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.

5 USES OF CELEBRITY ENDORSEMENT

Establishes credibility Attracts attention Associative benefit Psychographic connect Mass appeal

HOW TO SELECT A CELEBRITY???????

Any brand can get a celebrity. But, its not easy to get a celebrity consistent with the right brand, to the right degree, at the right time, for the right purpose and in the right manner. Eg: Britney Spears in Pepsi ad. There should be an idea that makes the celebrity relevant to the product and the consumer Celebrities as prop. Celebrity presence in the add should be contextual. ( Sachin Boost is the secret of my energy.)

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 fillip and generate 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 = succesful 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. ZoO-ZoO case compared to AIRTEL

BRANDS THAT UNDERWENT A FIASCO

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

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 crediblesource. Endorsee should not be bigger than the brand.

2) The ruff n tuff Akshay Kumar in Thums up saying TASTE THE THUNDER

The image of celebrity should match with the brand. Eg. 1) The Chulbuli JUHI in Kurkure ad Saying MASTI BOLE TO KURKURE.

FIVE CAUSES OF LET-DOWN

1. Improper Positioning 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 eg: Sachin endorsing FIAT PALIO, but due to poor fuel efficiency of the car ,its sales took a beating.

5. Confusion/Scepticism Brand is overshadowed in the overwhelming presence of the star. eg: Britney spears in Pepsi ad. eg:Bajaj Pulsar motorcycle ad- these boots were made for walking.

THE NEW BREEDING GROUNDS FOR CELEBRITY

IPL as exciting 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.

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

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.