CELEBRITY ENDORSEMENT

BY-
DHRUV BANSAL
AMAN SAPRA
HARSHIT SAINI
NOOR AALIYA
 ARE CELEBRITY ENDORSEMENTS WORTH IT?
 Celebrities are everywhere—on TV, in publications, on social media, and
wherever else you might see an advertisement. Do these endorsements,
however, actually result in higher product sales? In a nutshell, sure, but there
can be certain negatives too.

 So, a product will undoubtedly gain more popularity and notoriety when it is
promoted by a famous person. When a celebrity promotes a product, it has a
greater impact on consumers than when a regular person does. People are more
likely to believe a health drink's claims when they are made by a sports figure
than when they are made by an everyday person. Celebrity product endorsement
is therefore incredibly effective.
 Hence, it could be said that its somewhere worth it.
 DO STARS ACTUALLY ADD VALUE TO A BRAND?
 YES, they do. But the point is up to what extent.

 Celebrities bring instant and tangible brand value. When a famous person enters
an endorsement arrangement with a product, the business gains some validity
just by having the celebrity's name behind it.

 The right celebrity, employed in the right way, can be a really potent brand
asset, enabling brands to be timely and relevent. The greater the impact on
brand equity and sales, the better the celebrity fit.
 For example; BOOST

Now choosing VIRAT KOHLI, a well known cricketer,

for this advertisement was absolutely a wise decision.
Since the motive was to depict that the product
increases 3x stamina of the person consuming it just as
it does to him while he’s on the ground playing for the
country with utmost energy.
Hence, it probably brought greater impact on the
consumers and of course profits to the respective
company.
 Should a celebrity's persona align with their brand?
 YES, ABSOLUTELY!
 It’s actually very important to get a celebrity whose personality
actually matches with the brand personality or the product which
he/she is endorsing.
For example; FAIR & LOVELY

Now imagine somebody doing this ad or

endorsing this product who has comparatively
darker skin complexion than YAMI
GAUTAM.
Since the product portrays that the person
using this would get fairer than before which is
practically not really possible.
So here we could conclude that its essential to
match the personality of your brand or product
with the personality of the celebrity you’re
choosing.
Using celebrities to advertise products could be risky. Comment.

 Though it has got multiple benefits but there are equal possibility of
threat too, such as:-
 They might supplant your brand. If a celebrity is too well-known,
their appeal may quickly eclipse your brand. Consumers may not
recognise the brand if the advertisement places an excessive amount
of emphasis on the celebrity. If a celebrity is promoting several items
at once, this may also become a problem because consumers may
recognise the celebrity and link them to a different brand.
 CONS
 It's possible for celebrities to choose to advertise goods illegally. Today's
social media effects make it possible for celebrities to occasionally opt
to advertise goods in ways that are not approved by an organisation.
 Celebrities have a tendency to act inappropriately, and their behaviour
can come to embody a company. When well-known people agree to
promote a certain good, service, or brand, the company enters into a
partnership with that person's whole network. The outcomes can be
impressive if that person is well-known for their accomplishments and
has no history of controversies.
 ……………………………………….
 Celebrity personas shift.When you hire a celebrity to promote your
business, you hire them—and everything else—that person brings.
While doing so typically results in some of their fan base becoming
consumers, it could go horribly wrong if a scandal breaks.

 Endorsements cost money. Although it may seem obvious, obtaining

a celebrity endorsement usually entails paying a large sum of money.
 For example; VIMAL PAN MASALA
This advertisement is been done by renowned actors even though its not actually
good for health but still eventually attracts customers to consume just because
these so called filmstars are promoting it.
 Similarly; PEPSI [THUMBS UP[

These drinks are also not really good for our health and if consumed on a regular
basis could actually cause severe harm to the body. Still people buy it or consume
it just because these celebrities promote it. Sometimes different stunts are even
been performed in these adds which also fascinate people and could be very
dangerous at times.
A whopping sum of money is been paid for these purposes, which again is one of the drawbacks.
THANKYOU!