CELEBRITY

ENDORSEMENT DO
ACTUALLY AFFECT
BUYING

By:
KANISH AGGARWAL
 BRANDING & CELEBRITY
ENDORSEMENT

Today, use of celebrities as part of marketing

communication strategy is fairly common
practice for major firms in supporting
corporate or brand imagery.
Examples:
Shahrukh Khan Endorsing Hyundai i10
Sachin Tendulkar Endorsing Boost
 Definition of Celebrity Endorsement

According to Friedman & Friedman, a

“celebrity endorser is an individual who is
known by the public for his or her
achievements in areas other than that of the
product class endorsed.”
Hritik Roshan Endorsing a John Players
 THE NEED FOR CELEBRITY
ENDORSEMENT
IN CORPORATE WORLD

 Instant Brand Awareness and Recall

 Celebrity values define, and refresh the
brand image
 Celebrity adds new dimensions to the brand
image
 Convincing clients
 Capturing there attention
WHY COMPANIES USE CELEBRITIES -
THE CELEBRITY EDGE
 Psychological Factors
 Propping Up Awareness and Trust Levels
 To Communicate a Certain Message about the
Company
 Position their Brand Distinctively
 Value for Money
Amitabh Bachchan Endorsing Cadbury Dairy
Milk
 FACTS AND FIGURES
Volume Growth in Celebrity endorsement on
T.V.
 Conclusion

In this age of intense competition, where

capturing a position in the consumers’ mind
space is extremely tough, celebrity
endorsements give an extra edge to the
companies for holding the viewers’ attention.
THANK YOU