maga/ines# and tabloids# which provide second source in+ormation on events and the

private li+e o+ celebrities through mass4media channels Fe.g.# "mriti Irani being regularly

+eatured in various publicationsH. Aast but not least# celebrities act as spo!es4people in

advertising to promote products and services# which is re+erred to celebrity endorsement.

'/AT IS PROD+&T ENDORSEMENT

3 product endorsement is a +orm o+ testimonial +rom someone which indicates that they li!e or

approve o+ a product. Commonly# product endorsements are solicited +rom people who are

socially prominent# allowing companies to advertise their products with statements li!e -as used

by such4and4such an actress# or -the o++icial product o+ company0event J. ItKs hard to miss a

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product endorsement on product pac!aging and in advertisements; most companies !eep their

endorsements +ront and center so that they are always in the public eye.

he concept o+ the product endorsement is 8uite ancient. In England# +or e,ample# several

companies have been advertising themselves as -by appointment to the Dueen +or hundreds o+

years# indicating that they en6oy the patronage o+ the British royal +amily. Consumers are o+ten

seduced by the idea o+ purchasing a product which is endorsed by someone wealthy or +amous#

as though by buying the product# the consumer also becomes a++iliated with the person who

endorses it.

$odern product endorsements can come with contracts worth substantial amounts o+ money. or

e,ample# many sports stars agree to participate in product endorsement campaigns with the

understanding that the company will compensate them +or the trouble; some stars donate the

proceeds to charities they support# using the product endorsement as a public relations campaign.

In e,change +or an endorsement contract# someone may agree to use the product publicly

whenever possible# and they may be restricted +rom using products made by a competitor.

3 product endorsement doesnKt necessarily mean that a product is good. It 6ust means that the

company has managed to wor! its public relations connections to get a big name associated with

it.

"ome endorsements ta!e the +orm o+ written testimonials# where people write about how the

product changed their lives. @istorically# such testimonials were o+ten printed on the product

pac!aging directly; modern testimonials are more commonly included in advertising campaigns#

with e,cerpts only on the pac!aging. $any companies also use photographs o+ +amous people on

their products to create a visual connection between the endorser and the product# which is why

sports stars appear on various sports merchandise.

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WHAT IS CELEBIT! E"DOSE#E"T$

he use o+ celebrities in order to increase the sales and0 or the recall value o+ a brand is called

celebrity endorsement

he late KLNs saw the beginning o+ celebrity endorsements in advertising in India. @indi +ilm

and 7 stars as well as sportspersons began encroaching on a territory that was# until then# the

e,clusive domain o+ models. here was a spurt o+ advertising# +eaturing stars li!e abassum

FPrestige pressure coo!ersH# )alal 3gha FPan ParagH# (apil %ev FPalmolive "having CreamH and

"unil *avas!ar F%inesh "uitingsH. >+ course# probably the +irst ad to cash in on star power in a

strategic# long4term# mission statement !ind o+ way was +or Au, soap# a brand which has#

perhaps as a result o+ this# been among the top three in the country +or much o+ its li+etime.

Endorsements by celebrities have started since a long time. he very +act that their use has

continued +or so long is proo+ enough o+ its immense advantages# but they have several

disadvantages too. :hen it comes to celebrity endorsement# the +irst brand that comes to the

Indian mind is that o+ Au,# the Beauty Bar o+ the "tars. "ince its inception# Au, the brand has

grown positioning itsel+ thus. @owever# recently Au, has tried to change its positioning +rom

being a womans soap to being soap +or men as well. "tic!ing to its strategy o+ using celebrities

to appeal to its target audience# this time around it has used "hah 'u!h (han to endorse Au,. But

this time the response has been con+using.

>ne o+ the +irst sports endorsements in India was when aro!h Engineer became the +irst Indian

Cric!ets to model +or Brylcream he Indian cric!et teams now earns roughly 's. 1NN crore

through endorsements. here was a spurt o+ advertising# +eaturing stars li!e tabassum FPrestige

Pressure coo!ersH. )alal 3gha FPan ParagH.(apil %ev FPalmolive "having creamH and "unil

*avas!ar F%inesh "utingsH

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RISE O &E(E"RIT- &+(T+RE

he modern mass media has increased the e,posure and power o+ celebrity. >+ten# celebrity

carries with it immense social capitals that is highly sought a+ter by some individuals. @igh

paying 6obs and other social per!s unavailable to most people are readily available to celebrities#

even +or wo! not connected to the talents or accomplishment that made them +amous.

or e,ample 3 retired athletes might receive high -spea!ing +ees or compensation +or public

appearances# despite his talent having been sports.>+ten# celebrities cannot escape the public eye

& ris! being +ollowed by +ans. 3s well# child celebrities are notorious +or having poor emotional

health in adulthood# and o+ten turn to drug and alcohols abuse when their +ame +ades.

In India today# the use o+ celebrity advertising +or companies has become a trend and a perceive

winning +ormula o+ corporate image building and product mar!eting. 3ssociating a brand with a

top4notch celebrity can do more than per! up brand recall. It can create lin!ages with the stars

appeal# thereby adding re+reshing and new dimensions to the brand image.

In a world +illed with +aces# how many do you rememberO 3dmittedly the ones that evo!e some

!ind o+ +eel in you# whether its humors# acceptance# appreciation or recognition. hese are the

+aces youd turn to loo! at# the ones that would stop you in your trac!s. 3nd thats when you

have more than 6ust a +ace. ou have personality.

-Personality thats re+lective o+ your brand and promises to ta!e it that e,tra mile.

3s e,isting media get increasingly cluttered# the need to stand out has become paramount4 and

celebrities have proved to be the ideal way to ensure brand prominence. "ynergi/ing personality

with product and message can create an instant brea!through. 'esultO Brand bu//. People begin

to notice# opportunities come about. People want to be part o+ the brand.

-ouch it. eel it. E,perience it.

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Celebrities as brands is a concept4selling challenge# as the current notion o+ celebrity

management is +ar +rom ideal its perceived as a business that merely attaches celebrity to the

brand to get that added advantage. @owever# the actual 6ob is not mere bro!erage 444 its about

selecting a celebrity whose characteristics are congruent with the brand image.

Qsing celebrities in advertising dates bac! to the late nineteenth century and this common

advertising practice has drawn a considerable amount o+ academic and practical attention. $ost

academic investigations o+ celebrity endorsement have been conte,tuali/ed in the realm o+

source credibility and attractiveness models# and suggest that celebrities e,ert their in+luence on

consumer through perceived attributes such as e,pertise# trustworthiness# attractiveness#

+amiliarty# and li!eability

Celebrities embody a collection o+ culturally relevant images# symbols# and values. 3s the

images o+ the celebrity become associated with the products through endorsement# the meanings

they attach to the product are trans+erred to consumer through and consumption. here+ore# the

practice +or celebrity endorsement should be closely related to the cultural conte,t in which the

images o+ celebrities are +ormed and individual celebrities are selected to be lin!ed with

particular products.

or advertising practitioners# employing an appropriate celebrity endorser to promote a productis important and di++icult tas!s. amiliarity# as well as the +it between celebrity and the product#

as important +actors +or choosing the appropriate endorsers.

>ther highly ran!ed decision +actors include celebrity0 target4 audience congruence# costs o+

securing the celebrity# the celebritys ris! o+ controversy# and the celebritys prior endorsement.

3s suggested by Erdogan# Ba!er# and agg F2NN1H# the perceived importance and the actual use

o+ endorser selection criteria may vary +rom culture to culture. %i++erences in the entertainment

industry and the agency business# and more broadly# in the cultural environments are li!ely to

in+luence the e,ecution o+ the celebrity endorsement strategy across countries.

3rguing +or standardi/ed advertising across countries# some contend that consumer demands and

tastes have become similar on a global scale Fand that using celebrities with world wide

recognition in advertising is an e++ective means o+ overcoming cultural di++iculties. >thers claim

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the world over# companies have been using stars to endorse everything# +rom +ood to +ood chains#

+rom so+t and hard drin!s to health drin!s# +rom clothes and accessories to cars Fand the tyres on

which they runH. Even political parties are awestruc! by the charisma o+ stars. "uch is the

magnetism o+ celebrities in this country that in the recent general elections# ma6or political

parties +ielded a record number o+ +ilm stars and cric!eters to contest +rom important

constituencies around the country

CELEBIT! E"DOSE#E"TS AS A STATE%!

"igning up stars +or endorsements is a time4tested strategy and has been e++ectively used by some

o+ the top brands in the world including i!e and Pepsi. In India too# @AA has used @indi +ilm

stars to endorse their beauty soap Au, since the +i+ties. 7imal# hums Qp# *walior and %inesh

are some o+ the other brands that used star4appeal in the early days o+ mass advertising. 3nd who

can +orget (apil Palmolive %evO

$ar!eteres believe that star endorsements have several bene+its# !ey among them being building

credibility# +ostering trust and drawing attention or any or all o+ which can translate into higher

brand sales.

"o how does one decide whether to put a celebrity in an adO Ideally# this should be dictated by

the communication idea. $* Parmeswaran# E,ecutive %irector o+ CB Ql!a says# -3s

advertising pro+essionals# we recommend celebrity endorsements when the case is 6usti+ied.

here are many cases where you need to use the celebrity to brea! out o+ a category clutter. 3t

times celebrity endorsement is used to build credibility to the brand o++er.

$ost e,perts concur that# when used 6udiciously# celebrity endorsements can be an e++ective

strategy. 3ccording to $ohammed (han# Chairman o+ Enterprise e,us# -Qsing a celebrity by

itsel+ is not a bad idea provided it is done intelligently. 3nd there are many e,amples o+ good

and bad use o+ celebrities.

a!e 3mitabh Bachchan# who has been used by some companies li!e Par!er Pens and ICICI

@ome Aoans remar!ably well while some others have been unable to e,ploit his Big B status too

well. "hah 'u!h (hans endorsement o+ @yundai i1N too seems to have wor!ed well.

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Parmeswaran adds# -:e used cric!eters li!e 'ahul %ravid +or Castrol in an attempt to brea! out

o+ the clutter# as well as have an image rub o++ o+ dependability on to the brand.

et# there are some who dont have much conviction in star endorsements. 3drian $endon/a#

E,ecutive 7P and Creative %irector o+ 'edi++usion %&' does not recommend celebrity

endorsements because he thin!s that to be really success+ul# a brand needs to have a strong

identity o+ its own. It should ideally not piggybac! on the identity o+ a celebrity and hope to

achieve success. $endon/a adds# -I somehow get this +eeling that not much e++ort is put in to

thin! through an ad with a celebrity. $ost times it seems li!e it is 6ust the celebrity saying I use

this product# so why dont you !ind o+ thing and the ad agency thin!s it has done its 6ob.

CELEBIT! E"DOSE#E"TS: E! TO #AETI"% S'CCESS

:hen you tell people that a product0service can help them# they may or may not believe you.

3+ter all# you have a vested interest in selling your services.

But when celebrities say that the particular product0service has helped them# and it could help

others# people tend to listen R and believe. 3+ter all# most people assume ?he wouldnKt say it i+ it

werenKt true.?

3s $ar!eting e,pert Patric! Bishop R co4author o+ ?$oney ree $ar!eting< Innovative "ecrets

hat :ill %ouble our "mall4Business Pro+its in MN %ays or Aess? R notedne o+ the most success+ul celebrity endorsement campaign which re+lects the +it between the

brand and the 5N degree advertising +it is ardeen (han and Provogue. ProvogueKs

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positioning in the apparel mar!et is o+ a young# active# party4going# attention4grabbing brand

and so is ardeen (han. he con6uction between the two has been immensely impact+ul and

brand managers have utilised this endorsement through 5N degree rein+orcement. Provogue

Aounge and e,tensive phased insertions in print in selective publications reaching out to their

target audience has made it as one o+ the highest recalled celebrity endorsement.

"imilarly# 'ichard *ereKs recent endorsement +or 7I"3 in India has gained acclaim due to its

innovativeness and consumer connect. Brand mar!eters say that research reveals that 'ichard

*ere was the most popular +ace across the 3sia Paci+ic region# and would also +it into the

persona o+ the brand meeting their communication ob6ective to enhance 7I"3Ks brand

leadership and consumer pre+erence# and the motive to continue the ?3ll it a!es?

empowerment plat+orm +eaturing international celebrities.

&l64ity#Ta45t Au2in7 Mat7h

"mriti Irani endorsing the :@> recommnded >'" Campaign in India. Indian mothers can

associate with "mriti Irani through the +acets she pro6ects on screen or in regular li+e which

helps develop a connect with the target audience since mothers medicate their children with

>'". he inserial placement o+ the campaign in ?(yun!i "aas Bhi (abhi Bahu hi? has won

it an award +rom P' :ee!."imilarly# Ir+an Pathan endorsing @ero Cycles has gained the brand immense recall and

embar!ed through the positve association between the consumer and the brand.

&l64ity ,alus

Celebrity branding is all about the trans+er o+ the value +rom the person to the product he

endorses or stands +or. here are two concerns here. he +irst is how long this could last. Can

the person maintain his popularity Fi.e.# his per+ormance or status ran!ingHO

he li+ecycle o+ celebrity popularity varies a lot. he second concern is his private li+e 4

personal integrity. I+ he is implicated in any !ind o+ scandal# that would ruin the brand. ?:ho

would want to use $ichael )ac!son to brand their productO? Fbrandchannel.comH

abu endorsing etra Pac!ed $il!# "habana 3/mi campaigning +or 3I%" 3wareness#

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3mitabh Bachchan & "hahru!h (han campaigning +or Pulse Polio or 3ishwarya 'ai

appearing in the %onate Eyes campaign are +ew e,amples# which re+lect the trans+er o+

celebrity values to the brand# creating an impact that generates recall.

&osts o A79ui4in5 th &l64ity

Conse8uently# companies must have deep poc!ets to be able to a++ord the best available

celebrities. 'ecently# a newspaper report showed how cola +irms had gone beyond their

advertising budgets to get the best celebrities. "mall +irms that use celebritiesK services run

greater ris!s i+ they invest large amounts. 3lthough nobody is willing to say e,actly how

much celebrities get paid# industry sources say "achin endul!arKs price is believed to be

between 's. 2.N42.= crore per endorsement# and musician 3. '. 'ehman# who had signed up

with 3irtel# is believed to have pic!ed up 's. 1.= crore. ilm4star @rithi! 'oshan was

rumored to have pic!ed up 's. 2 crore +or the ly :ith @rithi! campaign to push Close4Qp#

and "hahru!h (hanKs rate seems to be between 's. 2.=45.N crore. 3ishwarya 'ai apparently

pic!s up 's. 1.2= crore +or an endorsement and the Indian cric!et captain "aurav *anguly is

believed to get between 's. MN la!h to 's. 1.= crore# while +ilm4star 3amir (han apparently

ma!es 's. 1.= crore per endorsement.

&l64ity R5ional Aal a7to4s

'. $adhavan endorsing Pepsi in southern India or "achin endul!ar endorsing in India are

+ew e,amples o+ how celebrities are chosen to reach out to target audiences +or brands in

regional mar!ets.

3nother interesting e,ample would be o+ "teve :augh campaigning +or ourism 3ustralia in

India since he was one o+ the popular celebrities +rom 3ustralia and could carry the messge o+

3ustralia as a tourist destination. >ther celebrities li!e (ylie $inogue# icole (idman +rom

3ustralia can be prospective endorsers +or Brand 3ustralia but not in the region o+ India.

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&l64ity#P4o2u7t Mat7h

i!hil Chinnapa is the brand ambassador +or $7 since both the celebrity and the brand are

considered as +riendly# young# mood4boosting# humourous and outspo!en. $7Ks brand

personality overlaps i!hil ChinnapaKs image as a brand.

"ome more e,amples o+ compatible celebrity product match in which celebrity brand

attributes get trans+erred to the brand and increases the brand e8uity is o+ $allai!a 3rora &

reshi//a +rom Pi//a @ut# *ovinda & avratan el# "an6ay %utt & El+ >il# "unny %eol &

Au, Qndergarments# 3ishwarya 'ai & a!shatra# etc.

8ikhil 2hinnapa is one the st&le icons r!lin the hearts of &o!th

&l64ity &ont4o34sy Risk

he per+ect e,ample here is o+ "alman (han and the controversy in which he crushed a man

to death with his Pa6ero when he was driving under the in+luence o+ alcohol. 3lso# any act on

the part o+ the endorser that gives him a negative image among the audience and goes on to

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a++ect the brands endorsed. he brand# in most instances# ta!es a bashing.

&l64ity Poula4ity

Celebrity Brand association li!e *arnier endorsed ara "harma & "imone "ingh# 3gni

%iamonds with 'iama "en donKt get much brand recall# and even i+ they do# its di++icult to

attribute it to the celebritiesK endorsing the brand.

>n the other hand# @PCA has had increased popularity and share o+ voice due to the

endorsement o+ the brand through "ania $ir/a.

&l64ity A3aila6ility

In case o+ various brands# there are situations in which they pre+er to go without a brand +ace#

since there is no brand4+it between the celebrities available and the brand. 3lso# due to

multiple endorsements by certain celebrities# brands re+use to adopt celebrity endorsement

since they +ear dilution o+ the brand image.

&l64ity Physi7al Att4a7ti3nss

Bipasha BasuK physical attractiveness and her connect with the brand ma!es Aevis "traussKs

campaign through celebrity in India# )ohn 3braham endorsing :rangler and amaha are some

e,amples which portray the celebritiesK physical attractiveness that helps

creating an impact.

&l64ity &42i6ility

he most important aspect and reason +or celebrity endorsement is credibility. In a research

carried out among 95 ad agencies and companies# most e,perts believed that the most

important dimensions o+ credibility are trustworthiness and prowess or e,pertise with regard

to the recommended product or service F$icia! and "han!lin# 2NN2H. >ne o+ the most

obvious reasons o+ 3mitabh Bachchan endorsing huge number o+ brands is the credibility o+ the

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celebrity and his recognition across consumers.

o site one o+ the most success+ul campaigns in which the celebrityKs credibility has had an

indelible impact on the brand and has saved the brand is o+ CadburyKs. 3+ter the worm

controversy# 3mitabh BachchanKs credibility in+used into the brand through the campaign#

helping it to get bac! on trac!. he campaign has won an award +or the same.

Multil En2o4s;nts

he case o+ multiple endorsements# both in terms o+ a single brand hiring multiple celebrities

and that o+ a single celebrity endorsing multiple brands# is o+ten debated. 3t times# consumers

do get con+used about the brand endorsed when a single celebrity endorses numerous brands.

he recall then gets reduced and reduces the popularity o+ the brand. ot many people can

remember all the brands that a celebrity endorses and the chances o+ losing brand recall

increases i+ the celebrity endorses multiple brands. or e,ample# in case o+ "achin endul!ar

people recall Pepsi# 7" 7ictor and $'# but might not remember brands li!e Britannia and

iat. "imilarly# +or 3mitabh Bachchan# consumers remember Cadbury# Pepsi# Par!er Pens#

Pulse Polio and BPA. hey might get con+used in the endorsement o+ erolac or 3sian

Paints. hus# +or multiple endorsements where the same celebrity endorses several brands# it

boils down to the strength o+ the brand and the advertising content.

'hth4 &l64ity is a "4an2 +s4

>ne o+ the strongest plat+orms to discuss this is through *>s. 7arious celebrities endorse

*>s and social causes since they believe in the social message that they need to convey to

the audience. >ne o+ the most success+ul campaigns has been e,ecuted by PE3 in which

celebrities li!e "hilpa "hetty# 3misha Patel# ana *upta# "heetal $alhar# $ahima

Choudhary claimed to believe in PE3Ks philosophy# and thereby endorse the brand.

>n the other hand# while some would understand that 3mitabh Bachchan would have never

used avratan el# the target audience that the brands wants to reach out to will be ready to

believe that he used the oil and his endorsement thereby creates an impact.

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Su//essful Celebrity Endorsements for a Brand 0 An Indian)ers+e/ti.e

he latter part o+ the KLNs saw the burgeoning o+ a new trend in India 4 brands started being

endorsed by celebrities. @indi +ilm and 7 stars as well as sports4persons were roped in to

endorse prominent brands. 3dvertisements +eaturing stars li!e abassum FPrestige Pressure

Coo!erH# )alal 3gha FPan ParagH# (apil %ev FPalmolive "having CreamH and "unil *avas!ar

F%inesh "uitingsH became common. >+ course# probably the +irst ad to cash in on star power in a

strategic# long4term# mission statement !ind o+ way was +or Au, soap# a brand which has#

perhaps as a result o+ this# been among the top three in the country +or much o+ its li+e4time.

In recent times# we had the "hah 'u!h4"antro campaign with the ob6ective o+ creating awareness

about an un!nown (orean brand in the Indian mar!et#@yundai. he ob6ective was to garner

+aster brand recognition# association and emotional unity with the target group. "tar power in

India can be gauged by the success+ul endorsement done by "haru!h +or three brands4 Pepsi#

Clinic 3ll Clear and "antro.

"imilarly# when ". (umarKs used @rithi! 'oshan# then the hottest advertising icon +or their

launch advertising +or amarind# they rec!oned they spent 9N4=N per cent less on media due to

the sheer impact o+ using @rithi!. 3d recall was as high as N per cent# and even the normally

conservative trade got interested.

Con+ining to India# it would not be presumptuous to state that celebrity endorsements can

positively e++ect the overall brand. :e have numerous e,amples e,empli+ying this claim. 3

standard e,ample here is Co!e# which# till recently# internationally didnKt use stars at all 4 in +act#

India was a +irst +or them. he result was a ubi8uitously appealing 3amir chee!ily stating

'thanda matlab coca cola'. he recall value +or a!shatra advertising is only due to the sensuous

3ishwarya. he Par!er brand o+ pen# which by itsel+ commands e8uity# used 3mitabh Bachchan

to revitali/e the brand in India. 3ccording to Poo6a )ain# %irector# Au,or :riting Instruments

Atd. FA:IAH# post4Bachchan Par!erKs sales have increased by about 5N per cent.

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India is one country which has always idoli/ed the species o+ the celluloid world. here+ore# it

ma!es tremendous sense +or a brand to procure a celebrity +or its endorsement. In India# there is

an e,ponential potential +or a celebrity endorsement to be perceived as genuinely relevant#

thereby# motivating consumers to go in +or the product 4 this would especially prove true i+ the

endorser and the category are a natural li+estyle +it Fsports4persons and +oot4wear# (apil4"achin

and Boost# +ilm stars and beauty products#(atrina (ai+ and Au,H.

Some @lobal "4amples

*lobally# +irms have been 6u,taposing their brands and themselves with celebrity endorsers.

"ome success+ul ongoing global endorsements are as +ollows< 4

Celebrity endorsements have been the bedroc! o+ PepsiKs advertising. >ver the years#

Pepsi has used and continues to use a number o+ celebrities +or general mar!et and targeted

advertising# including :ycle+ )ean# and Busta 'hymes# who did a targeted campaign +or their

$ountain %ew product .

i!e gol+ balls# since the company signed iger :oods in 1MM# have seen a S =N million

revenue growth. i!eKs gol+ line grossed more than S 2=N million in annual sales. In 2NNN# he re4

negotiated a +ive4year contract estimated at S 12= million.

Tier Woods in the famo!s 8ike Ad

>ther success+ul endorsements li!e i!e 4 $ichael )ordan# %unlop 4 )ohn $cEnroe#

3didas %avid Bec!ham# and so on

7enus :illiams# tennis player and :imbledon champion has signed a +ive4year S 9N

million contract with sportswear manu+acturer 'eebo! International Inc.

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&ASE ST+D- I: "RANDS ENDORSED "- D/ONIhe young# handsome# sel+ controlled# composed# autonomous cric!et captain o+ Indian

young brigade is one o+ the most +amous images in Indian mar!et. In India# cric!et is religion

and cric!eters are placed among the gods. %honi is a brand in himsel+ and a attractive choice +or

the mar!eters as a brand endorser.

%honi has been success+ully used indi++erent advertisement as a brand ambassador.

ew o+ the brands that %honi is endorsed are# the +amous oungastan advertisement o+ Pepsi#

'eboo!s ad o+ our $ove and +un!y ad o+ Aays with "ai+ 3li (han.

BRANDS ENDORSED BY D.ONI

1. PEPSI: -O+N)ISTAN MERI JAAN

Pepsi has always tried to tap the young segment o+ India

through their promotions. Beginning

+rom the +amous -3haa series o+ ads to the -ah %il

$ange $ore to todays -oungistan

$eri )ann# Pepsi has always made ads to attract the

youth. hey have always chosen the

young stars# may not be established# as a +ace o+ young

India. "o the main reason o+ using

%honi is same in case o+ the latest oungistan $eri )ann

ads.

"RAND PERSONA(IT-ne can

+ind a man who might not !now how our PresidentPratibha Patil loo!s li!e# but he must be a +an

o+ %honi. his popularity reduce Aays hal+ o+ 6ob as an advertiser.

Celebrity physical attractiveness: "$#%

3s a sportsman he possesses an athletic body . But in addition to that he is

manly loo!ing and with a macho image and a deadly smile# which ma!es him more

attractive and appealing.

Celebrity credibility: "#$#%

Celebrity is being 6udged that whether he has the right to appear in the advertisement

and indirectly advice the consumers what to do and what not to. %honi is captain o+

Indian cric!et team and not only that# he has proven his capability o+ per+orming

under immense pressure several times which is obviously created creditworthiness.

Celebrity prior endorsements: "($#%

Prior advertisements with several companies has proven his spontaneity# acting ability

and con+idence in +ront o+ camera. But he had never done any ad that does not

consider his strength or 8uality but he really has to -act to pro6ect himsel+ as a +un!y

and unorthodo, personality# which a++ected his -per+ormance in the 3d.

"o as all the points that ma!e an 3d popular and success+ul among the target audience are#

cumulatively# below average. "o there are chances that the ad published in the print media#

may not get the success.

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&ASE ST+D- II: "RAND IDENTIT- PRISM O ADIDASAND NIKE

B1A8; 0;"8T0T #10SM F A;0;AS

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B1A8; 0;"8T0T #10SM F 80="

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CO#)AATI*E A"AL!SIS O( ADIDAS & "IE:

V o create brand awareness both companies have been using celebrity endorsement

strategies in their brand4building programs.

V :hat di++ers is that 3didas +ocuses on sponsorship o+ teams and events e.g. national

teams and big sport events li!e the >lympic *ames and di++erent :orld Championship

events. his helps them to create awareness with help +rom di++erent types o+ media

V In contrast i!e has their +ocus on individuals li!e $. )ordan and . :oods and the stars

success stories

V i!e centered their brand e8uity model on the plat+orms# the endorsement +ocus strategy#

creating a dominant media presence# development o+ lagship stores# i!e own and

sub4branding

V he 3didas strategies were based on endorsement +ocus strategy# advertising# sponsorship

programs +ocusing on ma6or global events# sports associations# and teams# and sub4brands

V 3bout the advertising strategy #i!es advertising strategy was to create dominant

presence in media. i!e created media presence in several trend setting Qnited "tates

cities. 7 ads lin!ing i!e to a city were used# but the real drivers were huge oversi/ed

billboards on buildings that blan!eted cities with messages +eaturing !ey i!e4sponsored

athletes# not products.

V 3didas too! up the competition with i!e through raising their advertising budget to a

level that made it possible to compete with i!e on the same conditions and the same

strength as i!e did to capture the consumer interest.

V 3didas did not 6ust spend more money# they made an impact with brilliant e,ecutions.

hey made 7 and other advertising campaigns. he company communicated their

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heritage o+ innovation# technology and big success stories with personalities li!e

$ohammad 3li & %avid Bec!ham.

V 3didas tried to spread meanings li!e -:e !now then4 we !now now and -here is

nothing between you and success# so e,ceed your own e,pectations and limitations and

- Earn it

V he success was obvious and a+ter hard wor! and striving toward a top position in the

industry 3didas was bac! in business.

V i!es third strategy was to develop +lag ship stores# i!e own shops in bigger cities#

+irst national# and then abroad.

V i!e was the +irst company to establish +lagship stores and it turned out to be a sensation

V 3didas choice was to e,periment with sport events# with which they made great success.

E,amples o+ that is the 3didas "treetball Challenge a local three4person team bas!etball

tournament# this event started out as a trail in Berlin in the beginning o+ the 1MMNs as a

one time occasion.In the mid 1MMNs it had become a huge sport event with about =#NNN

participants all over the bigger cities in Europe.

V In the +inals in *ermany it attracted 5#2NN players and 9N#NNN spectators. 3didas made

hereby a brand4building success

V he i!e customer associated the i!e brand with words li!e sports# attitudes and li+e

style. 'easons +or that is one can relate to or identi+y one sel+ to i!es mar!eting

campaigns li!e -)ust do it and the companies +ront athletes li!e $ichael )ordan and

iger :oods. or 3didas#consumers +ound the brand very trendy# modern and cool.

V 3didas introduced a sub4brand in 1MMN to serve the high4end products +or all categories o+

shoes and apparel. he -E8uipment sub4brand would represent the best# whatever the

product was.

V he low4end products# +or the -normal consumer still have a high technology and level

o+ innovation .his strategy made the 3didas brand ta!e on a di++erent meaning; it still

meant participation# emotion and per+ormance

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V he success strategy +or 3didas was so success+ul that i!e copied their idea and

introduced their own line# the 3lpha line# based on the same idea

V i!e advanced +rom S1 billion dollars in 1ML to S M.M billion in 2NN2# 3didas advanced

+rom S1. billion in 1MM2 to S9.L billion in 1MML

V 3ccording to sales +igures +or the both companies# it seems that both i!e and 3didas

companies have succeeded to create a brand loyal customer who perceives the i!e and

3didas products as top 8uality.

&E(E"RIT- ENDORSEMENT: A&TORS IN,O(,ED

here are several +actors to consider be+ore resorting to celebrity endorsement. here is no single

+ormula to win in the world o+ mar!eting. 3 company must analy/e the prospect o+ endorsement

+rom 5N degrees# prior to product promotion.

#rice vs. #rofit

he most important issue is that o+ return on investment F'>IH. Companies need to per+orm a

cost4bene+it analysis prior to endorsement. he process o+ gauging the e++ectiveness o+

endorsement on the overall brand is but di++icult. he companies e,pect to bring# in the long run#

+uture sales# revenues and pro+it +rom the present investments on celebrity endorsement.

Celebrity endorsement is an e,pensive means o+ brand promotion and the price burden almost

always shi+ts on to the consumers; i+ not# then it narrows the companies pro+it.

M!ltiple Brand "ndorsement vs. M!ltiple 2elebrit& "ndorsement

In the advertising landscape# we +ind either a celebrity endorsing multiple brands or multiple

celebrities being used to endorse a single brand.

"achin endul!ar# +or e,ample# in 2NN2 endorsed 12 brands Fincluding Pepsi# Boost# Colgate

otal# *illette# Britannia iger# iat Palio# 7" 7ictor# iat "ienna# $'# 3didas# 7isa Cards

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and @ome radeH. ripp et al# says that the endorsement o+ as many as +our products negatively

in+luences the celebrity spo!espersons credibility and li!eability.

M!ltiple Brand "ndorsement CShah 1!kh =han)

3lso# the use o+ multiple celebrities to endorse a brand may hinder the meaning trans+er process#

and thus# lead to con+usion among the consumers.

M!ltiple 2elebrit& "ndorsement CAdidas 3 -&!ndai Santro)

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Kin2s o &l64ity # Thi4 I;a7t on "4an2s

CD)Product Placements

:hile the movie KaalK brandished Co!e bottles.

CE) Celebrities Co-wning the !rand

$adhuri %i,it and Emami KBeauty secrets by $adhuriK range

C) "ictional #eroes

"ha!timaan has sold Parle4*# and Popeye single4handedly revived the consumption o+ spinach in

the Q".

CG)$o %ore but &till Celebrities

Campaigns created around %hirubhai 3mbani was the K(ar lo duniya muthi meinK campaign +or

'eliance.

CH)Page ' Celebrities

CI( Celebrities for a Cause

he Pulse Polio campaign being coordinated by QICE +or the $inistry o+ @ealth and amily

:el+are had 3mitabh Bachchan and "achin endul!ar

C)&poofing

$irinda spoo+ed the @utch puppy Fa celebrity in its own rightH.

CK)%ascots

'onald $c%onald# the 3mul *irl

CL)Products endorsed according to gender

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)ohn 3braham lends his rugged image to amaha bi!es while Priety Ginta lends her cute dimples

to peddle "cooty.

CD) Celebrities )ending their $ame to !rands

"haru!h (han# 3mitabh Bachchan and 'e!ha have per+umes named a+ter them

CDD) Company wners !eing Celebrities

7i6ay $allaya and 'ichard Branson who are wal!ing tal!ing celebrities and endorse their own

brands through their e,travagance# their +lamboyant li+estyle

CDE)Political )eaders

he KIndia "hiningK campaign +rom the B)P and the KCongress !a haath aam aadmi !e saathK

campaign +rom the Congress with 7a6payee and "onia *andhi lending their +aces

CD) *sing a &ocial Proposition !uilt +ithin the !rand

he "ur+ campaign done by 'evathy and "habana 3/mi Fin the south and north respectivelyH

which stressed on the prudent usage o+ valuable water was a social proposition cleverly inter4

woven in the brand.

CDG),uration of *sage - Promotional or )ong Term &trategy

"hort4term e,ample is the 'ani $u!her6ee campaign +or Bata which is believed to have helped

boost sales +or the ladieKs +ootwear brand# "undrop# by a whopping =NN per cent. he same 'ani

$u!her6ee has a longer association with anta and $unch.

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CDH)&tealth dvertising

. 'evlon launched an online mar!eting campaign targeting +emale customers via chat rooms

tal!ing about who 'evlonKs new +ace would be. Conse8uently the announcement o+ @alle Berry

as 'evlonKs new +ace was met with great anticipation.

CDI) "oreign Celebrities

)ac!ie Chan doing a %iscover commercial or a Boris Bec!er doing a "iyaram commercial

CD) *nintentional Celebrity .ndorsements

he year be+ore the late Princess %iana bought an 3udi# they sold 6ust about +ive hundred pieces

in the Q(. he +ollowing year sales +igures were close to ten thousand mar!. )ohn 3braham

riding @ayabusa in the movie %hoom boosted the sales o+ sports bi!es in India.

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Ob$e%t#+es of %elebr#t' en,orseent

%e+ining the ob6ectives o+ the advertisements is the +irst step. In general# there are +our ma6or

ob6ectives +or any advertisement. ote that not all advertisements need to have all the ob6ectives.

.stablish the product need

Establishing a need +or a product or a product category is the necessary +irst step. his is

more important in new4to4world category o+ products. In Indian conte,t# consider the

advertisement +or Polio Immuni/ation drive 4 the 7 advertisement +eatured 3mitabh

Bachan telling that immuni/ation is a must +or every child 4 while people su++ering +rom

polio are shown in the bac!ground along with healthy !ids. his advertisement used a

celebrity to create the need +or polio immuni/ation.

3nother good e,ample is oyotas advertisement o+ Innova in India. he 7

advertisement prominently shows 3mir (han playing di++erent roles while traveling in an

Innova. he di++erent roles 4 establish the need +or such a big car in India. F ote that

Indian car mar!et is dominated by small cars 4 which can seat only +our adults# oyota

wanted to establish the need +or a L seater car in IndiaH

Create !rand wareness

>nce the need +or a product is established# customers must be able to associate the brand

with the product category. or e,ample iPod is strongly associated with portable $P5

players# i!e with sports shoes etc..

3 classic e,ample o+ this is i!es use o+ $ichael )ordan advertising +or i!e. his

advertisement instantly created a strong association o+ i!e with bas!etball shoes.

&et customer e/pectations

Brand value comes +rom the customers e,perience with the product. I+ the product meets

or beats his e,pectations# then a positive brand image is created# else a negative brand

image is created. here+ore it is essential to set the customer e,pectations accordingly.

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his is most common in established consumer products 4 Beauty products# household

cleaning products# +ood products etc.

Create a purchase intention

hese are mar!eting promotion advertisements 4 Buy one# get one +ree# or get additional

discounts i+ you buy within a particular date etc.. he sole purpose o+ such

communication messages is to encourage customers to buy immediately or within a short

period a+ter seeing

Qse o+ celebrity endorsements to create a purchase intention has been very limited. his

is mainly because such advertisements adversely a++ect the personality brand value o+ the

celebrity. Being associated with a discount deal is not +avorable image +or the celebrity

and the customer.

Th a45u;nt o4 &l64ity En2o4s;nt

Brands have been leveraging celebrity appeal +or a long time. 3cross categories# whether in

products or services# more and more brands are ban!ing on the mass appeal o+ celebrities. 3s

soon as a new +ace ascends the popularity charts# advertisers 8ueue up to have it splashed all

over. :itness the spectacular rise o+ "ania $ir/a and Ir+an Pathan in endorsements in a matter o+

a +ew months. he accruement o+ celebrity endorsements can be 6usti+ied by the +ollowing

advantages that are bestowed on the overall brand &E(E"RITIES ? &ONS+MER

Factors 0mpactin a Brand hile bein vieed b& a 2ons!mer in Media

he model above shows the various +actors that a++ect a celebrity endorsed brand while viewed

by a consumer in the media Fboth 7 and printH. he central idea being the impact on brand. he

three ma6or parts to a brand being shown are< 4

he Product

3dvertisement

he celebrity endorsing it

It is important is to study the relationship between these +actors and how they together act +or or

against the brand.

he product is important# o+ course# it may +ul+ill a need# want or a desire. Duality is

8uintessential and# hence# nowadays it is understood the product is o+ highest 8uality. "o what

ne,tO he advertisement is important as a good product could see an early e,it i+ the

advertisement is handled badly# and otherwise# a mediocre product which is taste+ully handled

goes a long way. Aastly# the celebrity in the advertisement# recall# trust# +amiliarity are some o+

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the reasons that they are used. ow consider the interactions o+ these individual +actors. he best

o+ superstars can be doing the advertisement but i+ the product is +ar +rom the image the star has#

the whole advertisement is a waste. Imagine an 3mitabh doing an advertisement +or ad +or youth

apparel. :ell# e,ceptions can be there but then again it depends on the way it is done.

Believability is o+ vital importance# the 7" 7ictor advertisement shows us the bi!e being

compared to the bat o+ "achin and the stro!es he plays.

he relationship between a product and its advertisement again can be either dependant or none.

In that case# a shoc! value ma!es people remember the brand better and# hence# a possible long

term loyalty.

Sl7tion O &l64ity

3nyone who is +amous may be the right celebrity. @owever# the appropriateness o+ the celebrity

largely depends on the product or service. $ost advertisers insist that their celebrity

spo!espeople have charisma and current popularity. hat is why we see more movie and

television stars# athletes# real4li+e heroes# and musicians acting as brand ambassadors in the

mar!et.

-o a Marketer chooses a 2elebrit&

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Tys o &l64ity En2o4s;nts

Celebrity branding has many aspects. 3 slight change in the type o+ branding used can result in

either a great success or a dismal +ailure. Celebrity branding +alls into +ive general categories'E $ethod

he 'E% Principle

Th @#S&ORE Mtho2

here is a way to measure the credibility# believability# popularity# and li!e4ability o+ a celebrity.

ItKs called a D4"core# and you can purchase the D4"cores o+ the candidates youKre considering.

Consider both sides o+ the deal 4 +or a client who wanted to use a celebrity endorser# and +or a

celebrity who was loo!ing +or an endorsement opportunity. >nce youKve de+ined the !ind o+

endorser you need Fe.g.# athlete# actor# male0+emale# young0old# etc.H# its well worth going

through the D4"core e,ercise.

Evaluating the contribution o+ the endorser a+ter youKve already made the decision is not nearly

as straight+orward. >ne time# many years ago# a company actually shot a commercial with a

well4!nown Fhigh D4"coreH endorser +or national use# and it shot the same commercial with a

good actor# not so well4!nown. he company ran a limited mar!et test +or months with the

un!nown actor Fcutting in the commercials locally# over national networ! scheduleH so could

8uanti+y the sales impact o+ the celebrity. By the way# the celebrity was worth every penny o+ his

outrageous +ee. It ended up using him +or years# and he helped the brand reach mar!et leadership

almost entirely on the strength o+ the commercials in which he appeared.

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Th RED P4in7il

his concept is seen as the +oundation o+ a success+ul endorser selection.

is +or amiliarity.he target mar!et must be aware o+ the person# and perceive him or her asempathetic# credible# sincere and trustworthy.

' is +or 'elevance.here should be a meaning+ul lin! between the advertised brand and the

celebrity endorser# and more important# between the celebrity endorser and the de+ined target

mar!et. he audience must be able to identi+y with the person. I+ consumers can immediately

associate with an endorser# they will +eel more predisposed to accepting# buying and pre+erring

the brand to competition.

E is +or Esteem. Consumers must have the utmost respect and con+idence +or the celebrity.

3mitabh Bachhan & endul!ar have these. "o do "hahru!h (han# Preity Ginta# (apil %ev

among others. he public respect them because o+ their distinguished careers and unassailable

salesmanship.

% is +or %i++erentiation.he target consumers must see the endorser as a cut above the rest. I+

there is no perceived disparity among celebrities# then the strategy will not wor!. $ichael )ordan

is an e,ample o+ an international celebrity that rises above the clutter. his proves to be a huge

contributory +actor to his e++ectiveness as an endorser.

he red concept is not a guarantee to success# but it can serve as a guideline when selecting a

spo!esperson. Each organi/ation and its ob6ectives are di++erent# and should be evaluated on an

individual basis.

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T/E IMPA&T

3s de+ined earlier# impact would be both short term and long term# but here the +ocus would be

more on the long term implications o+ the brand. $easurement o+ this would be challenging and

data would be di++icult to obtain. he parameters on which impact could be measured would be

on a comparative basis o+ the brand be+ore and a+ter the celebrity began endorsing the brand.

"ales 0 revenue# mar!et share# brand recall# level o+ repurchase# brand loyalty# trust# image and

perception o+ the brand per say.

In this trend o+ creative advertising# we see usage o+ celebrities o+ all wal!s in li+e 4 particularly

actors# +ilm stars# models# sports persons# and the whole gamut. But the usage can always

bac!+ire i+ the choice o+ the star is completely contradictory in nature to the brand. Believability

and association o+ brand to celebrity is important.

"election o+ celebrities can be done while they are at their pea! or when they are destined +or

greatness in the near +uture. 3gain a ris! that may go either way. :hat is important at some level

is the value that a celebrity adds to a particular brand. he advertiser tries his best to ma!e the

celebrity and brand as analogous as possible. he celebrity endorser is seen to score 8uite well on

dimensions such as trustworthiness# believability# persuasiveness# and li!eability when tested +or

reaction +rom people. his is important to a mar!eter as i+ he can get a celebrity to ma!e the

masses +ollow# believe or listen to him# he has been success+ul.

he basis +or the e++ectiveness o+ celebrity4endorsed advertising can be lin!ed to this process o+

identi+ication and internali/ation o+ the desired behavior. Price o+ +ame may be high +or the

celebrity endorsed brands but they have both what the mar!ets and the everyday common man

want 4 attention# power and star si//le.

Celebrities are people who en6oy public recognition o+ a large group o+ people. Celebrities may

convey a broad range o+ meanings# involving demographic categories Fe.g.# age# gender and

statusH# personality and li+estyle types. or instance# people adore "achin endul!ar because he

represents a middle4class $aharashtrian boy who made it big with sheer hard wor!. Ai!ewise#

3mitabh Bachchan +or most is an icon o+ style# trust and dependability.

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&E(E"RIT- ENDORSEMENTS &ASES:MAKE OR"REAK

1.Sha4ukh Khan # Mayu4 Suitin5s $Positi3 I;a7t%

"haru!h $ayur (han is how this product came to be !nown# "hahru!h brought to the product

his persona o+ high class li+estyle# giving the consumer the belie+ to aspire and good clothing a

sure way to re+lect the aspiration. he ad shows a great +it between what the product stands +or#

what the consumer e,pects and what the celebrity means to the consumer# hence e,plaining the

strong impact in sales and brand recall.

.Dha4;n24a # Ra2oot Moto47y7ls $Positi3 I;a7t%

his strong man +rom yester years# still resonates as the only brand ambassador# who managed to

sell a motorcycle in each and every corner o+ India in the LNs. %harmendras image o+ being a

brawny man# hailing +rom the rustic roots o+ India# gave 'a6doot motorcycles the per+ect brand

ambassador it was loo!ing +or. @e not only gave to the product a sturdy and robust image# but

also brought to the product trust and honesty which it was trying to build in its +irst time buyers.

=.A;ita6h "a7h7han $&lutt42 I2ntity%

>ur +ramewor! argues that e,clusivity ma!es the product4celebrity association stronger thereby

ma!ing the product resonates with the 8ualities o+ the celebrity. In cases where the celebrity

endorses multiple products# he dilutes his e8uity.

heres no better e,ample in the Indian industry than 3mitabh Bachchan who endorses ICICI

Ban!# Cadbury# 7ersa# %abur# 'in# Par!er Pens# Pepsi# erolac Paints and many more. In each

o+ the cases the ads use some or the other attribute o+ 3mitabh to endorse the product# but ma!es

no strong lin! in the minds o+ the consumer. @ence in the end the consumer is lost and hasdi++iculty identi+ying# what does 3mitabh really stand +orO

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B. Rani Mukh4 # /4o &y7ls $N5ati3 I;a7t%

'ani $u!her6ee endorsing a cycle ma!es a case where the celebrity is used only +or herpopularity without loo!ing +or Brand4celebrity +it.

Cycles in India are generally used by men and the target segment belongs to low income group.

By using 'ani# the consumers could not be assured o+ the products 8ualities and could not relate

the product to the ambassador. @ence# the consumers were not motivated towards the product

and the ad was called bac!# thereby emphasi/ing the need +or a brand4celebrity +it.3+ter that#

Ir+an Pathan was signed to endorse +or the product which increased the sales.

C. ,o2aon oo oo $&4at2 Soks4son%

@utch managed to grab the attention o+ the

consumers# by not using a celebrity. he

/oo/oo campaign came across as a +resh

initiative at endorsing a product. he /oo /oo

have had a very high brand recall as they

represent only 7oda+one and have been

created by the company according to the needs

o+ the product and the message. It

communicates to the consumer about all the

o++ers and pac!ages the company o++ers .he protagonist says all o+ the above and creates a

strong bond with the consumer.

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F.Moha;;a2 AGha4u22in # "4itannia $&han5 o th &l64ity

I;a5%

$ohammad 3/haruddin# at the pea! o+ his career was a brand ambassador +or an assortment o+

products. But the match4+i,ing case besmirched his image and all o+ the products started

disassociating their endorsements +rom him.

hus# a product is sold on basis o+ the 8ualities o+ the endorser and with a change in the inherent

value system o+ the celebrity; the bond with the consumer is lost.

!.Na4ain Ka4thikyan # Jo42an H o4;ula 1 Ra7in5 $Ent4in5

Int4national Ma4kts%

3 celebritys endorsement through various cultural and social roadbloc!s is one o+ the critical

applications o+ our model; arain is a case in point. he popularity o+ 1 as a sport in India owes

its genesis to use o+ arain as a brand ambassador o+ the sport. @is image and persona has been

used by the sport and the )ordan team to create brand awareness in India.

8.Sa7hin Tn2ulka4 # iat Palio $inan7ial ,ia6ility%

"achin endul!ar was paid a huge sum o+ 's. 12 Crore to endorse iat Palio# even though

endul!ar as a brand could command such an e,orbitant amount. Its +or the company to

evaluate i+ the returns generated by the endorsement would commensurate the initial spend. In

this case due to e,cessive spending and +ailure o+ the product to ta!e4o++ the advertisements had

to be withdrawn.

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RESEAR&/ MET/ODO(O)-'esearch $ethodology is a way to systematically solve the research problem# it not only ta!es

the research methods but also consider the logic behind the methods. he study o+ 'esearch

$ethodology +or developing the pro6ect gives us the necessary training in gathering materials

and arranging them# participation in the +ield wor! when re8uired# and also provides training in

techni8ues +or the collection o+ data appropriate to particular problems.

$ain >b6ectivesCE"" & "IGE

'esearch being e,ploratory in nature# a simple random & convenient sampling was ta!en into

consideration. =N consumers#

C>3C $E@>%

Qsed can be personal interviewing. 3ll the consumers# dealers and manu+acturers were contacted

personally and in+ormation can be collected with the help o+ a 8uestionnaire.

/-POT/ESIS@o< Celebrity endorsements help in building the brand image.

@a


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S+MMAR- AND MANA)ERIA( IMP(I&ATIONS

he report was lin!ed to speci+ic managerial suggestions regarding more e++ective use o+

celebrities to enhance brand e8uityr is it 6ust the

moneyO But the bottom line# celebrity endorsements are here to stay.

:ith the use o+ the celebrity# the e++ect is magni+ied so as to allow the consumer to e8uate the

personality and the brand together. @ence# whenever the consumer is watching the several

images o+ her +avorite actress alone# it con6ures up multiple impressions o+ her sipping the J

brand o+ co++ee# each time.

:hile spea!ing o+ celebrities# we should be very clear as to who this term connotes to and the

powers they carry. ido %ido +or 4QP# the 3mul *irl or ony the iger +or (elloggKs rosted

la!es are as much a celebrity as any breathing +ace. hey reach their target consumer# they

move the product# and they carry the brand. hatKs what counts. >+ course# the gestation period is

higher in the case o+ such creatives# but in the event o+ a hit# the comparative ris!s are

minimi/ed. 3+ter all# they cannot get drun!# attract a controversy or commit a crime# as long as

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the management wants. In short# they are Ksa+e +loatersK vis4X4vis their unpredictable human

counterparts.

Qsing a celebrity in advertising is not a simple thing and the success o+ this process depends on

several +actors as discussed in the report. he care+ul selection o+ celebrity# matching the target

segment and brand values# should be inherently stressed upon. he advertisers can use the D

"core#as discussed developed by a Q.". based mar!eting research agency# which considers two

+actors 4 awareness and li!eability# while evaluating the celebrity. 3nother important +actor is the

+le,ibility with which the companies can go in +or hedging the ris!s associated in hiring a

celebrity. hey choose personalities +rom various +ields or even appealing to various consumer

perceptions# so that they can minimi/e the damage in cases o+ negative publicity due to any

celebrity mista!e. he cola brands spread their endorsements across a wide KvarietyK o+ celebrities

such that even i+ one +alls# the others are still holding the +ort.

In terms o+ the +uture# celebrity endorsements are here to stay. heir ability to cut across the

classes# caste barriers and apprehensions are simply too important to be sidelined. hey have

been time4tested and delivered results repeatedly# given good hands. >ne could continue to

wonder i+ these celebrity4haw!ers are worth the money and the tantrums# but in a world o+ brandclutter and product muddle# celebrities seem to hit the nail on the head# more o+ten than not.

his paper also brings +orth the +ollowing insightsr#%e

b0 Op#n#on7lea,er

%0 Celebr#t' en,orser

,0 Bran, nae

90 Do 'ou l#"e to see an' %elebr#t' en,ors#ng 'our bran, on tele+#s#on4

a0 Yes

b0 No

%0 Can?t sa'

@0 Celebr#t' en,orseent #s an effe%t#+e tool of persuas#on of bu'#ng a

pro,u%t Rate

th#s stateent&

a0 Strongl' agree

b0 Agree%0 In,#fferen%e

,0 D#sagree

e0 Strongl' ,#sagree

60 Male en,orser #s ore effe%t#+e as %opare, to feale en,orser& Rate

th#s

stateent&

a0 Strongl' agree

b0 Agree

%0 In,#fferent

,0 D#sagree

e0 Strongl' ,#sagree

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%0 Bran, Nae

,0 Celebr#t'

An' suggest#on1111111111111111111111&&

11111111111111111111111111111&

11111111111111111111111111111&

5 T,an6s for your .aluable Contribution7

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A""E1'E 80(I"DI"%S & I"TE)ETATIO"S

Int44tation:=ro th#s p#e7%hart #t #s %lear that a$or#t' of the respon,ents are stu,entsan, rest of theshare #s o%%up#e, b' ser+#%e an, bus#ness %lass&

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/9F

2@F

;:F

6F

O77u:ation

Bus#n

Ser+#%

Stu,e

Other

@6F

/;F

;F

;F

A51

/6728

29752

5272:

More than ;


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Int44tation:Th#s p#e7%hart ,ep#%ts that ost respon,ents are 'oung an, !h#le rest areabo+e 28

'ears&

Int44tation:Th#s p#e7%hart ,ep#%ts that 9;F of the respon,ents are ale an, 59F are

feales&

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9;F

59F

)1n214

Male =eale


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Int44tation:Th#s graph ,ep#%ts that ost respon,ents are #nfluen%e, b' the pr#%e of

a pro,u%t an, least b' the %elebr#t' en,ors#ng #t&

Int44tation:Th#s p#e7%hart ,ep#%ts that a$or#t' of the respon,ents !oul, l#"e to see the#r

bran, to be en,orse, b' a %elebr#t'&

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;9F

2;F

5


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Int44tation:Th#s graph ,ep#%ts that 5/ respon,ents strongl' agree or agree to the fa%t

that %elebr#t#es are an effe%t#+e tool of persuas#on&

Int44tation:Th#s p#e7%hart ,ep#%ts that ost of the respon,ents %ons#,er a ale %elebr#t'

en,ors#ng a pro,u%t #s ore effe%t#+e than a feale %elebr#t' &

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Int44tation:Th#s p#e7%hart ,ep#%ts that ;6F of the respon,ents bel#e+e that a %elebr#t'

en,ors#ng a pro,u%t ne+er uses #t #n real#t'&

Int44tation:Th#s graph ,ep#%ts that sports stars an, boll'!oo, stars are the ost popular

aong the respon,ents&

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< 8 /< /8 2

celebrity endorsements and brand building kokil jain rawtani

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