Celebrity Endorsement – Is it the only Survival

Recipe for Marketers?

Overview –

•Why Corporate use celebrities in their advertising?

•Celebrities Influence on Brand’s Performance.

•The other side of celebrity Endorsement

•Celebrity Endorsement gets a makeover – Demand of the

hour
Why Corporate use celebrities in their advertising?
• Increased consumerism

• Credibility Aid

• Ready recall

• Fortune and Fame

Current Trends in Celebrity Endorsement: Dominance of
Film stars and Cricketers in campaigns.
The Big The Brands The Fee(Per
Endorsers endorsement)
Sachin Tedulkar Pepsi,Adidas,Airtel,Boost, 3.5 – 6 crore
TVS, ESPN,Britannia
Shah Rukh Khan Pepsi,Santro,Videocon,Sun 3-4 crore
Feast,Compaq,Airtel
Aamir Khan Titan,Coke,Toyota Innova 2-3 crore (Coke
contract 8 crore)
Amitabh Cadbury’s,Hajmola,Dabur,Parker, 3.5- 8 crore
bachchan Nerolac,Emami etc
Aishwarya Rai Nakshatra(DTC),Coke,L’Oreal,Lux, 2 crore
Eye Donation
Sourav Ganguly Tata Indicomm,Hero-Honda, 1.5-2 crore
LG,Pogo Chips
Celebrities Influence on Brand’s performance
Cadbury’s & Amitabh Bachchan
Santro & Shah Rukh Khan
Titan & Aamir Khan
Godrej & Preity Zinta
Nakshatra Jewellery & Aishwarya
Airtel & Kareena Kapoor
Asian Paints & Saif Ali Khan
The other side of celebrity Endorsement –
Celebrity being bigger than the brand.

Duration of endorsement

Multiple Endorsement
• Celebrities in advertisement – Is it boon or a bane ?

• How much importance should be given to celebrity –

endorsed advertisement?

• Celebrity endorsement gets a makeover- Demand of

the hour
Conclusion –

•Celebrities can increase consumer’s awareness of the ad,

capture their attention.

•There should be perfect feet between the brand and

celebrity to create proper association and clarity.

•Unless accompanied by a powerful idea,there’s a good

chance that the communication could sink into another
clutter of celebrity-endorsed activity.

•Consumer now look at celebrities as entertainers also,not

as mere models.