Celebrity Endorsements and Brand Building: Dissertation Report

Celebrity Endorsements & Brand Building
DISSERTATION REPORT:
CELEBRITY ENDORSEMENTS
AND BRAND BUILDING
Submitted to: Submitted
By:
Ms. Kokil Jain Piyush
Rawtani
A1800080!!
M"A#I"$08#
10%
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AI"S
A&KNO'(ED)EMENT
It has been a great pleasure for e to !or" on th#s pro$e%t& M' s#n%ere than"s
to Ms& (o"#l )a#n *' Mar"et#ng tea%her for g#+#ng e an opportun#t' to !or"
on th#s pro$e%t !hereb' I !as g#+en a %han%e to stu,' the #pa%t of %elebr#t'
en,orseent as a sour%e of bran,bu#l,#ng an, on %onsuers bu'#ng
beha+#or !h#%h helpe, e to #n%rease the span of ' "no!le,ge an,
,e+elope, ' th#n"#ng on ore pra%t#%al l#nes& I than" her for her gu#,an%e
an, support throughout the t#e !hen I !as !or"#ng on th#s pro$e%t&I e-press
' s#n%ere than"s to ' parents* fr#en,s !ho en%ourage, e throughout
th#s pro$e%t&
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E*E&+TI,E S+MMAR-
India is a country where people love to live in dreams. hey worship celebrities.
celebrities which might be cric!et stars li!e "achin endul!ar# $ahinder "ingh %honi or &ilm
"tars li!e "hah 'u!h (han or )ohn Ebrahim. hey treat them as *od. $ar!eters use this very
preposition so as to in+luence their target customers may be e,isting or potential ones.
&or this they rope in these celebrities and give them whopping amount o+ money. hey
believe that by doing this they can associate their products with their target customers.
his is called celebrity endorsement.
Aristotle said# -Beauty is a greater recommendation than any letter o+ introduction.. his could
aptly summari/e why innumerable products are endorsed by celebrities# with or without a
signi+icant need or bene+it +rom the same.
"imilarly every product has an image. he consumer tries to consume a brand which has the
ma,imum +it with his0her own personality0image. he celebrity endorser +its in between these
two interactions# where he tries to bring the image o+ the product closer to the e,pectation o+ the
consumer# by trans+erring some o+ the cultural meanings residing in his image to the product.
1ow# despite the potential bene+its derived +rom celebrity endorsements# they increase a
mar!eter2s ris! mani+olds and should be treated with +ull attention and aptitude. 3 brand should
be cautious when employing celebrities to ensure promise believability and delivery o+ the
intended e++ect. he growing importance o+ mythical characters as celebrities and their sway over
the target segments are ample proo+ o+ public demand +or icons to loo! up to. 3s the celebrities
traverse +rom a mere commercial presence to public wel+are message endorsements# a whole new
dimension is added to this process and helps us in achieving a holistic view o+ the impact which
celebrities generate in every sphere and segment through their well4versed endorsements.
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INTROD+&TION
Everyday consumers are e,posed to thousands o+ voices and images in maga/ines# newspapers#
and on billboards# websites# radio and television. Every brand attempts to steal at least a +raction
o+ a person2s time to in+orm him or her o+ the ama/ing and di++erent attributes o+ the product at
hand. he challenge o+ the mar!eter is to +ind a hoo! that will hold the sub6ect2s attention.In
helping to achieve this# use o+ celebrity endorsers is a widely used mar!eting strategy.
In this modern age# people tend to ignore all commercials and advertisements while +lipping
through the maga/ines and newspapers or viewing 7. But even then# the glamour o+ a celebrity
seldom goes unnoticed. hus# celebrity endorsement in advertisement and its impact on the
overall brand is o+ great signi+icance. In this process# the companies hire celebrities +rom a
particular +ield to +eature in its advertisement campaigns. he promotional +eatures and images o+
the product are matched with the celebrity image# which tends to persuade a consumer to +i, up
his choice +rom a variety o+ brands. 3lthough this sounds pretty simple# but the design o+ such
campaigns and the subse8uent success in achieving the desired result calls +or an in4depth
understanding o+ the product# the brand ob6ective# choice o+ a celebrity# associating the celebrity
with the brand# and a +ramewor! +or measuring the e++ectiveness.
Companies invest large sums o+ money to align their brands and themselves with endorsers. "uch
endorsers are seen as dynamic with both attractive and li!eable 8ualities and companies plan that
these 8ualities are trans+erred to products via marcom activities. &urthermore# because o+ their
+ame# celebrities serve not only to create and maintain attention but also to achieve high recall
rates +or marcom messages in today2s highly cluttered environments.
"imilarly every product has an image. he consumer tries to consume a brand which has the
ma,imum +it with his0her own personality0image. he celebrity endorser +its in between these
two interactions# where he tries to bring the image o+ the product closer to the e,pectation o+ the
consumer# by trans+erring some o+ the cultural meanings residing in his image to the product.
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Indian advertising started with the haw!ers who used to call out their wares right +rom the days
when cities and mar!ets +irst began. :ith this evolved a strategy that tried to bene+it +rom the
emotional attachment o+ the admirers or the +ans o+ the celebrities; in the +orm o+ celebrity
endorsement.
In the report#I have +ocused on the impact o+ celebrity endorsement on the overall process o+
brand building and also tried to de+ine< how to ma!e celebrity endorsement a win4win situation
+or both the brand and the brand4endorser. Brand is the most valuable asset o+ any +irm.
he general belie+ among advertisers is that brand communication messages delivered by
celebrities and +amous personalities generate a higher appeal# attention and recall than those
e,ecuted by non4celebrities. he 8uic! message4reach and impact are all too essential in today2s
highly competitive environment.
3 brand should be cautious when employing celebrities to ensure promise# believability and
delivery o+ the intended e++ect. 3s the celebrities traverse +rom a mere commercial presence to
public wel+are message endorsements# a whole new dimension is added to this process and helps
us in achieving a holistic view o+ the impact which celebrities generate in every sphere and
segment through their well4versed endorsements.
Celebrities have also been in demand having succeeded in being e++ective by rising above the
clutter & grabbing the attention and +ocus o+ the consumer. hey also succeed in creating an
aspiration in the minds o+ the consumer to ac8uire what their +avorite celebrity endorses.
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&RITI&A( RE,IE' O. T/E (ITERAT+RE
Branding & Celebrity Endorsement
oday# use o+ celebrities as part o+ mar!eting communication strategy is +airly common practice
+or ma6or +irms in supporting corporate or brand imagery.
Definition Of A Brand
Jack Welch# the +ormer CE> o+ *eneral Electric# once said# ->ur most valuable assets are our
intangible assets.. he intangible asset he was re+erring to is a brand. he %ictionary o+ Business
& $anagement de+ines a brand as< -a name# term# sign# symbol# or design# or a combination o+
them# intended to identi+y goods or services o+ one seller or a group o+ sellers and to di++erentiate
them +rom those o+ competitor..
Definition of a Celebrity
Per say# a dictionary meaning o+ this word is -a +amous person?. 3 person who has e,celled in
his 0 her +ield o+ action or activity. In our day to day activity# we per+orm many acts# may at
home# at wor! place# on +ield in sports# in social li+e. But these acts may be daily routine or 6ust
?acts? per say giving no e,tra4ordinary results# not noticed by anybody surrounding# and not
ta!en into notice by $edia.
But i+ a person acts or per+orms something which gives spectacular results is noticed by masses.
hat person has ?done something? special that we and masses can not do. @e is regarded as a
special person with some ?e,tra? given by that ?3lmighty? above. :e start +eeling that he0she is
great. :e start celebrating his0her all acts which produce success. I+ the success rate +or that
person is very high to ?deliver? same results# he becomes a ?CEAEB'IB?. It may be in +ield o+
sports# cinema# theatre# social li+e# politics# and science anything but something with some
special results.
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But by all means these acts should be with good cause# positive results# morally good and
acceptable results. Eg. 3 bandit 8ueen o+ Chambal valley was very +amous# but was terror be+ore
her surrender to police. But she never becomes celebrity. But an actress $s "eema Biswas who
acted in +ilm on ?Bandit Dueen? on li+e o+ that bandit# became very +amous and a Celebrity.
3 celebrity is perceived as god by masses. hey touch their +eet# create idols and worship#
garland their photographs# per+orm ?Bagnyas? +or their idols per+ormance# wait +or their
?%arshan? in hot sun or heavy rains +or hours together# +ollow +ashions o+ them 4 wear similar
clothes or have similar hair style as that o+ celebrity# and on wrongside even commit suicide i+
celebrity &3IA" to deliver results.
hey have tremendous mass +ollowings. hey pull crowds with their presence only. I+ it is
understood that 3mitabh Bachchan is coming +or shooting a +ilm# to a particular location on a
particular day # then there is big commotion in that area.
Celebrities are people who en6oy speci+ic public recognition by a large number o+ certain groups
o+ people. hey have some characteristic attributes li!e attractiveness# e,traordinary li+estyle or
special s!ills that are not commonly observed. hus# it can be said that within a society#
celebrities generally di++er +rom the common people and en6oy a high degree o+ public
awareness.
3ccording to Friedman and Friedman# a -celebrity endorser is an individual who is !nown by
the public +or his or her achievements in areas other than that o+ the product class endorsed..
Compared to other endorser types# +amous people always attach a greater degree o+ attention#
recall and loyalty.
In this age o+ intense competition# where capturing a position in the consumers2 mind space is
e,tremely tough# celebrity endorsements give an e,tra edge to the companies +or holding the
viewers2 attention. Celebrities can cataly/e brand acceptance and provide the enormous
momentum that brands re8uire by endorsing the intrinsic value to the brand.
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Ai!e
a.)Actors Fe.g.# 3mitabh Bachchan# "hahru!h (han# 3ishwarya 'ai## Preity Ginta# 3amir (han
and Pierce BrosnanH.
b.)Models Fe.g.# $allai!a 3rora# $ilind "oman# etcH#
c.)Television Personalities F@usain# "mriti IraniH#
d.)Sports fi!res Fe.g.# "achin endul!ar# "ania $ir/a# 3nna (ourni!ova# $ichael "chumacher#
iger :oods# etcH#
e.)"ntertainers Fe.g.# Cyrus Broacha# >prah :in+rey#H#
f.)#op$stars Fe.g.# $adonna# "ha!iraH.
But also +or less obvious groups li!e b!sinessmen Fe.g.# 7i6ay $allya# Bill *atesH or
politicians. Clebrities appear in public in di++erent ways. &irst# they appear in public when
+ul+illing their pro+ession# e.g.# 7ishwanathan 3nand# who plays chess in +ront o+ an audience.
&urthermore# celebrities appear in public by attending special celebrity events# e.g.# award
ceremonies# inaugurations or world premieres o+ movies. In addition# they are present in news#
+ashion maga/ines# and tabloids# which provide second source in+ormation on events and the
Iprivate li+e2 o+ celebrities through mass4media channels Fe.g.# "mriti Irani being regularly
+eatured in various publicationsH. Aast but not least# celebrities act as spo!es4people in
advertising to promote products and services# which is re+erred to celebrity endorsement.
'/AT IS PROD+&T ENDORSEMENT0
3 product endorsement is a +orm o+ testimonial +rom someone which indicates that they li!e or
approve o+ a product. Commonly# product endorsements are solicited +rom people who are
socially prominent# allowing companies to advertise their products with statements li!e -as used
by such4and4such an actress#. or -the o++icial product o+ company0event J.. ItKs hard to miss a
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product endorsement on product pac!aging and in advertisements; most companies !eep their
endorsements +ront and center so that they are always in the public eye.
he concept o+ the product endorsement is 8uite ancient. In England# +or e,ample# several
companies have been advertising themselves as -by appointment to the Dueen. +or hundreds o+
years# indicating that they en6oy the patronage o+ the British royal +amily. Consumers are o+ten
seduced by the idea o+ purchasing a product which is endorsed by someone wealthy or +amous#
as though by buying the product# the consumer also becomes a++iliated with the person who
endorses it.
$odern product endorsements can come with contracts worth substantial amounts o+ money. &or
e,ample# many sports stars agree to participate in product endorsement campaigns with the
understanding that the company will compensate them +or the trouble; some stars donate the
proceeds to charities they support# using the product endorsement as a public relations campaign.
In e,change +or an endorsement contract# someone may agree to use the product publicly
whenever possible# and they may be restricted +rom using products made by a competitor.
3 product endorsement doesnKt necessarily mean that a product is good. It 6ust means that the
company has managed to wor! its public relations connections to get a big name associated with
it.
"ome endorsements ta!e the +orm o+ written testimonials# where people write about how the
product changed their lives. @istorically# such testimonials were o+ten printed on the product
pac!aging directly; modern testimonials are more commonly included in advertising campaigns#
with e,cerpts only on the pac!aging. $any companies also use photographs o+ +amous people on
their products to create a visual connection between the endorser and the product# which is why
sports stars appear on various sports merchandise.
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WHAT IS CELEBIT! E"DOSE#E"T$
he use o+ celebrities in order to increase the sales and0 or the recall value o+ a brand is called
celebrity endorsement
he late KLNs saw the beginning o+ celebrity endorsements in advertising in India. @indi +ilm
and 7 stars as well as sportspersons began encroaching on a territory that was# until then# the
e,clusive domain o+ models. here was a spurt o+ advertising# +eaturing stars li!e abassum
FPrestige pressure coo!ersH# )alal 3gha FPan ParagH# (apil %ev FPalmolive "having CreamH and
"unil *avas!ar F%inesh "uitingsH. >+ course# probably the +irst ad to cash in on star power in a
strategic# long4term# mission statement !ind o+ way was +or Au, soap# a brand which has#
perhaps as a result o+ this# been among the top three in the country +or much o+ its li+etime.
Endorsements by celebrities have started since a long time. he very +act that their use has
continued +or so long is proo+ enough o+ its immense advantages# but they have several
disadvantages too. :hen it comes to celebrity endorsement# the +irst brand that comes to the
Indian mind is that o+ Au,# the Beauty Bar o+ the "tars. "ince its inception# Au, the brand has
grown positioning itsel+ thus. @owever# recently Au, has tried to change its positioning +rom
being a woman2s soap to being soap +or men as well. "tic!ing to its strategy o+ using celebrities
to appeal to its target audience# this time around it has used "hah 'u!h (han to endorse Au,. But
this time the response has been con+using.
>ne o+ the +irst sports endorsements in India was when &aro!h Engineer became the +irst Indian
Cric!ets to model +or Brylcream he Indian cric!et teams now earns roughly 's. 1NN crore
through endorsements. here was a spurt o+ advertising# +eaturing stars li!e tabassum FPrestige
Pressure coo!ersH. )alal 3gha FPan ParagH.(apil %ev FPalmolive "having creamH and "unil
*avas!ar F%inesh "utingsH
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RISE O. &E(E"RIT- &+(T+RE
he modern mass media has increased the e,posure and power o+ celebrity. >+ten# celebrity
carries with it immense social capitals that is highly sought a+ter by some individuals. @igh
paying 6obs and other social per!s unavailable to most people are readily available to celebrities#
even +or wo! not connected to the talents or accomplishment that made them +amous.
&or e,ample 3 retired athletes might receive high -spea!ing +ees I or compensation +or public
appearances# despite his talent having been sports.>+ten# celebrities cannot escape the public eye
& ris! being +ollowed by +ans. 3s well# child celebrities are notorious +or having poor emotional
health in adulthood# and o+ten turn to drug and alcohols abuse when their +ame +ades.
In India today# the use o+ celebrity advertising +or companies has become a trend and a perceive
winning +ormula o+ corporate image building and product mar!eting. 3ssociating a brand with a
top4notch celebrity can do more than per! up brand recall. It can create lin!ages with the stars
appeal# thereby adding re+reshing and new dimensions to the brand image.
In a world +illed with +aces# how many do you rememberO 3dmittedly the ones that evo!e some
!ind o+ +eel in you# whether it2s humors# acceptance# appreciation or recognition. hese are the
+aces you2d turn to loo! at# the ones that would stop you in your trac!s. 3nd that2s when you
have more than 6ust a +ace. Bou have personality.
-Personality that2s re+lective o+ your brand and promises to ta!e it that e,tra mile..

3s e,isting media get increasingly cluttered# the need to stand out has become paramount4 and
celebrities have proved to be the ideal way to ensure brand prominence. "ynergi/ing personality
with product and message can create an instant brea!through. 'esultO Brand bu//. People begin
to notice# opportunities come about. People want to be part o+ the brand.
-ouch it. &eel it. E,perience it..
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ICelebrities as brands2 is a concept4selling challenge# as the current notion o+ celebrity
management is +ar +rom ideal P it2s perceived as a business that merely attaches celebrity to the
brand to get that added advantage. @owever# the actual 6ob is not mere bro!erage 444 it2s about
selecting a celebrity whose characteristics2 are congruent with the brand image.
Qsing celebrities in advertising dates bac! to the late nineteenth century and this common
advertising practice has drawn a considerable amount o+ academic and practical attention. $ost
academic investigations o+ celebrity endorsement have been conte,tuali/ed in the realm o+
source credibility and attractiveness models# and suggest that celebrities e,ert their in+luence on
consumer through perceived attributes such as e,pertise# trustworthiness# attractiveness#
+amiliarty# and li!eability
Celebrities embody a collection o+ culturally relevant images# symbols# and values. 3s the
images o+ the celebrity become associated with the products through endorsement# the meanings
they attach to the product are trans+erred to consumer through and consumption. here+ore# the
practice +or celebrity endorsement should be closely related to the cultural conte,t in which the
images o+ celebrities are +ormed and individual celebrities are selected to be lin!ed with
particular products.
&or advertising practitioners# employing an appropriate celebrity endorser to promote a product
is important and di++icult tas!s. &amiliarity# as well as the +it between celebrity and the product#
as important +actors +or choosing the appropriate endorsers.
>ther highly ran!ed decision +actors include celebrity0 target4 audience congruence# costs o+
securing the celebrity# the celebrity2s ris! o+ controversy# and the celebrity2s prior endorsement.
3s suggested by Erdogan# Ba!er# and agg F2NN1H# the perceived importance and the actual use
o+ endorser selection criteria may vary +rom culture to culture. %i++erences in the entertainment
industry and the agency business# and more broadly# in the cultural environments are li!ely to
in+luence the e,ecution o+ the celebrity endorsement strategy across countries.
3rguing +or standardi/ed advertising across countries# some contend that consumer demands and
tastes have become similar on a global scale Fand that using celebrities with world wide
recognition in advertising is an e++ective means o+ overcoming cultural di++iculties. >thers claim
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that despite some observed convergence among consumer around world# +undamental values still
remain divergent across cultures. here+ore# international advertisers cannot assume that the
same advertising techni8ue should be uni+ormly applied or that it will be e8ually e++ective in
di++erent countries.
Celebrity endorsements are very e,pensive. here+ore their use in an ad should be 6usti+ied. In
other words# the message strategy +or a brand should strongly warrant the use a !nown +ace in an
idea. "adly# very o+ten the celebrity is hired +irst and an idea is then weaved around his or her
presence.
he important thing to remember is that putting a celebrity in an ad is not an idea in itsel+.
Qn+ortunately# this is how most celebrities are being used in Indian advertising# where they 6ust
become a prop. Ideally# there should be an idea that ma!es the celebrity relevant to the product
and the consumer.
3 celebrity2s presence in the ad should be conte,tual. :hen "achin endul!ar declares# -Boost
is the secret o+ my energy#. it doesn2t seem out o+ conte,t. Internationally# 1i!e2s association
with $ichael )ordan is legendary and also logical.
Celebrity endorsements wor! best when the celebrity is not introducing the brand. :hen the
product already has a strong identity and a Q"P that is well established# then a celebrity can
come in and give the brand an added +illip and generate some more interest value. @owever#
what is o+ paramount importance is to +ind a complete +it between the values o+ the brand and the
values o+ the celebrity. >ne needs to create a uni8ue situation or story that lin!s the celebrity to
the product.
IS IT SMART TO +SE &E(E"RIT- ENDORSEMENT .OR "RANDIN)0
"tars# who are !nown to shape destinies# cast an enormous in+luence. 1o# we2re not tal!ing about
astrology here. :e2re re+erring to the power+ul e++ect o+ celebrities on destinies o+ brands. >ne
approving nod +rom a +amous +ace can translate into millions in brand sales. Perhaps that2s why
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the world over# companies have been using stars to endorse everything# +rom +ood to +ood chains#
+rom so+t and hard drin!s to health drin!s# +rom clothes and accessories to cars Fand the tyres on
which they runH. Even political parties are awestruc! by the charisma o+ stars. "uch is the
magnetism o+ celebrities in this country that in the recent general elections# ma6or political
parties +ielded a record number o+ +ilm stars and cric!eters to contest +rom important
constituencies around the country
CELEBIT! E"DOSE#E"TS AS A STATE%!
"igning up stars +or endorsements is a time4tested strategy and has been e++ectively used by some
o+ the top brands in the world including 1i!e and Pepsi. In India too# @AA has used @indi +ilm
stars to endorse their beauty soap Au, since the +i+ties. 7imal# hums Qp# *walior and %inesh
are some o+ the other brands that used star4appeal in the early days o+ mass advertising. 3nd who
can +orget (apil IPalmolive2 %evO
$ar!eteres believe that star endorsements have several bene+its# !ey among them being building
credibility# +ostering trust and drawing attention or any or all o+ which can translate into higher
brand sales.
"o how does one decide whether to put a celebrity in an adO Ideally# this should be dictated by
the communication idea. $* Parmeswaran# E,ecutive %irector o+ &CB Ql!a says# -3s
advertising pro+essionals# we recommend celebrity endorsements when the case is 6usti+ied.
here are many cases where you need to use the celebrity to brea! out o+ a category clutter. 3t
times celebrity endorsement is used to build credibility to the brand o++er..
$ost e,perts concur that# when used 6udiciously# celebrity endorsements can be an e++ective
strategy. 3ccording to $ohammed (han# Chairman o+ Enterprise 1e,us# -Qsing a celebrity by
itsel+ is not a bad idea provided it is done intelligently.. 3nd there are many e,amples o+ good
and bad use o+ celebrities.
a!e 3mitabh Bachchan# who has been used by some companies li!e Par!er Pens and ICICI
@ome Aoans remar!ably well while some others have been unable to e,ploit his Big B status too
well. "hah 'u!h (han2s endorsement o+ @yundai i1N too seems to have wor!ed well.
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Parmeswaran adds# -:e used cric!eters li!e 'ahul %ravid +or Castrol in an attempt to brea! out
o+ the clutter# as well as have an image rub o++ o+ Idependability2 on to the brand..
Bet# there are some who don2t have much conviction in star endorsements. 3drian $endon/a#
E,ecutive 7P and Creative %irector o+ 'edi++usion %B&' does not recommend celebrity
endorsements because he thin!s that to be really success+ul# a brand needs to have a strong
identity o+ its own. It should ideally not piggybac! on the identity o+ a celebrity and hope to
achieve success. $endon/a adds# -I somehow get this +eeling that not much e++ort is put in to
thin! through an ad with a celebrity. $ost times it seems li!e it is 6ust the celebrity saying II use
this product# so why don2t you2 !ind o+ thing and the ad agency thin!s it has done its 6ob..
CELEBIT! E"DOSE#E"TS: &E! TO #A&ETI"% S'CCESS
:hen you tell people that a product0service can help them# they may or may not believe you.
3+ter all# you have a vested interest in selling your services.
But when celebrities say that the particular product0service has helped them# and it could help
others# people tend to listen R and believe. 3+ter all# most people assume ?he wouldnKt say it i+ it
werenKt true.?
3s $ar!eting e,pert Patric! Bishop R co4author o+ ?$oney ree $ar!eting< Innovative "ecrets
hat :ill %ouble Bour "mall4Business Pro+its in MN %ays or Aess? R noted<
%When &o! et a celebrit& to endorse &o!r compan& or sin a licensin areement' &o!
benefit from c!stomers( a)areness of the propert&' *)hich+ co!ld incl!de the perception of
,!alit&' ed!cational val!e or a certain imae.%
3+ter researching the impact o+ celebrity endorsements# $elissa "t. )ames# a doctoral +ellow and
mar!eting instructor at he *eorge :ashington Qniversity concluded#
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%St!dies sho) that !sin celebrities can increase cons!mers( a)areness of the ad' capt!re
*their+ attention and make ads more memorable% F8uoted in ?Celebrity Endorsements#? by
(imi!o A. $artine/# Entrepreneur's Start-Ups maga/ine# $ay 2NN1H.
I+ youKre not convinced yet o+ the e++ectiveness o+ celebrity endorsements# hereKs what )onathan
*aines# president and CE> o+ top mar!eting +irm %$" "trategies has to say<
%-ih$profile endorsements from athletes and celebrities )ill set &o! apart from &o!r
competitors' and &o! can become a contender in the pla&in field .a celebrit&
spokesperson can )ork for companies of all si/es.% .
?$any companies have had considerable success using celebrities as spo!espersons# especially
athletes#? stated researchers 3my %yson and %ouglas urco# in ?he "tate o+ Celebrity
Endorsement in "port#? +or the Cyber-Journal of Sport Marketing. hey +ound that# in 1MM=# Q.".
companies paid more than S1 billion to 2#NNN athletes +or endorsement deals# and that sport
endorsers were +eatured in 11T o+ all television advertisements that same year. ?'esearch has
indicated that customers are more li!ely to choose goods and services endorsed by celebrities
than those without such endorsements#? they concluded.
heir research shows that one o+ the advantages to celebrity4based mar!eting campaigns is that<
Famo!s people hold the vie)er(s attention. 0n this era of so!nd$b&tes and channel s!rfin'
there is a demand for people(s time and foc!s.
>+ course# any mar!eting material R even with a power+ul celebrity endorsement R must be a
combination o+ both education and sales.
1C | P a g e
CELEBIT! BA"DI"% A"D ITS E((ECT O" CO"S'#ES
It is a !nown +act that the best endorsements achieve an e++ective balance between the product
FbrandH and the celebrity. *iving a brand a K+aceK is more than 6ust a mar!eting strategy to
increase sales or gain mar!et share# it is a decision that can change the +uture o+ the brand
+orever.
Choice o+ the celebrity# hence# is o+ utmost importance and is usually done based on many
di++erent parameters 4 appeal# loo!s# popularity or even 6ust a +antasy +igure to endorse a brand.
In todayKs highly competitive mar!ets# big brands are at logger4heads when it comes to products#
each having a similar product to that o+ a rival. :here does one brand gain that competitive
advantage 4 advertising# service# or promise o+ trust. 3dvertising seems to be the best plat+orm
where brands pre+er to compete on 4 right +rom hiring the best advertising agencies to getting the
biggest celebrities. :hat would be the +ormula to success thenO :ell# a good creative agency# a
large enough promotional budget and a huge star to endorse your brand would de+initely ensure
in the minds o+ a brand management team a +eeling o+ security# success and a triumph over the
competitors brand.
he general belie+ among advertisers is that brand communication messages delivered by
celebrities and +amous personalities generate a higher appeal# attention and recall than those
e,ecuted by non4celebrities. he 8uic! message4reach and impact are all too essential in todayKs
he importance o+ a celebrity4brand match and the various roles played by them as brand4
associates show the momentum this strategy has gained in the last decade or so.India is a country
where people are star4struc! by +ilm stars# cric!eters# politicians# and even criminals. :hyO
Populations o+ 1 billion and tic!ing# everyday people need something or someone to loo! up to.
3 sense o+ security# admiration# com+ort# +amiliarity# and above all# someone they aspire to be at
some hidden level in their lives. 3 clever mar!eter leverages this very celebrity appeal and
success+ully carries out his 6ob by giving the brands what they want 4 pro+it# mar!et share and
even recall. But how much star power is too muchO ?%oes 3mitabh really use ide#? as!ed a C
year old to her mother. @er mother laughs and says# ?1o way# 6ust a gimmic!.? :hat does that
do to the brandO
1E | P a g e
1ow# despite the potential bene+its derived +rom celebrity endorsements# they increase a
mar!eterKs ris! and should be treated with +ull attention and aptitude. 3 brand should be cautious
when employing celebrities to ensure promise believability and delivery o+ the intended e++ect.
3s the celebrities traverse +rom a mere commercial presence to public wel+are message
endorsements# a whole new dimension is added to this process and helps us in achieving a
holistic view o+ the impact which celebrities generate in every sphere and segment through their
well4versed endorsements.
he most important thing to remember is that putting a celebrity in an ad is not an idea in itsel+.
Qn+ortunately# this is how most celebrities are being used in Indian advertising# where they 6ust
become a prop. Ideally# there should be an idea that ma!es the celebrity relevant to the product
and the consumer. 3 celebrityKs presence in the ad should be conte,tual.
Celebrity endorsement cannot guarantee +ool4proo+ success. he celebrity endorsement strategy
must be integrated with target mar!et characteristics# and the other elements o+ the mar!eting
mi, such as product design# branding# pac!aging# and pricing. he message e,ecution that will
be mouthed by the celebrity must li!ewise be made clear and single4minded. his can be done
by aligning the spirit o+ the brand to the product# or by using a celebrity because it ensures that
people will notice you# and hope+ully remember what the brand is saying.
1elationship bet)een a
2elebrit& 3 a Brand
1L | P a g e
It is also important to view the consumer in their social and cultural setting to +urther see how
celebrity endorsements increase sales and impact brands over time. Celebrities usually +orm a
very good e,ample o+ a re+erence group appeal. his is particularly bene+icial to a mar!eter and a
brand who can cash in on the success o+ the star and# hence# push his brand. People who idoli/e
their celebrities# hence# have a biased a++inity to the brand their +avorites endorse. 3s time passes
on# they believe that they by adopting the brand that their celebrity endorses are becoming more
li!e them. Celebrities can be used in +our ways namely< testimonial# endorsement# actor and
spo!esperson.
'ight now the current hot +avorite in India is roping in celebrities +or social causes li!e 3I%"#
polio etc. his has shown to be having a positive e++ect on the people. In India# Bollywood and
sport personalities rule the mind4space and airwaves.
1M | P a g e
THE SCO)E O( A CELEBIT! O" THE I"C'#BE"T BA"D
"imply stating# a brand is a di++erentiated product and helps in identi+ying your product and
ma!ing it stand out due to its name# design# style# symbol# color combination# or usually a mi, o+
all these<
Be+ore we can scrutini/e the e++ects o+ celebrity endorsement on the overall brand# we have to
+erret the implicit +actors that act as sources o+ strong brand images or values< 4
"4perience of 5se6 his encapsulates +amiliarity and proven reliability.
5ser Associations6 Brands ac8uire images +rom the type o+ people who are seen using
them. Images o+ prestige or success are imbibed when brands are associated with
glamorous personalities.
2N | P a g e
Belief in "fficienc&6 'an!ing +rom consumer associations# newspaper editorials# etc.
Brand Appearance6 %esign o+ brand o++ers clues to 8uality and a++ects pre+erences.
Man!fact!rer7s 8ame 3 1ep!tation6 3 prominent brand name F"ony# (ellogg2s#
Ba6a6# ataH trans+ers positive associations.
he celebrity2s role is the most e,plicit and pro+ound in incarnating user associations among the
above mentioned points. o comprehend this# let us analy/e the multiplier e++ect +ormula +or a
success+ul brand< 4
S9": ;:A< 44 the multiplier e++ect
:here
S is a "uccess+ul Brand
" is an E++ective Product
; is %istinctive Identity
A< is 3dded 7alues
he realm o+ the celebrity2s impact is con+ined to bestow a distinctive identity and provide 37
to the brand; the celebrity does not have the power to improve or debilitate the e++iciency and
+eatures o+ the core product. hus# we are gradually approaching an evident proposition
claiming# ?he health o+ a brand can de+initely be improved up to some e,tent by celebrity
endorsement. But one has to remember that endorsing a celebrity is a means to an end and not an
end in itsel+.?
3n appropriately used celebrity can prove to be a massively power+ul tool that magni+ies the
e++ects o+ a campaign. But the aura o+ cautiousness should always be there. he +act to be
emphasised is that celebrities alone do not guarantee success# as consumers nowadays
understand advertising# !now what advertising is# and how it wor!s. People reali/e that
celebrities are being paid a lot o+ money +or endorsements and this !nowledge leads them to
thin! twice about celebrity endorsements.
21 | P a g e
IS CELEBIT! AD*ETISI"% E((ECTI*E$
:hat are the bene+its o+ representing India in the national cric!et teamO It is an opportunity to
compete with the best in the world and pitch oneKs talent against the best.
It is an opportunity to travel around the world. It is an opportunity to uphold national pride. 3nd
ma!e good money +rom every match played.
But there is more# a tic!et to modelling in the advertising world Fand a +uture perhaps in
BollywoodH. 1ot surprisingly itKs a very attractive pro+ession. 3s advertisers pour crores o+
rupees every year into celebrity advertising.
hin! o+ "achin endul!ar. @e means Pepsi in so+t drin!s# Boost in malted beverages# $'& in
tires# &iat Palio in cars# 7" 7ictor in two4wheelers# Colgate otal in toothpastes# Britannia in
biscuits# 7isa in credit cards & 3irtel in mobile services.
Clearly# an overload o+ brands and categories associated with one star.
In the advertising world# celebrity advertising is seen as a substitute +or Kabsence o+ ideasK 44 and
actually +rowned upon. Bet it appears again and again.
he reasons are 8uite insight+ul.
3 client hits upon celebrity as a solution when his agency is unable to present to him a viable#
e,citing solution +or his communication0mar!eting problem. @e then +eels that the presence o+ a
well4!nown +ace is an easy way out. It is rare that there is an idea on the table and client and
agency mutually agree that the presence o+ a celebrity will actually li+t the script. his is very
similar to Bollywood bloc!buster +ilms where the cast is decided upon and the script is either
written accordingly or re4engineered around the cast.
22 | P a g e
Shahr!kh =han chaned the fort!ne of ;ish Tv after he started endorsin it
here is no doubt that celebrity advertising has its bene+its >
The fo!r ?s6
?!ick salienc&6 It gets cut through because o+ the star and his attention getting value. 1erolac
has ensured high saliency +or its brand with the inclusion o+ 3mitabh Bachchan in its advertising.
?!ick connect6 here needs to be no insight but the communication connects because the star
connects. "achin endul!ar & "hah 'u!h (han ensure an easy connect +or Pepsi with the youth.
?!ick shorthand for brand val!es6 he right star can actually telegraph a brand message +ast
without elaborate story telling. (apil %ev and "achin endul!ar seem to have done that
success+ully +or Boost in the early KMNs. 3nd helped to di++erentiate it in the malted beverages
mar!et.
25 | P a g e
?!ick means of brand differentiation6 In a category where no brand is using a celebrity# the
+irst that pic!s one up could use it to di++erentiate itsel+ in the mar!et. Boost did it in the malted
beverage category.
3nd Preity Ginta does all the above +our +or Per! 44 connecting with the youth and rein+orcing the
brandKs youth+ul# spontaneous# energetic values.
In general celebrity endorsements are impelled by virtue o+ the +ollowing motives<
Instant Brand 3wareness and 'ecall.
Celebrity values de+ine# and re+resh the brand image.
Celebrities add new dimensions to the brand image.
Instant credibility or aspiration P' coverage.
Aac! o+ ideas.
3n appropriately used celebrity can prove to be a massively power+ul tool that magni+ies the
e++ects o+ a campaign. But the aura o+ cautiousness should always be there. he +act to be
emphasi/ed is that celebrities alone do not guarantee success# as consumers nowadays understand
advertising. hey !now what advertising is and how it wor!s. People reali/e that celebrities are
being paid a lot o+ money +or endorsements and this !nowledge ma!es them to thin! twice about
celebrity endorsements.
29 | P a g e
Com+atibility Of T,e Celebrity-s )ersona Wit, T,e O.erall
Brand Image
3 celebrity is used to impart credibility and aspirational values to a brand# but the celebrity needs
to match the product. 3 good brand campaign idea and an intrinsic lin! between the celebrity and
the message are musts +or a success+ul campaign. Celebrities are no doubt good at generating
attention# recall and positive attitudes towards advertising provided that they are supporting a
good idea and there is an e,plicit +it between them and the brand.
Certain parameters that ensure proper compatibility between the celebrity and brand image are
Celebrity2s +it with the brand image.
CelebrityRarget audience match
Celebrity associated values.
Costs o+ ac8uiring the celebrity.
CelebrityRProduct match.
Celebrity controversy ris!.
Celebrity popularity.
Celebrity availability.
Celebrity physical attractiveness.
Celebrity credibility.
Celebrity prior endorsements.
:hether celebrity is a brand user.
Celebrity pro+ession.
.it with th1 A2314tisin5 I21a
$ar!eters now see! to adopt 5CN degree brand awareness in which the brand sees no limits
on the number o+ contact points possible with a target consumer. 3dvertising ideas# thus#
revolve around this approach# and the celebrity endorsement decisions are made through
these startegic motives.
>ne o+ the most success+ul celebrity endorsement campaign which re+lects the +it between the
brand and the 5CN degree advertising +it is &ardeen (han and Provogue. ProvogueKs
2= | P a g e
positioning in the apparel mar!et is o+ a young# active# party4going# attention4grabbing brand
and so is &ardeen (han. he con6uction between the two has been immensely impact+ul and
brand managers have utilised this endorsement through 5CN degree rein+orcement. Provogue
Aounge and e,tensive phased insertions in print in selective publications reaching out to their
target audience has made it as one o+ the highest recalled celebrity endorsement.
"imilarly# 'ichard *ereKs recent endorsement +or 7I"3 in India has gained acclaim due to its
innovativeness and consumer connect. Brand mar!eters say that research reveals that 'ichard
*ere was the most popular +ace across the 3sia Paci+ic region# and would also +it into the
persona o+ the brand meeting their communication ob6ective to enhance 7I"3Ks brand
leadership and consumer pre+erence# and the motive to continue the ?3ll it a!es?
empowerment plat+orm +eaturing international celebrities.
&1l164ity#Ta451t Au2i1n71 Mat7h
"mriti Irani endorsing the :@> recommnded >'" Campaign in India. Indian mothers can
associate with "mriti Irani through the +acets she pro6ects on screen or in regular li+e which
helps develop a connect with the target audience since mothers medicate their children with
>'". he inserial placement o+ the campaign in ?(yun!i "aas Bhi (abhi Bahu hi? has won
it an award +rom P' :ee!.
"imilarly# Ir+an Pathan endorsing @ero Cycles has gained the brand immense recall and
embar!ed through the positve association between the consumer and the brand.
&1l164ity ,alu1s
Celebrity branding is all about the trans+er o+ the value +rom the person to the product he
endorses or stands +or. here are two concerns here. he +irst is how long this could last. Can
the person maintain his popularity Fi.e.# his per+ormance or status ran!ingHO
he li+ecycle o+ celebrity popularity varies a lot. he second concern is his private li+e 4
personal integrity. I+ he is implicated in any !ind o+ scandal# that would ruin the brand. ?:ho
would want to use $ichael )ac!son to brand their productO? Fbrandchannel.comH
abu endorsing etra Pac!ed $il!# "habana 3/mi campaigning +or 3I%" 3wareness#
2C | P a g e
3mitabh Bachchan & "hahru!h (han campaigning +or Pulse Polio or 3ishwarya 'ai
appearing in the %onate Eyes campaign are +ew e,amples# which re+lect the trans+er o+
celebrity values to the brand# creating an impact that generates recall.
&osts o8 A79ui4in5 th1 &1l164ity
Conse8uently# companies must have deep poc!ets to be able to a++ord the best available
celebrities. 'ecently# a newspaper report showed how cola +irms had gone beyond their
advertising budgets to get the best celebrities. "mall +irms that use celebritiesK services run
greater ris!s i+ they invest large amounts. 3lthough nobody is willing to say e,actly how
much celebrities get paid# industry sources say "achin endul!arKs price is believed to be
between 's. 2.N42.= crore per endorsement# and musician 3. '. 'ehman# who had signed up
with 3irtel# is believed to have pic!ed up 's. 1.E= crore. &ilm4star @rithi! 'oshan was
rumored to have pic!ed up 's. 2 crore +or the &ly :ith @rithi! campaign to push Close4Qp#
and "hahru!h (hanKs rate seems to be between 's. 2.=45.N crore. 3ishwarya 'ai apparently
pic!s up 's. 1.2= crore +or an endorsement and the Indian cric!et captain "aurav *anguly is
believed to get between 's. MN la!h to 's. 1.= crore# while +ilm4star 3amir (han apparently
ma!es 's. 1.= crore per endorsement.
&1l164ity R15ional A::1al .a7to4s
'. $adhavan endorsing Pepsi in southern India or "achin endul!ar endorsing in India are
+ew e,amples o+ how celebrities are chosen to reach out to target audiences +or brands in
regional mar!ets.
3nother interesting e,ample would be o+ "teve :augh campaigning +or ourism 3ustralia in
India since he was one o+ the popular celebrities +rom 3ustralia and could carry the messge o+
3ustralia as a tourist destination. >ther celebrities li!e (ylie $inogue# 1icole (idman +rom
3ustralia can be prospective endorsers +or Brand 3ustralia but not in the region o+ India.
2E | P a g e
&1l164ity#P4o2u7t Mat7h
1i!hil Chinnapa is the brand ambassador +or $7 since both the celebrity and the brand are
considered as +riendly# young# mood4boosting# humourous and outspo!en. $7Ks brand
personality overlaps 1i!hil ChinnapaKs image as a brand.
"ome more e,amples o+ compatible celebrity product match in which celebrity brand
attributes get trans+erred to the brand and increases the brand e8uity is o+ $allai!a 3rora &
&reshi//a +rom Pi//a @ut# *ovinda & 1avratan el# "an6ay %utt & El+ >il# "unny %eol &
Au, Qndergarments# 3ishwarya 'ai & 1a!shatra# etc.

8ikhil 2hinnapa is one the st&le icons r!lin the hearts of &o!th
&1l164ity &ont4o314sy Risk
he per+ect e,ample here is o+ "alman (han and the controversy in which he crushed a man
to death with his Pa6ero when he was driving under the in+luence o+ alcohol. 3lso# any act on
the part o+ the endorser that gives him a negative image among the audience and goes on to
2L | P a g e
a++ect the brands endorsed. he brand# in most instances# ta!es a bashing.
&1l164ity Po:ula4ity
Celebrity Brand association li!e *arnier endorsed ara "harma & "imone "ingh# 3gni
%iamonds with 'iama "en donKt get much brand recall# and even i+ they do# its di++icult to
attribute it to the celebritiesK endorsing the brand.
>n the other hand# @PCA has had increased popularity and share o+ voice due to the
endorsement o+ the brand through "ania $ir/a.
&1l164ity A3aila6ility
In case o+ various brands# there are situations in which they pre+er to go without a brand +ace#
since there is no brand4+it between the celebrities available and the brand. 3lso# due to
multiple endorsements by certain celebrities# brands re+use to adopt celebrity endorsement
since they +ear dilution o+ the brand image.
&1l164ity Physi7al Att4a7ti31n1ss
Bipasha BasuK physical attractiveness and her connect with the brand ma!es Aevis "traussKs
campaign through celebrity in India# )ohn 3braham endorsing :rangler and Bamaha are some
e,amples which portray the celebritiesK physical attractiveness that helps
creating an impact.
&1l164ity &412i6ility
he most important aspect and reason +or celebrity endorsement is credibility. In a research
carried out among 95 ad agencies and companies# most e,perts believed that the most
important dimensions o+ credibility are trustworthiness and prowess or e,pertise with regard
to the recommended product or service F$icia! and "han!lin# 2NN2H. >ne o+ the most
obvious reasons o+ 3mitabh Bachchan endorsing huge number o+ brands is the credibility o+ the
2M | P a g e
celebrity and his recognition across consumers.
o site one o+ the most success+ul campaigns in which the celebrityKs credibility has had an
indelible impact on the brand and has saved the brand is o+ CadburyKs. 3+ter the worm
controversy# 3mitabh BachchanKs credibility in+used into the brand through the campaign#
helping it to get bac! on trac!. he campaign has won an award +or the same.
Multi:l1 En2o4s1;1nts
he case o+ multiple endorsements# both in terms o+ a single brand hiring multiple celebrities
and that o+ a single celebrity endorsing multiple brands# is o+ten debated. 3t times# consumers
do get con+used about the brand endorsed when a single celebrity endorses numerous brands.
he recall then gets reduced and reduces the popularity o+ the brand. 1ot many people can
remember all the brands that a celebrity endorses and the chances o+ losing brand recall
increases i+ the celebrity endorses multiple brands. &or e,ample# in case o+ "achin endul!ar
people recall Pepsi# 7" 7ictor and $'&# but might not remember brands li!e Britannia and
&iat. "imilarly# +or 3mitabh Bachchan# consumers remember Cadbury# Pepsi# Par!er Pens#
Pulse Polio and BPA. hey might get con+used in the endorsement o+ 1erolac or 3sian
Paints. hus# +or multiple endorsements where the same celebrity endorses several brands# it
boils down to the strength o+ the brand and the advertising content.
'h1th14 &1l164ity is a "4an2 +s14
>ne o+ the strongest plat+orms to discuss this is through 1*>s. 7arious celebrities endorse
1*>s and social causes since they believe in the social message that they need to convey to
the audience. >ne o+ the most success+ul campaigns has been e,ecuted by PE3 in which
celebrities li!e "hilpa "hetty# 3misha Patel# Bana *upta# "heetal $alhar# $ahima
Choudhary claimed to believe in PE3Ks philosophy# and thereby endorse the brand.
>n the other hand# while some would understand that 3mitabh Bachchan would have never
used 1avratan el# the target audience that the brands wants to reach out to will be ready to
believe that he used the oil and his endorsement thereby creates an impact.
5N | P a g e
Su//essful Celebrity Endorsements for a Brand 0 An Indian
)ers+e/ti.e
he latter part o+ the KLNs saw the burgeoning o+ a new trend in India 4 brands started being
endorsed by celebrities. @indi +ilm and 7 stars as well as sports4persons were roped in to
endorse prominent brands. 3dvertisements +eaturing stars li!e abassum FPrestige Pressure
Coo!erH# )alal 3gha FPan ParagH# (apil %ev FPalmolive "having CreamH and "unil *avas!ar
F%inesh "uitingsH became common. >+ course# probably the +irst ad to cash in on star power in a
strategic# long4term# mission statement !ind o+ way was +or Au, soap# a brand which has#
perhaps as a result o+ this# been among the top three in the country +or much o+ its li+e4time.
In recent times# we had the "hah 'u!h4"antro campaign with the ob6ective o+ creating awareness
about an un!nown (orean brand in the Indian mar!et#@yundai. he ob6ective was to garner
+aster brand recognition# association and emotional unity with the target group. "tar power in
India can be gauged by the success+ul endorsement done by "haru!h +or three brands4 Pepsi#
Clinic 3ll Clear and "antro.
"imilarly# when ". (umarKs used @rithi! 'oshan# then the hottest advertising icon +or their
launch advertising +or amarind# they rec!oned they spent 9N4=N per cent less on media due to
the sheer impact o+ using @rithi!. 3d recall was as high as EN per cent# and even the normally
conservative trade got interested.
Con+ining to India# it would not be presumptuous to state that celebrity endorsements can
positively e++ect the overall brand. :e have numerous e,amples e,empli+ying this claim. 3
standard e,ample here is Co!e# which# till recently# internationally didnKt use stars at all 4 in +act#
India was a +irst +or them. he result was a ubi8uitously appealing 3amir chee!ily stating
'thanda matlab coca cola'. he recall value +or 1a!shatra advertising is only due to the sensuous
3ishwarya. he Par!er brand o+ pen# which by itsel+ commands e8uity# used 3mitabh Bachchan
to revitali/e the brand in India. 3ccording to Poo6a )ain# %irector# Au,or :riting Instruments
Atd. FA:IAH# post4Bachchan Par!erKs sales have increased by about 5N per cent.
51 | P a g e
India is one country which has always idoli/ed the species o+ the celluloid world. here+ore# it
ma!es tremendous sense +or a brand to procure a celebrity +or its endorsement. In India# there is
an e,ponential potential +or a celebrity endorsement to be perceived as genuinely relevant#
thereby# motivating consumers to go in +or the product 4 this would especially prove true i+ the
endorser and the category are a natural li+estyle +it Fsports4persons and +oot4wear# (apil4"achin
and Boost# +ilm stars and beauty products#(atrina (ai+ and Au,H.
Some @lobal "4amples
*lobally# +irms have been 6u,taposing their brands and themselves with celebrity endorsers.
"ome success+ul ongoing global endorsements are as +ollows< 4
Celebrity endorsements have been the bedroc! o+ PepsiKs advertising. >ver the years#
Pepsi has used and continues to use a number o+ celebrities +or general mar!et and targeted
advertising# including :ycle+ )ean# and Busta 'hymes# who did a targeted campaign +or their
$ountain %ew product .
1i!e gol+ balls# since the company signed iger :oods in 1MMC# have seen a S =N million
revenue growth. 1i!eKs gol+ line grossed more than S 2=N million in annual sales. In 2NNN# he re4
negotiated a +ive4year contract estimated at S 12= million.
Tier Woods in the famo!s 8ike Ad
>ther success+ul endorsements li!e 1i!e 4 $ichael )ordan# %unlop 4 )ohn $cEnroe#
3didas P %avid Bec!ham# and so on
7enus :illiams# tennis player and :imbledon champion has signed a +ive4year S 9N
million contract with sportswear manu+acturer 'eebo! International Inc.
52 | P a g e
&ASE ST+D- I: "RANDS ENDORSED "- D/ONI
he young# handsome# sel+ controlled# composed# autonomous cric!et captain o+ Indian
young brigade is one o+ the most +amous images in Indian mar!et. In India# cric!et is religion
and cric!eters are placed among the gods. %honi is a brand in himsel+ and a attractive choice +or
the mar!eters as a brand endorser.
%honi has been success+ully used indi++erent advertisement as a brand ambassador.
&ew o+ the brands that %honi is endorsed are# the +amous Boungastan advertisement o+ Pepsi#
'eboo!2s ad o+ Bour $ove and +un!y ad o+ Aays with "ai+ 3li (han.
BRANDS ENDORSED BY D.ONI
1. PEPSI: -O+N)ISTAN MERI JAAN
Pepsi has always tried to tap the young segment o+ India
through their promotions. Beginning
+rom the +amous -3haa. series o+ ads to the -Bah %il
$ange $ore. to today2s -Boungistan
$eri )ann.# Pepsi has always made ads to attract the
youth. hey have always chosen the
young stars# may not be established# as a +ace o+ young
India. "o the main reason o+ using
%honi is same in case o+ the latest Boungistan $eri )ann
ads.
"RAND PERSONA(IT-<
1. he brand is vibrant# energetic.
2. Pepsi is an intelligent brand which attaches itsel+ with
+un and en6oyment.
5. It also shows its daring attitude# mischievous behavior and outgoing nature.
9. here is nothing opa8ue about the product and brand.
55 | P a g e
ENDORSER<S PERSONA(IT-
1. %honi is a young guy with a daring personality.
2. @e is intelligent yet humble and +ull o+ li+e.
5. @e is the leader o+ young team# +un loving young gentleman with transparent
character.
1ow# Pepsi has chosen %honi as they thin!U..
Celebritys fit with the brand image ! "#$#%
3s mentioned earlier# the virtue o+ %honi matches with the embedded traits o+ the so+t
drin!. Either o+ the personalities# be it %honi2s or be it Pepsi2s# 6oins as two
consecutive part o+ a 6igsaw pu//le. "o %honi is a per+ect match +or Pepsi2s brand
image
CelebrityTarget audience match: "#$#%
Boung generation o+ India love %honi# worship the man# salute his virtue and get thrilled to
e,perience his presence. he young generation nowadays pre+ers to be li!e %honi i+
not "achin. "o %honi is a idle to the young generation o+ India and using %honi as a
brand endorser is a master stro!e by Pepsi.
Celebrity associated values: "#$#%
he value associated with %honi is very high. %honi2s attitude# his transparency#
maturity acted as a magnet which attract not only the youth but also the older
generation. "o %honi2s presence in an advertisement creates a positive vibe +or the
product in the mind o+ consumer which +orce them to thin! about the endorsed
product.
Costs of acquiring the celebrity: "&$#%
Cost to use %honi as the endorser o+ Pepsi is very high but as a multinational
company it is insigni+icant i+ they consider the high brand awareness they are
creating through %honi.
59 | P a g e
Celebrity controversy risk: "#$#%
It is nil as %honi is !nown as good boy among the celebrities. "o low controversy
level increase the brand image o+ sel+ as well as o+ Pepsi.
Celebrity popularity: "#$#%
It is already mentioned that %honi is one o+ the most popular persons in India. >ne
can +ind a man who might not !now how our PresidentPratibha Patil loo!s li!e# but he must be a
+an o+ %honi. his popularity reduce Pepsi2s hal+ o+ 6ob as an advertiser.
Celebrity physical attractiveness: "'$#%
3s a sportsman he possesses an athletic body. But in addition to that he is manly loo!ing and
with a macho image and a deadly smile# which ma!es him more attractive and appealing.
Celebrity credibility: "#$#%
Celebrity is being 6udged that whether he has the right to appear in the advertisement
and indirectly advice the consumers what to do and what not to. %honi is captain o+
Indian cric!et team and not only that# he has proven his capability o+ per+orming
under immense pressure several times which is obviously created creditworthiness.
Celebrity prior endorsements: "'$#%
Prior advertisements with several companies has proven the spontaneity# acting ability
and con+idence in +ront o+ camera.
"o as all the points that ma!e an 3d popular and success+ul among the target audience is
above average. "o there is an ample amount o+ chances that the ad published in the print
media# get the success.
5= | P a g e
. REE"OK: -O+R MO,E
'eebo! is the most visible and
remar!able sports brand o+ all time. It
ma!es innovative
products which are ma!ing a lot o+
di++erence to consumers and athletes
worldwide. 3s all
the persons related to sports are its target
mar!et# 'eebo! has been using di++erent
sport celebrities +or its promotion.
%honi2s -B>Q' $>7E. is a +amous
advertisement o+ 'eebo!.
"RAND PERSONA(IT-:
1. he brand is related to sports wear.
2. 'eebo! attach itsel+ with an active & athletic image.
5. 3n sport person is uncomplete without 'eebo!2s products.
ENDORSER<S PERSONA(IT-:
1. %honi is a young sport personality.
2. @e has a +it & healthy body as well as attitude..
5. @e is the leader o+ Indian cric!et team.
9. @e has achieved a remar!able position in cric!et in a young age.
1ow# 'eebo! chose %honi +or this advertisement +or +ollowing reasonsU..
Celebritys fit with the brand image ! "#$#%
3s %honi is the captain o+ Indian cric!et team# he leads the cric!et in india
these days. 'eebo! needed a sport personality who has a remar!able position in sports
world as well as di++erent image than predecessors. "o it completely matches to +ul+ill
the need o+ promotion o+ a brand having speciality in sport products.
CelebrityTarget audience match: "#$#%
he target mar!et o+ 'eebo! is sport persons. Its product2s price are also high because
o+ high 8uality. 3s %honi is a benchmar! +or new entrants in sports# so he totally
5C | P a g e
match to the audience2s dreams. hey will buy reebo! products because
they want to reach to the level o+ %honi.
Celebrity associated values: "#$#%
he value associated with %honi is very high. Because %honi2s image is o+ a big sport
celebrity as well as youngest Indian cric!et team2s captain. I+ audience thin!s 'eebo!
as %honi is# then it shows that 'eebo! has as much 8uality as %honi has. %honi2s
leading capacity re+lects 'eebo! leading behavior in 8uality and standards.
Cost to use %honi as the endorser is very high but +or a multinational company it is
insigni+icant. 3nd when the pro+it to brand image o+ 'eebo! is measured because o+
%honi# then the cost seems very less in comparison o+ that pro+it.
level increase the brand image o+ sel+ as well as o+ 'eebo!.
Celebrity popularity: "'$#%
In India# cric!et is most +amous sport and it is played and watched by a big portion o+
whole population o+ india. 3s cric!eters comes 6ust a+ter religion +or Indians# so it can be
easily assessed how much an Indian cric!et team captain should matter to the people.
Celebrity physical attractiveness: "#$#%
3s a sportsman he possesses an athlete type o+ physic. But in addition to that he is
manly loo!ing and with a macho image and a deadly smile# which ma!es him more
attractive and appealing.
Celebrity prior endorsements: "'$#%
%honi2s prior endorsements show the positive results o+ his image to the brand. @e
loo!ed con+ident and e++ective in di++erent advertisements.
"o +rom above analysis we see that the brand personality matches with the image o+ %honi."o
people can easily relate the brand with %honi as he is a sports person and 'eebo! can easily
get attached with it.here is an ample amount o+ chances that the ad
published in the print media# get the success.
5E | P a g e
=. (A-S: +SE -O+R TON)+E

AayKs chips are
mar!eted as a division o+ &rito4Aay# a
company owned by PepsiCo Inc. since
1MC=. >ther brands in the &rito4Aay group
include (ur!ure#'u++les# Cheetos.
$ " %honi 6oined &ritolay as
ambassadors#"ai+ 3li (han and )uhi
Chawla also to launch a
mega port+olio promotion 4 Chala Change
(a Cha!!ar 4 in &ebruary.he &ritoAay
%ivision o+ PepsiCo India @oldings# the ma!ers o+ ready4to4eat snac! brands Aays# (ur!ure and
Cheetos# has signed $ahendra "ingh %honi as their new brand ambassador to launch a new
promotion called KChala Change (a Cha!!arK.he new promotion would have the three stars
swap one day o+ their lives with the contest winners giving the customers a uni8ue never
be+ore e,perience.%eepi!a :arrier# director Fmar!etingH# PepsiCo India @oldings F&ritolay
%ivisionH# said< ?:e are proud to welcome $ " %honi into the &ritolay +amily. @is pan4
Indian appeal# con+ident# can4do attitude and responsible4yet4+un image can create a positive
vibe in the mind o+ consumer.
he ad shows %honi showing his tongue to the audience to con+irm that the new variant o+
Aays is to satis+y the taste o+ consumers. he cra/y ad created to gain the attention o+ the
customer and to let the consumer aware about the new variant +rom the +amous brand.
"RAND PERSONA(IT-:
1. he brand is vibrant# energetic. It sometimes portrays itsel+ as a cra/y personality.
2. Aays is an intelligent brand which attaches itsel+ with +un and en6oyment.
5. It also shows its daring attitude# mischievous behavior and outgoing nature.
9. he product i.e. the new variant is a new launch in the mar!et. @ence people lac!
any idea about the new variant that Aays is launching.
5L | P a g e
ENDORSER<S PERSONA(IT-:
1. %honi signi+ies youth o+ India.
2. @e is intelligent yet humble and +ull o+ li+e.
5. @e is the leader o+ young team# +un loving young gentleman with transparent
character.
TAR)ET A+DIEN&E
arget segment is mainly youth section o+ India. he youth means the young generation o+
both urban and rural setting. he advertisement shows the battle between politicians with
rural accent# which was meant to attract the rural segment also.
1ow# +ritolay has chosen %honi as they thin!U..
Celebritys fit with the product image ! "($#%
he virtue o+ %honi does not match with the embedded traits o+ the brand. he
3dvertisement did not show the main strength o+ %honi# i.e. con+idence# sel+
motivation and per+ormance. %honi2s character does not match with these types o+
cra/y things as it matches with "ai+ or "risanth. "o it is a per+ect mismatch with the
product campaign and endorser2s personality.
CelebrityTarget audience match: "&$#%
Boung generation o+ India love %honi# worship the man# salute his virtue and get thrilled to
e,perience his presence. he young generation nowadays pre+ers to be li!e %honi i+
not "achin. @e is also +rom small city o+ )har!hand. "o %honi is an idle to the young
generation o+ India and using %honi as a brand endorser is a master stro!e by Aays.
But +or the cra/y youth or cra/y people %honi may not be the per+ect choice.
Celebrity associated values: "'$#%
he value associated with %honi is very high. %honi2s attitude# his transparency# maturity acted
as a magnet which attract not only the youth but also the older generation. "o %honi2s presence
in an advertisement creates a positive vive +or the product in the mind o+ consumer which +orce
them to thin! about the endorsed product. But the 8uestion with the ad campaign is whether the
celebrity associated value is properly encashed in the campaign or not.
5M | P a g e
Cost to use %honi as the endorser o+ Aays is very high but as a multinational company
it is insigni+icant i+ they consider the huge amount o+ brand awareness they are creating
through %honi.
level increase the brand image o+ sel+ as well as o+ Pepsi.
Celebrity popularity: "'$#%
It is already mentioned that %honi is one o+ the most popular person in India. >ne can
+ind a man who might not !now how our PresidentPratibha Patil loo!s li!e# but he must be a +an
o+ %honi. his popularity reduce Aay2s hal+ o+ 6ob as an advertiser.
Celebrity physical attractiveness: "'$#%
3s a sportsman he possesses an athletic body . But in addition to that he is
manly loo!ing and with a macho image and a deadly smile# which ma!es him more
attractive and appealing.
Celebrity credibility: "#$#%
Celebrity is being 6udged that whether he has the right to appear in the advertisement
and indirectly advice the consumers what to do and what not to. %honi is captain o+
Indian cric!et team and not only that# he has proven his capability o+ per+orming
under immense pressure several times which is obviously created creditworthiness.
Celebrity prior endorsements: "($#%
Prior advertisements with several companies has proven his spontaneity# acting ability
and con+idence in +ront o+ camera. But he had never done any ad that does not
consider his strength or 8uality but he really has to -act. to pro6ect himsel+ as a +un!y
and unorthodo, personality# which a++ected his -per+ormance. in the 3d.
"o as all the points that ma!e an 3d popular and success+ul among the target audience are#
cumulatively# below average. "o there are chances that the ad published in the print media#
may not get the success.
9N | P a g e
&ASE ST+D- II: "RAND IDENTIT- PRISM O. ADIDAS
AND NIKE
B1A8; 0;"8T0TA #10SM BF A;0;AS
91 | P a g e
B1A8; 0;"8T0TA #10SM BF 80="
92 | P a g e
CO#)AATI*E A"AL!SIS O( ADIDAS & "I&E:
V o create brand awareness both companies have been using celebrity endorsement
strategies in their brand4building programs.
V :hat di++ers is that 3didas +ocuses on sponsorship o+ teams and events e.g. national
teams and big sport events li!e the >lympic *ames and di++erent :orld Championship
events. his helps them to create awareness with help +rom di++erent types o+ media
V In contrast 1i!e has their +ocus on individuals li!e $. )ordan and . :oods and the stars
success stories
V 1i!e centered their brand e8uity model on the plat+orms# the endorsement +ocus strategy#
creating a dominant media presence# development o+ &lagship stores# 1i!e own and
sub4branding
V he 3didas strategies were based on endorsement +ocus strategy# advertising# sponsorship
programs +ocusing on ma6or global events# sports associations# and teams# and sub4brands
V 3bout the advertising strategy #1i!e2s advertising strategy was to create dominant
presence in media. 1i!e created media presence in several trend setting Qnited "tates
cities. 7 ads lin!ing 1i!e to a city were used# but the real drivers were huge oversi/ed
billboards on buildings that blan!eted cities with messages +eaturing !ey 1i!e4sponsored
athletes# not products.
V 3didas too! up the competition with 1i!e through raising their advertising budget to a
level that made it possible to compete with 1i!e on the same conditions and the same
strength as 1i!e did to capture the consumer interest.
V 3didas did not 6ust spend more money# they made an impact with brilliant e,ecutions.
hey made 7 and other advertising campaigns. he company communicated their
95 | P a g e
heritage o+ innovation# technology and big success stories with personalities li!e
$ohammad 3li & %avid Bec!ham.
V 3didas tried to spread meanings li!e -:e !now then4 we !now now. and -here is
nothing between you and success# so e,ceed your own e,pectations and limitations. and
- Earn it.
V he success was obvious and a+ter hard wor! and striving toward a top position in the
industry 3didas was bac! in business.
V 1i!e2s third strategy was to develop +lag ship stores# 1i!e own shops in bigger cities#
+irst national# and then abroad.
V 1i!e was the +irst company to establish +lagship stores and it turned out to be a sensation
V 3didas choice was to e,periment with sport events# with which they made great success.
E,amples o+ that is the 3didas "treetball Challenge a local three4person team bas!etball
tournament# this event started out as a trail in Berlin in the beginning o+ the 1MMNs as a
one time occasion.In the mid 1MMNs it had become a huge sport event with about =#NNN
participants all over the bigger cities in Europe.
V In the +inals in *ermany it attracted 5#2NN players and 9N#NNN spectators. 3didas made
hereby a brand4building success
V he 1i!e customer associated the 1i!e brand with words li!e sports# attitudes and li+e
style. 'easons +or that is one can relate to or identi+y one sel+ to 1i!e2s mar!eting
campaigns li!e -)ust do it. and the companies +ront athletes li!e $ichael )ordan and
iger :oods. &or 3didas#consumers +ound the brand very trendy# modern and cool.
V 3didas introduced a sub4brand in 1MMN to serve the high4end products +or all categories o+
shoes and apparel. he -E8uipment. sub4brand would represent the best# whatever the
product was.
V he low4end products# +or the -normal consumer. still have a high technology and level
o+ innovation .his strategy made the 3didas brand ta!e on a di++erent meaning; it still
meant participation# emotion and per+ormance
99 | P a g e
V he success strategy +or 3didas was so success+ul that 1i!e copied their idea and
introduced their own line# the 3lpha line# based on the same idea
V 1i!e advanced +rom S1 billion dollars in 1MLC to S M.M billion in 2NN2# 3didas advanced
+rom S1.E billion in 1MM2 to S9.L billion in 1MML
V 3ccording to sales +igures +or the both companies# it seems that both 1i!e and 3didas
companies have succeeded to create a brand loyal customer who perceives the 1i!e and
3didas products as top 8uality.
&E(E"RIT- ENDORSEMENT: .A&TORS IN,O(,ED
here are several +actors to consider be+ore resorting to celebrity endorsement. here is no single
+ormula to win in the world o+ mar!eting. 3 company must analy/e the prospect o+ endorsement
+rom 5CN degrees# prior to product promotion.
#rice vs. #rofit
he most important issue is that o+ return on investment F'>IH. Companies need to per+orm a
cost4bene+it analysis prior to endorsement. he process o+ gauging the e++ectiveness o+
endorsement on the overall brand is but di++icult. he companies e,pect to bring# in the long run#
+uture sales# revenues and pro+it +rom the present investments on celebrity endorsement.
Celebrity endorsement is an e,pensive means o+ brand promotion and the price burden almost
always shi+ts on to the consumers; i+ not# then it narrows the companies2 pro+it.
M!ltiple Brand "ndorsement vs. M!ltiple 2elebrit& "ndorsement
In the advertising landscape# we +ind either a celebrity endorsing multiple brands or multiple
celebrities being used to endorse a single brand.
"achin endul!ar# +or e,ample# in 2NN2 endorsed 12 brands Fincluding Pepsi# Boost# Colgate
otal# *illette# Britannia iger# &iat Palio# 7" 7ictor# &iat "ienna# $'&# 3didas# 7isa Cards
9= | P a g e
and @ome radeH. ripp et al# says that the endorsement o+ as many as +our products negatively
in+luences the celebrity spo!esperson2s credibility and li!eability.
M!ltiple Brand "ndorsement CShah 1!kh =han)
3lso# the use o+ multiple celebrities to endorse a brand may hinder the meaning trans+er process#
and thus# lead to con+usion among the consumers.
M!ltiple 2elebrit& "ndorsement CAdidas 3 -&!ndai Santro)
9C | P a g e
Kin2s o8 &1l164ity # Th1i4 I;:a7t on "4an2s
CD) Product Placements
:hile the movie KaalK brandished Co!e bottles.
CE) Celebrities Co-wning the !rand
$adhuri %i,it and Emami KBeauty secrets by $adhuriK range
CF) "ictional #eroes
"ha!timaan has sold Parle4*# and Popeye single4handedly revived the consumption o+ spinach in
the Q".
CG) $o %ore but &till Celebrities
Campaigns created around %hirubhai 3mbani was the K(ar lo duniya muthi meinK campaign +or
'eliance.
CH) Page ' Celebrities
CI( Celebrities for a Cause
he Pulse Polio campaign being coordinated by Q1ICE& +or the $inistry o+ @ealth and &amily
:el+are had 3mitabh Bachchan and "achin endul!ar
CJ) &poofing
$irinda spoo+ed the @utch puppy Fa celebrity in its own rightH.
CK) %ascots
'onald $c%onald# the 3mul *irl
CL) Products endorsed according to gender
9E | P a g e
)ohn 3braham lends his rugged image to Bamaha bi!es while Priety Ginta lends her cute dimples
to peddle "cooty.
CDM) Celebrities )ending their $ame to !rands
"haru!h (han# 3mitabh Bachchan and 'e!ha have per+umes named a+ter them
CDD) Company wners !eing Celebrities
7i6ay $allaya and 'ichard Branson who are wal!ing tal!ing celebrities and endorse their own
brands through their e,travagance# their +lamboyant li+estyle
CDE) Political )eaders
he KIndia "hiningK campaign +rom the B)P and the KCongress !a haath aam aadmi !e saathK
campaign +rom the Congress with 7a6payee and "onia *andhi lending their +aces
CDF) *sing a &ocial Proposition !uilt +ithin the !rand
he "ur+ campaign done by 'evathy and "habana 3/mi Fin the south and north respectivelyH
which stressed on the prudent usage o+ valuable water was a social proposition cleverly inter4
woven in the brand.
CDG) ,uration of *sage - Promotional or )ong Term &trategy
"hort4term e,ample is the 'ani $u!her6ee campaign +or Bata which is believed to have helped
boost sales +or the ladieKs +ootwear brand# "undrop# by a whopping =NN per cent. he same 'ani
$u!her6ee has a longer association with &anta and $unch.
9L | P a g e
CDH) &tealth -dvertising
. 'evlon launched an online mar!eting campaign targeting +emale customers via chat rooms
tal!ing about who 'evlonKs new +ace would be. Conse8uently the announcement o+ @alle Berry
as 'evlonKs new +ace was met with great anticipation.
CDI) "oreign Celebrities
)ac!ie Chan doing a %iscover commercial or a Boris Bec!er doing a "iyaram commercial
CDJ) *nintentional Celebrity .ndorsements
he year be+ore the late Princess %iana bought an 3udi# they sold 6ust about +ive hundred pieces
in the Q(. he +ollowing year sales +igures were close to ten thousand mar!. )ohn 3braham
riding @ayabusa in the movie I%hoom2 boosted the sales o+ sports bi!es in India.
9M | P a g e
Ob$e%t#+es of %elebr#t' en,orseent
%e+ining the ob6ectives o+ the advertisements is the +irst step. In general# there are +our ma6or
ob6ectives +or any advertisement. 1ote that not all advertisements need to have all the ob6ectives.
.stablish the product need
Establishing a need +or a product or a product category is the necessary +irst step. his is
more important in new4to4world category o+ products. In Indian conte,t# consider the
advertisement +or Polio Immuni/ation drive 4 the 7 advertisement +eatured 3mitabh
Bachan telling that immuni/ation is a must +or every child 4 while people su++ering +rom
polio are shown in the bac!ground along with healthy !ids. his advertisement used a
celebrity to create the need +or polio immuni/ation.
3nother good e,ample is oyota2s advertisement o+ Innova in India. he 7
advertisement prominently shows 3mir (han playing di++erent roles while traveling in an
Innova. he di++erent roles 4 establish the need +or such a big car in India. F 1ote that
Indian car mar!et is dominated by small cars 4 which can seat only +our adults# oyota
wanted to establish the need +or a L seater car in IndiaH
Create !rand -wareness
>nce the need +or a product is established# customers must be able to associate the brand
with the product category. &or e,ample iPod is strongly associated with portable $P5
players# 1i!e with sports shoes etc..
3 classic e,ample o+ this is 1i!e2s use o+ $ichael )ordan advertising +or 1i!e. his
advertisement instantly created a strong association o+ 1i!e with bas!etball shoes.
&et customer e/pectations
Brand value comes +rom the customers e,perience with the product. I+ the product meets
or beats his e,pectations# then a positive brand image is created# else a negative brand
image is created. here+ore it is essential to set the customer e,pectations accordingly.
=N | P a g e
his is most common in established consumer products 4 Beauty products# household
cleaning products# +ood products etc.
Create a purchase intention
hese are mar!eting promotion advertisements 4 Buy one# get one +ree# or get additional
discounts i+ you buy within a particular date etc.. he sole purpose o+ such
communication messages is to encourage customers to buy immediately or within a short
period a+ter seeing
Qse o+ celebrity endorsements to create a purchase intention has been very limited. his
is mainly because such advertisements adversely a++ect the personality brand value o+ the
celebrity. Being associated with a discount deal is not +avorable image +or the celebrity
and the customer.
Th1 a45u;1nt 8o4 &1l164ity En2o4s1;1nt
Brands have been leveraging celebrity appeal +or a long time. 3cross categories# whether in
products or services# more and more brands are ban!ing on the mass appeal o+ celebrities. 3s
soon as a new +ace ascends the popularity charts# advertisers 8ueue up to have it splashed all
over. :itness the spectacular rise o+ "ania $ir/a and Ir+an Pathan in endorsements in a matter o+
a +ew months. he accruement o+ celebrity endorsements can be 6usti+ied by the +ollowing
advantages that are bestowed on the overall brand<
.stablishment of Credibility< 3pproval o+ a brand by a star +osters a sense o+ trust +or
that brand among the target audience4 this is especially true in case o+ new products. :e
had the "hah 'u!h4"antro campaign. 3t launch# "hah 'u!h (han endorsed "antro and
this ensured that brand awareness was created in a mar!et# which did not even !now the
brand.
.nsured -ttention< Celebrities ensure attention o+ the target group by brea!ing the clutter
o+ advertisements and ma!ing the ad and the brand more noticeable.
=1 | P a g e
P0 coverage< is another reason +or using celebrities. $anagers perceive celebrities as
topical# which create high P' coverage. 3 good e,ample o+ integrated celebrity
campaigns is one o+ the :orld2s leading pop groups# the "pice *irls# who have not only
appeared in advertisements +or Pepsi# but also in product launching and P' events.
Time saving< Celebrity is able to build brand credibility in a short period o+ time.
#igher degree of recall< People tend to commensurate the personalities o+ the celebrity
with the brand thereby increasing the recall value. *ol+ champion iger :oods has
endorsed 3merican E,press# 'ole,# and 1i!e. 3ctress Catherine Geta4)ones is used by 4
$obile and Eli/abeth 3rden. NNE Pierce Brosnan promotes >mega# B$:# and 1oreico.
-ssociative !enefit< 3 celebrity2s pre+erence +or a brand gives out a persuasive message 4
because the celebrity is bene+iting +rom the brand# the consumer will also bene+it.
%itigating a tarnished image< Cadbury India wanted to restore the consumerKs
con+idence in its chocolate brands +ollowing the high4pitch worms controversy; so the
company appointed 3mitabh Bachchan +or the 6ob. Aast year# when the even more
controversial pesticide issue shoo! up Coca4Cola and PepsiCo and resulted in much
negative press# both so+t drin! ma6ors put out high4pro+ile damage control ad +ilms
+eaturing their best and most e,pensive celebrities. :hile 3amir (han led the Co!e
+ightbac! as an ingenious and +astidious Bengali who +inally gets convinced o+ the
productKs Wpurity#K PepsiCo brought "hah 'u!h (han and "achin endul!ar together once
again in a television commercial which drew re+erences to the Wsa+etyK o+ the product
indirectly.
Psychographic Connect< Celebrities are loved and adored by their +ans and advertisers
use stars to capitalise on these +eelings to sway the +ans towards their brand.
,emographic Connect< %i++erent stars appeal di++erently to various demographic
segments Fage# gender# class# geography etc.H.
%ass -ppeal< "ome stars have a universal appeal and there+ore prove to be a good bet to
generate interest among the masses.
Providing testimony< 3nother bene+it o+ using celebrity endorsers is that s0he can provide
testimony +or a product or service# particularly when the product has contributed to their
celebrity. he more +amiliar an endorser# the more li!ely consumers are to buy the
endorsed product.
=2 | P a g e
0e1uvenating a stagnant brand< :ith the ob6ective o+ in+using +resh li+e into the stagnant
chyawanprash category and staving o++ competition +rom various brands# %abur India
roped in Bachchan +or an estimated 's L crore.
Celebrity endorsement can sometimes compensate for lack of innovative ideas2
Th1 a45u;1nt a5ainst &1l164ity En2o4s1;1nt
he celebrity approach has a +ew serious ris!s<
The reputation of the celebrity may derogate after he3she has endorsed the product<
Pepsi ColaKs su++ered with three tarnished celebrities 4 $i!e yson# $adonna# and
$ichael )ac!son. "ince the behaviour o+ the celebrities re+lects on the brand# celebrity
endorsers may at times become liabilities to the brands they endorse.
The vampire effect< his terminology pertains to the issue o+ a celebrity overshadowing
the brand. I+ there is no congruency between the celebrity and the brand# then the
audience will remember the celebrity and not the brand. E,amples could be the Castrol
commercial +eaturing 'ahul %ravid.
4nconsistency in the professional popularity of the celebrity< he celebrity may lose his
or her popularity due to some lapse in pro+essional per+ormances. &or e,ample# when
endul!ar went through a prolonged lean patch recently# the inevitable 8uestion that
cropped up in corporate circles 4 is he actually worth itO he 2NN5 Cric!et :orld Cup
also threw up the "hane :arne incident# which caught Pepsi o++ guard. :ith the
3ustralian cric!eter testing positive +or consuming banned substances and his subse8uent
withdrawal +rom the event# bang in the middle o+ the event# PepsiCo 4 the presenting
sponsor o+ the :orld Cup 2NN5 4 +ound itsel+ on an uneasy wic!et
%ulti brand endorsements by the same celebrity would lead to overe/posure< he
novelty o+ a celebrity endorsement gets diluted i+ he does too many advertisements. his
may be termed as commoditisation of celebrities# who are willing to endorse anything +or
big buc!s. E,ample# $'& was among the early sponsors o+ endul!ar with its logo
=5 | P a g e
embla/oned on his bat. But now endul!ar endorses a myriad brands and the novelty o+
the endul!ar4$'& campaign has scaled down.
Celebrities endorsing one brand and using another 5competitor(< "ainsbury2s
encountered a problem with Catherina Geta )ones# whom the company used +or its recipe
advertisements# when she was caught shopping in esco. 3 similar case happened with
Britney "pears who endorsed one cola brand and was repeatedly caught drin!ing another
brand o+ cola on tape.
%ismatch between the celebrity and the image of the brand< Celebrities mani+est a
certain persona +or the audience. Each celebrity portrays a broad range o+ meanings#
involving a speci+ic personality and li+estyle. $adonna# +or e,ample# is perceived as a
tough# intense and modern women associated with the lower middle class. he
personality o+ Pierce Brosnan is best characteri/ed as the per+ect gentlemen# whereas
)enni+er 3niston has the image o+ the Igood girl +rom ne,t door2.
=9 | P a g e
"RAND> &E(E"RITIES ? &ONS+MER
Factors 0mpactin a Brand )hile bein vie)ed b& a 2ons!mer in Media
he model above shows the various +actors that a++ect a celebrity endorsed brand while viewed
by a consumer in the media Fboth 7 and printH. he central idea being the impact on brand. he
three ma6or parts to a brand being shown are< 4
he Product
3dvertisement
he celebrity endorsing it
It is important is to study the relationship between these +actors and how they together act +or or
against the brand.
he product is important# o+ course# it may +ul+ill a need# want or a desire. Duality is
8uintessential and# hence# nowadays it is understood the product is o+ highest 8uality. "o what
ne,tO he advertisement is important as a good product could see an early e,it i+ the
advertisement is handled badly# and otherwise# a mediocre product which is taste+ully handled
goes a long way. Aastly# the celebrity in the advertisement# recall# trust# +amiliarity are some o+
== | P a g e
the reasons that they are used. 1ow consider the interactions o+ these individual +actors. he best
o+ superstars can be doing the advertisement but i+ the product is +ar +rom the image the star has#
the whole advertisement is a waste. Imagine an 3mitabh doing an advertisement +or ad +or youth
apparel. :ell# e,ceptions can be there but then again it depends on the way it is done.
Believability is o+ vital importance# the 7" 7ictor advertisement shows us the bi!e being
compared to the bat o+ "achin and the stro!es he plays.
he relationship between a product and its advertisement again can be either dependant or none.
In that case# a shoc! value ma!es people remember the brand better and# hence# a possible long
term loyalty.
S1l17tion O8 &1l164ity
3nyone who is +amous may be the right celebrity. @owever# the appropriateness o+ the celebrity
largely depends on the product or service. $ost advertisers insist that their celebrity
spo!espeople have charisma and current popularity. hat is why we see more movie and
television stars# athletes# real4li+e heroes# and musicians acting as brand ambassadors in the
mar!et.
-o) a Marketer chooses a 2elebrit&
=C | P a g e
he choice o+ celebrity is critical +or the success o+ the advertisement. he celebrity should have
high recognition# high positive a++ect# and the image o+ the celebrity must match with that o+ the
product. &or this reason# +amous sportsmen are used to endorse sporting goods< $ichael )ordan
& 1i!e# iger :oods and 1i!e# %avid Bec!ham endorses 3didas# etc. :hile it is totally
inappropriate +or movie stars to endorse a sports products.
Celebrity endorsements must be used 6udiciously. I+ the celebrity is too +amous or too popular#
then the celebrity will overpower the product 4 i.e.# people will remember seeing only the
celebrity and +orget the product. his happened when Britney "pears came in a Pepsi
Commercial in 2NN1. Britney "pears was at the height o+ her popularity 4 viewers saw the
advertisement to see Britney "pears and +orgot all about Pepsi.
he cost bene+it analysis o+ using celebrity in mar!eting communications is bit tric!y. But the
general belie+ is that using celebrity is a lot cheaper in building a brand. &or e,ample# ".(umar2s
built the brand ?'eed & aylor2s? as a premier suiting material by having 3mitabh Bachan in its
advertisements. o achieve the same without a celebrity would have ta!en longer time & more
money. In a span o+ less than two years a+ter launch# the brand 'eed & aylor2s? has become the
second largest seller o+ cloth +or men2s suits in India.
"election o+ the right celebrity is crucial. he needs o+ the brandRrather than the +ame o+ the
celebrityRshould be the primary criteria when selecting a celebrity spo!esperson. he celebrityKs
physical attractiveness# values# and credibility also matter tremendously. @owever# it would be
suicidal to +orget about the target audience.
=E | P a g e
Ty:1s o8 &1l164ity En2o4s1;1nts
Celebrity branding has many aspects. 3 slight change in the type o+ branding used can result in
either a great success or a dismal +ailure. Celebrity branding +alls into +ive general categories<
Testimonial6 he celebrity acts as a spo!esperson +or the brand.
0mported6 he celebrity per+orms a role !nown to the audience.
0nvented6 he celebrity plays a new# original role.
Bbserver6 he celebrity assumes the role o+ an observer commenting on the brand.
-arnessed6 he celebrityKs image is integrated with the adKs storyline.
.A&TS O,ER T/E -EARS
3ppro,imately CN4ENT o+ all television commercials +eature +amous people.
3ishwarya 'ai had once endorsed K&u6i4&ilmK camera rolls. he company made an
agreement with her to endorse their camera rolls. But# 3ishwaryaKs magic did not wor!
there and they had to terminate the contract.
3mitabh Bachchan F3BH was seen endorsing $arutiKs 7ersa Car. he 3B +actor wor!ed
wonders as +ar as generating curiosity was concerned but the actual product couldnKt meet
the e,pectations o+ people# and hence# the endorsement strategy didnKt wor!. @e has been
used very e++ectively by Par!er Pens# ICICI Ban! and CadburyKs to name a +ew.
Bata2s sales doubled soon a+ter they adopted 'ani $u!her6ee as their brand ambassador.
ic!et sales at :imbledon are !nown to have shot up signi+icantly +or all matches
+eaturing the latest Kse,4symbolK on the circuit 4 3nna (ourni!ova. 3n average player who
is yet to win even a single tennis tournament# 3nna is !nown to have earned +ar more
+rom endorsements than her tennis career could ever have given her.
=L | P a g e
&1l164ity En2o4s1;1nts as a St4at15y
@ow iger :oods2s endorsement o+ 3ccenture is bene+icial to the company in sending the
message o+ high per+ormance. his is 6ust an e,ample o+ having celebrity endorsement.
$ar!eters o+ consumer products have long used celebrities to endorse their product 4 and this has
become a common strategy.
"RAND IMA)E ? &E(E"RIT-
'esearch has shown that there are three aspects that in+luence a customerKs attitude and# hence#
the long term impact on the brand 4 3ttractiveness# rustworthiness and E,pertise. he matri,
below shows us the images and the celebrities< 4
Aspect of Brand 0mae 2elebrit& #rod!ct
3ttractiveness
Elegance 3ishwarya 'ai 1a!shatra %iamonds
Beauty $adhuri %i,it Emami
Classy "ai+ and "oha 3li (han 3sian Paints4'oyale
"tylish
"ai+ 3li (han Provogue
3mitabh Bachhan 'eid & aylor
rustworthiness
@onest "achin endul!ar 3viva Ai+e Insurance
'eliable $" %honi 7" "tar City
E,pertise
(nowledge 7irender "ehwag 'eebo!
Duali+ied 'ahul %ravid *illette
@ence# we see depending on the product and aspect o+ brand# the choice o+ the celebrity is
important so that the celebrity can re+lect that and not go against the brand.
Brand e8uity essentially made up o+ loyalty# awareness# perceived 8uality# associations# and other
proprietary brand assets. he celebrity should be chosen in such a way as to rein+orce and
strengthen the brand in all these elements but the 8uestion is# can heO a!e an e,ample o+ another
star &ardeen (han# who endorses Provogue. "na//y +ashionable apparel +rom an Indian
manu+acturer with the bac!ing o+ a star son was a great idea +or the brand image. It was able to
attract new customers who were +ashion conscious but unable to a++ord high price international
brands.
=M | P a g e
3wareness o+ the brand was phenomenal as +ashion shows# print and media advertising was
booming and &ardeen and Provogue had become a national phenomenon. Duality was given
utmost importance and# hence# +rom the manu+acturer side# the commitment to the customer was
complete. Competition was present but sales +igures showed Provogue reaping handsomely.
hen the image o+ the so4called Bad Boy &ardeen emerged with the drug and brawls in night
clubs. his did lead to a certain discontent amongst +ans o+ the star and the brand. But
remar!ably not much e++ect on sales. It seemed that the consumers had +orgotten &ardeenKs issues
and remained loyal to the brand. oday &ardeen is still the main+rame picture o+ every
advertisement and the brand has not lost any o+ its shine.
Fardeen =han in a #rovo!e #oster
CN | P a g e
MEAS+RIN) A &E(E"RIT- ENDORSEMENT
It becomes very important to measure the e++ectiveness o+ a celebrity For determine the worth o+
oneH. &ew o+ the methods o+ measurement that are in practice are< 4
he D4"C>'E $ethod
he &'E% Principle
Th1 @#S&ORE M1tho2
here is a way to measure the credibility# believability# popularity# and li!e4ability o+ a celebrity.
ItKs called a D4"core# and you can purchase the D4"cores o+ the candidates youKre considering.
Consider both sides o+ the deal 4 +or a client who wanted to use a celebrity endorser# and +or a
celebrity who was loo!ing +or an endorsement opportunity. >nce youKve de+ined the !ind o+
endorser you need Fe.g.# athlete# actor# male0+emale# young0old# etc.H# its well worth going
through the D4"core e,ercise.
Evaluating the contribution o+ the endorser a+ter youKve already made the decision is not nearly
as straight+orward. >ne time# many years ago# a company actually shot a commercial with a
well4!nown Fhigh D4"coreH endorser +or national use# and it shot the same commercial with a
good actor# not so well4!nown. he company ran a limited mar!et test +or C months with the
un!nown actor Fcutting in the commercials locally# over national networ! scheduleH so could
8uanti+y the sales impact o+ the celebrity. By the way# the celebrity was worth every penny o+ his
outrageous +ee. It ended up using him +or years# and he helped the brand reach mar!et leadership
almost entirely on the strength o+ the commercials in which he appeared.
C1 | P a g e
Th1 .RED P4in7i:l1
his concept is seen as the +oundation o+ a success+ul endorser selection.
& is +or &amiliarity. he target mar!et must be aware o+ the person# and perceive him or her as
empathetic# credible# sincere and trustworthy.
' is +or 'elevance. here should be a meaning+ul lin! between the advertised brand and the
celebrity endorser# and more important# between the celebrity endorser and the de+ined target
mar!et. he audience must be able to identi+y with the person. I+ consumers can immediately
associate with an endorser# they will +eel more predisposed to accepting# buying and pre+erring
the brand to competition.
E is +or Esteem. Consumers must have the utmost respect and con+idence +or the celebrity.
3mitabh Bachhan & endul!ar have these. "o do "hahru!h (han# Preity Ginta# (apil %ev
among others. he public respect them because o+ their distinguished careers and unassailable
salesmanship.
% is +or %i++erentiation. he target consumers must see the endorser as a cut above the rest. I+
there is no perceived disparity among celebrities# then the strategy will not wor!. $ichael )ordan
is an e,ample o+ an international celebrity that rises above the clutter. his proves to be a huge
contributory +actor to his e++ectiveness as an endorser.
he &red concept is not a guarantee to success# but it can serve as a guideline when selecting a
spo!esperson. Each organi/ation and its ob6ectives are di++erent# and should be evaluated on an
individual basis.
C2 | P a g e
T/E IMPA&T
3s de+ined earlier# impact would be both short term and long term# but here the +ocus would be
more on the long term implications o+ the brand. $easurement o+ this would be challenging and
data would be di++icult to obtain. he parameters on which impact could be measured would be
on a comparative basis o+ the brand be+ore and a+ter the celebrity began endorsing the brand.
"ales 0 revenue# mar!et share# brand recall# level o+ repurchase# brand loyalty# trust# image and
perception o+ the brand per say.
In this trend o+ creative advertising# we see usage o+ celebrities o+ all wal!s in li+e 4 particularly
actors# +ilm stars# models# sports persons# and the whole gamut. But the usage can always
bac!+ire i+ the choice o+ the star is completely contradictory in nature to the brand. Believability
and association o+ brand to celebrity is important.
"election o+ celebrities can be done while they are at their pea! or when they are destined +or
greatness in the near +uture. 3gain a ris! that may go either way. :hat is important at some level
is the value that a celebrity adds to a particular brand. he advertiser tries his best to ma!e the
celebrity and brand as analogous as possible. he celebrity endorser is seen to score 8uite well on
dimensions such as trustworthiness# believability# persuasiveness# and li!eability when tested +or
reaction +rom people. his is important to a mar!eter as i+ he can get a celebrity to ma!e the
masses +ollow# believe or listen to him# he has been success+ul.
he basis +or the e++ectiveness o+ celebrity4endorsed advertising can be lin!ed to this process o+
identi+ication and internali/ation o+ the desired behavior. Price o+ +ame may be high +or the
celebrity endorsed brands but they have both what the mar!ets and the everyday common man
want 4 attention# power and star si//le.
Celebrities are people who en6oy public recognition o+ a large group o+ people. Celebrities may
convey a broad range o+ meanings# involving demographic categories Fe.g.# age# gender and
statusH# personality and li+estyle types. &or instance# people adore "achin endul!ar because he
represents a middle4class $aharashtrian boy who made it big with sheer hard wor!. Ai!ewise#
3mitabh Bachchan +or most is an icon o+ style# trust and dependability.
C5 | P a g e
&E(E"RIT- ENDORSEMENTS &ASES:MAKE OR
"REAK
1.Sha4ukh Khan # Mayu4 Suitin5s $Positi31 I;:a7t%
."haru!h $ayur (han. is how this product came to be !nown# "hahru!h brought to the product
his persona o+ high class li+estyle# giving the consumer the belie+ to aspire and good clothing a
sure way to re+lect the aspiration. he ad shows a great +it between what the product stands +or#
what the consumer e,pects and what the celebrity means to the consumer# hence e,plaining the
strong impact in sales and brand recall.
.Dha4;1n24a # RaA2oot Moto47y7l1s $Positi31 I;:a7t%
his strong man +rom yester years# still resonates as the only brand ambassador# who managed to
sell a motorcycle in each and every corner o+ India in the LN2s. %harmendra2s image o+ being a
brawny man# hailing +rom the rustic roots o+ India# gave 'a6doot motorcycles the per+ect brand
ambassador it was loo!ing +or. @e not only gave to the product a sturdy and robust image# but
also brought to the product trust and honesty which it was trying to build in its +irst time buyers.
=.A;ita6h "a7h7han $&lutt1412 I21ntity%
>ur +ramewor! argues that e,clusivity ma!es the product4celebrity association stronger thereby
ma!ing the product resonates with the 8ualities o+ the celebrity. In cases where the celebrity
endorses multiple products# he dilutes his e8uity.
here2s no better e,ample in the Indian industry than 3mitabh Bachchan who endorses ICICI
Ban!# Cadbury# 7ersa# %abur# 'in# Par!er Pens# Pepsi# 1erolac Paints and many more. In each
o+ the cases the ads use some or the other attribute o+ 3mitabh to endorse the product# but ma!es
no strong lin! in the minds o+ the consumer. @ence in the end the consumer is lost and has
di++iculty identi+ying# what does 3mitabh really stand +orO
C9 | P a g e
B. Rani Mukh14A11 # /14o &y7l1s $N15ati31 I;:a7t%
'ani $u!her6ee endorsing a cycle ma!es a case where the celebrity is used only +or her
popularity without loo!ing +or Brand4celebrity +it.
Cycles in India are generally used by men and the target segment belongs to low income group.
By using 'ani# the consumers could not be assured o+ the product2s 8ualities and could not relate
the product to the ambassador. @ence# the consumers were not motivated towards the product
and the ad was called bac!# thereby emphasi/ing the need +or a brand4celebrity +it.3+ter that#
Ir+an Pathan was signed to endorse +or the product which increased the sales.
C. ,o2a8on1 D Eoo Eoo $&41at12 S:ok1s:14son%
@utch managed to grab the attention o+ the
consumers# by not using a celebrity. he
/oo/oo campaign came across as a +resh
initiative at endorsing a product. he /oo /oo
have had a very high brand recall as they
represent only 7oda+one and have been
created by the company according to the needs
o+ the product and the message. It
communicates to the consumer about all the
o++ers and pac!ages the company o++ers .he protagonist says all o+ the above and creates a
strong bond with the consumer.
C= | P a g e
F.Moha;;a2 AGha4u22in # "4itannia $&han51 o8 th1 &1l164ity
I;a51%
$ohammad 3/haruddin# at the pea! o+ his career was a brand ambassador +or an assortment o+
products. But the match4+i,ing case besmirched his image and all o+ the products started
disassociating their endorsements +rom him.
hus# a product is sold on basis o+ the 8ualities o+ the endorser and with a change in the inherent
value system o+ the celebrity; the bond with the consumer is lost.
!.Na4ain Ka4thik1yan # Jo42an H .o4;ula 1 Ra7in5 $Ent14in5
Int14national Ma4k1ts%
3 celebrity2s endorsement through various cultural and social roadbloc!s is one o+ the critical
applications o+ our model; 1arain is a case in point. he popularity o+ &1 as a sport in India owes
its genesis to use o+ 1arain as a brand ambassador o+ the sport. @is image and persona has been
used by the sport and the )ordan team to create brand awareness in India.
8.Sa7hin T1n2ulka4 # .iat Palio $.inan7ial ,ia6ility%
"achin endul!ar was paid a huge sum o+ 's. 12 Crore to endorse &iat Palio# even though
endul!ar as a brand could command such an e,orbitant amount. It2s +or the company to
evaluate i+ the returns generated by the endorsement would commensurate the initial spend. In
this case due to e,cessive spending and +ailure o+ the product to ta!e4o++ the advertisements had
to be withdrawn.
CC | P a g e
RESEAR&/ MET/ODO(O)-
'esearch $ethodology is a way to systematically solve the research problem# it not only ta!es
the research methods but also consider the logic behind the methods. he study o+ 'esearch
$ethodology +or developing the pro6ect gives us the necessary training in gathering materials
and arranging them# participation in the +ield wor! when re8uired# and also provides training in
techni8ues +or the collection o+ data appropriate to particular problems.
$ain >b6ectives<
V o understand consumer perception o+ the celebrities in advertisements.
V o understand the e++ectiveness o+ celebrity endorsement.
V o identi+y drawbac!s associated with celebrity endorsement.
Ma4k1tin5 R1s1a47h
$ar!eting research is the systematic design collection# analysis and reporting o+ data +indings
relevant to the speci+ic mar!eting situation +aced by the company. $ar!eting research process#
the research +indings and in+erences based on the data interpretations along with the concept#
methodology and limitations o+ the research are o+ much use to the management while ma!ing
strategic decisions about the company.
In mar!eting research investigation the +irst three steps namely +ormulation o+ the problem#
speci+ication o+ a research design and collection o+ desired in+ormation tend to be closely inter4
related
In 'esearch $ethodology# we consider about the 'esearch %esign# $ethods o+ Collection o+
%ata# etc.
CE | P a g e
RESEAR&/ DESI)N
'esearch %esign is the arrangement o+ conditions +or collection and analysis o+ data in a manner
that aims to combine relevance to the research purpose and constitutes the blue print +or the
collection# measurement and analysis o+ data.
R1s1a47h D1si5n us12 in th1 :4oA17t
he %escriptive "tudies is used in this pro6ect due to the +act that the descriptive studies attempt
to obtain a complete and accurate description o+ a situation# that is it covers the all phases
re8uired and provides the ways to collect the data +rom various sources o+ in+ormation Fsample
designH# ensure minimum bias in the collection o+ data# hold costs to a minimum# and reduces the
errors in interpreting the data collected.
SO+R&ES AND MET/ODS O. DATA &O((E&TION
&or the research purpose# the researcher does data collection. &or success+ul e++icient mar!eting
research investigation# the researcher must be +amiliar with the nature o+ the data as well as the
data collection method.
Sou471s o8 2ata 7oll17tion
"ources o+ data collection state the various sources o+ data +rom where we collect the
in+ormation2s +or the comparative analysis.
#rimar& ;ata
Primary data are those collected speci+ically by# or +or# the data users by di++erent methods such
as >bservation $ethod# Interview $ethod# Duestionnaire $ethod# etc.
Secondar& ;ata
"econdary data are those that have been collected by other organi/ations# such as government
agencies# newspapers and maga/ines# etc.
MET/ODS O. DATA &O((E&TION
CL | P a g e
$ethods o+ data collection are the way through which the data is collected +or the research
purposes. :hile deciding about the method o+ data collection to be used +or the study# the
researcher should !eep in mind two types o+ data vi/.# primary and secondary. he researcher
would have to decide sort o+ data he would to select +or his study and accordingly he will have to
select one or the other method o+ data collection. he methods o+ collecting primary and
secondary data di++er since primary data are to be originally collected# while in case o+ secondary
data the nature o+ data collection wor! is merely that o+ compilation.
&or data collection# we will develop a well de+ined 8uestionnaire as a research instrument
consisting 8uestions aimed to measure the consumers perception# their li!ing and disli!ing and
their views and comments about Celebrity Endorsement.
SAMP(IN) P(ANS
he mar!eting researcher must design a sampling plan# which calls +or three decisions P
aH "ampling unit 4 :ho is to be surveyedO
bH "ample si/e 4 @ow many people should be surveyedO
cH "ampling Procedure 4 @ow should the respondents be chosenO
"3$PAI1* P'>CE"" & "IGE
'esearch being e,ploratory in nature# a simple random & convenient sampling was ta!en into
consideration. =N consumers#
C>13C $E@>%
Qsed can be personal interviewing. 3ll the consumers# dealers and manu+acturers were contacted
personally and in+ormation can be collected with the help o+ a 8uestionnaire.
/-POT/ESIS
@o< Celebrity endorsements help in building the brand image.
@a<Celebrity endorsements do not help in building the brand image.
CM | P a g e
S+MMAR- AND MANA)ERIA( IMP(I&ATIONS
he report was lin!ed to speci+ic managerial suggestions regarding more e++ective use o+
celebrities to enhance brand e8uity<
Celebrity endorsements will be more e++ective when used consistently over time to
increase the strength o+ the lin! between the celebrity and the endorsed brand.
Celebrity endorsements will be more e++ective when the ad e,ecution is simple# clean#
and +ree o+ irrelevant design elements. &ocus on the celebrity and the brand together.
Celebrity endorsements will be more e++ective when using a celebrity who is not already
strongly associated with another product or service.
Celebrity endorsements will be more e++ective when using a celebrity with a high -+it.#
-congruence.# or -belongingness. with the endorsed brand.
Celebrity endorsers can be used to e++ectively rein+orce and0or create an image +or a
product or service.
est potential brand0celebrity combinations to ensure that the impression and image o+
the celebrity is positive +or the target audience.
Celebrity endorsements will be more e++ective +or less +amiliar brands.
Celebrity endorsers will be more e++ective +or brands +or which consumers have limited
!nowledge0+acts.
Celebrity endorsers will be more e++ective when integrated across the elements o+ the
mar!eting mi,.
Caution in choice o+ celebrity endorser is warranted given the potential ris! o+ tarnishing
the brand2s image.
EN | P a g e
&ON&(+SION
Celebrities have always been the easiest way +or a new product launch Fconsumer goodsH and
will remain to do so in the near +uture on account o+ their mass appeal and a world +ull o+ star
stuc! loyal +ans. But the impact on the brand is much greater than 6ust an advertisement showing
a celebrity.
:e have seen that the correct choice o+ a celebrity can surely increase sales but when it comes to
long term loyalty and impact on the brand#the e++ect is yet somewhat debatable. In the end# the
product must deliver +or the customer# no matter who endorses the product# i+ the customer does
not see himsel+ getting value +rom his purchase# he will not buy it. But yes# celebrities over time
can in+luence the loyalty and ma!e a person +riendlier to a brand. Brand and celebrities are here
to stay +or a long time and in this age o+ slic! advertising and mass media and unthin!able
budgets# celebrities are having a +ield day charging huge amounts and ma!ing more money than
their mainstream pro+essions. But then do they really care about the brandO >r is it 6ust the
moneyO But the bottom line# celebrity endorsements are here to stay.
:ith the use o+ the celebrity# the e++ect is magni+ied so as to allow the consumer to e8uate the
personality and the brand together. @ence# whenever the consumer is watching the several
images o+ her +avorite actress alone# it con6ures up multiple impressions o+ her sipping the JB
brand o+ co++ee# each time.
:hile spea!ing o+ celebrities# we should be very clear as to who this term connotes to and the
powers they carry. &ido %ido +or E4QP# the 3mul *irl or ony the iger +or (elloggKs &rosted
&la!es are as much a celebrity as any breathing +ace. hey reach their target consumer# they
move the product# and they carry the brand. hatKs what counts. >+ course# the gestation period is
higher in the case o+ such creatives# but in the event o+ a hit# the comparative ris!s are
minimi/ed. 3+ter all# they cannot get drun!# attract a controversy or commit a crime# as long as
E1 | P a g e
the management wants. In short# they are Ksa+e +loatersK vis4X4vis their unpredictable human
counterparts.
Qsing a celebrity in advertising is not a simple thing and the success o+ this process depends on
several +actors as discussed in the report. he care+ul selection o+ celebrity# matching the target
segment and brand values# should be inherently stressed upon. he advertisers can use the D
"core#as discussed developed by a Q.". based mar!eting research agency# which considers two
+actors 4 awareness and li!eability# while evaluating the celebrity. 3nother important +actor is the
+le,ibility with which the companies can go in +or hedging the ris!s associated in hiring a
celebrity. hey choose personalities +rom various +ields or even appealing to various consumer
perceptions# so that they can minimi/e the damage in cases o+ negative publicity due to any
celebrity mista!e. he cola brands spread their endorsements across a wide KvarietyK o+ celebrities
such that even i+ one +alls# the others are still holding the +ort.
In terms o+ the +uture# celebrity endorsements are here to stay. heir ability to cut across the
classes# caste barriers and apprehensions are simply too important to be sidelined. hey have
been time4tested and delivered results repeatedly# given good hands. >ne could continue to
wonder i+ these celebrity4haw!ers are worth the money and the tantrums# but in a world o+ brand
clutter and product muddle# celebrities seem to hit the nail on the head# more o+ten than not.
his paper also brings +orth the +ollowing insights<
Celebrity endorsements do wor! in the Indian scenario. he level and the magnitude o+
the e++ect vary with the celebrity and the product category but most endorsements have a
+avourable impact.
he consumer loo!s +or a variety o+ aspects +rom the endorsement li!e the credibility and
li!eability o+ the endorser. Credibility also means the +it between the brand and the
celebrity.
$ultiple endorsements do clutter the minds o+ the consumer.
:hen one endorser endorses many brands# then the recall o+ the endorsement depends
E2 | P a g e
entirely on the power o+ the brand. here are de+initely some brands that go unnoticed
and the recall +or those stands is at a bare minimum. he company in that case can
heighten the advertising content because that catches a special place in the mind space o+
the consumer.
It is not 6ust the +inancial gains +rom the endorsements that matter to the celebrity. hey
also loo! +or the +it with the brand and what the endorsement might do to their image.
Pro+essional per+ormance o+ the endorser is important in deciding the success o+ the
endorsement.
$ore than the bad per+ormance in the pro+essional +ield# it is the association o+ the
celebrity with a controversy or ill4behaviour that causes negative impact to the
endorsements.
%uring the match +i,ing scandal in India# the commercials +eaturing 36ay )ade6a and
$ohammed 3/haruddin were all ta!en o++ air so that they did not have a negative e++ect
on the brand.
he celebritiesK accessibility# regional appeal +actors# popularity# attractiveness# belie+
system are some other important plat+orms# which are raised when we study the impact o+
celebrity endorsement on brands.
E5 | P a g e
ANNE*+RES
A""E1'E 2: STO! BOAD O( )A&E BETA
3mitabh Bachhan gets a warm welcome at an 3nnual &unction o+ a college. 3s he ac!nowledges
the delirious students around him# a young girl brea!s across and runs up to him. ->ne autograph
please#. she pleads. @e obliges smilingly.
@e scrawls his signature across the page and stops to e,amine the pen. urning the page# he signs
on a+resh and clari+ies# -%ost shost !e liye..
E9 | P a g e
@e repeats his action and adds# -Bhai shai.. he girl is dumbstruc! and nods wordlessly. >ne
more and he adds# -Padosi to honge.. Bet another page succumbs# IChachi wachi. :hat a great
penY. he girl 6ust nods.
$7>< -1ew Beta +rom Par!er. %il chahe li!hte 6aayen.. he shot o+ the auditorium is now
deserted e,cept +or the girl and her idol. @e continues to sign as she do/es ne,t to him# -%oodh
wala# paper wala# dhobhi....
E= | P a g e
A""E1'E 304'ESTIO""AIE
%ear 'espondents#
I# Piyush 'awtani# student o+ $B3# am conducting a survey on -0mpact of
celebrit& endorsement on b!&in behavior of c!stomers and as a so!rce of brand
b!ildin.. &or this purpose I need your cooperation in +ul+illing this 8uestionnaire. It will
ta!e +ew minutes o+ your precious time. It is ma!e sure that in+ormation obtained is +or
general purpose only.
/0 Nae of the respon,ent11111111
20 3hat #s 'our o%%upat#on4
a0 Bus#ness Class
b0 Ser+#%e Class
%0 Stu,ent
,0 Others
50 3hat #s 'our age4
a0 /6728
b0 29752
%0 5275:
,0 More than ;<
;0 3hat #s 'our gen,er4
a0 Male
b0 =eale
EC | P a g e
80 3hat fa%tor affe%ts 'our bu'#ng beha+#or to!ar,s a pur%hase4
a0 >r#%e
b0 Op#n#on7lea,er
%0 Celebr#t' en,orser
,0 Bran, nae
90 Do 'ou l#"e to see an' %elebr#t' en,ors#ng 'our bran, on tele+#s#on4
a0 Yes
b0 No
%0 Can?t sa'
@0 ACelebr#t' en,orseent #s an effe%t#+e tool of persuas#on of bu'#ng a
pro,u%tB Rate
th#s stateent&
a0 Strongl' agree
b0 Agree
%0 In,#fferen%e
,0 D#sagree
e0 Strongl' ,#sagree
60 AMale en,orser #s ore effe%t#+e as %opare, to feale en,orser&B Rate
th#s
stateent&
a0 Strongl' agree
b0 Agree
%0 In,#fferent
,0 D#sagree
e0 Strongl' ,#sagree
EE | P a g e
:0 Does a %elebr#t' en,ors#ng a pro,u%t a%tuall' uses #t4
a0 Yes
b0 No
%0 Ma' be
/<0 Out of the follo!#ng %elebr#t' persona !ho ,o 'ou l#"e ost4
a0 Boll'!oo, Stars
b0 Sports star
%0 None of abo+e
//0Mot#+at#on fa%tor for bu'#ng a C
#&0Motor Deh#%le
a0 Lu-ur'
b0 Estee
%0 Bran,
,0 Celebr#t'
##&0Cloth#ng
a0 Status
b0 =e! >r#%es
%0 Tren,s
,0 Celebr#t'
###&0=oo, >ro,u%ts
a0 Eual#t'
b0 >a%"ag#ng
EL | P a g e
%0 Bran, Nae
,0 Celebr#t'
An' suggest#on1111111111111111111111&&
11111111111111111111111111111&
11111111111111111111111111111&
5 T,an6s for your .aluable Contribution7
EM | P a g e
A""E1'E 80(I"DI"%S & I"TE)ETATIO"S
Int14:41tation:
=ro th#s p#e7%hart #t #s %lear that a$or#t' of the respon,ents are stu,ents
an, rest of the
share #s o%%up#e, b' ser+#%e an, bus#ness %lass&
LN | P a g e
/9F
2@F
;:F
6F
O77u:ation
Bus#ness
Ser+#%e
Stu,ent
Others
@6F
/;F
;F
;F
A51
/6728
29752
5272:
More than ;<
Int14:41tation:
Th#s p#e7%hart ,ep#%ts that ost respon,ents are 'oung an, !h#le rest are
abo+e 28
'ears&
Int14:41tation:
Th#s p#e7%hart ,ep#%ts that 9;F of the respon,ents are ale an, 59F are
feales&
L1 | P a g e
9;F
59F
)1n214
Male =eale
Int14:41tation:
Th#s graph ,ep#%ts that ost respon,ents are #nfluen%e, b' the pr#%e of
a pro,u%t an, least b' the %elebr#t' en,ors#ng #t&
Int14:41tation:
Th#s p#e7%hart ,ep#%ts that a$or#t' of the respon,ents !oul, l#"e to see the#r
bran, to be en,orse, b' a %elebr#t'&
L2 | P a g e
;9F
2;F
5<F
&1l164ity 1n2o4sin5 you4 64an2 on T.,.
Yes
No
Can?t Sa'
Int14:41tation:
Th#s graph ,ep#%ts that 5/ respon,ents strongl' agree or agree to the fa%t
that %elebr#t#es are an effe%t#+e tool of persuas#on&
Int14:41tation:
Th#s p#e7%hart ,ep#%ts that ost of the respon,ents %ons#,er a ale %elebr#t'
en,ors#ng a pro,u%t #s ore effe%t#+e than a feale %elebr#t' &
L5 | P a g e

Int14:41tation:
Th#s p#e7%hart ,ep#%ts that ;6F of the respon,ents bel#e+e that a %elebr#t'
en,ors#ng a pro,u%t ne+er uses #t #n real#t'&
Int14:41tation:
Th#s graph ,ep#%ts that sports stars an, boll'!oo, stars are the ost popular
aong the respon,ents&
L9 | P a g e
< 8 /< /8 2< 28
Boll'!oo, Stars
Sports Star
Others
Most P41881412 &1l164ity
Most >reffere, Celebr#t'
Int14:41tation:
Th#s p#e7%hart ,ep#%ts that lo! pr#%es an, ,#s%ounts on a pro,u%t ot#+ates
the the ost to bu' a pro,u%t !#th the lo!est ot#+ator be#ng the bran,
abassa,or of the pro,u%t&
L= | P a g e
26F
22F
52F
/6F
Moti3atin5 .a7to4 .o4 "uyin5 A P4o2u7t
Lo! >r#%es D#s%ounts Latest Tren,s Bran, Abassa,or
LC | P a g e
;9F
/;F
29F
/;F
'h1n "uyin5 a Moto4 ,1hi7l1
Lu-ur' Estee Bran, Celebr#t'
;9F
2<F
2;F
/<F
'h1n 6uyin5 .oo2 P4o2u7ts
Eual#t' >a%"ag#ng Bran, Nae Celebr#t'
/9F
22F
;2F
2<F
'h1n 6uyin5 &lothin5
Status Lo! >r#%es Tren,s Celebr#t'
A""E1'E 90 BIBLIO%A)H!
http<00www.redi++.com0money02NN50dec0N=guest.htm
http<00www.chillibree/e.com0articles0Celebrity4endorsement.asp
http<00www.coolavenues.com0!now0m!tg0surabhi5.php
http<00www.thehindubusinessline.com0bline02NNL0N90NM0stories02NNLN9NM=NE=N=NN.htm
http<00www.coolavenues.com0!now0m!tg0surabhiC.php
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http<00timeso+india.indiatimes.com0articleshow01=NEL92.cms
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sale4"hahru!h4(han.html
http<00www.merinews.com0cat&ull.6spOarticleI%Z1L5
http<00www.icmrindia.org0+reeT2Nresources03rticles0CelebrityT2NEndorsement1.htm
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LE | P a g e
http<00issuesinimc.wi!ispaces.com03dvantages[and[%isadvantages[+rom[using[celebrit
y[endorsement
http<00www.broadcastnewscorp.com0html0production.php
http<00www.utal!mar!eting.com0Pages03rticle.asp,91LE&itleZ:hite\Paper.\Celebrity\
Endorsement\2NNL
http<00www.asu!u.com0+orum0viewtopic.phpOtZ9C9M
http<00www.nerve.in0subscribe.phpO,mlZbrand\ambassador
http<00news.webindia125.com0news03rticles0Business02NNEN2NL0=LCME=.html
http\\\www.emeraldinsight.com\Insight\7iewContent"ervlet\&ilenameZ\published\e
merald+ullte,tarticle\pd+\NNEN5L11NM.pd+
merald+ullte,tarticle\pd+\NEN1N=N9NE.pd+
merald+ullte,tarticle\pd+\NEEN15NCN5.pd+
merald+ullte,tarticle\pd+\NMCN11N1N2.pd+
merald+ullte,tarticle\pd+\NEEN1=NCN9.pd+
)<]bandg]Emerald &ulle,t 3rticle &actors predicting the e++ectiveness o+ celebrity
endorsement advertisements.htm.
LL | P a g e

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