Role of celebrity endorsement

on consumer buying behaviour

Presented to –
Dr. Arpita Srivastav
Celebrities

Amitabh Bachhan Mahendra singh Dhoni

01 02
Shahrukh Khan Madhuri Dixit
03 04
“Celebrity” refers to an individual who is known to the
public, such as actors, sport figures, entertainers and
others of the like for his or her achievement in areas
other than that of the product class endorsed.
 Need for celebrity endorsement

01 02 03

Attract Celebrity
Generally
more add new
Increase
attention of dimension
the sales
consumers to brand
 Why endorsement by
celebrity gaining importance.

About a decade ago, one in three television commercials used

celebrities endorsements, and today this advertising approach
appeared to be on the increase across all media types. It was found
that celebrities are featured in 15% of the prime-time television
commercials.

• Indians like to associate themselves with their icons.

• Brand Ambassadors bring their endorsements into limelight.
• Brand Ambassadors became attention grabber.
•They motivate consumers to purchase.
• They increase awareness.
• They create positive feelings towards brands, connect user to brand.
Major factors for successful
celebrity endorsement

• Consistency and long-term commitmen

• Prerequisites to selecting celebrities: The endorser
should be attractive, have a positive image in the
society, and be perceived as having the necessary
knowledge.
• Celebrity–brand match
•Timing: Constant lookout for emerging celebrities.
Why Advertisers are ready to pay crores for endorsements?

•The reason is “Instant Recall” which ensures immediate focus to the

brand.
Example- Pepsi and Coca-Cola.

Why Do brands, during losses, sign celebrities to endorse?

•Companies uses celebrity to come out of losses, basically when brands

need a lift up to come out of low sales.
Example- Cadbury dairy Milk and Amitabh Bachchan
Amitabh Bachchan
.
 Amitabh Bachchan
Amitabh bacchan is one man brand industry. Nobody has that 6-to-60 universal
appeal who can sell anything to India.
Brands Endorsed- Parker Pens, Dabur, Dairy Milk, Boroplus, ICICI, Kalyan Jewellers,
Gujarat Tourism, Navratna Oil, Maggi etc.
•Dettol india , syska LED, The Muthhot group, Inner wear brand Lux, One Plus 6
appointed amitabh bachchan as their brand ambassador in 2018.
•He is also ambassador for some govt. campaigns like swacch bharat abhiyan,
Polio abhiyan, Gujarat tourism etc.

Amitabh Bachchan is a brand in him, which is why when a franchise product

brand joins hand with him, the company grows financially and geographically as
well as generates revenue; such is the power of marketing and advertisement.
 Amitabh Bachchan says he stopped endorsing
Pepsi after Jaipur girl called it ‘poison’

Amitabh Bachchan told an audience that he stopped endorsing Pepsi after he was confronted by
a little girl who wondered why he promoted the soft drink that her teacher had branded as poison.

Bachchan said the girl tossed the question to him during an event at a school in Jaipur. He
said he could not reply immediately, but it made him feel “this impression is on the mind of the
people…” “So I stopped endorsing Pepsi,”

Amitabh Bachchan said “I tell this to my son Abhishek and to daughter-in-law Aishwarya
also…if you have to endorse a product then you have to conduct your life in such a manner
that it does not affect others’ lives,”
Pros of Amitabh Bachchan as brand ambassador

•To stand out from the clutter

• Image polishing
• Celebrity as a persuasive source
•Improves the level of product recall

Cons of Amitabh Bachchan as brand ambassador

• Overshadowing
• Overexposure
• Celebrity Trap
• Celebrity credibility
Thank You