This document discusses companies increasingly hiring niche celebrities to endorse products. It provides examples of the fashion photographer Atul Kasbekar endorsing the Mahindra Xylo vehicle and film director Anurag Kashyap endorsing Cadbury chocolates. The list of niche celebrity endorsements is growing to include fashion designer Wendell Rodricks for sanitary ware and wrestler Sushil Kumar for Eicher tractors. Niche celebrities provide targeted endorsements and cost less than major celebrities, allowing agencies higher commissions. Niche celebrities also sign longer contracts, without overshadowing weaker products.

1. Compiled and presented by Pritam Sinha

2. Companies increasingly signing up Niche
celebrities to promote their Products
•
A tall model complains of cramped
rear leg space in a car during a photo
shoot with fashion photographer Atul
Kasbekar. The car is then replaced
with multiutility vehicle Mahindra
Xylo, and Kasbekar takes a group of
gorgeous models for a drive. The
models put on their make-up and
snack in the vehicle, while Kasbekar
stretches out to take a nap during a
break. It could be a typical day in the
life of India's top fashion
photographer, but the photo shoot is
actually part of Mahindra &
Mahindra's "Happy Legs" advertising
campaign for the Xylo.

3. Companies increasingly signing up Niche
celebrities to promote their Products
• Another company which has
tied up with a niche celebrity
is Cadbury. The confectionery
maker has roped in film
director Anurag Kashyap for
an advertising campaign.
Kashyap, known for making
offbeat films with
newcomers, features in a TV
commercial for Cadbury
chocolates where he is shown
looking for female actors for
his next movie.

5. The list of niche celebrities with endorsement
deals is growing. Fashion designer Wendell
Rodricks endorses sanitary ware maker
Jaguar's premium brand Artize;

6. wrestler Sushil Kumar, who
won a bronze medal at the
2008 Beijing Olympics and
topped it with a silver at last
year's Games in London,
endorses Eicher tractors.

7. Why endorsing
Celebrities
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brand by Niche
A less known celebrity who is well recognised in his field if share his
experience and endorse a product related to his field it target customers
very well,as people think them authentic,unlike Big B and Shahrukh
khan endorsing 10 to 20 products or much higher number per year.
Cost 50 lakh to 1 crore, not 6 to 10 crore like Top celebrities.
Nich Celebrity target niche customers only in better way.
Endorsing Agencies get more commissions that is 15 to 30 percent in
place of 5 to 7 % from top celebrities
Top celebrities some times have their own endorsement management
system that may not work with ad agencies got contract
Less known celebrities sign contracts for 3 to 4 years unlike Top
celebrities.
Top celebrities sometimes cast a shadow on not so strong product if it
don’t goes well with his/her personality. Shahrukhkhan endorsing Talc.
Some times celebrities who are part of ad campaigne can also show up
in advertisement to make it more interesting.eg Shanker eshan loy

8. What is Niche Celebrities
interests?
 They groom people by providing them styling
and diction lessons as well to make them
marketable.
 Less know celebrity go into contract and get
a safe return for the tenure.
 Get more recognition and popularity.

9. Thank You

10. Thank You