Flow of presentation <ul><li>Who is Celebrity ? </li></ul><ul><li>Advantages </li></ul><ul><li>Attributes of celebrity </li></ul><ul><li>Dis - Advantages </li></ul><ul><li>When should the Celebrities be used ? </li></ul>
<ul><li>Celebrities are people who enjoy public recognition by a large share of a certain group of people. </li></ul>Celebrity
Keo Karpin Hair Oil Gauri Pradhan Godrej Renew Hair Color Neha Dhupia Pantene Sushmita Sen Coke, Sony Ericsson, John Players, Tata Sky Hrithik Roshan Spice Priyanka Chopra Gala Brush Shweta Tiwari Big Bazaar Mini Mathur Harpic Aman Verma Garnier Isha Koppikar Mirinda Zayed Khan Lays, Aveo, Taj Mahal Tea, Royale Paints Saif Ali Khan
Clinic All Clear, Yamaha Motor Cycle John Abraham Nirma Beauty Soap Sonali Bendre Clinic All Clear Bipasha Basu Kent Mineral Water Esha Deol Kent Mineral Water, Bank of Rajasthan Hema Malini Vim, Big Bazaar Hussain Henko, Kurkure Juhi Chawla Tetra pak Tabu Babool Toothpaste Vivek Oberoi
Hair Care Oil Ayesha Takia Lux Kareena Kapoor Parachute Oil Yuvraj Singh 7 Up, Brylcreme, Star City, TVS Bykes M S Dhoni Limca Riya Sen Boost Sehwag Reebok, Bank of Baroda Rahul Dravid Sona Chandi Amrit Prash Saurav Ganguly Lux Madhuri Dixit Thums Up Akshay Kumar
Celebrity Profession <ul><li>Sachin Tendulkar – TVS victor </li></ul><ul><li>Aamir Khan – Toyota Innova </li></ul>
A leather clad Sachin says that biking is much like batting... ... where you need power. Shot of him going for a drive. The TVS glides past the truck and leads the way. He continues by saying it's also where you need balance. The bike weaves through traffic and... ... he says, that you need stamina too.
Bike travels many a mile and the milestone shows the mileage. "But what... ... you need most", he starts saying is completed by the crowd, "Victor ki muskaan".
Aamir Khan as an office executive asks for directions from a traffic policeman and leaves. As the... ...officer checks out a car parked on the roadside, he gets alerted by Aamir Khan who comes with his two kids. The officer gets the shock of his life when he sees our man sitting in a car as a bridegroom. He gets further surprised when the next moment he sees Aamir with his friends in another car. As Aamir asks, “What role are you playing today?” the... ...VO plays, “Everyday. Many roles. One car. Toyota Innova” Toyota Innova
An attendant places fresh Lux soaps in some washrooms Stepping out of one of the washrooms, Aishwarya decides to get a tattoo. Meanwhile, another woman steps into one of the washrooms, only to... ...to step out as Aishwarya, who wants another tattoo. Finally the tattoo guy asks the attendant, " Kya India mein saab Aishwarya jaisa lagta hai ?" More Aishwaryas walk by dressed in different styles. VO: " Pesh hai Lux ki nayi range ." A new Aishwarya comes to the scene. VO: " App kaunsa choonengi ?"
Celebrity Values <ul><li>Saif Ali Khan and Soha Ali Khan – Asian Royale Paint </li></ul>
The film opens on Saif and Soha Ali Khan at a painting exhibition. ‘ Beautiful,’ says Soha in wonder looking at one of the paintings. On the other hand, Saif completely fails to understand it. Back at home, when Saif tries to fix a painting on the... ...wall, Soha admonishes him for his poor perception of art. Thinking something, Saif paints the wall with Royale Play.
Taking notice of the transformed wall, Soha praises our man for creating... ...a beautiful pattern. The ad comes to an end as the VO plays: "Turn your... ...wall into a masterpiece. Create many textures with Asian Paints Royale Play."
Cost of acquiring the celebrity Aamir Khan Amitabh Bachchan Shahrukh Khan Sachin Tendulkar
Celebrity regional appeal factor <ul><li>Ravi Kishen – North </li></ul><ul><li>R. Madhavan – South </li></ul><ul><li>Mithun Chakraborthy – East </li></ul><ul><li>Sachin Tendulkar – West </li></ul>
Celebrity popularity <ul><li>Clinic All Clear shampoo – Shahid Kapoor and now Bipasha Basu and John Abraham </li></ul>
A drumming session is in full swing. Shahid Kapoor has the time of his life at the drums MVO: "Drums by Sivamani" The real drummer applauds Shahid's act." Shahid, who's been pretending to play the drums, accepts the compliment MVO: "Hair by new Clinic All Clear. Total Shampoo with vita ace jo dandruff hatane ke saath ... ... saath de kamal ke baal ." Meanwhile, the puzzled star asks, "Dandruff vo kya hota hai ?" Revealing his bald head, Sivamani replies, " Mujh se pooch rahe ho ?" Jokes over the two get back to work.
The ad opens on John Abraham and Bipasha Basu enjoying a romantic evening Suddenly John's attention is diverted by something which looks like a strand of hair on Bipasha's attire. He insists ' woh baal hai .” to which Bipasha replies “ nahin hai .” He tries to take it off but Bipasha... playfully teases him again, “ nahin hai .” ... They both run around the place with John adamant on removing... ...the “ baal ”. As it turns out it's nothing but a thread on Bipasha's apparel. John finally... ... accepts, “ nahin hai .” MVO: “ Naya Clinic All Clear defence , Vita Ace ke saath .”
Fit with the advertising idea <ul><li>Preity Zinta – Perk </li></ul><ul><li>John Abraham – Yamaha Bike </li></ul>
The instructor sarcastically asks her, " Bahut jaldi aagayi ?" and then tells her to wait for the next class. An upset Priety decides to cheer herself up with a bar of Perk and takes a big bite of the crunchy chocolate. The Instructor however, gets a shock as the crunch sound makes her think she has torn her dress while stretching. VO: " Naya Cadbury Perk." Seeing the effect that her one bite has on the teacher, the naughty actress goes in for another bite. This time the poor lady thinks she has torn her top and smiling embarrasingly at her students, decides to continue Preity arrives for her aerobics classes to find that it has already begun.
But once again the mischievous student plays the fool and this does it for the teacher, who decides to leave the class. As she comes by, the actress puts on an innocent face and tells her, " Agali class." With nothing else on her mind other than her torn clothes, she wishes Preity all the best. VO: " Naya crunchier wafers se bana , tastier Cadbury Perk." For a grand finale, Preity takes the crunchiest bite making the other run for her life. The Perk fan enjoys a good laugh. Super: ' Zabardast Crunch! Zabardast Taste!'
The ad opens on John Abraham displaying all his energy. Passionate for an exciting ride he sets off on his bike Cruising down a highway our dude drives at the utmost speed. Cut to the close-up of the advancing bike with the rider. VO: Ignite your life. Closing shot of our hero in the awe of his bike after the thrilling drive VO: New Fazer. The ad ends on the Yamaha logo. Super: Yamaha 50th Anniversary.
Whether celebrity is a brand user <ul><li>Aishwarya Rai (Lux) – No </li></ul><ul><li>Abhishek Bacchan (Motorola Mobile) – Yes </li></ul>
Abhishek Bachchan goes to a pub and orders for a drink. Cut to the shot of a pretty girl there hanging out with her friend. Abhishek falls for the girl and types a message reading, “your place or mine?” on his cell phone. He passes the phone to the girl who ignores the message and exclaims, “hey! What a cool phone!” She thanks him for the phone and leaves. The ad ends on our disappointed... ...Abhishek ordering another drink. Super: “Motoslvr vs Abhsishek. To be continued...”
Celebrity Product Match <ul><li>Mallika Sherawat – 7 UP </li></ul><ul><li>Zaheer Khan – NIKE </li></ul>
At this Fido turns the princess into a 7Up bottle. VO: “New 7Up curvy bottle.” As a princess rubs her magic lamp, Fido appears in front of her. Asking for three wishes, she asks Fido to make her more beautiful first As the jingle plays, “ andaaz sabse cool. 7Up”, we see Fido having the drink. Keeping her second wish in front of Fido, she says, “I want to be more curvy.” Making her final wish the princess asks, “ aur mujhe world ki coolest cheez bana do Fido.”
Celebrity Target Audience Match <ul><li>Sachin Tendulkar – Boost </li></ul><ul><li>Aamir Khan – Toyota Innova </li></ul>
Dis - Advantages <ul><li>The reputation of the celebrity may derogate after he/she has endorsed the product </li></ul><ul><li>Inconsistency in the professional popularity of the celebrity </li></ul><ul><li>Multi brand endorsements by the same celebrity would lead to overexposure </li></ul><ul><li>Celebrities endorsing one brand and using another (competitor) </li></ul><ul><li>Mismatch between the celebrity and the image of the brand </li></ul>
When should the Celebrities be used (????) <ul><li>1. Instant Brand Awareness and Recall. </li></ul><ul><li>2. Celebrity values define, and refresh the brand image. </li></ul><ul><li>3. Celebrities add new dimensions to the brand image. </li></ul><ul><li>4. Lack of ideas. </li></ul><ul><li>5. Convincing clients. </li></ul>