By- Group F

Amit Attrey(152)
Shailja Lundia(153)
PrakritiNautiyal(154)
Nandini Sharma(155)
Utkarsh Singh(187)
Kunal Panja(198)
Celebrity refers to an individual who is known to
the public, such as actors, sport figures, entertainers
and others of the like for his or her achievement in
areas other than that of the product class endorsed.
 Actors ( Shahrukh khan, Amitabh Bachchan )
Models ( Malaika Arora, Milind Soman)
Sports athletes (Sachin Tendulkar, Roger Federer )
Pop Stars (Britney Spears, Lady Gaga)
Businessmen (Mukesh Ambani, Vijay Mallya)
Politicians (Barack Obama)
Fictional celebrities (Ronald McDonald, Fido dido,
Amul Girl)
 Helps to position and re-position existing brands.
Brings global awareness to a brand and brand recall.
Contributes extensive PR advantage and opportunities
for brands.
Famous personalities are a major influence
for our lifestyles.
To push the demand of the product
To bring the reliability and retention of the product.
Instant Credibility
To refresh the brand image.
 S = P * D * AV
Where,
S is a Successful Brand
P is an Effective Product
D is Distinctive Identity
AV is Added Values
 About a decade ago, one in three television commercials
used celebrities endorsements, and today this advertising
approach appeared to be on the increase across all media
types. It was found that celebrities are featured in 15% of
the prime-time television commercials.
Indians like to associate themselves with their icons.
Brand Ambassadors bring their endorsements into limelight.
Brand Ambassadors became attention grabber.
The trick of the company.
They motivate consumers to purchase.
They increase awareness.
They create positive feelings towards brands, connect user
to brand.
 Consistency and long-term commitment

Prerequisites to selecting celebrities:

The endorser should be attractive, have a positive image in
the society, and be perceived as having the necessary
knowledge.

Celebritybrand match

Trademark and legal contracts

Do not endorse competitors products in the same product
category
Constant monitoring:
Monitor the behavior, conduct and public image

Timing:
Constant lookout for emerging celebrities.

Brand over endorser (Vampire Effect):

Potential overshadowing of the brand by the celebrity

Celebrity endorsement is just a channel

The celebrity trap:

Once into a celebrity, it is hard to get out of it
 Quick saliency: It gets cut through because of the star and his
attention getting value.

Quick connect: There needs to be no insight but the

communication connects because the star connects.

Quick shorthand for brand values: The right star can actually
telegraph a brand message fast without elaborate story telling.

Quick means of brand differentiation: In a category where no

brand is using a celebrity, the first that picks one up could use it to
differentiate itself in the market.
 As themselves
They advertise the product and promote it with their
name.

As actors
They act as a different character in the advertisement.

Voice Over
They dont appear in the ad but lend their voice.

Testimonials
They share their own experiences of using that product.
Selecting the
right Celebrity
 Used commonly to entail the communicators
positive attributes that affect the recipients
acceptance of a message
Source credibility refers to the perception of the
sources expertise, objectivity and
trustworthiness
Expertise is the extent to which a
communicator is perceived to be a source of
valid assertions and consists of knowledge,
special experience and skills
Trustworthiness is the degree of confidence in
the communicators intent to communicate the
assertions he considers most valid and consists of
honesty, integrity and believability
 Beauty is a greater recommendation than any
other introduction.~ Aristotle
Attractiveness based on source valence model
was identified as another dimension of source
credibility.
Mostly associated with physical attributes, such
as familiarity, similarity and likeability
Attractiveness includes any number of attributes
such as intellectual skill, personality properties,
lifestyle or athletic prowess
It is not necessary that attractiveness should
necessarily translate into actual behavior,
cognitive attitudes and purchase intention
 There are certain parameters that postulate
compatibility between brand image and the
celebrity
Celebrity prior endorsements.
Whether celebrity is a brand user.
Celebrity profession
Celebritys fit with the brand image.
CelebrityTarget audience match
CelebrityProduct match.
Celebrity associated values.
 Meaning Endorsement Consumption
Acquisition

Role 1

Role 2 Celebrity Product Consumer

Role 3

Stage 1 Stage 2 Stage 3

Note Path of Meaning Stage of Meaning

Movement Movement
:
Establishing a Perfect Match
Effectiveness depends on the existence of a 'fit

Effective match:
Reid & Taylor and Amitabh Bachhan,
Accenture and Tiger Woods
 Dearth of salesman
Amitabh bacchan is one man brand industry.Nobody has that 6-to-60 universal appeal who can
sell anything to India, and to Bharat.
.
Revolutionized the psychological
trend of using Cadbury from 5-55age
group.

A gift that helps foster

relationships.
 Endorsing a product with multiple celebrities
as it leads to attracting and connecting to
the different and diverse sets of target
audience to the product.
Multiple celebrities may lead to confusing
consumers about the brands identity
It should be assured that each and every
celebrity possesses compatible meanings that
are sought for brands
 Consumer holds by and large a positive
attitude towards celebrity endorsements.
Celebrity endorsement can have an impact
on the consumers recall evaluations,
attention but it does not necessarily always
translates into purchase intentions
Individuals with higher levels of education
might be less influenced by any form of
advertising than those with less education
The celebrities are often looked upon by the
young as their role model.
 Indian Consumer Mentality

They look up to certain public faces and aspire to be one among them.

Brand Ambassadors connect with a sense of attachment.

Brands have temptation to use celebrity ambassadors.

Different stages of consumer purchase decision making

CONSUMER

Problem Recognition

Information Search

Generation of
BRAND AMBASSADOR Alternatives

Evaluation of
Alternatives

Purchase Decision

Post Purchase Decision

 Brand endorsements by celebrities are a
widespread phenomenon in India and worldwide
Celebrities in India live a very public life
Few of the brands have been established without
celebrity endorsement like Rejoice, Lifebuoy,
Close Up, Fevicol etc.
There is a great potential for celebrity
endorsement in India like successful
endorsements done by Shah Rukh Khan includes
brands like Santro, Nokia , Nerolac paints, Lux,
Pepsodent, Frooti to name a few
 Celebrities are most effective when
compared to other genre of endorsers
Celebrity endorsers produced more positive
attitudes towards advertising and greater
purchase intentions
Created endorsers were more effective in
creating a link to the product than celebrity
endorsers
McCraken (1989) found that the use of
celebrity endorsers stand for an effective
way of transferring meaning to brands .
 To stand out from the clutter
Image polishing
Celebrity as a persuasive source
Improves the level of product recall
Strong impact on learning style and memory
Underpin global campaigns
 Before choosing the celebrity the marketer
has to decide how far the benefits outweigh
the risks associated.
Because celebrity endorsement can create a
buzz and make a consumer feel better about
the product but it can not itself guarantee
sales.