brand endrosement

8/8/2019 Brand Endrosement

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Presented By,Group -A



THE ROOT OF THE CONCE PT

IN India late 1970·s and early 80·s brands endorse bycelebrities

Late Jalal Aaga- Pan Parag

Tabbsum- Prestige Pressure cooker

Sunil Gavaskar-Dinesh Suiting's

Kapil Dev- Palmolive shaving cream

HLL has used Hindi film star to endorse their beautysoap LUX since fifties



IS THE R E ANY NEED OF CELE BR IT Y

They attract more attention to the advertisement

They are viewed as more credible than non-celebrity

Values and images of the brand is defined andhighlighted and refreshed by the celebrity

Celebrity adds new edge and dimension to the brand



U S E S OF CELE BR IT Y E ND OR S EME NT

Establishes credibilityAttract attention

Associative benefit

Psychographic connect

Mass appeal



Celebrity endorsements are impelled by virtueof the following motives:

Instant Brand Awareness and Recall.Celebrity values define, and refresh the brand

image.

Celebrities add new dimensions to the brandimage.

Instant credibility or aspiration PR coverage.

Lack of ideas.

Convincing clients.



Certain parameters that postulate compatibility between thecelebrity and brand image are:

Celebrity·s fit with the brand image.Celebrity³Target audience matchCelebrity associated values.Costs of acquiring the celebrity.Celebrity³Product match.Celebrity controversy risk.Celebrity popularity.Celebrity availability.Celebrity physical attractiveness.Celebrity credibility.Celebrity prior endorsements.Whether celebrity is a brand user.Celebrity profession.



Brand National brand ambassador (or for northern belt) Regional or South India brand ambassador

Fair and Handsome Shahrukh Khan Surya

Pepsi Ranbir KapoorRam Charan

Kurkure Juhi Chawla Simran

Navratna Oil Amitabh Bachchan Surya, Mahesh Babu

Tata Indicom Kajol Trisha

Fanta (previous campaign) Rani Mukherjee Trisha

Perk (previous campaign) Preity Zinta Trisha

Idea Cellular Abhishek Bachchan Siddarth

ThumsUp Akshay Kumar Mahesh Babu, previously Chiranjeevi

Vivel Shampoo Hrithik Roshan Trisha

7Up Mallika Sherawat (previously) Allu Arjun



BRAND S TH AT U NDE RWE NT A FIASCOCelebrity also used to reassure people·strust 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 afterthe plastic case that came in focus



* Traditional approach of showing celebrities inadvertisement ,shift to making them the ´spokes-person µ of the brand. Celebrity endorsements dowork in the Indian scenario. The consumer looksfor a variety of aspects from the endorsement likethe credibility and likeability of the endorser.Credibility also means the fit between the brandand the celebrity. Multiple endorsements doclutter the minds of the consumer. When oneendorser endorses many brands, then the recall ofthe endorsement depends entirely on the power ofthe brand.



* There are definitely some brands that go unnoticed and therecall for those stands is at a bare minimum. The company

in that case can heighten the advertising content becausethat grabs a special place in the mind space of theconsumer.

* Ex -During the match fi x ing scandal in India, the commercialsfeaturing Ajay Jadeja and Mohammed Azharuddin were alltaken off air so that they did not have a negative effect onthe brand.

brand endrosement

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