2. INTRODUCTION
An endorsement is a type of communication in which one person
speaks in the favor of brand or product.
Celebrity endorsement is a further extension of endorsement in
which a celebrity, either film star or sportsman or social worker
act as a spokesperson or brand ambassador and endorses what
brand claims.
3. It generates greater believability
It increases the sale of the product.
It helps to reach people and attract the attention of the
consumer all over the world.
Positive purchase intention.
Celebrities also helps to add new dimension to the brand.
Why do we need Celebrity
Endorsements?
4. ACTORS
1. Virat Kholi
2. Shah Rukh Khan
3. Deepika Padukone
4. Salman Khan
5. Priyanka Chopra
6. Ranbir Kapoor
7. Ranveer Singh
8. Hrithik Roshan
Top Celebrities and the Brands
they Endorse
ENDORSEMENT FEE
5 to 7 crores a day
3.5 to 4 crores a day
3.5 to 5 crores a day
2.5 crores a day
8 to 10 crores per year
3 crores a day
7.5 crores for every
endorsement
3 to 4 crores for every
endorsement
6. BENEFITS
• Establishment of credibility
• Rejuvenating the stagnant brand
• Builds brand equity.
• Make people believe the product
contributes to superstar status.
• Celebrities may help advertising stand out
from the surrounding clutter.
7. SUCCESSFUL ADS:
David Beckham—Armani/H&M
For years Beckham, the legendary
soccer player, has been showing off
his other talent in ads where
whether he is wearing clothes or not
(especially not), we can't help but
swoon.
Salman Khan is best known for his long-
standing association with Thumps Up.
However, long before the 'toofani' drink
appeared on the horizon, the actor
advertised for Limca and Campa Cola
8. RISKS
• Celebrities become overexposed.
• Vampire Effect/ Overshadowing Effect
• Multiple Endorsements
• Inconsistency in professional popularity.
9. When Saif chose to dedicate
his Bollywood success to Pan
Bahar, all we did was laugh !!!!
In 2005, after the ad went on-air, in
an interview, SRK revealed, "Some
people think it's a girlie ad, that it
questions my sexuality”
FAILED ADS:
11. HOW CAN BRANDS ENHANCE THE EFFECTIVENESS
OF CELEBRITY ENDORSEMENTS?
Validating the Brand’s Audience
Validating the Celebrity’s Audience
Build Long-term partnership
Pick celebrities with “lower-risk lifestyles.”
12. CONCLUSION:
• Before choosing the celebrity the marketer has to decide how far
the benefits outweigh the risks associated.
• In an age where everyone spends most of their day on social
media, there’s no doubt that celebrities have an impact on our
lives.
• Marketing values have changed throughout the years as well.
From once using a products’ attributes as the key point of selling,
to involving celebrities, today it’s mainly about being less
transactional and more personal.
• Brands need to provide tools to help consumers validate
the individual fit of a product or service for their individual
situation. At the end of the day, a brand must let consumers know
why to buy their products, not the celebrity. They are the ones that
need to advice, convince and help shoppers decide, not the
celebrity.
