Celebrity Endorsement 2
Who is a Celebrity?
• A celebrity is a person who enjoy public recognition by a large
share of a certain group of people. For e.g., Actors, Sports athletes, Models, Pop stars, businessmen, Politicians, Fictional celebrities
Celebrity Endorsement 3
What is Celebrity Endorsement?
• A form of brand or advertisement campaign that involves a well known person using their fame to help promote a product or service.
For e.g., Salman Khan endorsing for “Being Human”
Celebrity Endorsement 4
“Pappu Pass Ho Gaya“. It has been adopted by consumers and today
is used extensively to express joy in a moment of achievement / success.
Celebrity Endorsement 5
Motive behind endorsement by Celebrities
• Helps to position and re-position existing brands.
• Brings global awareness to a brand and brand recall.
• To push demand of product .• To bring reliability and retention of product.
Celebrity Endorsement 6
Why endorsement by celebrity gaining importance?
• Indians like to associate themselves with their icons.
• Brand ambassadors bring their endorsement into limelight.
• Brand ambassadors became attention grabber.• Motivate consumers to purchase.• Increase awareness and user to brand.
Celebrity Endorsement 7
Formula for a successful brand
• S= P + D + AV S= Successful brandP= Effective productD= Distinctive IdentityAV = Added Values
Celebrity Endorsement 8
Types of celebrity endorsement
• As ThemselvesThey advertise product and promote it with their name.e.g., Parker Pen, Boost• As ActorsThey act as a different character in the advertisement.e.g., Kurkure desi beats
Celebrity Endorsement 9
Contd..
• Voice overThey do not appear in ad but lend their voice.e.g., Respect National Anthem.MKV• TestimonialsThey share their own experiences of using that product.e.g., Amitabh Bachchan endorsing for Gujarat Tourism.
Celebrity Endorsement 10
Establishing a perfect match
• Reid & Taylor – Amitabh Bachchan• Accenture – Tiger Woods• Reebok – Bipasha Basu and Dhoni• Lux – Katrina Kaif• Sony Vaio – Kareena Kapoor
Celebrity Endorsement 11
Advantages • Celebs help to set up a new business.For e.g., Mccan
• Helps to recover company’s image.For e.g., Garnier Men,
Celebrity Endorsement 12
Contd…
• Influences consumer’s purchases. • Psychographic connecte.g., Pepsi
• Associative benefitse.g., Knorr soups
Celebrity Endorsement 13
Disadvantages• Negative publicityE.g., Lux endorsed Sharukh Khan
• OvershadowingE.g., Dinesh Suitings while Sunil Gavaskar, brand spokesperson was allowed to rule the brand. Once the association ceased, the brand lost its loyality.
Celebrity Endorsement 14
Contd…• Brand switchingE.g., Aishwarya Rai shifted loyalities from pepsi to coke.
• Tarnished public imageE.g., Salman khan got embroiled in Black buck case then Thums-up took Akshay Kumar
Celebrity Endorsement 15
Contd…
• Multiple endorsemente.g.,
• OverexposureE.g., Amitabh Bachchan sells Nerolac paints, cadbury chocolates,parker pen,etc.
Top Related