CELEBRITY CELEBRITY ENDORSEMENT ENDORSEMENT

Is it worth it?Is it worth it?

What is Celebrity EndorsementWhat is Celebrity Endorsement

In promotion and of advertising, a In promotion and of advertising, a testimonial or show consists of a written or testimonial or show consists of a written or spoken statement, sometimes from a person spoken statement, sometimes from a person figure, sometimes from a private citizen, figure, sometimes from a private citizen, extolling the virtue of some product.extolling the virtue of some product.

Celebrity endorsements are impelled by Celebrity endorsements are impelled by virtue of the following motives:virtue of the following motives: •Instant Brand Awareness and Recall. Instant Brand Awareness and Recall. •Celebrity values define, and refresh the brand Celebrity values define, and refresh the brand image. image. •Celebrities add new dimensions to the brand Celebrities add new dimensions to the brand image. image. •Instant credibility or aspiration PR coverage.Instant credibility or aspiration PR coverage.•Lack of ideas. Lack of ideas. •Convincing clients.Convincing clients.

WHO IS A WHO IS A CELEBRITY???CELEBRITY???

• ENJOY PUBLIC RECOGNITIONENJOY PUBLIC RECOGNITION

• EXPERTS OF THEIR RESPECTIVE FIELDSEXPERTS OF THEIR RESPECTIVE FIELDS

• WIDER INFLUENCE IN PUBLIC LIFE & WIDER INFLUENCE IN PUBLIC LIFE & SOCIETAL DOMAIN.SOCIETAL DOMAIN.

• CREATE HEADLINES, THEIR ACTIVITIES CREATE HEADLINES, THEIR ACTIVITIES AND MOVEMENTS ARE BEING CLOSELY AND MOVEMENTS ARE BEING CLOSELY WATCHED AND IMITATEDWATCHED AND IMITATED

The root of the ConceptThe root of the Concept

• In India from late 1970’s In India from late 1970’s and early 80’s brands and early 80’s brands started being endorsed by started being endorsed by celebrities.celebrities.

Successful celebrity endorsements Successful celebrity endorsements for a brand- for a brand- An Indian perspectiveAn Indian perspective

• The latter part of the ‘80s saw the burgeoning of a The latter part of the ‘80s saw the burgeoning of a new trend in India – Brand started being endorsed new trend in India – Brand started being endorsed by the celebrities. by the celebrities.

• Celebrity stars from films, cricket and political Celebrity stars from films, cricket and political parties have become the spokespeople for various parties have become the spokespeople for various products and services.products and services.

• In Indian context it would not be presumptuous to In Indian context it would not be presumptuous to state that the celebrity endorsements can aggrandize state that the celebrity endorsements can aggrandize the overall brands. the overall brands.

• Communicating via celebrities – a psychoanalytical Communicating via celebrities – a psychoanalytical framework.framework.

Late Jalal Agha - Pan ParagLate Jalal Agha - Pan Parag

Tabassum - Prestige Pressure Tabassum - Prestige Pressure cookercooker

Sunil Gavaskar - Dinesh Suiting'sSunil Gavaskar - Dinesh Suiting's

HLL has used Hindi film stars to endorse their HLL has used Hindi film stars to endorse their beauty soap LUX since fiftiesbeauty soap LUX since fifties

NEED FOR CELEBRITYNEED FOR CELEBRITY

•Attract Attract attentionattention

•More Credible More Credible

• TrustworthyTrustworthy

•AwarenessAwareness

•Add new edge Add new edge

USES OF CELEBRITY ENDORSEMENTUSES OF CELEBRITY ENDORSEMENT

•Establishes credibilityEstablishes credibility

•Attracts attentionAttracts attention

•Associative benefitsAssociative benefits

•Psychographic connectPsychographic connect

•Demographic connectDemographic connect

•Mass appealMass appeal

HOW TO SELECT A HOW TO SELECT A CELEBRITY CELEBRITY

•TrustworthinessTrustworthiness

•ExpertiseExpertise

•AttractivenessAttractiveness

•RespectRespect

•SimilaritySimilarity

• Ajay & KajolAjay & Kajol are the brand ambassadors of Whirlpool. The  are the brand ambassadors of Whirlpool. The association came about two years back. According to Whirlpool, they association came about two years back. According to Whirlpool, they choose Ajay and Kajol as brand ambassadors choose Ajay and Kajol as brand ambassadors because Kajol because Kajol represents what today’s woman aspires to be – balance represents what today’s woman aspires to be – balance work and home beautifullywork and home beautifully. Her relationship with . Her relationship with Ajay Ajay represents an ideal modern-day couple’s aspired represents an ideal modern-day couple’s aspired relationship- one of equality, love and romancerelationship- one of equality, love and romance.. Thus, they Thus, they embody the brand values Whirlpool has stood for. They are an integral embody the brand values Whirlpool has stood for. They are an integral part of Whirlpool’s strategy to take the brand positioning forwardpart of Whirlpool’s strategy to take the brand positioning forward

• On association with Whirlpool:On association with Whirlpool: "Whirlpool believes in providing"Whirlpool believes in providing world-class quality to its consumers. world-class quality to its consumers. Whirlpool is aWhirlpool is a

'‘Perfect partner to the demanding homemaker' '‘Perfect partner to the demanding homemaker' of today. Whirlpool's products are stylish, modern and contemporary of today. Whirlpool's products are stylish, modern and contemporary

with elegant looks and reflect the sense of pride with elegant looks and reflect the sense of pridehomemakers take in choosing them for their homes."homemakers take in choosing them for their homes."

• On association with Whirlpool:On association with Whirlpool:

"Whirlpool brand has successfully "Whirlpool brand has successfully emulated the dreams, aspirations emulated the dreams, aspirations And expectations of Indian home And expectations of Indian home maker through the years. It symbolizes relationshipmaker through the years. It symbolizes relationshipbased on equality, love and romance, which is why Ibased on equality, love and romance, which is why Iagreed to represent the brand,"agreed to represent the brand," declares Ajay declares AjayDevgan. "Devgan. " We are very pleased to be associated with We are very pleased to be associated withWhirlpool – the leaders in home appliances”, he adds.Whirlpool – the leaders in home appliances”, he adds.

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

• There should be an idea that makes the celebrity There should be an idea that makes the celebrity relevant to the product and customer.relevant to the product and customer.

• Celebrities as a prop.Celebrities as a prop.

• Celebrity present in ad should Celebrity present in ad should

• be contextual be contextual (Sachin- “Boost is the secret of my energy”)(Sachin- “Boost is the secret of my energy”)

CELEBRITY RESPONSIBILITYCELEBRITY RESPONSIBILITY

• Celebrity also used to reassure people’s Celebrity also used to reassure people’s trust on the company.trust on the company.

• Amitabh promoting Cadbury chocolate.Amitabh promoting Cadbury chocolate.• Shahrukh Khan endorsing ICICI Bank.Shahrukh Khan endorsing ICICI Bank.• Aamir Khan visiting coke plants after the Aamir Khan visiting coke plants after the

pesticide case.pesticide case.• New kurkure ads showing the ingredients of New kurkure ads showing the ingredients of

the products after the plastic case that came the products after the plastic case that came in focus.in focus.

FIVE CAUSES OF LET-DOWNFIVE CAUSES OF LET-DOWN

1.1. Improper positioningImproper positioning

2.2. Brand celebrity connectBrand celebrity connect

Shahrukh Khan- LUX beauty Shahrukh Khan- LUX beauty soapsoap

3. Clutter 3. Clutter FlutterFlutter

• One celebrity endorsing so many One celebrity endorsing so many brandsbrands

• Unfortunately, in India we have too Unfortunately, in India we have too many brands chasing too few celebrities.many brands chasing too few celebrities.

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

• DABUR HONEYDABUR HONEY

• PARKER PENPARKER PEN

• REID & TAYLORREID & TAYLOR

• HAJMOLAHAJMOLA

• CADBURYCADBURY

• DABUR HONEYDABUR HONEY

• CADBURYCADBURY

• REID & TAYLORREID & TAYLOR

• PARKER PENPARKER PEN • HAJMOLAHAJMOLA

4. Dissatisfaction with 4. Dissatisfaction with product quality.product quality.

Sachin endorsing FIAT PALIO, Sachin endorsing FIAT PALIO, but due to poor fuel efficiency but due to poor fuel efficiency of the car, its sales took a of the car, its sales took a beating.beating.

5. CONFUSION5. CONFUSION

Brand is overshadowed in the Brand is overshadowed in the overwhelming presence of overwhelming presence of the starthe star

e.g Britney spears in the e.g Britney spears in the Pepsi ad.Pepsi ad.

The new breeding grounds for celebrityThe new breeding grounds for celebrity

• IPL as existing new breeding ground for IPL as existing new breeding ground for both corporate as well as celebrity.both corporate as well as celebrity.

Hot shots like Hot shots like

Shahrukh Khan, Preity Shahrukh Khan, Preity

Zinta and Shilpa Zinta and Shilpa

Shetty as franchisee ownersShetty as franchisee owners..

• Hrithikh, Akshay Kumar, Katrina Kaif, Imran Khan, Hrithikh, Akshay Kumar, Katrina Kaif, Imran Khan, Kareena as team endorsers.Kareena as team endorsers.

Sachin, MS Dhoni, Ganguly as playersSachin, MS Dhoni, Ganguly as players

IMPACT OF CELEBRITY ENDORSEMENT IMPACT OF CELEBRITY ENDORSEMENT ON BUYING DECISIONON BUYING DECISION

• Instant awareness, knowledge about Instant awareness, knowledge about the the brand and easy recall.brand and easy recall.

• Known products and names are sold more Known products and names are sold more than unknown ones.than unknown ones.

• Values and image of the brand is defined, Values and image of the brand is defined, highlighted and refreshed by the celebrity.highlighted and refreshed by the celebrity.

• The celebrity adds new edge and dimension to The celebrity adds new edge and dimension to the brand.the brand.

• Credibility, trust, association, aspiration and Credibility, trust, association, aspiration and connectivity to brand.connectivity to brand.

• More or less every consumer has a brand More or less every consumer has a brand preference, each buyer would like to consume preference, each buyer would like to consume one of the highly acceptable, recognizable, and one of the highly acceptable, recognizable, and reputed brands.reputed brands.

CELEBRITY ENDORSING FOR CELEBRITY ENDORSING FOR SOCIAL CAUSES SOCIAL CAUSES

• AMITABH IN AMITABH IN POLIO –POLIO –““ Do boond Do boond zindagi kizindagi ki””AMITABH in HIV-AIDSAMITABH in HIV-AIDS • AAMIR in AAMIR in INCREDIBLE INDIA-INCREDIBLE INDIA-““Atithi Devo BhavaAtithi Devo Bhava””

Risks AssociatedRisks Associated• Fame is fickle and fleeting companion.Fame is fickle and fleeting companion.

• Celebrities are human they also make mistakes.Celebrities are human they also make mistakes.

• Michael Johnson lost his endorsements deals when he was declared HIV-positive.Michael Johnson lost his endorsements deals when he was declared HIV-positive.

• Sourav Ganguly lost his triumph in the ad world after losing his captaincy.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 One should not just rely on celebrity instead linking brand association with several celebrities.celebrities.

Safe remedy: Get your thinking caps on and come up Safe remedy: Get your thinking caps on and come up with better and safer idea.with better and safer idea.E.g.:- Vodafone’s new brand ambassador- E.g.:- Vodafone’s new brand ambassador-

ZooZooZooZoo

CONCLUSIONCONCLUSION

Marketer pay a lot of moneyMarketer pay a lot of moneyto celebrity endorsee thinkingto celebrity endorsee thinkingthat this star will bring magic that this star will bring magic to their brand.to their brand.

• Abhi - Ash bag 25 crore lux Abhi - Ash bag 25 crore lux soap endorsementsoap endorsement

• Celebrity that glitter is not gold.Celebrity that glitter is not gold.• Today’s customer shops very smartly, knows that thisToday’s customer shops very smartly, knows that thiscelebrities are paid and hence are pessimistic about it.celebrities are paid and hence are pessimistic about it.• There should be an idea that makes celebrity relevant to There should be an idea that makes celebrity relevant to

the product and the consumer. the product and the consumer.