Why use celebrities?

Instant Brand Awareness and Recall. Celebrity values dene, and refresh the brand image. Celebrities add new dimensions to the brand image. Instant credibility or aspiration, PR coverage. Lack of ideas. Convincing clients.

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Quick recall of brand values

Experience of use: This encapsulates familiarity and proven reliability. User associations: Brands acquire images from the type of people who are seen using them. Images of prestige or success are imbibed when brands are associated with glamorous personalities. Belief in efciency: Ranking from consumer associations, newspaper editorials etc. Brand appearance: Design of brand offers clues to quality and affects preferences. Manufacturers name & reputation: A prominent brand name (Apple,Tata) transfers positive associations

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A good brand + Celebrity

A good brand campaign idea and an strong link between the celebrity and the message are musts The celebritys role is to enhance user associations among the abovementioned points and create a multiplier effect for a successful brand Good Product + Clearly dened Brand Values + Appropriate celebrity = Multiplier effect for brand However - celebrity does not have the power to improve or reduce the efciency and features of the core product

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Brand compatibility

Celebritys t with the brand image. CelebrityTarget audience match Celebrity associated values. Costs of acquiring the celebrity. CelebrityProduct match. Celebrity controversy risk. Celebrity popularity. Celebrity availability. Celebrity physical attractiveness. Celebrity credibility. Celebrity prior endorsements. Whether celebrity is a brand user. Celebrity profession.

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FRED principle

Familiarity Relevance Esteem Differentiation

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Date

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Abhishek Bachchan He might be the country's top endorser but his rates are hardly close to those of dad and wife. His current rates are between R2-5 crore per brand, depending on brand exercises, ads, events etc required as per contracts. Earning Graph Reports have it that he asked for Rs7 crores for Rajkumar Santoshi's Ladies and Gentlemen. With four films set to release in 2011 he stands to earn between Rs25-30 crores. While his endorsements fetch him close to Rs15 crores Aishwarya Rai Bachchan She charges Rs4-5 crore for each brand endorsement. She fulfils a lot of international commitments for brands like Longines and LOreal. Earning Graph Post Robot she charges up to Rs 6 crores per film. With four releases in 2010, she would've approximately earned Rs20-25 crores and Rs20 crores from endorsements. Amitabh Bachchan He charges between Rs8-10 crore, a rate that is only matched by two others endorsers, Sachin Tendulkar and Mahender Singh Dhoni. n Currently claims to be enjoying doing the ads because of the fantastic talent. On his blog he writes about the new generation who overtaken the largest percentage of the countrys population," Earning Graph His last big releases were in 2009 (Aladin and Paa) where he earned between Rs8-10 crores from these two projects. For his endorsements he earns close to Rs30 crores+ per year. With an added bonus of Rs20-30 crores for KBC. Jaya Bachchan Low key and understated, she only acts in films in between. As far as endorsements are concerned, the current ad with her husband has been her first one. Earning Graph At present her earnings from films and endorsements is limited to a few lakhs (Under Rs50 lakhs as per estimates.)

Celebrity associations
Historically speaking

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A well known secret for many years

http://www.youtube.com/watch?v=akuxGFNmJkk
Date
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Hyundai & Shahrukh Khan

http://www.youtube.com/watch? v=4s9rJfUcP6c http://www.youtube.com/watch? v=ggNWaRqb7mMv=ggNWaRqb7mM

Wednesday 8 June 2011 The objective was to garner faster brand recognition, association and emotional unity with the target group

Coke & Aamir

http://www.youtube.com/watch? v=B8SpKtrhXTU&feature=related http://www.youtube.com/watch? v=VoEiPax7L5c&feature=related

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Coke never used celebs internationally.India was a rst for them

Some international

Celebrity endorsements have been the bedrock of Pepsi's advertising., including Shaquille O'Neal, Mary J. Blige, Wyclef Jean, and Busta Rhymes

http://www.youtube.com/watch?v=qX86SPRGkTY&feature=related

George Foreman for Meineke Car Centres. He has also sold more than 10 million Lean Mean Fat-- Reducing Grilling Machines James Earl Jones for Verizon and CNN. Nike golf balls, since the company signed Tiger Woods in 1996, have seen a $50 million revenue growth. Nike's golf line grossed more than $250 million in annual sales. NikeMichael Jordan, DunlopJohn McEnroe, Tiger Woods, AdidasPrince Naseem Hamed Venus Williams, tennis player and Wimbledon champion- Reebok International Inc.

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Establishment of Credibility: Eg. Santro & Shahrukh Ensured Attention PR coverage Higher degree of recall

Psychographic Connect: Advertisers use stars to capitalize on fan following Demographic Connect: Different stars appeal differently to various demographic segments (age, gender, class, geography etc.). Mass Appeal: Some stars have a universal appeal and therefore prove to be a good bet to generate interest among the masses. Rejuvenating a stagnant brand: Dabur India - Bachchan for Rs 8 crore. Celebrity endorsement can sometimes compensate for lack of innovative ideas

Associative Benet: Shilpa Shetty Pantene Mitigating a tarnished image: Cadbury India & Amitabh Bachchan Aamir Khan led the Coke ghtback as an ingenious and fastidious Bengali who nally gets convinced of the product's `purity,' PepsiCo brought Shah Rukh Khan and Sachin Tendulkar

Wednesday 8 June 2011 Revlon launched the "Won't kiss off test" for its Colorstay lipsticks in 1994 with Cindy Crawford kissing reporters, the campaign featured on almost every major news channel and equally widely in the press.

Disadvantages

The reputation of the celebrity may derogate after he/she has endorsed the product: Pepsi Cola's Mike Tyson, Michael Jackson, Tiger Woods- Accenture The vampire effect: celebrity overshadowing the brand - Castrol commercial featuring Rahul Dravid. Inconsistency in the professional popularity of the celebrity: Cricket & Pepsi Overexposure & Confusion through multi brand endorsements Celebrities endorsing one brand and using another (competitor) Mismatch between the celebrity and the image of the brand

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Dhoni - for 81 unprompted brand associations in consumers' minds, only Boost (12%) and Pepsi (10%) reached double digits. Britney Spears and Pepsi endorsement while publicly drinking coke Jothika endorsing RmKV and buying from Tulsi Silks

Non celeb brands

http://www.youtube.com/watch? v=HL6meSf9gXA&feature=related http://www.youtube.com/watch?

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Fido Dido Seven Up, Asian Paints and Gattu

In conclusion..

The US has a popular index, called the Q score, that summarises various perceptions and feelings that consumers have in the form of likeability measurements. It measures familiarity and appeal of performers, characters, personalities, etc. May be India needs one

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