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Celebrity Celebrity endorsements give a endorsements give a brand a touch of brand a touch of glamour and the hope glamour and the hope that a famous face will that a famous face will provide added appeal provide added appeal and name recognition and name recognition in a crowded market in a crowded market

Approval of a brand by Approval of a brand by a star fosters a sense a star fosters a sense of trust for that brand of trust for that brand among the target among the target audience audience

HISTORYHISTORYCelebrities are involved in endorsing activities since late Celebrities are involved in endorsing activities since late nineteenth century. The advent of celebrity nineteenth century. The advent of celebrity endorsements in advertising in India began when Hindi endorsements in advertising in India began when Hindi film and TV stars as well as sportspersons began film and TV stars as well as sportspersons began encroaching on a territory encroaching on a territory . One of the first sports endorsements in India was when . One of the first sports endorsements in India was when Farokh Engineer became the first Indian cricketer to Farokh Engineer became the first Indian cricketer to model for Bryl cream.model for Bryl cream. The Indian cricket team now earns roughly Rs. 100 The Indian cricket team now earns roughly Rs. 100 crore through endorsements. There was a spurt of crore through endorsements. There was a spurt of advertising, featuring stars like Tabassum (Prestige advertising, featuring stars like Tabassum (Prestige Pressure Cookers), Jalal Agha (Pan Parag), Kapil Dev Pressure Cookers), Jalal Agha (Pan Parag), Kapil Dev (Palmolive Shaving Cream) and Sunil Gavaskar (Dinesh (Palmolive Shaving Cream) and Sunil Gavaskar (Dinesh Suitings Suitings

REALITIES…….REALITIES…….

Does celebrity endorsement really work? Does celebrity endorsement really work? Theoretically yes, because the qualities Theoretically yes, because the qualities associated with the endorser are associated with associated with the endorser are associated with the brand and the brand therefore remains at the the brand and the brand therefore remains at the top of the consumer's mind top of the consumer's mind Pepsi Co. has used a variety of celebrities Pepsi Co. has used a variety of celebrities including Aishwarya Rai, Hrithik Roshan, including Aishwarya Rai, Hrithik Roshan, Amitabh Bachchan, Kareena Kapoor, Rahul Amitabh Bachchan, Kareena Kapoor, Rahul Khanna, Fardeen Khan, Sachin Tendulkar etc. Khanna, Fardeen Khan, Sachin Tendulkar etc. Amongst advertisements featuring celebrities, Amongst advertisements featuring celebrities, Pepsi tops the heap with the highest recall of Pepsi tops the heap with the highest recall of 70% 70%

Positive Impacts of Celebrity Positive Impacts of Celebrity Endorsement on the BrandEndorsement on the Brand

Celebrities ensure attention of the target group Celebrities ensure attention of the target group by breaking the clutter of advertisements and by breaking the clutter of advertisements and making the advertisement and the brand more making the advertisement and the brand more noticeable noticeable Goldsmith assessed the impact of endorser and Goldsmith assessed the impact of endorser and corporate credibility on attitude-toward-the-ad, corporate credibility on attitude-toward-the-ad, attitude-toward-the-brand, and purchase attitude-toward-the-brand, and purchase intentionsintentions It was observed that endorser credibility had its It was observed that endorser credibility had its strongest impact on AD while corporate strongest impact on AD while corporate credibility had its strongest impact on attitude credibility had its strongest impact on attitude towards brandtowards brand

Amitabh Bachchan has been a household name for three decades now. Amitabh Bachchan has been a household name for three decades now. He is known as the man with the Midas touch. And people have long loved to ape his He is known as the man with the Midas touch. And people have long loved to ape his style and his deep voice. style and his deep voice. No wonder advertisement agencies have been vying with one another to cash in on No wonder advertisement agencies have been vying with one another to cash in on his megastar status. his megastar status. Today, the star is one of the hottest advertising mascots and probably the most highly Today, the star is one of the hottest advertising mascots and probably the most highly paid model for commercials. paid model for commercials. So far, Bachchan has endorsed brands like BPL, ICICI, Parker Pens, Maruti Versa, So far, Bachchan has endorsed brands like BPL, ICICI, Parker Pens, Maruti Versa, Pepsi, Reid & Taylor, Nerolac Paints, and Dabur. He was also a prominent part of a Pepsi, Reid & Taylor, Nerolac Paints, and Dabur. He was also a prominent part of a recent AIDS campaign. recent AIDS campaign. Even at 61, Bachchan makes more from his endorsements than the stars of today like Even at 61, Bachchan makes more from his endorsements than the stars of today like Shah Rukh Khan and Aamir Khan. Recently, he beat Aamir, who had bagged the Shah Rukh Khan and Aamir Khan. Recently, he beat Aamir, who had bagged the biggest endorsement for Coke, with a whopping Rs 10 crore contract with ICICIbiggest endorsement for Coke, with a whopping Rs 10 crore contract with ICICI

MASTER BLASTER::::MASTER BLASTER::::

Mark Mascarehas of World Tel truly said ,"Sachin Mark Mascarehas of World Tel truly said ,"Sachin Tendulkar is India's first multimillionaire sportsperson Tendulkar is India's first multimillionaire sportsperson who is earning highest from advertising . "who is earning highest from advertising . "

As the biggest brand of TOP MNC , he is earning more As the biggest brand of TOP MNC , he is earning more than 50 companies by advertising their products . Large than 50 companies by advertising their products . Large number of Fans attract from him in shooting of his ads number of Fans attract from him in shooting of his ads and buy the products .and buy the products .

Visa, Action Shoes, Adidas, Pepsi, Colgate, Boost, Visa, Action Shoes, Adidas, Pepsi, Colgate, Boost, Philips, MRF and Fiat. are top listed companies who is Philips, MRF and Fiat. are top listed companies who is giving him fees for taking his brand services giving him fees for taking his brand services

Aamir Khan is on a career high. The actor has been Aamir Khan is on a career high. The actor has been busy handling the super success of 3 idiots : Aamir has busy handling the super success of 3 idiots : Aamir has once again caught the fancy of the ad world. With once again caught the fancy of the ad world. With endorsement deals for brands like Tata Sky and Titan to endorsement deals for brands like Tata Sky and Titan to his credit, this Khan is raking in great moolah!his credit, this Khan is raking in great moolah!According to an industry insider Coca Cola has renewed According to an industry insider Coca Cola has renewed its contract with Aamir Khan after considering the its contract with Aamir Khan after considering the success of Ghajini. Buzz is, Aamir is being paid a success of Ghajini. Buzz is, Aamir is being paid a whopping Rs 10 crore for this new contract.Aamir will whopping Rs 10 crore for this new contract.Aamir will shoot the ad next week. shoot the ad next week. Apparently, Aamir who is very selective when it comes to Apparently, Aamir who is very selective when it comes to films and brands has been promoting Coca Cola since films and brands has been promoting Coca Cola since last many years. It remains to be seen what last many years. It remains to be seen what interesting act Aamir Khan comes up with this time. act Aamir Khan comes up with this time.

“ “King Khan”King Khan”To be precise and accurate, To be precise and accurate, SRK endorses 39 brands, SRK endorses 39 brands, including including Pepsi, Hyundai, Pepsi, Hyundai, Airtel, Videocon, Sun Feast, Airtel, Videocon, Sun Feast, Tag Heuer, Dish TV and Tag Heuer, Dish TV and MayurMayur Suitings. And to add to Suitings. And to add to the monetary gains, he gets Rs the monetary gains, he gets Rs 1-1.5 crore to be present at any 1-1.5 crore to be present at any function in India, according to function in India, according to event management agencies.event management agencies.

While SRK has been endorsing While SRK has been endorsing Dish TV for a while now, the for a while now, the King Khan is also seen in ads King Khan is also seen in ads for cell phone service provider for cell phone service provider Airtel, satellite TV provider , satellite TV provider Dishtv, the Dishtv, the Hyundai i10 car, car, Belmonte Suitings, Fair and Belmonte Suitings, Fair and Handsome cream for men, Handsome cream for men, Pepsi, Omega Watches, and Pepsi, Omega Watches, and worst of all Pasta Treat. worst of all Pasta Treat. Recently lanched Recently lanched cars in India are are Honda Jazz, , Maruti Swift, , Honda City, Fait Grande Punto Honda City, Fait Grande Punto and Innovaand Innova

Aishwarya Rai –still not outAishwarya Rai –still not outAishwarya rai might be losing out of Aishwarya rai might be losing out of endorsement deals and positions to the endorsement deals and positions to the likes of Katrina kaif ,but still she positions likes of Katrina kaif ,but still she positions to number oneto number one

She might not be the face of nakshatra and She might not be the face of nakshatra and coca cola any more in INDIA,but still she coca cola any more in INDIA,but still she has long term international endorsementshas long term international endorsements

She has completed nearly a decade of She has completed nearly a decade of endorsing Swiss luxury watch brand endorsing Swiss luxury watch brand Longiness,international soap lux and is the Longiness,international soap lux and is the brand ambassador of global haircare brand brand ambassador of global haircare brand L’Oreal since 2003L’Oreal since 2003

Reliance products get the new celebrity – Hrithik RoshanReliance products get the new celebrity – Hrithik Roshan

The deal with reliance run for 3 years and The deal with reliance run for 3 years and Hrithik would get anywhere between Rs 5 crore - Hrithik would get anywhere between Rs 5 crore - 10 crore annually. This is part of 150 crore media 10 crore annually. This is part of 150 crore media campaign Reliance is launched for promoting its campaign Reliance is launched for promoting its GSM operations and DTH operations GSM operations and DTH operations Cinthol, Parle biscuits, Hero Honda and Acer are Cinthol, Parle biscuits, Hero Honda and Acer are some of the other prominent brands endorsed by some of the other prominent brands endorsed by this actorthis actor Hrithik roshan was also part of S.k kumar ,and Hrithik roshan was also part of S.k kumar ,and Coca Cola currently he endorses John PlayersCoca Cola currently he endorses John Players However the endorsement that made wave However the endorsement that made wave around the campaign was with Sony Ericsonaround the campaign was with Sony Ericson

Hrithik represents all the qualities that the Hrithik represents all the qualities that the brand stand for,which has good influnce on brand stand for,which has good influnce on consumerconsumer

After endorsing brands like After endorsing brands like Thums Up and Grasim, Akshay Thums Up and Grasim, Akshay had now been roped in as the had now been roped in as the Brand Ambassador for the Brand Ambassador for the American Jeans and casual American Jeans and casual wear manufacturer, Levi wear manufacturer, Levi Strauss, for launching its brand Strauss, for launching its brand Levi's 501 in India Levi's 501 in India Akshay KumarAkshay Kumar is the Indian is the Indian brand ambassador for 2010 brand ambassador for 2010 Winter Olympics which was Winter Olympics which was held in Vancouver, Canada, held in Vancouver, Canada, from February 12 to February from February 12 to February 28. Last month, he went to 28. Last month, he went to Ontario, the province he was Ontario, the province he was allotted, to run with the allotted, to run with the torch. This was his first time torch. This was his first time as a torch-bearer and third as a torch-bearer and third as the ambassador.as the ambassador.

Katrina Kaif Katrina Kaif Katrina Kaif has been signed as the brand ambassador of Katrina Kaif has been signed as the brand ambassador of international cosmetic giant Oil of Olay that launched the international cosmetic giant Oil of Olay that launched the newly formulated White Radiance range in India.newly formulated White Radiance range in India.

LAST year, Katrina Kaif has been the top choice for endorsing LAST year, Katrina Kaif has been the top choice for endorsing brands. Only recently she was chosen by leading jewelry brands. Only recently she was chosen by leading jewelry brand Nakshatra as their brand ambassador and now she has brand Nakshatra as their brand ambassador and now she has bagged yet another plum endorsement deal with Oil of Olay. bagged yet another plum endorsement deal with Oil of Olay. The future certainly looks bright for this gorgeous actress.The future certainly looks bright for this gorgeous actress.

Indian Cricket Team skipper Indian Cricket Team skipper MahendraMahendra Singh DhoniSingh Dhoni has topped the list of celebrity has topped the list of celebrity brand endorsements.brand endorsements. Boost is the secret of our energy" - The ads Boost is the secret of our energy" - The ads become part of our life and we associate become part of our life and we associate unconsciously brand to the player.because unconsciously brand to the player.because of his influence for the brandof his influence for the brand MS Dhoni endorses dozen brands such as MS Dhoni endorses dozen brands such as Aircel, Pepsi ,Videocon ,Exide and Aircel, Pepsi ,Videocon ,Exide and Reebok ,,among others ,with an estimated Reebok ,,among others ,with an estimated value of Rs 1 crore paidvalue of Rs 1 crore paid

KAREENA KAPOORKAREENA KAPOOR

Kareena KapoorKareena Kapoor clearly clearly happens to be amongst happens to be amongst the topmost actresses of the topmost actresses of the industry with the the industry with the maximum number of maximum number of brand endorsements on brand endorsements on her list. her list. Kareena Kapoor has Kareena Kapoor has seemed to conquered all seemed to conquered all brand and her latest brand and her latest brand endorsement is brand endorsement is with SONY VAIOwith SONY VAIO

AB wins “best brand ambassador award’ AB wins “best brand ambassador award’ for his Idea and motorola campaigns for his Idea and motorola campaignsAbhishek BachanAbhishek Bachan, was announced the , was announced the winner of the “Best Brand Ambassador of winner of the “Best Brand Ambassador of the Year’ Award at the NDTV Techlife the Year’ Award at the NDTV Techlife Awards 2009 Awards 2009 Bollywood actor Abhishek Bacchan is the Bollywood actor Abhishek Bacchan is the new brand ambassador for Swiss new brand ambassador for Swiss watchmaker Omega. He joins the ranks of watchmaker Omega. He joins the ranks of Hollywood actress Nicole Kidman, super Hollywood actress Nicole Kidman, super model Cindy Crawford and racing icon model Cindy Crawford and racing icon Michael Schumacher in endorsing the Michael Schumacher in endorsing the watch brand watch brand

BIPASHA BASUBIPASHA BASU HAS BEEN HAS BEEN BAGGING BAGGING ENDORSEMENTS GALORE; ENDORSEMENTS GALORE; AFTER BEING APPOINTED AFTER BEING APPOINTED AS THE BRAND AS THE BRAND AMBASSADOR OF AMBASSADOR OF HENKEL'S FA MEN HENKEL'S FA MEN XTREME XTREME BIPASHA BASU PLAYS AN BIPASHA BASU PLAYS AN IMPORTANT ROLE IN IMPORTANT ROLE IN ENHANCING THE BRAND'S ENHANCING THE BRAND'S ASPIRATION VALUEASPIRATION VALUESHE SIGNIFIES STYLE, SHE SIGNIFIES STYLE, CLASS AND GOOD LOOKS CLASS AND GOOD LOOKS WHICH RESONATE WITH WHICH RESONATE WITH BRAND VALUES AND BRAND VALUES AND POSITIONING. NEEDLESS POSITIONING. NEEDLESS TO MENTION, SHE IS ONE TO MENTION, SHE IS ONE OF THE MOST RELIABLE OF THE MOST RELIABLE AND BANKABLE ARTISTS AND BANKABLE ARTISTS IN THE FILM INDUSTRY."IN THE FILM INDUSTRY."

AdEx survey from TAM AdEx survey from TAM Media Research is that Media Research is that Ads which were featuring Ads which were featuring SaifSaif appeared for about appeared for about 45 lakh second last year 45 lakh second last year leaving behind Shah leaving behind Shah Rukh Khan with 42 lakh Rukh Khan with 42 lakh seconds and BigB on seconds and BigB on third position in ad third position in ad visibility list with 32 lakh visibility list with 32 lakh seconds.seconds.

Preity ZintaPreity Zinta shot to fame as the refreshing, shot to fame as the refreshing, cool, wet model in the Liril ad. She also cool, wet model in the Liril ad. She also modeled for Perk and her dimpled smile modeled for Perk and her dimpled smile won million of heartswon million of hearts

The Bajaj Pulsar 180 DTSi has already The Bajaj Pulsar 180 DTSi has already made an initial impression about Indian made an initial impression about Indian Manufacturing in Indonesia. To create an Manufacturing in Indonesia. To create an impact in Indonesia, TVS should use its impact in Indonesia, TVS should use its Bollywood Star and the Brand Bollywood Star and the Brand Ambassador of the Scooty Pep, Ambassador of the Scooty Pep, Preity Preity ZintaZinta in its advertisement campaigns. in its advertisement campaigns.

The Bollywood actress The Bollywood actress Deepika PadukoneDeepika Padukone has has taken another duty in her taken another duty in her life.life. She is the new brand She is the new brand ambassador of Johnson & ambassador of Johnson & Johnson’s new fairness Johnson’s new fairness cream ‘Neutrogena’. cream ‘Neutrogena’. Deepika Padukone is one Deepika Padukone is one of the most famous of the most famous actresses of Bollywood actresses of Bollywood and appeared in many and appeared in many advertisements like BSNL, advertisements like BSNL, Liril, Close-up and Limca.Liril, Close-up and Limca.

Summary Summary

Whether Celebrity endorsement has a positive or a negative Whether Celebrity endorsement has a positive or a negative impact on the brand is a debate that is open to interpretationimpact on the brand is a debate that is open to interpretationThe corporate world continues to foot fancy bills of celebrity The corporate world continues to foot fancy bills of celebrity endorsers and till consumers continue to be in awe of the endorsers and till consumers continue to be in awe of the starsstarsCorporate credibility along with endorser credibility plays a Corporate credibility along with endorser credibility plays a significant role in the attitude of the consumer towards the significant role in the attitude of the consumer towards the brand and the advertisement respectively. On the other brand and the advertisement respectively. On the other hand, the over popularity of the celebrity sometimes hand, the over popularity of the celebrity sometimes overshadows the brand. overshadows the brand. If the celebrity is involved in multiple endorsements, it tends If the celebrity is involved in multiple endorsements, it tends to create confusion among consumers and hence negatively to create confusion among consumers and hence negatively affects the perception of the advertisement and the brand. affects the perception of the advertisement and the brand. Hence, to say clearly whether the practice of celebrity Hence, to say clearly whether the practice of celebrity endorsement impacts positively or negatively to the brand endorsement impacts positively or negatively to the brand still remains a debate. still remains a debate.