―A sign of a celebrity is
that his name is often
worth more than his
-Daniel J Boorstin
Everyday consumers are exposed to thousands of
voices and images in magazines, newspapers, billboards,
websites, radio and television, etc.
Every brand attempts to steal at least fraction of a
person’s time to inform him/her of the amazing and
different attributes of the product at hand.
The challenge of the marketer is to find a hook that
will hold the subject’s attention. In helping to achieve
this, use of celebrity for endorsement of a brand is
widely used marketing strategy.
What is celebrity endorsement?
The use of celebrities in
order to increase the sales
and/ or the recall value of a
brand is called celebrity
Celebrity endorsement in INDIA...
India stands at No. 5 worldwide in the advertisement
Television - Valued at Rs 329 billion (US$ 5.76 billion) in
2011, the television (TV) industry is expected to expand at a
compounded annual growth rate (CAGR) of 17 per cent
through 2011-16 to touch Rs 735 billion (US$ 13 billion).
Radio- The radio industry with around 36 FM radio
operators, is estimated at Rs 1,200 crore (US$ 210 million).
Print- An estimated growth of 10 per cent is anticipated till
2015. Digitization- Digital advertising is expected to grow at a
CAGR of 30 per cent during 2011-16.
Favorable evaluation of the
Positive purchase intention.
Perfect Face For a Brand
Connect with the brand story
Celebrity endorsement are impelled by virtue of the
• 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.
“Any brand can get a celebrity.
That is easy. But getting a celebrity
consistent with the right brand, to
the right degree, at the right time,
for the right purpose and in the
right way... that is not easy.”
Impact of celebrity endorsement on a
S=P* D*AV --the multiplier effect
Where S is a successful brand,
P is an effective product.
D is Distinctive Identity
and AV is Added values.
Compatibility between the celebrity
and brand image
• Celebrity’s fit with the
Costs of acquiring the
Celebrity controversy risk.
• Celebrity physical
• Celebrity credibility.
• Celebrity prior
• Whether celebrity is a
• Celebrity profession.
• Celebrity popularity.
• Celebrity availability.
Brand awareness and recall.
Celebrity value define and
refreshes brand image
Increase in sales figure.
Repair tarnished brand image.
Easy to distinguish products.
Giving message to the target
Celebrity overshadowed the brand
Creditability of celebrity
Influence of celebrity scandals and moral violation on
Failure of Celebrity Endorsement
The Bachchans were endorsing Maruti Versa
Shahrukh Khan endorsing Lux.
James Bond endorsing Reid & Taylor.
Virendra Sehwag endorsing Reliance Telecommunication.
Milind soman tuff shoes advertisement by woodland.
How to make it a success mantra?
Have a long term celebrity association with the company
Eg: Sachin tendulkar - boost.
Focus on idea that connects brand and celebrity.
Think how the celebrity can used in the interest of the
brand. Eg: Hrithik Roshan – Hide n Seek
Multiple celebrities for a single brand dilute the
associations. Eg: Pepsi
Celebrity endorsement is not the „do
all, end all of a brand‟s success…
Celebrity Vs Brand Heroes
As per conducted survey
Q). Which factor related to product affects you most?
Out of 200 people
Endorsing a celebrity is a
means to an end and not an
end in itself……