Post on 10-Sep-2014
Embed Size (px)
CELEBRITY ENDORSEMENT Is it worth it?
What is Celebrity EndorsementIn promotion and of advertising, a testimonial or show consists of a written or spoken statement, sometimes from a person figure, sometimes from a private citizen, extolling the virtue of some product.
Celebrity endorsements are impelled by virtue of the following motives: Instant Brand Awareness and Recall. Celebrity values define, and refresh the brand image. Celebrities add new dimensions to the brand image. Instant credibility or aspiration PR coverage. Lack of ideas. Convincing clients.
WHO IS A CELEBRITY??? ENJOY PUBLIC RECOGNITION EXPERTS OF THEIR RESPECTIVE FIELDS WIDER INFLUENCE IN PUBLIC LIFE & SOCIETAL DOMAIN. CREATE HEADLINES, THEIR ACTIVITIES AND MOVEMENTS ARE BEING CLOSELY WATCHED AND IMITATED
The root of the Concept
In India from late 1970s and early 80s brands started being endorsed by celebrities.
Successful celebrity endorsements for a brand- An Indian perspective The latter part of the 80s saw the burgeoning of a new trend in India Brand started being endorsed by the celebrities. Celebrity stars from films, cricket and political parties have become the spokespeople for various products and services. In Indian context it would not be presumptuous to state that the celebrity endorsements can aggrandize the overall brands. Communicating via celebrities a psychoanalytical framework.
Late Jalal Agha - Pan Parag
Tabassum - Prestige Pressure cooker
Sunil Gavaskar - Dinesh Suiting's
HLL has used Hindi film stars to endorse their beauty soap LUX since fifties
NEED FOR CELEBRITY Attract attention More Credible Trustworthy Awareness Add new edge
USES OF CELEBRITY ENDORSEMENT Establishes credibility Attracts attention Associative benefits Psychographic connect Demographic connect Mass appeal
HOW TO SELECT A CELEBRITY Trustworthiness Expertise Attractiveness Respect Similarity
Ajay & Kajol are the brand ambassadors of Whirlpool. The association came about two years back. According to Whirlpool, they choose Ajay and Kajol as brand ambassadors because Kajol
embody the brand values Whirlpool has stood for. They are an integral part of Whirlpools strategy to take the brand positioning forward On association with Whirlpool: "Whirlpool believes in providing world-class quality to its consumers. Whirlpool is a
represents what todays woman aspires to be balance work and home beautifully. Her relationship with Ajay represents an ideal modern-day couples aspired relationship- one of equality, love and romance. Thus, they
'Perfect partner to the demanding homemaker'of today. Whirlpool's products are stylish, modern and contemporary with elegant looks and reflect the sense of pride homemakers take in choosing them for their homes."
On association with Whirlpool: "Whirlpool brand has successfully emulated the dreams, aspirations And expectations of Indian home maker through the years. It symbolizes relationship based on equality, love and romance, which is why I agreed to represent the brand," declares Ajay Devgan. " We are very pleased to be associated with Whirlpool the leaders in home appliances, he adds.
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 right manner. There should be an idea that makes the celebrity relevant to the product and customer. Celebrities as a prop. Celebrity present in ad should be contextual(Sachin- Boost is the secret of my energy)
CELEBRITY RESPONSIBILITY Celebrity also used to reassure peoples trust on the company. Amitabh promoting Cadbury chocolate. Shahrukh Khan endorsing ICICI Bank. Aamir Khan visiting coke plants after the pesticide case. New kurkure ads showing the ingredients of the products after the plastic case that came in focus.
FIVE CAUSES OF LET-DOWN 1. Improper positioning
2. Brand celebrity connect Shahrukh Khan- LUX beauty soap
3. Clutter Flutter
One 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. DABUR HONEY PARKER PEN REID & TAYLOR HAJMOLA CADBURY
REID & TAYLOR
4. Dissatisfaction with product quality. Sachin endorsing FIAT PALIO, but due to poor fuel efficiency of the car, its sales took a beating. 5. CONFUSION Brand is overshadowed in the overwhelming presence of the star e.g Britney spears in the Pepsi ad.
The new breeding grounds for celebrity IPL as existing new breeding ground for both corporate as well as celebrity.Hot shots like Shahrukh Khan, Preity Zinta and Shilpa Shetty as franchisee owners.
Hrithikh, Akshay Kumar, Katrina Kaif, Imran Khan, Kareena as team endorsers.
Sachin, MS Dhoni, Ganguly as players
IMPACT OF CELEBRITY ENDORSEMENT ON BUYING DECISION Instant awareness, knowledge about the brand and easy recall. Known products and names are sold more than unknown ones. Values and image of the brand is defined, highlighted and refreshed by the celebrity. The celebrity adds new edge and dimension to the brand. Credibility, trust, association, aspiration and connectivity to brand. More or less every consumer has a brand preference, each buyer would like to consume one of the highly acceptable, recognizable, and reputed brands.
CELEBRITY ENDORSING FOR SOCIAL CAUSES
AMITABH IN POLIO Do boond zindagi kiAMITABH in HIV-AIDS
AAMIR in INCREDIBLE INDIA-Atithi Devo Bhava
Risks Associated Fame is fickle and fleeting companion. Celebrities are human they also make mistakes. Michael Johnson lost his endorsements deals when he was declared HIVpositive. Sourav Ganguly lost his triumph in the ad world after losing his captaincy. One should not just rely on celebrity instead linking brand association with several celebrities.
Safe remedy: Get your thinking caps on and come up with better and safer idea. E.g.:- Vodafones new brand ambassadorZooZoo
CONCLUSIONMarketer pay a lot of money to celebrity endorsee thinking that this star will bring magic to their brand.
Abhi - Ash bag 25 crore lux soap endorsement
Celebrity that glitter is not gold. Todays customer shops very smartly, knows that this celebrities are paid and hence are pessimistic about it. There should be an idea that makes celebrity relevant to the product and the consumer.