Mbark Celebrity

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Mbark Celebrity

  1. 1. %MBArk Read on ................................... Celebrity Advertising: Does it Make Things Easy? “A celebrity is a name which, once made by news, now makes news by itself”. - Deepak Choudhury with inputs from Vibha Iyer inspite of being endorsed by who represents a brand or If we’re rapidly turning the pages Amitabh Bachchan and Abhishek company over an extended period of a glossy magazine or channel Bachchan? of time, often in print and surfing, an advertisement Do celebrity endorsements just television advertisements, and in featuring Amitabh Bachchan, improve the ‘shelf life’ of the personal appearances, is usually Sachin Tendulkar, Shah Rukh advertisement, or do they called a company spokesperson. Khan or Aishwarya Rai is sure to influence the purchase decision Eventually, the celebrity’s slow us down. Then again, we directly? Or, in other words, is the appearance becomes closely might find the exasperating ad- star, as a salesman, effective? associated with the brand or lines or jingles buzzing in our A celebrity may be seen as a company. For example, Shah Rukh head all through the day. Celebrity testament, an endorsement, or as Khan is the spokesperson for Tag endorsements ensure that the a company spokesperson. Heuer watches. product lingers in the memory However, these days, almost all Testimonials: If the celebrity long after the advertisement has brands are resorting to celebrity- has personally used the product or been seen and phrases like endorsed campaigns, often with service and is in a position to attest ‘Sharukh Mayur Khan’, and ‘Dil the result that one celebrity, owing to its quality, he or she may give a Maange More’ are often discussed to his star status in the industry, testimonial citing its benefits. in informal circles. Such is the endorses numerous brands at the Aishwarya Rai testifies to having power of celebrities that they are same time. To cite instances, used L’Oreal Hair colour and increasingly finding their way Amitabh Bachchan endorses more vouches for its benefits. Or in the into the politics of the country. than a dozen products from Parker case of the ads released by pens, ICICI homeloans, Cadbury Cadbury’s following the worm + Chocolates, Dabur to Navratna Oil. infestation incident, Amitabh elebrities, Sharukh Khan features in ads for Bachchan was asked to visit the particularly movie Santro, Bagpiper, Airtel, Pepsi and factory premises, inspect the stars, TV many others. Isn’t looking at the conditions of production and then personalities, and number of ads in which a single testify in favour of the chocolates. sports heroes, celebrity features deceptive? Can Endorsement: Celebrities are provide a popular type of reference we actually associate the brand often asked to lend their names to group appeal to their loyal with him? Doesn’t it lead to products or services of which they followers among the general overexposure of the celebrity? may or may not be experts. For public. They represent an Also, does it dilute the impact of example, Naseeruddin Shah idealisation of life that most people the celebrity and lead to confusion endorses Sunola Oil and the ad would love to live, especially in about the brands amongst the features him extolling the health India where people are crazy about consumers? For example, although benefits of using sunflower oil. movies and cricket. Celebrities Amitabh Bachchan is the brand Although he may not be a provide an attraction by breaking ambassador for Nerolac Paints, a nutritionist, the fact remains that through the clutter and thus recent survey revealed that people being a public figure, he lends provide an appeal among the actually associated him with Asian credibility to the brand. masses. If these were the reasons Paints. In this case, celebrity Spokesperson: A celebrity then why did Maruti Versa fail endorsement proved to be
  2. 2. %MBArk Read on ................................... counterproductive for Nerolac. Ajay Jadeja had to be pulled out of first and then the celebrity? Should there then be a cap on the all ads after the match-fixing Another point to consider is number of advertisements done by scandal. Mike Tyson was dropped whether the celebrity is responsible celebrities, or should the celebrity by Diet Pepsi after the heavyweight enough to actually examine the pledge his loyalty to the brand for champ’s much publicised marital product thoroughly before lending life? problems. Salman Khan’s ads were his name to it. Many a time, the Mega brands don’t always stopped after he was caught in the monetary factor is the only depend on celebrities to hard sell deer hunting case. consideration, and a dubious for them. Coke has a policy of not With celebrity endorsements and product endorsed by a celebrity getting its products endorsed testmonials having become so may end up doing harm. A case in through celebrities throughout the lucrative that a special branch of the point would be the erstwhile high world. But in India they joined the publicity sub-industry has evolved profile ads for Home Trade, bandwagon. Is it imperative for the to manage them, what is the risk- featuring Sachin Tendulkar, Hrithik company to use celebrities? to- return ratio that an ideal Roshan and Shahrukh Khan. They Consider companies like Hero marketer should be ready to take? were reportedly paid astronomical Honda that have recently switched Many believe that it is the amounts for their endorsement. A to the concept of celebrity instrument of foolish marketers. lot of people were misled by the advertising. Is the switch justified They stand by the fact that the stars initial publicity the company considering the sale it already mislead consumers instead of received, thanks to the star studded generates in the auto industry? guiding them and, they themselves campaigns. When the company Advertisers spend enormous might switch leaving the crashed, one was left wondering if sums of money to have celebrities consumers perplexed.E.g Aamir the celebrities promoting the promote their products, with the Khan and Aiswarya Rai earlier product were motivated merely by expectation that the reading or endorsed Pepsi but are now seen the moolah and never questioned viewing audience will react in Coke ads.These products are the product’s credibility. positively to the celebrity’s direct competitors in the Indian Often celebrity endorsements for association with their product. market. Does this then have a certain products such as alcohol However, recently there have also negative impact on the consumers? and cigarettes lead impressionable been instances, where brands have Amitabh Bachchan, the most minds to see it as an approval. had to pay a heavy price for the dignified personality of Indian Bagpiper ads featuring Sharukh fallibility of their ambassadors. cinema is seen endorsing products Khan, Akshay Kumar, Dharmendra Hansie Cronje, Azharuddin, and like Navratna Oil, and Sachin and Baba Zarda with Govinda and Tendulkar endorses Today’s Pens. Amjad Khan are some of the Is there a mismatch between the examples. Not all personalities, personlity and the product? Sachin however, are lured by the big bucks. Tendulkar endorsing Boost is Badminton champ P. Gopinath acceptable, but his endorsing refused to endorse colas as he felt Today’s pen is confusing. Similarly, that they were harmful to kids and Navratna Oil is not seen as a high he wouldn’t consume it himself. end product, and hence does not This only sets the tone for some match the stature of Amitabh principled thinking by both Bachchan. Is it true that the Indian corporate houses as well as their advertiser first selects the celebrity brand ambassadors. and then decides on the product, The author is a Marketing thus creating a blunder? Does this reveal an increasing bankruptcy in Manager in a leading the creative circles of the pharmaceutical company in advertising world? Should there be Mumbai. more focus on deciding the product

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