20/02/2012

Brands Cadbury, Hyundai, Maruti, Dulux, Emami and others use TV stars to connect with masses Welcom e: Ajit Kum ar | My Page | Log Out | Like 478k

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20 FEB, 2012, 01.46AM IST, RAJIV SINGH,ET BUREAU

Brands Cadbur , H undai, Maruti, Dulu , Emami and others use TV stars to connect ith masses
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Read m ore on TV stars | Sony | Shakshi Tanw ar | Maruti Suzuki | maruti | Lux | iYogi | Hyundai | Hussain Kuw ajerw ala | emami | Dulux | Cadbury | Bollyw ood | Aishw arya Sakhuja

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NEW DELHI: Now, Malhotras can raise a toast. 0

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After gulping down countless cups of tea during umpteen meetings over the last few months, this middle class family in North West Delhi has finally found a 'perfect' match for their son. Rashmi, their prospective daughter-in-law, is not only beautiful but also has a pet name 'Toasty'-something that instantly clicked with the Malhotras. Reason: The other Toasty they know is a lovable daughter-in-law, played by Aishwarya Sakhuja in Sony's TV fiction Saas Bina Sasural, who keeps her family together. "I am sure Rashmi has similar qualities like Toasty," says an elated Mrs Malhotra. Malhotras are not alone in getting influenced by serial characters. There are thousands of such people across the country. And several marketers are now waking up to the potential of small screen stars as brand endorsers. Over the last six months, a slew of brands including Cadbury, Emami, Hyundai, Maruti, Dulux, Red Label and Lux has roped in popular TV celebrities such as Sakhuja and Hussain Kuwajerwala who can connect well with people at a fraction of cost of hiring a popular Bollywood actor. "It's a great strategic move by brands," says Prathap Suthan, an advertising indust ry veteran who created the government's 'India Shining' and 'Incredible India' campaigns.

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"The TV characters have a strong resonance with the viewers, especially the middle class that relates to the values shown in the serials," adds Suthan, who is now the chief creative officer of iYogi, an online technical support services provider. Saurabh Uboweja, director of brand consulting firm Brands of Desire, says that by casting TV stars with successful running soaps, advertisers can have the dual advantage of both role and star endorsement for a sensible signing amount. "They get two candies for the price of one."
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20/02/2012

Brands Cadbury, Hyundai, Maruti, Dulux, Emami and others use TV stars to connect with masses -

MONEY MATTERS While TV celebrities do have their own large fan following, their relatively lower endorsement fee is a huge plus for several companies in the present tough business environment where subdued consumer sentiments and rising costs have hit sales of several products. One such company is Maruti Suzuki, the country's largest carmaker that has had a tough last year and expects its sales to fall 11% in the year ending March. "In the current cost-cutting environment, it makes more sense to hire TV stars," says Maruti Suzuki Chief General Manager (Marketing) Shashank Srivastava. The carmaker roped in TV celebrity Anita Hassanandini this month to feature in its Swift Dzire commercial. Last December, it signed Kavita Kaushik and Rajesh Kumar from SAB TV to endorse its multi-purpose vehicle Eeco. "Selling a car is not like selling a Bournvita," says Srivastava. "So, there's no point in shelling out fortune in having big Bollywood celebrities." Big celebrities have not really worked for Maruti. Father-son duo of Amitabh and Abhishek Bachchan could not boost its Versa sales in 2000-2001. Maruti has also had actor-director Farhan Akhtar and actor R Madhavan to endorse A Star and Wagon R, respectively, but with limited success. Page1 of 2
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