By- Group F
“Celebrity” refers to an individual who is known to
the public, such as actors, sport figures, entertainers
and others of the like for his or her achievement in
areas other than that of the product class endorsed.
Helps to position and re-position existing brands.
Brings global awareness to a brand and brand recall.
Contributes extensive PR advantage and opportunities
Famous personalities are a major influence
for our lifestyles.
To push the demand of the product
To bring the reliability and retention of the product.
To refresh the brand image.
S is a Successful Brand
P is an Effective Product
D is Distinctive Identity
AV is Added Values
S = P * D * AV
About a decade ago, one in three television commercials used
celebrities endorsements, and today this advertising approach
appeared to be on the increase across all media types. It was found
that celebrities are featured in 15% of the prime-time television
Indians like to associate themselves with their icons.
Brand Ambassadors bring their endorsements into limelight.
Brand Ambassadors became attention grabber.
The trick of the company.
They motivate consumers to purchase.
They increase awareness.
They create positive feelings towards brands, connect user to brand.
Consistency and long-term commitment
Prerequisites to selecting celebrities:
The endorser should be attractive, have a positive image in
the society, and be perceived as having the necessary
Trademark and legal contracts
Do not endorse competitor‘s products in the same product
Monitor the behavior, conduct and public image
Constant lookout for emerging celebrities.
Brand over endorser (Vampire Effect):
Potential overshadowing of the brand by the celebrity
Celebrity endorsement is just a channel
The celebrity trap:
Once into a celebrity, it is hard to get out of it
The reason is “Instant Recall” which ensures immediate focus
to the brand.
Example- Pepsi and Coca-Cola.
Companies uses celebrity to come out of losses, basically
when brands need a lift up to come out of low sales.
Example- Cadbury dairy Milk and Amitabh Bachchan
Quick saliency: It gets cut through because of the star and his
attention getting value.
Quick connect: There needs to be no insight but the
communication connects because the star connects.
Quick shorthand for brand values: The right star can actually
telegraph a brand message fast without elaborate story telling.
Quick means of brand differentiation: In a category where no
brand is using a celebrity, the first that picks one up could use it to
differentiate itself in the market.
They advertise the product and promote it with their
They act as a different character in the advertisement.
They don‘t appear in the ad but lend their voice.
They share their own experiences of using that product.
Used commonly to entail the communicator‘s
positive attributes that affect the recipient‘s
acceptance of a message
Source credibility refers to the perception of the
source‘s expertise, objectivity and
Expertise is ―the extent to which a
communicator is perceived to be a source of
valid assertions‖ and consists of
knowledge, special experience and skills
Trustworthiness is ―the degree of confidence in
the communicator‘s intent to communicate the
assertions he considers most valid and consists of
honesty, integrity and believability
―Beauty is a greater recommendation than any
other introduction.”~ Aristotle
Attractiveness based on ‗source valence‘ model
was identified as another dimension of source
Mostly associated with physical attributes, such
as familiarity, similarity and likeability
Attractiveness includes any number of attributes
such as intellectual skill, personality
properties, lifestyle or athletic prowess
It is not necessary that attractiveness should
necessarily translate into actual
behavior, cognitive attitudes and purchase
There are certain parameters that postulate
compatibility between brand image and the
Celebrity prior endorsements.
Whether celebrity is a brand user.
Celebrity‘s fit with the brand image.
Celebrity—Target audience match
Celebrity associated values.
According to McCraken (1989), the previous
models discussed above are not capable of
capture the success factors of the
The central premise is that celebrities
encodes unique sets of meanings which might
be transferable to the endorsed product.
Celebrity Product Consumer
Meaning Acquisition Endorsement Consumption
Stage 1 Stage 2 Stage 3
Note: Path of Meaning Movement Stage of Meaning Movement
Effectiveness depends on the existence of a 'fit‗
Reid & Taylor and Amitabh Bachhan,
Accenture and Tiger Woods
Establishing a Perfect Match
• PERFECT BODY
• SPORTS PERSON
• FOR FITNESS
• FOR HEALTH
• SPORTS SHOE
Dearth of salesman
Amitabh bacchan is one man brand industry.Nobody has that 6-to-60 universal appeal who can
sell anything to India, and to Bharat.
Revolutionized the psychological
trend of using Cadbury from 5-55age
‗A gift that helps foster
Endorsing a product with multiple celebrities
as it leads to attracting and connecting to
the different and diverse sets of target
audience to the product.
Multiple celebrities may lead to confusing
consumers about the brand‘s identity
It should be assured that ―each and every
celebrity possesses compatible meanings that
are sought for brands‖
Consumer holds by and large a positive
attitude towards celebrity endorsements.
Celebrity endorsement can have an impact
on the consumers recall
evaluations, attention but it does not
necessarily always translates into purchase
Individuals with higher levels of education
might be less influenced by any form of
advertising than those with less education
The celebrities are often looked upon by the
young as their role model.
Indian Consumer Mentality
They look up to certain public faces and aspire to be one among them.
Brand Ambassadors connect with a sense of attachment.
Brands have temptation to use celebrity ambassadors.
Different stages of consumer purchase decision making
Post Purchase Decision
Brand endorsements by celebrities are a
widespread phenomenon in India and worldwide
Celebrities in India live a very public life
Few of the brands have been established without
celebrity endorsement like
Rejoice, Lifebuoy, Close Up, Fevicol etc.
There is a great potential for celebrity
endorsement in India like successful
endorsements done by Shah Rukh Khan includes
brands like Santro, Nokia , Nerolac
paints, Lux, Pepsodent, Frooti to name a few
Celebrities are most effective when
compared to other genre of endorsers
Celebrity endorsers produced more positive
attitudes towards advertising and greater
Created endorsers were more effective in
creating a link to the product than celebrity
McCraken (1989) found that the use of
celebrity endorsers stand for an effective
way of transferring meaning to brands .
To stand out from the clutter
Celebrity as a persuasive source
Improves the level of product recall
Strong impact on learning style and memory
Underpin global campaigns
Before choosing the celebrity the marketer
has to decide how far the benefits outweigh
the risks associated.
Because celebrity endorsement can create a
buzz and make a consumer feel better about
the product but it can not itself guarantee