Rachna Chandiramani has over 15 years of experience in celebrity endorsements, having worked at top celebrity management agencies in India. She founded Thriverse to help brands strategically partner with celebrities based on understanding their needs. The document provides advice on various aspects of celebrity endorsements, including how to select ambassadors, structure deals, and plan budgets. It emphasizes the importance of ensuring there is a match between brand and celebrity, and not being pressured into deals without proper evaluation.

1. Rachna Chandiramani, heralds 15+ years of
experience in celebrity endorsements. She spent
the prime years of her career acing celebrity
endorsements while working at India's top celebrity
management agencies like Percept, Globosport and
Collective Artistes Network.
Thriverse stems from her deep-rooted knowledge of
a brand’s pain point to engage with celebrities. She
empowers brands to sign winning partnerships and
advocates fair deal structuring through the right
advice and methods.
ABOUT THE SPEAKER –
RACHNA CHANDIRAMANI
01

2. BEYOND
THE GLITZ
Delving into the World of Celebrity Endorsements
02

3. Ok, so what are
we here for?
03
WHAT YOU DON’T KNOW,
YOU DON’T KNOW
WHAT YOU KNOW
WHAT YOU DON’T KNOW

4. 04

5. Today,
Brands and
Marketeers
are doing everything
to stay relevant to
their consumers
o Social Media Campaigns
o TV Commercials
o Offline Events & Activations
o Influencer Collaborations
o Discount Codes
o Customer Experiences
05

6. Our idea of a celebrity might change
with time but the symbiosis between
public figures and brands will never
stop being a thing.
celebrities
endorsing
brands
Among the many marketing strategies
a brand can adopt – The one thing that
stands the test of time is
06

7. 07
Based on a recent
neuroscience-driven study
conducted by Wharton, it was
determined that,
Customers tend to rapidly
make favourable purchasing
choices when it comes to
brands endorsed by
celebrities.
Source: https://knowledge.wharton.upenn.edu/article/the-
marketing-psychology-behind-celebrity-endorsements/

8. Q1
How do I select a
brand ambassador or
the face of my brand’s
marketing campaign?
08

9. Advice
01
o Know why you
want the celebrity.
o Is there a match?
o You decide whom
to onboard
o Don’t let anybody
hard-sell you to a
particular celebrity
o Don’t be under
pressure
o Go big or Go
home isn’t the
right approach
Advice
02
Advice
03
09

10. Advice
01
Advice
02
Advice
03
AND REMEMBER -
o Know why you
want the celebrity.
o Is there a match?
o You decide whom
to onboard
o Don’t let anybody
hard-sell you to a
particular celebrity
o Don’t be under
pressure
o Go big or Go
home isn’t the
right approach
10

11. Advice
01
Advice
02
Advice
03
o Know why you
want the celebrity.
o Is there a match?
o You decide who you
want
o Don’t let anybody
hard-sell you to a
particular celebrity
o Don’t be under
pressure
o Go big or Go
home isn’t the
right approach
11

12. How much does a
celebrity charge for
an endorsement?
Q2
12

13. Advice
01
o There is no
rack rate or
rate card for
celebrity deals
o You are paying a
celebrity for their time
and face value
o We are dealing
with people
not products
Advice
02
Advice
03
13

14. Advice
01
o There is no rack
rate or rate card
for celebrity deals
o You are paying a
celebrity for their time
and face value
o We are dealing
with people
not products
Advice
02
Advice
03
14

15. Advice
01
o There is no rack
rate or rate card
for celebrity deals
o You are paying a
celebrity for their time
and face value
o We are dealing
with people
not products
Advice
02
Advice
03
15

16. What defines
the pricing of
a celebrity
deal?
Q3
16

17. 17
Number
of Shoot Days
Category of
the Brand
Usage
Period of the Assets
created
Commitments agreed for
Social Media
Number of Mediums
broadcasted on
Territories covered

18. 18
Number
of Shoot Days
Category of
the Brand
Usage
Period of the Assets
created
Commitments agreed for
Social Media
Number of Mediums
broadcasted on
Territories covered

19. 19
Number
of Shoot Days
Category of
the Brand
Usage
Period of the
Assets created
Commitments agreed for
Social Media
Number of Mediums
broadcasted on
Territories covered

20. 20
Number
of Shoot Days
Category of
the Brand
Usage
Period of the Assets
created
Commitments agreed
for
Social Media
Number of Mediums
broadcasted on
Territories covered

21. 21
Number
of Shoot Days
Category of
the Brand
Usage
Period of the Assets
created
Commitments agreed for
Social Media
Number of Mediums
broadcasted on
Territories covered

22. 22
Number
of Shoot Days
Category of
the Brand
Usage
Period of the Assets
created
Commitments agreed for
Social Media
Number of Mediums
broadcasted on
Territories
covered

23. 23
Number
of Shoot Days
Category of
the Brand
Usage
Period of the
Assets created
Commitments agreed
for
Social Media
Number of Mediums
broadcasted on
Territories
covered

24. How is a celebrity
endorsement
deal structured?
Q4
24

25. FEE
BASED
EQUITY
BASED
REVENUE
SHARED
25

26. FEE
BASED
o Pay and smile
o Payments are staggered and
correspond with celeb
deliverables.
o Can be closed in a few days
to few weeks.
26

27. EQUITY
BASED
o There is still a fee involved in
most cases.
o Equity is usually sweat equity
o Depends on various factors -
revenue, P&L, valuation, DD
involved - just like any investor
conversation
o Turn around time is higher than
a fee based deal. (2-3 months)
27

28. o There is always
a MG involved.
o Several audit processes
are also involved to track
sales.
28
REVENUE
SHARED

29. How do I plan
the budget of a
campaign that
involves a
celebrity?
Q5
29

30. Advice
01
o Spend wisely
o If you overspend on
the celebrity, you
won’t have enough
left to promote
your campaign
o Don’t give away
equity easily
o Test waters,
before you take
the plunge
Advice
02
Advice
03
30

31. Advice
01
Advice
02
Advice
03
o Spend wisely
o If you overspend
on the celebrity,
you won’t have
enough left to
promote
your campaign
31
o Don’t give away
equity easily
o Test waters,
before you take
the plunge

32. Advice
01
Advice
02
Advice
03
32
o Spend wisely
o If you overspend
on the celebrity,
you won’t have
enough left to
promote
your campaign
o Don’t give away
equity easily
o Test waters,
before you take
the plunge

33. Ok, so my
budgets are clear,
but how do I
eventually draw
my contract?
Q6
33

34. The final deal is not just
going to be about what
you pay the celebrity or
what they give you.
Be aware of the other
terms well in advance.
Also, be clear of the
following factors -
34

35. Advice
01
o The entourage
(hairstylist,
make-up
artist, spot boy
etc.) that
accompanies
the celebrity
35
Advice
02
o Shoot Dates
- make sure
you plan in
advance
Advice
03
o Creative
Approvals
Advice
04
o Have a tight
contract -
cover all
essential
legal terms

36. Advice
01
o The
entourage
(hairstylist,
make-up
artist, spot
boy etc.) that
accompanies
the celebrity
36
Advice
02
o Shoot Dates
- make sure
you plan in
advance
Advice
03
o Creative
Approvals
Advice
04
o Have a tight
contract -
cover all
essential
legal terms

37. Advice
01
o The
entourage
(hairstylist,
make-up
artist, spot
boy etc.) that
accompanies
the celebrity
37
Advice
02
o Shoot Dates
- make sure
you plan in
advance
Advice
03
o Creative
Approvals
Advice
04
o Have a tight
contract -
cover all
essential
legal terms

38. Advice
01
o The
entourage
(hairstylist,
make-up
artist, spot
boy etc.) that
accompanies
the celebrity
38
Advice
02
o Shoot Dates
- make sure
you plan in
advance
Advice
03
o Creative
Approvals
Advice
04
o Have a tight
contract -
cover all
essential
legal terms

39. Getting access to
a celebrity today
isn’t difficult.
Getting the best deal
for your brand still is.
39

40. 40
IF CELEBRITIES
GET TO HAVE
AGENTS
THEN BRANDS
SHOULD HAVE
THEM TOO!

41. 41

42. 42
THE SONNY TO YOUR NIKE
LET US BE