By:

Abu Talib
Arihant Singhi
Pratik Gupta
Rajkumar Pari
Vijay Leon
 About Celebrity Advertising

 History

 Mechanism and Theories of Celebrity Endorsement

 Criteria for Choosing a Celebrity

 Choice of celebrity

 Objectives of Marketing Communication

 Positive and Negative impacts

 Successful Celebrity Endorsements

 The Way Ahead

 A form of advertisement that uses renowned and
successful personalities, from various walks of
life, to communicate the message to the viewers

 Popular method of grabbing eyeballs

 High appeal with the brand’s TG

 Instant Brand Awareness and Recall

 Celebrity values define, and refresh the brand image

 Celebrities add new dimensions to the brand image

 Instant credibility or aspiration PR coverage

 Convincing clients

 The scope of a celebrity on the incumbent brand

 Started as early as 1899
 Baseball cards were given in cigarette packets
(Kodak Cigarettes)
 Initially in the US, sports personalities were the
hottest celebrities in the advertising circuit
 With the advent of TV, movie stars became
popular
 Leela Chitnis (Lux), the first celebrity endorser in
India, followed by Farookh Engineer (Brylcream)
 Establishing the product need- Amir Khan and
Toyota Innova
 Creating Brand Recall- Michael Jordan and Nike
 Setting Customer Expectations- Kareena Kapoor
and Lux
 Creating purchase intention
 Celebrities in Positive and Negative messages
 Celebrity’s fit with the brand image
 Celebrity - Target audience match
 Celebrity’s associated values
 Cost of acquiring the celebrity
 Celebrity - Product match
 Celebrity’s controversy risk
 Celebrity popularity
 Celebrity availability
 Celebrity’s physical attractiveness
 Celebrity credibility

 Celebrity’s prior endorsements

 Celebrity’s profession
 Earlier, celebrities used to endorse related
products

 Now, the personal traits of the celebrity being

leveraged
 Insurance and Sachin Tendulkar
 TVS and Dhoni
 Bank of Baroda and Rahul Dravid
 Timex and Brett Lee
 Samsung and Abhinav Bindra
 However celebrities should be used judiciously

 The value of the celebrity = Value of the brand

 Endorser should not overpower the brand

 Source Credibility Theory
 Sachin Tendulkar and RBS
 Salman Khan and a bank!

 Source Attractiveness Theory

 Identification and Conditioning

 Meaning Transfer Theory

 Encoding Meanings
 Meaning Transfers
 Meaning Capture
 Priyanka Chopra and Scooty Pep

Source-Tellis, Effective Advertising: Understanding When, How, and Why

Advertising works
 Helps cut through the clutter
 Approval of a brand by a star fosters trust,
especially for a new product
 Better brand recall
 Larger than Life image to the brand; more so
with lifestyle and aspirational products
 Greater number of eyeballs

 Psychographic and Demographic connect

 At times fail to break the clutter
 The ‘Vampire Effect’
 Lesser number of ‘saleable’ stars these days
 Confusion among consumers
- The Amitabh Bacchhan and Nerolac Story

 The trials, tribulations and the trauma of the

celebrity
- Mohd. Azharuddin and Tissot
 Not a substitute to the story board or idea

 High Cost

 Celebrity Trap
 Tabassum (Prestige pressure cookers)

 Jalal Agha and Shammi Kapoor (Pan Parag)

 Kapil Dev (Palmolive Shaving Cream)

 Sunil Gavaskar (Dinesh Suitings)

 Shah Rukh-Santro and Pepsi

 Aamir Khan and Coke

 Aishwarya Rai and Nakshatra

 Amitabh Bacchan and Cadbury’s

 Pepsi and Shaquille O'Neal, Mary J. Blige, Wyclef
Jean, and Busta Rhymes

 Nike Golf Equipment and Tiger Woods

 Reebok and Kobe Bryant

 Air Nike and Micheal Jordan

 HP and Jay Z
 Episodic : Ponds
 Teaser Ads : Pepsi
 Video-cum-Ad : Hero Honda (Dhak
Dhak Go)
 Public Message : Amitabh Bacchhan –
Polio Eradication
 Commercials with
multiple celebrities : Royal Stag
 Ads with multiple celebrities
 Episodic Ads
 Celebrities outside Cricket and Bollywood
Thank You