ADVERTISING THROUGH BRAND AMBASSADOR S

{Searching for the Right Match}

"Any brand can get a celebrity. That is easy. But getting a celebrity consistent with the right brand, to the right degree, at the right time, for the right purpose and in the right
way... that is not easy."
Aristotle said, Beauty is a greater recommendation than any letter of introduction.

Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods and services by an identified sponsor. The term advertising is derived from Latin word advert ere which means to turn to. Advertising does turn the attention of people to a product,service,idea or organization.

 Non-Personal Paid

Form Identified Sponsor Mass Appeal Promotion Creativity Multiple Media Products, Services and Ideas

Electronic media
TELEVISON RADIO INTERNET

Print media
NEWSPAPER MAGAZINES

Without endorser, the product is lifeless and faceless.

Celebrity Branding is a type of branding, or advertising, in which a celebrity becomes a brand ambassador and uses his or her status in society to promote a product, service and sometimes appears as Promotional model..

A Brand Ambassador would be one who is an integral part of the brand which goes beyond just appearing on TV commercials. For example, Priyanka Chopra is the brand ambassador for Dabur Amla Hair Oil.

Brand Face
Face would be the current celebrity appearing in the advertisement An example would be Pepsi using Ranbir Kapoor.

Creates Brand Awarenes Celebrity values define, and refresh the brand image Celebrity adds new dimensions to the brand image Instant credibility or aspiration PR coverage Convincing clients Higher degree of recall

Aspect of Brand
Attractiveness

Image

Celebrity

Product

Stylish

Virat Kholi

Liva

Trustworthiness

Reliable

Amitabh Bachchan Aamir Khan

Dabur

Social Cause

Knowledge

Athithi Devo Bhava

BEAUTY,ELEGENCE

CREDIBILITY,TRUSTWORTHINESS

Product Placements While the movie 'Taal' brandished Coke bottles unabashedly

No More but Celebrities Still

campaigns created around a dead personality was the 'Kar lo duniya muthi mein' campaign for Reliance featuring Dhirubhai Ambani

Fictional Heroes

Shaktimaan has sold Parle-G, and Popeye single-handedly revived the consumption of spinach in the US.

Mascots Ronald McDonald, the Amul girl

Men are from Mars, Women from Venus John Abraham lends his rugged image to Yamaha bikes while Priyanka Chopra lends her girl next door image to Scooty Pleasure.

Celebrities for a Cause

The Pulse Polio campaign being coordinated by UNICEF for the Ministry of Health and Family Welfare had Amitabh Bachchan and Sachin Tendulkar

Unintentional Celebrity Endorsements The following year sales figures were close to ten thousand mark John Abraham hayabusa in movie Dhoom

There is a gradual shift from the traditional approach of showing celebrities in advertisement to making them the spokes-person of the brand. Celebrity endorsements do work in the Indian scenario.

The consumer looks for a variety of aspects from the endorsement like the credibility and likeability of the endorser.
Multiple endorsements do clutter the minds of the consumer.

When one endorser endorses many brands, then the recall of the endorsement depends entirely on the power of the brand.
It is not just the financial gains from the endorsements that matter to the celebrity. They also look for the fit with the brand and what the endorsement might do to their image. Professional performance of the endorser is important in deciding the success of the endorsement. bad performance causes negative impact to the endorsements.

Regional appeal factors, popularity, attractiveness, belief system are important platforms which impact celebrity endorsement.