Sports & Celebrity Advertising

David Ogilvy ‘s view Good recall as they remember the celebrity

and forgets the product and the brand name.

Testimonials from experts is persuasive (Ex burglar expert that he has never been able to crack the chub safe )

Celebrities can do wonders if Image

connect and model connect is perfect

Celebrity Selection Independent understanding of the consumer

mindset Profiling the brand-Positioning strategy Identify the target consumer

When in doubt use a celebrity

No big idea. Use celebrity

Advantage Easy to connect consumers Tried and tested Follow the leaders (Easy way out )

Disadvantage

Huge investments Lack of ideas Get the right brand fit Highly cluttered.

Types of celebrities Film star Sportsperson Social worker CEO endorsements Experts Opinion

Sachin Little master

Brand Sachin Profile

-Intelligent

- Credible - Success story - Role model

Characteristics

Sachin’s character may not fit a perfume brand But Malika Sherawat will be a run away success

for perfume Why- Malika is young, attractive,sensuous with

strong sex appeal

Brand Sachin Characteristics Perfectionist Diligent,Hardworking & Punctual Always striving for success Setting new standards for himself Highly achievement oriented Cricket is religion for him

Sachin’s connect with brands Boost, Complain, Horlicks. Heath brands can be strongly connected with

Sachin because of the zing and success NIIT could be another brand Premium apparel- connects brilliantly Expensive car- If connected with corporate or

professional success Long association with MRF

Sachin connects with stupendous success and achievement

Dhoni : Mahi

Brand Dhoni: Profile Powerful Dashing Young cricketer Today a leader

Characteristics Confused between fun and cricket Mind has gone for a spin for the easy money he

earned Strength of characteristics is power.

Celeb-Connect Power in his appearance and the way he bats Strong connect with Power bikes, High power

engine oil, fuel and car batteries Thanks to his long hair he seems to be

connected well with Brylcreem

Dravid- Wall

Rahul Dravid: Profile Successful Indian cricketer Known as wall of Indian cricket Teammates called him Jammy

Characteristics Great and Mr.Dependable Suave & Polished Not an achiever like Sachin and Saurav Killer instinct missing

World cup sorrows has put his brand value down

Celebe- connect Dravid Used to have strong connect with solid,trusted

and reliable brands Anchor toothpaste and Max New York Life No new endorsements Pepsi drops Rahul

Ganguly :Prince

Ganguly : Profile Great Indian cricketer Most successful Indian captain Shrewd leader

Characteristics Highly Sensuous No fidelity Stylish, Innovative, Charismatic Very bold Tantalizing & Controversial Most talked about No hang ups Hot movies

Thank You