C E

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L O
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Jeenu Vijaivargiya
M
I Megha Gupta
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 WHO IS A CELEBRITY ??
`~Enjoy public recognition
~Experts of their respective fields
~Wider influence in public life & societal
domain.
 THE ROOT OF THE CONCEPT

In India from late1970’s and early 80’s

brands started being endorsed by celebrities
Late Jalal Agha -Pan parag
Tabassum -Prestige pressure cooker
Sunil Gavaskar -Dinesh suitings
Kapil Dev -Palmolive shaving cream
HLL has used Hindi film stars to endorse their
beauty soap LUX since the fifties.
IS THERE A NEED FOR CELEBRITY
 They attract more attention to the advertisements.
 They are viewed as more credible than non-celebrities
Values and image of the Brand is defined and
highlighted and refreshed by the celebrity
Celebrity adds new edge and dimension to the brand
 Not every product needs a celebrity.
5 USES OF CELEBRITY ENDORSEMENT
 Establishes credibility

 Attracts attention

Associative benefit

 Psychographic connect

 Mass appeal
 HOW TO SELECT A CELEBRITY???????

 Any brand can get a celebrity. But, its not easy to get a
celebrity consistent with the right brand, to the right
degree, at the right time, for the right purpose and in the
right manner.
Eg: Britney Spears in Pepsi ad.
 There should be an idea that makes the celebrity relevant
to the product and the consumer
 Celebrities as prop.

 Celebrity presence in the add should be contextual.

( Sachin – “Boost is the secret of my energy”.)

 MULTIPLIER EFFECT FORMULA
 To be successful, a brand needs to have a strong identity of its own. It should ideally not piggyback
on the identity of a celebrity and hope to achieve success.
 Most times it seems like it is just the celebrity saying ‘I use this product, so why don’t you’ kind
of thing and the ad agency thinks it has done its job.”
 Celebrity endorsements work best when the product already has a strong identity and a USP that is
well established, then a celebrity can come in and give the brand an added fillip and generate some
more interest value.
 A complete fit between the values of the brand and the values of the celebrity.
 To create a unique situation or story that links the celebrity to the product.

S= P*D*AV
where S = succesful brand
P = effective product
D =distinctive identity
AV = added values
STRATEGIC USE OF CELEBRITY
ENDORSMENT
 Celebrity Endorsements are very expensive.
 Selection of celebrity is more important than its use.

 The recognition, image &reputation of celebrity and

his/ her suitability with the product should be given
due consideration.
 Celebrity endorsement must be used within the
defined legal framework.
  ZoO-ZoO case compared to AIRTEL
BRANDS THAT UNDERWENT A FIASCO
Celebrities also used to reassure people’s
trust on the company.

AMITABH promoting Cadbury

chocolates.

• Shahrukh khan endorsing

ICICI bank.

• Aamir khan visiting coke plants after the pesticide case.

New Kurkure ads showing the ingredients of the

product after the plastic case that came in focus.
 PERFECT MATCH- CELEBRITY
•
AND BRAND
• Endorsee has deep
penetration among the
masses ,and he is a
crediblesource.

• Endorsee should not be

bigger than the brand.

• The image of celebrity should

match with the brand.
Eg.
1) The Chulbuli JUHI in
Kurkure ad Saying ‘MASTI
BOLE TO KURKURE’.
2) The ‘ruff n tuff’ Akshay Kumar in ‘Thums up’
saying TASTE THE THUNDER
FIVE CAUSES OF LET-DOWN

1. Improper Positioning –
Amitabh and Abhishek Bachchan in Maruti Versa.

2.BRAND -CELEBRITY
DISCONNECT-
Shahrukh khan endorsing
lux beauty soap
CONTINUED……..

3. CLUTTER FLUTTER
One celebrity endorsing so many brands.
 Unfortunately in India , we have too many

brands chasing too few celebrities.

 We have just two and half %celebrities in a

country of 1 billion people.

 Eg.- Amitabh endorsing REID& TAYLOR,

DABUR, CADBURY, PARKER PENS etc

 CONTINUED……….
4. Dissatisfaction with the product quality/performance
eg: Sachin endorsing FIAT PALIO, but due to poor fuel
efficiency of the car ,its sales took a beating.

5. Confusion/Scepticism
Brand is overshadowed in the overwhelming presence of
the star.
eg: Britney spears in Pepsi ad.
eg:Bajaj Pulsar motorcycle ad- “these boots were made for
walking”.
 THE NEW BREEDING GROUNDS FOR
CELEBRITY

 IPL as exciting New breeding ground for both corporate

as well as celebrity.
 Hot shots like Shahrukh Khan, Preity Zinta and Shilpa
Shetty as franchisee owners.
 Hrithik, Akshay kumar,Katrina kaif, Kareena as team
endorsers.
 Sachin, MS Dhoni ,Ganguly as players.

 Magnetism of celebrities in the recent general elections.

IMPACT OF CELEBRITY ENDORSEMENT ON
BUYING DECISIONS

 Known products and names are sold more than unknown

ones.
  More or less every consumer has a brand preference
and given the affordability and societal norms, each
buyer would like to buy and consume one of the highly
acceptable, recognizable, and reputed brands.
 Celebrities are after all mere mortals made of flesh and
blood like us. If a celebrity can aggrandize the merits of
a brand, he or she can also exacerbate the image of a
brand.
 CELEBRITY ENDORSING FOR SOCIAL CAUSES

 AMITABH IN POLIO – “Do boond zindagi ki”.

 AMITABH in HIV- AIDS.

 Aamir in incredible India- “Atithi Devo Bhava”

 Preity Zinta in bravery award.
 RISKS ASSOCIATED ….
 Fame is a fickle and fleeting companion.
 Celebrities are human they also make mistakes.
 Eg:- 1.Magic Johnson lost his endorsement deals when he was
declared HIV- POSITIVE.
2.Ganguly after loosing his captainship even lost
his mark in advertisements.
 One should not just rely on one celebrity instead linking brand
association with several celebrities.
 Get your thinking caps on and come up with a better and a safer
idea.
 Eg:Vodafone’s new brand amdassador-ZooZoo
 CONCLUSION

 Marketers pay a lot of dollars to celebrity endorsee thinking

that these stars will bring magic to their brand.
Celebrity that glitter is not gold.

 Endorsing a celebrity is means to an end but not an end in

itself.

 Today’s customer shops very smartly, knows that these celebrities

are paid and hence are pessimistic about it.
 There should be an idea that makes celebrity relevant to the
product and the consumer.
THANK YOU