Himanshu Sehgal

0025/54
Sec-A
Celebrity endorsement
• Celebrity endorsement is a way of endorsing a product or a service using the
fame of a famous personality. The famous personality might be an actor, a
sportswoman, or a musician etc..

Higher Recall Value Risk of brand being overshadowed

by the celebrity
Building brand equity

Drawing attention to the product Not Loyal - Celebrities using one product
Foster Trust and endorsing other

PR Coverage Costly
Stand Out Image Changes
Existing Frameworks available to evaluate celebrities

6Rs 4Fs
TEAR FRED

Fame Familiarity
Trustworthiness Relevance & reputation
Fit Relevance
Expertise Recognition & recall
Facets Esteem
Attractiveness Relatability & respect
Differentiation
Respect Finance
Framework proposed

Evaluation of celebrity Consumer

Credibility
PPI Model Perception
Risk factors & Attitude
Performance of the Celebrity
Popularity
For Brand
Familiarity
Identification of Celebrity with the
Brand For Celebrity
Reputation

Attractiveness Personality Fit of Celebrity with the

Brand
SUCCESSFUL
CELEBRITY BRAND
ENDORSEMENTS
 Titan – Amir Khan

http://www.tatamail.com/article/inside/r2hj!$$$$!5NJYLM=/TLYVr3YPkMU=
https://www.youtube.com/watch?v=7cLsRLbtckA
CelerityKhan
Aamir evaluation
evaluation
– Aamir Khan

Score
Highly respected and followed by 9
Credibility people of all age groups

Popularity Famous in India with huge fan 9

following

Familiarity Mass Appeal

Known for unconventional choices 8

Reputation Youth Icon; Sophisticated; Cares for 10

causes of People

Attractiveness Well Known; appeals directly to 10

target segment due to the class
Risk factors & PPI factors
Score
Famous Bollywood Actor with commercially successful films; also known for making 10
Performance of unconventional movies
the Celebrity Only Indian actor to have his movie reach the finals of Oscar Awards

Passion for Excellence: Aamir Khan has a reputation of giving his all to make sure he excels in
Personality Fit of whatever he does 9
Celebrity with the Brand Creativity & innovation: Aamir Khan is perceived to be highly creative

Identification of 9
Sophisticated, High Performance, Iconic, Prestige
Celebrity with the Brand

Risk of Controversy Very Low (the lower the risk, higher the score) 9
of Brand

Risk of
Controversy of Low (the lower the risk, higher the score)
8
Celebrity
Consumer Perception & Attitude

• Titan’s association with Aamir Khan was well received as both stood for:
• Quality
• Perfection
• Performance
• Excellence
• Innovation
• Sophistication

• The sales of Titan surged by 29% in 2005 after Aamir Khan was roped in as
the brand ambassador and displayed strong Y-O-Y growth every year

Total Score: 91
 Hanes – Michael Jordon

https://www.cnbc.com/id/32758041
https://www.youtube.com/watch?v=O9AdcSY1CZU
Celerity evaluation
Michael Jordon evaluation
– Aamir Khan

Used by Hanes not as a Basketball player Score

but as a person whose stardom
transcends the game; Widely popular and 9
Credibility
endorser of various other global brands

Popularity Most popular basketball player; 10

regarded as the King of Basketball
Familiarity Shares special bond with people of USA
who always downplay his controversies 9

Reputation 9
American Icon

Attractiveness Highly attractive to the target audience

due to his success & performances on the 9
basketball court
Risk factors & PPI factors
Score
10
Performance of Michael Jordan’s performance on the court were always top notch
the Celebrity He was the winner of several MVP awards as well as Olympic medals

Strong Reputation: Michael Jordan has a strong reputation which is also one of the core values of Hanes
Personality Fit of 8
Success: Michael Jordan is the celebrity whose fame transcends the game and this has been effectively used by
Celebrity with the Brand Hanes

Identification of Athletic, Energetic & Explosive, American Icon 8

Celebrity with the Brand

Risk of Controversy Very Low (the lower the risk, higher the score) 9
of Brand

Risk of
Michael Jordan invited the wrath of the black population by suggesting that he makes Air Jordans for up-school whites
Controversy of and not for poor blacks. This, however, did not affect the sale of any product that he endorsed in any way 7
Celebrity
Consumer Perception & Attitude

• Hanes has an association of more than 25 years with Michael Jordan

• Consumers perceive Hanes products to be of higher quality and relate them
to athleticism due to Hanes’ relationship with Michael Jordan
• Consumers in USA idolize Jordan and follow whatever he endorses
religiously and therefore, Michael Jordan is the highest paid athlete after
retirement in the world

Total Score: 88
 Social responsibility campaigns – Amitabh Bachchan

https://www.youtube.com/watch?v=LFKrZxL0F3w
Celerity evaluation
Amitabh Bachchan –evaluation
Aamir Khan

Amitabh Bachchan seen as the safest bet Score

by Indian advertisers due to the credibility
& respectability lent by his name to the 10
Credibility brands

Popularity Most Iconic Actor of Indian Film Industry. 10

Religiously followed by his die-hard fans

Familiarity Mass Appeal of Amitabh Bachchan

Connect with Urban as well as Rural India 9

Reputation Superstar of Indian Film industry; 10

Rarely gets into controversies
Attractiveness Highly attractive to the target segment in
10
both urban & rural India
Risk factors & PPI factors
Score
Bollywood Superstar; Famous in both Hollywood and Bollywood 9
Performance of
the Celebrity Host of TV shows along with acting in commercially and critically acclaimed movies

Personality Fit of A perfect fit as this Campaign needed someone who could reach out to urban & rural 9
Celebrity with the Brand population alike and had a huge credibility & trustworthiness

Identification of Reliable 9
Celebrity with the Brand Trustworthy

Risk of Controversy
Negligible (the lower the risk, higher the score) 10
of Brand

Risk of
Controversy of Rarely gets into controversies 9
Celebrity
Consumer Perception & Attitude

• Amitabh Bachchan was selected as the brand ambassador in 2002 when

1556 polio cases were reported in India. In 2014, India was declared polio
free
• Amitabh Bachchan was seen as the major contributor of the polio
eradication campaign with him appealing to both the urban & the rural
population
• In some of the instances, it had been reported that people came to polio
booths because they did not want to make Amitabh Bachchan angry (as
some of the ads depicted him sternly asking the parents to take their kids to
polio booths)

Total Score: 95
 Social responsibility campaigns – Amitabh Bachchan

https://www.youtube.com/watch?v=LFKrZxL0F3w
Celerity evaluation
Amitabh Bachchan –evaluation
Aamir Khan

Amitabh Bachchan seen as the safest bet Score

by Indian advertisers due to the credibility
& respectability lent by his name to the 10
Credibility brands

Popularity Most Iconic Actor of Indian Film Industry. 10

Religiously followed by his die-hard fans

Familiarity Mass Appeal of Amitabh Bachchan

Connect with Urban as well as Rural India 9

Reputation Superstar of Indian Film industry; 10

Rarely gets into controversies
Attractiveness Highly attractive to the target segment in
10
both urban & rural India
Risk factors & PPI factors
Score
Bollywood Superstar; Famous in both Hollywood and Bollywood 9
Performance of
the Celebrity Host of TV shows along with acting in commercially and critically acclaimed movies

Personality Fit of A perfect fit as this Campaign needed someone who could reach out to urban & rural 9
Celebrity with the Brand population alike and had a huge credibility & trustworthiness

Identification of Reliable 9
Celebrity with the Brand Trustworthy

Risk of Controversy
Negligible (the lower the risk, higher the score) 10
of Brand

Risk of
Controversy of Rarely gets into controversies 9
Celebrity
Consumer Perception & Attitude

• Amitabh Bachchan was selected as the brand ambassador in 2002 when

1556 polio cases were reported in India. In 2014, India was declared polio
free
• Amitabh Bachchan was seen as the major contributor of the polio
eradication campaign with him appealing to both the urban & the rural
population
• In some of the instances, it had been reported that people came to polio
booths because they did not want to make Amitabh Bachchan angry (as
some of the ads depicted him sternly asking the parents to take their kids to
polio booths)

Total Score: 95
UNSUCCESSFUL
CELEBRITY BRAND
ENDORSEMENTS
 Active wheel detergent – Salman Khan

https://www.youtube.com/watch?v=ZiX1CuCi9go
Celerity khan
Salman evaluation
evaluation
– Aamir Khan

Controversy King; keeps on getting into Score

new controversies
A huge fan-base which idolizes Salman 6
Credibility Khan

Popularity Widely popular Indian filmstar with huge 9

fan following

Familiarity Macho Image; Doesn’t go well with the

image of the brand 4

Reputation Trouble Child; Controversy King; Youth

Icon 6
Attractiveness Salman’s image did not appeal to middle
class women homemakers who were the 5
target audience of Wheel
Risk factors & PPI factors
Score
9
Performance of One of the most successful Bollywood actor with multiple commercial hits grossing more than 100
the Celebrity crores

Personality Fit of 5
Values husband-wife relationship: Salman Khan was a disastrous fit
Celebrity with the Brand

Identification of Poor fit as Salman was single and had a macho image whereas Wheel targets husband-wife 3
Celebrity with the Brand relationship while acknowledging the progressive and evolving relationship of husband & wife

Risk of Controversy Negligible (the lower the risk, higher the score) 9
of Brand

Risk of
Controversy of Extremely high; Keeps on getting into one controversy or the other
3
Celebrity
Consumer Perception & Attitude

• Salman Khan’s macho image did not appeal to the middle class women who
were the primary target segment of the detergent
• Salman Khan is not conceived as a family man and using him for the product
that is typically used by Indian middle class families was irksome
• The consumers failed to understand the rationale behind the selection of
Salman Khan as Active Wheel’s brand ambassador
• This was further worsened by the trolls on social media who made regular
fun of product & Salman by making memes and posts

Total Score: 59
 Coca cola - Ronaldinho

https://sports.yahoo.com/blogs/soccer-dirty-tackle/coca-cola-cancels-ronaldinho-sponsorship-deal-appearing-pepsi-171815114--
sow.html
Celerity evaluation
Ronaldoinho evaluation
– Aamir Khan

Ronaldinho’s performances had been Score

dwindling while he was getting in news
for all the wrong reasons such as abusing 5
Credibility his coach & attending wild parties

Popularity World Renowned; Huge Fan Following 9

Familiarity Worldwide reach; Potential to increase

the brand value of Coca-Cola 8

Reputation Somewhat tarnished due to poor

performances and getting embroiled 6
in controversies
Attractiveness
Highly attractive to football fans all
around the world and specifically in Brazil 8
Risk factors & PPI factors
Score
6
Performance of Ronaldinho’s performance had started taking a dip when this fiasco happened. He had been
the Celebrity booed by his own set of fans and he seemed carefree and disinterested

Personality Fit of Integrity: lack of integrity displayed by Ronaldinho by breaking the contract 7
Celebrity with the Brand Quality: The performances of Ronaldinho were dwindling in the football field

Identification of 8
Athletic, Enigmatic, Energetic & Explosive, Youth icon
Celebrity with the Brand

Risk of Controversy Coca-Cola has always been marred with controversies, be it due to excessive sugar content
in their drinks or extracting excessive water from under the ground for its factories etc.. 4
of Brand

Risk of
Ronaldinho has been relatively mired in controversies ranging from attending the lavish parties
Controversy of to abusing his coach etc.. 5
Celebrity
Consumer Perception & Attitude

• A classic case where everything was aligned between the celebrity and the
product but a gaffe by Ronaldinho made him lose the sponsorship deal
worth $760000
• Consumers were left baffled by the gaffe
• The brand Coca-Cola took a huge hit in Brazil as the endorser was caught
drinking the rival brand of cold-drink
• Ronaldinho was later signed on by Pepsi

Total Score: 63
 Brylcreem - David Beckham

http://www.independent.co.uk/news/media/not-a-very-good-endorsement-8592.html
Celerity evaluation
Ronaldoinho evaluation
– Aamir Khan

Famous all over the world; Sported Score

different hairstyles at different points of
time, thus appealing to youth 8
Credibility

Popularity World Renowned; Huge Fan Following 9

Familiarity Had a sex appeal which made the men &

women adore him equally 9

Reputation Youth Icon; Cult Fan Following;

Sporting & Global Icon 9
Attractiveness Highly attractive to youth which was the
main target segment due to the different 10
hairstyles that he sported
Risk factors & PPI factors
Score
7
Performance of Ronaldinho’s performance had started taking a dip when this fiasco happened. He had been
the Celebrity booed by his own set of fans and he seemed carefree and disinterested

Personality Fit of Integrity: lack of integrity displayed by Ronaldinho by breaking the contract 8
Celebrity with the Brand Quality: The performances of Ronaldinho were dwindling in the football field

Identification of 9
Athletic, Enigmatic, Energetic & Explosive, Youth icon
Celebrity with the Brand

Risk of Controversy Coca-Cola has always been marred with controversies, be it due to excessive sugar content
in their drinks or extracting excessive water from under the ground for its factories etc.. 9
of Brand

Risk of
Ronaldinho has been relatively mired in controversies ranging from attending the lavish parties
Controversy of to abusing his coach etc.. 7
Celebrity
Consumer Perception & Attitude

• A case where the action of the celebrity affects the product he is endorsing
even when there is a right fit between the celebrity and the product
• David Beckham signed a four year contract worth £4 million in 1997 but in
2000, he shaved his head. Brylcreem downplayed the issue by stating that
this would not affect the consumer perception of their products
• But the immediate sales dropped by 25% due to Beckham’s shaved head
• The youth which idolized Beckham shaved their heads which led to rapid
decline in sales of Brylcreem
• Beckham later revealed that it was his coach who made him shave his head
in order to make Beckham look professional

Total Score: 85