Brand Switching: For example when Aishwarya Rai and
Aamir Khan shifted loyalties from Pepsi to Coke.
Tarnished Public Image: Thums up too had to scrap its ads
after Salman Khan got embroiled in the black-buck case
& took Akshay.
Eg. Palmolive had
with Kapil Dev and
the line 'Palmolive
ka jawaab nahi'.
Reel Not Equal to
Spears who are
have been spotted
Success of Brand Dependant on Success of
Celebrity: Eg: Sachin's ad being shown after his wicket falls
draws negative impressions about the brand.
Celebrities Overshadowing Brands:Dinesh
Suitings, where Sunil Gavaskar, the brand spokesperson, was
allowed to rule the brand, thus becoming bigger than it. Once
the association ceased, the brand lost its identity.
Company Wars Through Celebrities: Pepsi's Sharukh Khan taking
a dig at Hritik Roshan who endorsed Coke.
Incongruity Between Brand and Celebrity: Samsung sponsoring
the Indian cricket team has no congruence and brand connect.
Irresponsible Advertising: Fardeen for pan masala & ajay for
As many as
Sachin Tendulkar, for
example, in 2002 endorsed 12
brands, ESPN-STAR Sports (the
television channel), AirTel has
just signed him on as its brand
Mahendra Singh Dhoni is also
related to many brands
endorsement like aircel
network as well as for the proje
ct save trees save tigers.