Celebrity endorsement on indian television

1. CELEBRITY ENDORSEMENT ON INDIAN
TELEVISION
Karthik, Noufal

2. Today many marketers
are crazy about signing
on popular celebrities to
endorse their brands
and are spending billions
on them. This article
takes a look at the
conceptual back ground
to the subject and
delineates contemporary
examples of celebrity
endorsements on Indian
television.
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3. Conceptual background
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Reference groups
It is defined as an actual
or imaginary individual or
group which has significant
relevance to a consumer’s
evaluations, aspirations or
behavior. The presumed
perspectives or values of
the reference group are
used by the consumer as
the basis for his/her
behavior.

4. Celebrities constitute a
positive or associative
reference group, as consumers
normally find their values and
behavior attractive, and look
to the role models. They can
also be considered to be
identification groups as
consumers identify strongly
with their behavior and try to
incorporate the same in their
on behavior.
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5. karthik,Noufal 5
Influences by celebrities
Informational influence: Knowledge and
expertise.
Value expressive influence: Feelings and
image.
Utilitarian influence: Preference and
experience

6. Definition of celebrity
endorsement
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A celebrity is an “individual who is known to
the public for his /her achievements in areas
other than that of the product class
endorsed”.
Friedman&Friedman( 1979)

7. Types of Celebrity Endorsements
“I USE THIS PRODUCT”
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Testimonials

8. “I ENDORSE THIS PRODUCT "or “YOUSHOULD
USE THIS PRODUCT”
Here celebrity merely plays the role of a
character in the advertisement. The celebrity
is well-recognized by the audience and is
associated with certain attributes and
characteristics, which are meant to strengthen
the communication by way of celebrity fit.
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9. Special Types of Endorsers
“Expert endorser”
“Reference group”
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10. Celebrity Power versus Brand Power
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Dilution effect

11. Reach and Brand linkage is the success
of the celebrity endorsement.
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Visibility Behavioral change
Short
term
sales
Brand linkage Change in
attitude
Brand equity building
Reach

12. Top 10 celebrities in India.
The Big Endorser The Brand
a) Sachin Tendulkar: Pepsi, Adidas, TVS, Britannia, MRF, ESPN
b) Shahrukh Khan: Pepsi, Santro, Videocon, LML
c) Amitabh Bachan: Pepsi, Cadbury, Dabur, Nerolac, Reid & Taylor
d) Aamir Khan: Coke, Titan
e) Saurav Ganguly: Emami, Hero Honda, Britannia, LG
f) Saif Ali Khan: Asian Paints, Yamaha, Frito Lays, Royal Stag
g)Virendra Sehwag: Boost, Badur, Coke, Team Samsung, Britannia,
Adidas,Mayur
h) Rahul Dravid: Castrol, Samsung, Pepsi, Hutch, Britannia, Reebok
i) Aishwarya Rai:Nakshatra, Lu, L’oreal, longiones watches
j) Preety Zinta: Cadury, Godrej, TVS Scooty, Maggi, Head & Shoulders
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13. Overview of Celebrity endorsements
on TV during 2009
Key Findings
• 'Bollywood actress' leads in celebrity endorsements on TV during 2009.
• 'M S Dhoni' had endorsed for maximum number of advertisers on TV
during 2009.
• 'Cellular phone services' was the top category in celebrity endorsements
on TV during 2009.
• 'Clinic All Clear Tech Soft' had the maximum ad volumes of overall
celebrity endorsement share on TV during 2009.
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14. Can celebrity alone attract today’s smart
consumers?
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