ENDORSEMENT

Jeenu

Vijaivargiya Megha Gupta

CELEBR I TY

WHO IS A CELEBRITY ??

`~Enjoy public recognition ~Experts of their

respective fields~Wider influence in public life &

societal domain.

THE ROOT OF THE CONCEPT

In India from late1970’s and early 80’s brands started being endorsed by celebrities Late Jalal Agha -Pan parag Tabassum -Prestige pressure

cooker Sunil Gavaskar -Dinesh suitings Kapil Dev -Palmolive shaving

cream HLL has used Hindi film stars to endorse their

beauty soap LUX since the fifties.

IS THERE A NEED FOR CELEBRITY

They attract more attention to the advertisements.

They are viewed as more credible than non-celebrities

Values and image of the Brand is defined and highlighted and refreshed by the celebrity

Celebrity adds new edge and dimension to the brand

Not every product needs a celebrity.

5 USES OF CELEBRITY ENDORSEMENT

Establishes credibility

Attracts attention

Associative benefit

Psychographic connect

Mass appeal

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

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

Eg: Britney Spears in Pepsi ad. There should be an idea that makes the celebrity

relevant to the product and the consumer Celebrities as prop. Celebrity presence in the add should be

contextual.( Sachin – “Boost is the secret of my energy”.)

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 don’t you’ kind 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 added fillip 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*AV where S = succesful brand

P = effective product

D =distinctive identity

AV = added values

STRATEGIC USE OF CELEBRITY ENDORSMENT

Celebrity Endorsements are very expensive. Selection of celebrity is more important than

its use. The recognition, image &reputation of

celebrity and his/ her suitability with the product should be given due consideration.

Celebrity endorsement must be used within the defined legal framework.

  ZoO-ZoO case compared to AIRTEL

BRANDS THAT UNDERWENT A FIASCO Celebrities also used to reassure people’s trust 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.

PERFECT MATCH- CELEBRITY AND BRAND•

2) The ‘ruff n tuff’ Akshay Kumar in ‘Thums up’ saying TASTE THE THUNDER

• Endorsee has deep penetration 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 Kurkure ad Saying ‘MASTI BOLE TO KURKURE’.

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

CONTINUED……..

3. CLUTTER FLUTTEROne celebrity endorsing so many

brands. Unfortunately in India , we have

too many brands chasing too few celebrities.

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

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

CONTINUED……….

4. Dissatisfaction with the product quality/performance eg: Sachin endorsing FIAT PALIO, but due to poor fuel efficiency of the car ,its sales took a beating.

5. Confusion/Scepticism Brand is overshadowed in the overwhelming

presence of the star.eg: Britney spears in Pepsi ad.

eg:Bajaj Pulsar motorcycle ad- “these boots were made for walking”.

THE NEW BREEDING GROUNDS FOR CELEBRITY

IPL as exciting New breeding ground for both corporate as well as celebrity.

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

Hrithik, Akshay kumar,Katrina kaif, Kareena as team endorsers.

Sachin, MS Dhoni ,Ganguly as players.

Magnetism of celebrities in the recent general elections.

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, each buyer 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.

CELEBRITY ENDORSING FOR SOCIAL CAUSES

AMITABH IN POLIO – “Do boond zindagi ki”.

AMITABH in HIV- AIDS.

Aamir in incredible India- “Atithi Devo Bhava”

Preity Zinta in bravery award.

RISKS ASSOCIATED ….

Fame is a fickle and fleeting companion. Celebrities are human they also make mistakes. Eg:- 1.Magic Johnson lost his endorsement deals

when he was declared HIV- POSITIVE. 2.Ganguly after loosing his captainship even lost

his mark in advertisements.

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

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

Eg:Vodafone’s new brand amdassador-ZooZoo

CONCLUSION

Marketers pay a lot of dollars to celebrity endorsee thinking that 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 in itself.

Today’s 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.

THANK YOU