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Effects on products/brands after advertisements

endorsed by Akshay Kumar

Name: Shreyans Poptani

Std/Div : SYBcom A
Roll no : 45
SAP ID: 40311180568
Introduction
Celebrity endorsements form an integral part of brands’ marketing strategies, and
have been so for a while now as the challenge for brands to capture the consumers’
attention keeps on increasing.

Media research firm TAM’s report on celebrity endorsements in 2019 sheds light on various
aspects of the practice. According to the report, marketers believe that brand ambassadors
provide a higher degree of consumer recall and help in building better brand image,
spreading awareness, connecting consumers emotionally, and creating unique identity and
in turn increase product usage.

It also provides information about trends of celebrity endorsements on TV over last 5 years
through metrics like most visible celebrity through endorsement, quantum of sector,
categories and brands endorsed, ratio of ads with/without celebrity endorsement, monthly
and yearly celebrity endorsement trend, and advertising theme appeal differs by age and
gender. The report however does not consider celebrities from the TV and film industry of
South India.

The report shows the indexed growth of celebrity endorsed ads since 2015. Taking 2015 as
the base at 100, TAM’s research shows that 2018 was saw the highest amount of celebrity
endorsed ads (in terms of duration) at 151, followed by 2019 at 146.

Nearly one fourth of the all ads on television used celebrity endorsers in 2019. Of these,
82% were endorsed by film celebrities, while the rest 18% was spread between sports and
TV celebs. Female Bollywood actors commanded the largest chunk of celebrity
endorsements on TV (in terms of ad duration) in 2019 at 42%, followed by their male
counterparts at 40%.

Nearly 50% of all celebrity endorsed ads belong to the top 3 sectors, while the top 7 sectors
account for 75% of these ads. Personal care/personal hygiene is the top sector to be
endorsed by celebrities with 22% share, followed by food and beverages (17%), and hair
care (10%).

The average ad endorsing ratio of male and female celebrities for top 10 sectors was 51:49.
However, in the top sector, female celebrities dominated with a share of 68%. In F&B, the
split is almost 50-50, though in sectors like agriculture, only male celebrities were used.

In terms of the number of celebrities endorsing a category, footwear led the table with 28
celebrities endorsing some kind of footwear brand or another. Interestingly, under the
category toilet soaps, no sports celebrity was used.
Akshay Kumar was the most visible celebrity endorser in 2019 with an ad volume share of
6%, averaging 17 hours a day. He was followed by MS Dhoni with a share of 4% along
with Virat Kohli, Ranveer Singh, and Deepika Padukone. Interestingly, Kumar has fewer
brand categories under his belt (21) when compared to both Kohli (35), Dhoni (28), and
Singh (26).

Together Singh, and Padukone command 24% share of all celebrity endorsed ads by
duration (57 brands in all), followed by Akshay Kumar and Twinkle Khanna (19%; 32 brands).
Virat and Anushka, while having the most brands between the two of them (61) also had
19% share of ad duration.

For an actor who famously started his working life as a waiter and a cook and whose early
days in Bollywood were spent leaping mid-air, Akshay Kumar has come a long way. With
$40.5 million (Rs 2.78 billion) to his name and ranked 76 in the global Forbes Top Earning
100 Celebrities 2018 list, he is the biggest celebrity brand that India has today, leaving the
industry’s three Khans (Salman, Shah Rukh and Aamir) who have held sway for years, way
behind.

Kumar has moved up four places from 2017 list (80) and ousted Salman Khan from the
pedestal. Salman, who ranks 82 on the 2018 Forbes list, is down 11 places from 2017 (71)
and Shahrukh Khan who was ranked 65 in the 2017 list is not on it this year.

Kumar made his debut in 1991, as an ‘action’ star in movies that looked for athletic prowess
over acting chops. Soon however he donned a new mask, that of a comedy star and then
recently, he has changed his colours yet again. Today Kumar is known for the nationalistic-
patriotic roles he does, a persona he often carries into his off-screen engagements with
brands.

Many see this as Kumar’s final coming, his progression from the sidelines of Bollywood and
brand endorsements right to the centre of the stage. But what is it about the actor;
opportunism or consummate acting skills or an ability to keep his nose to the grind that
makes him a saleable brand today?

Hero with many faces

Listen to some of the old interviews of Akshay Kumar on YouTube and if there is one thing
that strikes you is that he rarely (if ever) talks about an acting bug. Stunts, dancing, money,
martial arts—these are the big attractions that Bollywood held out for him right from the
start. In one interview he even spoke about how he was bowled over by the huge jump in
his monthly pay packet that came about by doing just one movie.
An actor evolves and so has Akshay, says an industry expert. Now how much of this is to
please people or the powers that be or simply mercenery instincts and how much, a
reflection of his evolution as an artist is difficult to say he adds.

“It’s not possible to say what part of his evolution has been by accident and what part is
deliberate. The fact remains that he has always been a good actor and managed to move
from the role of an inane action hero, to becoming an actor’s actor,” says Harish Bijoor, CEO
Harish Bijoor Consults.

Akshay’s entry into the Rs 100-crore club is fairly recent, around 5-6 years. Around the same
time, Kumar began working on scripts that dealt with social problems or espoused a
nationalistic cause. Special 26 (2013) is seen as the turning point, a movie about fighting
corruption, it was followed by a host of similar movies until 2016 when Airlift, Jolly LLB 2,
Rustom saw him fixing the mould quite firmly around patriotic themes. And then came
Toilet–Ek Prem Katha (2017) and most recently Padman (2018) that are all about national
pride and common man heroism tales.

The actor as a brand

Not only has Akshay Kumar chosen his roles around a particular theme, he has also been
careful about how he cultivates a nice-guy, controversy-free image. Goyal says, “In recent
years, his films have allowed him to show his talent as an actor and they also invariably hail
him as a hero of the public. This, coupled with the fact that he has been fairly controversy
free, has helped mould his image as an honest, socially conscious celebrity.” Kumar has also
been in the news for being among the highest advance tax payers from Bollywood, which
adds to the image of being an honest citizen.

However there is a chance that Akshay’s dalliance with nationalistic and patriotism-themed
movies could limit endorsement choices. “After a point, it may not make sense for Akshay to
endorse a brand like Thums Up or other mass brands. Instead, brands which resonate his
personality which may be a bit more niche, but meaningful, would be a better fit,” Bijoor
adds. Another hurdle Goyal sees in brand Akshay’s journey to the top is the absence of a
significant television presence. “TV gives you a different kind of reach. It got Amitabh
Bachchan into people’s homes with KBC and it did wonders for his popularity,” he says.
Brand list

 Relaxo
 Dollar Club
 Micromax
 Eveready
 Manappuram Gold Loan
 Honda India
 Sugar Free
 Rasna
 Canada Tourism Commission
 Bagpiper
 Sure Deodorant
 Levi’s
 LG Electronics
 Sparx
 Thums Up
 Nirma
 Traffic Safety
 Harpic
 Fogg
 Revital H

Earnings (Forbes)

2016 Rs 57-60 crs

2017 Rs 60 crs

2018 Rs 65 crs
Effects on products/brands after advertisements endorsed
by Akshay Kumar

Positive Effects
Traffic Safety

Akshay Kumar in Road Safety Week Campaign's "Sadak Suraksha Jeevan Raksha" video.

Akshay Kumar has joined forces with Ministry of Road Transport and Highways with a
mission to spread awareness on traffic rules and road safety. The Bollywood actor has
released a series of videos depicting situations different kinds of traffic offenders and giving
out a clear message on road safety. Posting a picture from the launch event of the series,
Akshay Kumar clubbed it with a message for his fans saying that as he got to know about the
shocking facts and numbers relating to road accidents which can be prevented, he decided
to be a part of the ministry's road safety campaign to spread awareness on traffic rules.
Akshay Kumar "Sadak Suraksha Jeevan Raksha" video grab.
There are three videos that are part of the Road Safety Week Campaign's theme "Sadak
Suraksha Jeevan Raksha". These were launched in the presence of Union Road Transport
Minister Nitin Gadkari.
While we find these videos hilarious and we all admire Akshay Kumar for the witty approach
that has been taken to send out the message, we must realise that underlying problem that
has given rise to the campaign is a serious matter. Road accident related deaths are one of
the highest in India and like Akshay said in his previous Instagram post, these can be
prevented.
Indian road users must realise that it is a collective effort – keeping our roads safe. Traffic
rules are in place for a reason, they help makes roads safer. This is actually a sad state of
situation that something as simple as traffic rules have to be taught to road users in India.
Not that most people don't know about the rules, it's more the fact that the offenders
believe that they aren't hurting anyone else by jumping a signal or going the wrong way.
That is where they're wrong.
If the traffic offenders aren't ready to be dictated by plain logic, we hope they will listen to a
beloved action star. Or to put it in Mr Kumar's words, “Follow traffic rules for your own and
others safety kyunki road kisi ke baap ki nahi hai (nobody's father owns the road)."
In one of the videos, a character is seen questioning Akshay that what if the road did belong
to his father. The actor has a brilliant answer to that: “The father will be in trouble too.”
This advertisement created awareness among the people about road safety.
Policy bazzar

Delhi, May 3 (GCBusiness) India’s largest insurance website and comparison portal, has
launched a new television commercial series featuring its brand ambassador, Actor Akshay
Kumar, donning the avatar of Yamraj 2.0. The maverick actor, in the new ad series, sends
the message of why the insurance decisions that protect the family against life’s
uncertainties such as death and disease shouldn’t be delayed.

With the larger goal being to build social security for households in India, Policybazaar.com
continues to draw attention in its latest TVCs to the complications that families can face, in
the absence of the primary breadwinner. The tagline, “taalo nahi,
PolicyBazaar.com se le daalo“, is woven across its brand messaging in new ads.

Speaking about the launch of the new TVCs, Sai Narayan, Associate Director & Head of
Marketing, Policybazaar.com and Paisabazaar.com said, “Our latest TVCs featuring our
brand ambassador Akshay Kumar as Yamraj 2.0 is aimed to ingrain a strong message among
all i.e. don’t delay buying the right insurance cover that your family deserves, buy it now.
The TV commercial also highlights the ease of comparing & buying term and health plans
online for all at a very reasonable rate/month. While it is easy citing excuses to avoid buying
insurance protection products. Remember, only a decision today will help build a better
tomorrow for you & your family.”
The latest TVCs from Policybazaar.com will be aired on the weekend, across a spectrum of
TV channels, including Star Sports, Times Now, Republic TV, India TV, ABP News, NDTV, Star
Gold, Sony Max, Zee Cinema etc. The campaign has been conceived and executed by K Silent
Productions.

Due to increase in awareness about life insurance, more people started to take life
insurance which in turn was profitable for the entity.

Manappuram Gold Loan

Despite vast amount of gold in private hands in India, the gold loan business is yet to grow
to its true potential. There is a continuing stigma attached to pledging gold. And so, rather
than use their gold to raise money, many would still prefer go to moneylenders and borrow
at exorbitant rates.

Manappuram Finance Limited has been proactive in tackling this sensitive issue head-on. It
adopted a strategy of a large-budget advertising campaign revolving around high-profile and
credible brand ambassadors with a strong regional appeal, who talk to the masses in their
own language and educate them about gold loans. The campaign, featuring stars like
Mohanlal and Akshay Kumar, has been hugely successful in growing the gold loan category
as a whole, and benefits have been reaped by players across the sector.

The Bollywood actor carried the Olympic torch for Canada in Toronto during the 2010
Olympic Torch Relay.
"We're thrilled that Akshay Kumar has agreed to be the CTC's Ambassador for India," said
Michele McKenzie, president and CEO of the CTC. "Having a superstar like Akshay on board
to boost Canada's profile within his country will help turn the spotlight on the extraordinary
experiences that visitors can enjoy here."
Kumar, who has enjoyed a strong relationship with Canada since his first visit in 1995, will
act as the CTC's Ambassador for India until summer 2012. The partnership will involve
familiarisation trips across Canada, which will be captured for local and Indian media in
video and blog posts.
"I am very honoured and privileged to have been asked to represent the CTC as their
Ambassador for India. Canada is my second home and I am truly proud to encourage and
promote Canadian tourism in India. I have an extremely strong connection to this great land
and its warm people," Kumar said.
The CTC entered the Indian market in 2009 as part of its emerging markets strategy to
inspire high-yield travelers to visit Canada. India is characterised by an aspirational lifestyle,
fuelled by a growing middle class and sustained economic growth. In 2009, Indian leisure
travellers injected CAD 82 million into the Canadian economy.

TATA Motors

Tata Motors Ltd on Tuesday said Bollywood actor Akshay Kumar will be the brand
ambassador for its commercial vehicles unit. Kumar will feature in a multimedia campaign
being made by advertising agency Rediffusion Y&R which will be launched in January.
Apart from the campaign, the actor will also be involved in marketing and customer
experience initiatives of the company.
“Akshay embodies dynamism, popularity, machismo, performance and style. More
importantly, he blends well with the core values of trust, reliability, responsibility and good
leadership of Tata Motors’ Commercial Vehicles business," Ravindra Pisharody, executive
director, commercial vehicle business unit, Tata Motors, said in an official statement.
“Besides, today we are catering to an audience that defines the driven, ambitious, forward-
moving, non-stop pulse of India and Akshay understands the pulse of this audience well."
Tata motors earned good revenue as the sales increased post Akshay Kumar’s
advertisement campaign.

Revital H

Consumer research by Kantar IMRB showed that our ever demanding lifestyle requires
energy levels to be fully charged throughout the day. The energy levels, however, tend to go
down as the day progresses. Hence the idea of “Ab sabki battery rahegi full” which brings
out that no matter how physically challenging the task one does, Revital H helps keep your
stamina & energy high. The new campaign featuring Akshay Kumar highlights this core idea.
Akshay and Revital H complement each other as both characterize high energy.

Commenting on the development, Kal Sundaram, CEO – India, Emerging Markets &

Consumer Healthcare said, “In Akshay Kumar, we have found a perfect ambassador who is
not only physically fit but also exudes great energy at all times – attributes that define
Revital H at its core. Many people have found a holistic good health partner in Revital H as it
provides that extra energy & stamina required throughout the day.”
Akshay Kumar’s advertisement attracted the target audience.

Negative Effects

Nirma

Bollywood actor Akshay Kumar has been caught in the throes of controversy after many
netizens found an advertisement he featured in to be disrespectful towards Maratha
workers.

In the Nirma washing powder ad, Akshay Kumar plays the role of a Maratha ruler who has
just returned victorious from a battle. He and his men are jubilant about the victory and
wish to spend some time in merrymaking, but the queen is dismayed by their soiled clothes,
anxious about the effort they might have to put in to clean them.

At that moment, the king intervenes and assures the royal household that he and his men
are capable of cleaning out the enemies as well as clothes and get on to soak their white
clothes in Nirma washing powder.
This, many social media users, found condescending. The users called out the advertisement
for making a mockery of the valiant Maratha warriors and sought a boycott of the detergent
brand.

Soon, the hashtag #BoycottNirma began trending on the microblogging platform Twitter and
has received more than 22,000 tweets already.

According to a Navbharat Times report, a complaint has been filed against Akshay Kumar at
Worli Police Station in Mumbai by one Suryakant Jagannath Jadhav. He mentioned in his
plaint that advertisement makes a joke at the expense of Marathi culture

Thumbs Up

When it’s Akshay Kumar in a Thums Up advert, you can expect a fair amount of action. In an
effort not to disappoint viewers, Coca-Cola India is out with a new campaign for Thums Up,
in which brand ambassador Kumar is seen pulling out all stops for a bottle of Thums Up,
with a car racing sequence in Malaysia to add to the thrill.

One may recall that an ad for Thums Up in the early half of 2007 showed Kumar performing
Yamakasi (an extreme sport wherein one is expected to cross dangerous hurdles and run at
top speed) to catch up with a bottle of Thums Up in a truck that is racing away. The ad was
shot in Australia, and the Yamakasi sequence was inspired by the James Bond film, Casino
Royale. This year, Leo Burnett, the agency for Thums Up, was faced with exactly the same
client brief: to show the extent to which a Thums Up drinker will go for his favourite drink.

Thumbs up being an aerated drink is injurious to health, Akshay Kumar being an actor who
promotes healthy lifestyle faced some criticism later when he promoted health and fitness.

Levi’s

Levi's 501, the oldest product from the Levi's stable, is being relaunched globally with a new
campaign called 'Live Unbuttoned'. Bollywood superstar Akshay Kumar is the brand
ambassador. Levi's 501 has been in use for the past 118 years across 110 countries.

The thought behind the global relaunch is to appeal to the youth to 'unbutton' themselves
both physically and mentally. The new slimmer 501 was unveiled through a fashion show
choreographed by Marc Robinson. Shyam Sukhramani, director, marketing, Levi's, claims
that Levi's 501 is the original 'button fly' jeans and other brands only followed suit. Now,
Levi's wants to use that very concept as the base of the relaunch of the range.
Globally, there are four TV commercials (Unbreakable, Secrets and Lies, Guitar and Jump)
running across various networks. Sukhramani says some of these campaigns are a little too
bold for Indian audiences and all of them will not be shown on television. However, they will
be available on the website, www.501.com

This Advertisement was not shown on television which in turn degraded its reputation in
India market.

Conclusion
From the about project report I can conclude that Akshay Kumar is one of the best
actors for advertisements. He can promote advertisements relating to health, fitness, social
cause etc. But sometimes while he tries to increase the comical value of the advertisement ,
he crosses the bar of peoples sentiments (Nirma and Levi’s). This leads him into some
controversies.