Celebrity Endorsments and Branding in India

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Celebrity Endorsments and Branding in India

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  • good info about the trend in india about celebrity endorsements.
    http://www.discussionleaders.com/2386/best-celeb-endorsement-for-a-product
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Celebrity Endorsments and Branding in India

  1. 1. Prof. Sameer Mathur, Ph.D. (Carnegie Mellon) Celebrity Endorsements & Branding in India
  2. 2. Sameer Mathur Indian Institute of Management, Lucknow Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 2 © Sameer Mathur Harshit Khaitan BTech, IIT Kanpur 2
  3. 3. Overview Celebrity Endorsements •& Potential Problems © Sameer Mathur 3
  4. 4. How fair skinned are you? © Sameer Mathur 4
  5. 5. Indians are obsessed about how fair their skin is © Sameer Mathur 5
  6. 6. Dark Skin = Curse © Sameer Mathur 6
  7. 7. Fairer-skinned girls do better on the marriage market © Sameer Mathur 7
  8. 8. Girls want to become fairer © Sameer Mathur 8
  9. 9. Indian Solution © Sameer Mathur 9
  10. 10. Indian Men have also sneakily used it for years © Sameer Mathur 10
  11. 11. I also use © Sameer Mathur 11
  12. 12. Solution: A Men’s Fairness Cream © Sameer Mathur 12
  13. 13. Shah Rukh Khan – He’s not fair © Sameer Mathur 13
  14. 14. 2 Reasons for using a Celebrity 1. Draws attention to the brand 2. Shapes consumers’ perceptions of the brand based on their knowledge about the celebrity © Sameer Mathur 14
  15. 15. Celebrity should have a high level of visibility and a rich set of useful associations, judgments, and feelings Use Q-Ratings to evaluate celebrities © Sameer Mathur 15
  16. 16. Cadbury Dairy Milk Navratan Tel Amitabh Bachchan 16 Reid & Taylor Reliance © Sameer Mathur 16
  17. 17. Kareena Kapoor- VAIO 17 17
  18. 18. Virat Kohli- TVS Sports Motorbike 18
  19. 19. Flying Machine Jeans 19
  20. 20. 20 © Sameer Mathur 20
  21. 21. Celebrity Endorsement: 5 Potential Problems 1. Celebrity endorsers can be overused by endorsing many products that are too varied. 2. There must be a reasonable match between the celebrity and the product. 3. Celebrity endorsers can get in trouble or lose popularity. © Sameer Mathur 21
  22. 22. Celebrity Endorsement: 5 Potential Problems 4. Many consumers feel that celebrities are doing the endorsement for money and do not necessarily believe in the endorsed brand. 5. Celebrities may distract attention from the brand. © Sameer Mathur 22
  23. 23. Summary Celebrity Endorsements •& Potential Problems © Sameer Mathur 23
  24. 24. Credits • http://www.greygoose.com/en/us/lda?returnURL=/en/us • http://corporate.visa.com/about-visa/brand-and-sponsorships/sponsorships.shtml • http://shop.reebok.com/us/ • http://www.fastrack.in/ • http://www.flyingmachine.co.in/ • http://www.cadbury.co.uk/ • http://reidandtaylor.co.uk/ • http://www.sony.co.in/productcategory/vaio-laptop • http://www.fairandhandsome.net/ • http://www.longines.com/ • K. L. Keller, M. G. Parameswaram, I. Jacob. (2011) . Strategic Brand Management(3rd edition). India: PEARSON 24 © Sameer Mathur
  25. 25. Over 1 Million views from more than 100 countries Prof. Sameer Mathur Top 1% most viewed Over 250 presentations on Marketing www.BuddingMarkets.com

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