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A sign of a celebrity is

that his name is often


worth more than his
services.
Daniel J Boorstin

Who is a celebrity?
What is celebrity endorsement?
Celebrity endorsement
in INDIA.
Why celebrity?
Greater believability
Favorable evaluation of the
product.
Positive purchase intention.


Q. Brands endorse by Shahrukh Khan?
Dish tv
Videocon
Pepsi
Hyundai- Santro
Pepsodent
Sunfeast
Navaratan
Tag Heuer
Airtel

Perfect Face For a Brand
Target youngsters


Connect with the brand story


Aspiration figure
1
Instant brand awareness and recall.
2
Celebrity values define, and refresh the brand image.

3
Celebrities add new dimensions to the brand image
4
Instant credibility or aspiration PR coverage.
5
Lack of ideas.
6
Convincing clients.







Celebrity endorsement are impelled by virtue of the
following motives
Industries Using Celebrity Endorsement
Who endorses what?
Any brand can get a celebrity.
That is easy. But getting a celebrity
consistent with the right brand, to
the right degree, at the right time,
for the right purpose and in the
right way... that is not easy.

Impact of celebrity endorsement on a
brand

S=P* D*AV --the multiplier effect
Where S is a successful brand,
P is an effective product.
D is Distinctive Identity
and AV is Added values.

Compatibility between the celebrity
and brand image
Celebritys fit with the
brand image.
CelebrityTarget
audience match
Celebrity associated
values.
Costs of acquiring the
celebrity.
CelebrityProduct match.
Celebrity controversy risk.

Celebrity physical
attractiveness.
Celebrity credibility.
Celebrity prior
endorsements.
Whether celebrity is a
brand user.
Celebrity profession.
Celebrity popularity.
Celebrity availability.



IS THEIR INFLUENCE
STRONG
ENOUGH???????
CASE STUDY.
Advantage

Brand awareness and recall.



Celebrity value define and
refreshes brand image

Increase in sales figure.












E
Repair tarnished brand image.
Easy to distinguish products.

Giving message to the target
market.
Risk

Celebrity overshadowed the brand

Creditability of celebrity

Conflicting image

Multiple endorsement

Influence of celebrity scandals and moral violation on
brands



The Bachchans were endorsing Maruti Versa

The Shahrukh Khan were endorsing Lux.

James Bond endorsing Reid & Taylor.

Virendra Sehwag endorsing Reliance Telecommunication.

Milind soman tuff shoes advertisement by woodland.

Failure of Celebrity Endorsement
How to make it a success mantra?
Have a long term celebrity association with the company
Eg: Sachin tendulkar-boost.
Focus on idea that connects brand and celebrity.
Think how the celebrity can used in the interest of the
brand. Eg: Hrithik Roshan Hide n Seek
Multiple celebrities for a single brand dilute the
associations. Eg: Pepsi

Celebrity endorsement is not the do
all, end all of a brands success
Celebrity Vs Brand Heroes

Animated characters.

Common man
Conclusion
Endorsing a celebrity is a
means to an end and not an
end in itself
References
Magazine and newspaper:
USP Age ,vol.17 september 2008
Advertising Express ,June 2010
EconomicTimes Brand Equity 15 sept 2010

Virtual Sources
file:///D:/miscellanious/cb/Celebrity-
endorsement.asp.htm
www.scribd.com/celebrity-endorsement-A-case-study-on-
Pepsi.htm
www.coolavenues.com
http://knol.google.com/k/celebrity-vs-heroic-brands#
www.google.com