CELEBRITIES IN ADVERTISING

Group 1

WHO IS A CELEBRITY?
`~Enjoy public recognition ~Experts of their respective fields ~Wider influence in public life & societal domain.

THE ROOT OF THE CONCEPT

In India from late1970s and early 80s brands started being endorsed by celebrities Late Jalal Agha -Pan parag Tabassum -Prestige pressure cooker Sunil Gavaskar -Dinesh suitings Kapil Dev -Palmolive shaving cream HLL has used Hindi film stars to endorse their beauty soap LUX since the fifties.

IS THERE A NEED FOR CELEBRITY

They attract more attention to the advertisements. They are viewed as more credible than noncelebrities Values and image of the Brand is defined and highlighted and refreshed by the celebrity Celebrity adds new edge and dimension to the brand Not every product needs a celebrity.

USES OF CELEBRITY ENDORSEMENT

Establishes credibility Attracts attention Associative benefit Psychographic connect High appeal with the brands TG Instant Brand Awareness and Recall Celebrity values define, and can refresh the brand image Celebrities add new dimensions to the brand image Instant credibility or aspiration PR coverage The scope of a celebrity on the incumbent brand

CRITERIA FOR CHOOSING A CELEBRITY

Celebritys fit with the brand image Celebrity - Target audience match Celebritys associated values Cost of acquiring the celebrity Celebrity - Product match Celebritys controversy risk

Celebrity popularity
Celebrity availability Celebritys physical attractiveness

CRITERIA FOR CHOOSING A CELEBRITY

Celebrity credibility Celebritys prior endorsements Celebritys profession

CHOICE OF CELEBRITY

Earlier, celebrities used to endorse related products Now, the personal traits of the celebrity being leveraged

Insurance and Sachin Tendulkar Cadbury and Amitabh Bacchan Bank of Baroda and Rahul Dravid Timex and Brett Lee Pepsi and Ranbir Kapoor

CHOICE OF CELEBRITY

However celebrities should be used judiciously The value of the celebrity = Value of the brand Endorser should not overpower the brand

MULTIPLIER EFFECT FORMULA

To be successful, a brand needs to have a strong identity of its own. It should ideally not piggyback on the identity of a celebrity and hope to achieve success.

Most times it seems like it is just the celebrity saying I use this product, so why dont you kind of thing and the ad agency thinks it has done its job.
Celebrity endorsements work best when the product already has a strong identity and a USP that is well established, then a celebrity can come in and give the brand an added punch and generates some more interest value. A complete fit between the values of the brand and the values of the celebrity. To create a unique situation or story that links the celebrity to the product.

S= P*D*AV
where S = Successful brand P = Effective product D =Distinctive identity

AV = Added Values

STRATEGIC USE OF CELEBRITY ENDORSMENT

Celebrity Endorsements are very expensive. Selection of celebrity is more important than its use. The recognition, image &reputation of celebrity and his/ her suitability with the product should be given due consideration. Celebrity endorsement must be used within the defined legal framework.

TO STRENGTHEN BRAND IMAGE AFTER A SETBACK

Celebrities also used to reassure peoples trust on the company. AMITABH promoting Cadbury chocolates.

Testimonial-By-Mr-Amitabh[www.savevid.com

].flv

Shahrukh khan endorsing ICICI bank. Aamir khan visiting coke plants after the pesticide case. New Kurkure ads showing the ingredients of the product after the plastic case that came in focus.

PERFECT MATCH- CELEBRITY AND BRAND

Endorsee has deep

penetration among the masses and he is a credible source.

1) The Chulbuli JUHI in Kurkure ad Saying MASTI BOLE TO KURKURE.

Endorsee should not be bigger than the brand. The image of celebrity should match with the brand.

2) The ruff n tuff Akshay Kumar in Thums up saying Taste The Thunder

FIVE CAUSES OF LET-DOWN

1. Weak Product Amitabh and Abhishek Bachchan in Maruti Versa

2.BRAND CELEBRITY DISCONNECTShahrukh khan endorsing lux beauty soap

CONTINUED..
3. CLUTTER FLUTTER One celebrity endorsing so many brands. Unfortunately in India , we have too many brands chasing too few celebrities. We have just two and half %celebrities in a country of 1 billion people. Eg.- Amitabh endorsing REID& TAYLOR, DABUR, CADBURY, PARKER PENS etc

CONTINUED.
4. Dissatisfaction with the product quality/performance Sachin endorsing FIAT PALIO, but due to poor fuel efficiency of the car ,its sales took a beating. 5. Confusion/Skepticism
Brand is overshadowed in the overwhelming presence of the star. Britney spears in Pepsi ad.
Britney-Pepsi-Commercial[www.savevid.com].flv

THE NEW BREEDING GROUNDS FOR CELEBRITY

IPL as excit5ing New breeding ground for both corporate as well as celebrity. Hot shots like Shahrukh Khan, Preity Zinta and Shilpa Shetty as franchisee owners. Hrithik, Akshay kumar,Katrina kaif, Kareena as team endorsers. Sachin, MS Dhoni ,Ganguly as players. Magnetism of celebrities in the recent general elections.

IMPACT OF CELEBRITY ENDORSEMENT ON BUYING DECISIONS

Known products and names are sold more than unknown ones. More or less every consumer has a brand preference and given the affordability and societal norms, each buyer would like to buy and consume one of the highly acceptable, recognizable, and reputed brands. Celebrities are after all mere mortals made of flesh and blood like us. If a celebrity can aggrandize the merits of a brand, he or she can also exacerbate the image of a brand.

CELEBRITY ENDORSING FOR SOCIAL CAUSES

AMITABH IN POLIO Do boond zindagi ki. AMITABH in HIV- AIDS.

Aamir in incredible India- Atithi Devo Bhava Preity Zinta in bravery award.

RISKS ASSOCIATED .

Fame is a fickle and fleeting companion. Celebrities are human they also make mistakes. Eg:- 1.Magic Johnson lost his endorsement deals when he was declared HIV- POSITIVE. 2.Ganguly after loosing his captainship even lost his mark in advertisements.

3. Tiger Woods lost his biggest deals post his affair One should not just rely on one celebrity instead linking brand association with several celebrities. Get your thinking caps on and come up with a better and a safer idea. Eg:Vodafones new brand amdassador-ZooZoo
Zoozoo-High-Speed-Gaming-On-Vodafone-3G-New-Ad-HD-World-cup-releas[www.savevid.com].flv

CONCLUSION

Marketers pay a lot of dollars to celebrity endorsee thinking that these stars will bring magic to their brand. Celebrity that glitter is not gold. Endorsing a celebrity is means to an end but not an end in itself. Todays customer shops very smartly, knows that these celebrities are paid and hence are pessimistic about it. There should be an idea that makes celebrity relevant to the product and the consumer.

SUCCESSFUL CELEBRITY ADS - INDIAN EXAMPLES

Jalal Agha and Shammi Kapoor (Pan Parag) Kapil Dev (Palmolive Shaving Cream) Sunil Gavaskar (Dinesh Suitings) Shah Rukh- Santro and Pepsi Aamir Khan and Coke Aishwarya Rai and Nakshatra

GLOBAL EXAMPLES

Pepsi and Shaquille O'Neal, Mary J. Blige, Wyclef Jean, and Busta Rhymes Nike Golf Equipment and Tiger Woods

Reebok and Kobe Bryant

Air Nike and Micheal Jordan HP and Jay Z