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Stars CELEBRITY ENDORSER’S
Celebrity Endorsements & Celebrity Attributes
PANKAJ (49) NEESHA (54) BHAVIK (16)HARSH (60)LEENA (8)
Flow of presentation
• Who is Celebrity ?• Advantages• Attributes of celebrity • Dis - Advantages• When should the Celebrities be used
?
Celebrities are people who enjoy public recognition by a large share of a certain group of people.
Celebrity
Saif Ali Khan Lays, Aveo, Taj Mahal Tea, Royale Paints
Zayed Khan Mirinda
Isha Koppikar Garnier
Aman Verma Harpic
Mini Mathur Big Bazaar
Shweta Tiwari Gala Brush
Priyanka Chopra Spice
Hrithik Roshan Coke, Sony Ericsson, John Players, Tata Sky
Sushmita Sen Pantene
Neha Dhupia Godrej Renew Hair Color
Gauri Pradhan Keo Karpin Hair Oil
Vivek Oberoi Babool Toothpaste
Tabu Tetra pak
Juhi Chawla Henko, Kurkure
Hussain Vim, Big Bazaar
Hema Malini Kent Mineral Water, Bank of Rajasthan
Esha Deol Kent Mineral Water
Bipasha Basu Clinic All Clear
Sonali Bendre Nirma Beauty Soap
John Abraham Clinic All Clear, Yamaha Motor Cycle
Akshay Kumar Thums Up
Madhuri Dixit Lux
Saurav Ganguly Sona Chandi Amrit Prash
Rahul Dravid Reebok, Bank of Baroda
Sehwag Boost
Riya Sen Limca
M S Dhoni 7 Up, Brylcreme, Star City, TVS Bykes
Yuvraj Singh Parachute Oil
Kareena Kapoor Lux
Ayesha Takia Hair Care Oil
Advantages
Establishment of Credibility
Ensured Attention
Higher degree of recall
Mitigating a tarnished image
Psychographic Connect
Associative Benefit
Rejuvenating a stagnant brand
PR Coverage
Celebrity Profession
Sachin Tendulkar – TVS victor
Aamir Khan – Toyota Innova
A leather clad Sachin says that biking is much like batting...
... where you need power. Shot of him going for a drive.
The TVS glides past the truck and leads the way.
He continues by saying it's also where you need balance.
The bike weaves through traffic and...
... he says, that you need stamina too.
Bike travels many a mileand the milestone showsthe mileage. "But what...
... you need most", he startssaying is completed by thecrowd, "Victor ki muskaan".
Aamir Khan as an office executive asks for directions from a traffic policeman and leaves. As the...
...officer checks out a car parked on the roadside, he gets alerted by Aamir Khan who comes with his two kids.
The officer gets the shock of his life when he sees our man sitting in a car as a bridegroom.
He gets further surprised when the next moment he sees Aamir with his friends in another car.
As Aamir asks, “What role are you playing today?” the...
...VO plays, “Everyday. Many roles. One car. Toyota Innova”
Toyota Innova
Celebrity Physical Attractiveness
Aishwarya Rai, Kareena etc.. LUX
An attendant places fresh Lux soaps in some washrooms
Stepping out of one of the washrooms, Aishwarya decides to get a tattoo.
Meanwhile, another woman steps into one of the washrooms, only to...
...to step out as Aishwarya, who wants another tattoo.
Finally the tattoo guy asks the attendant, "Kya India mein saab Aishwarya jaisa lagta hai?"
More Aishwaryas walk by dressed in different styles.
VO: "Pesh hai Lux ki nayi range."
A new Aishwarya comes to the scene. VO: "App kaunsa choonengi?"
Celebrity Values
Saif Ali Khan and Soha Ali Khan – Asian Royale Paint
The film opens on Saif and Soha Ali Khan at a painting exhibition.
‘Beautiful,’ says Soha in wonder looking at one of the paintings.
On the other hand, Saif completely fails to understand it.
Back at home, when Saif tries to fix a painting on the...
...wall, Soha admonishes him for his poor perception of art.
Thinking something, Saif paints the wall with Royale Play.
Taking notice of the transformed wall, Soha praises our man for creating...
...a beautiful pattern. The ad comes to an end as the VO plays: "Turn your...
...wall into a masterpiece. Create many textures with Asian Paints Royale Play."
Cost of acquiring the celebrity
Aamir Khan Amitabh Bachchan
Shahrukh Khan
Sachin Tendulkar
Celebrity regional appeal factor
Ravi Kishen – NorthR. Madhavan – SouthMithun Chakraborthy –
EastSachin Tendulkar – West
Celebrity popularity
Clinic All Clear shampoo – Shahid Kapoor and now Bipasha Basu and John Abraham
A drumming session is in full swing.
Shahid Kapoor has the time of his life at the drums
MVO: "Drums by Sivamani" The real drummer applauds Shahid's act."
Shahid, who's been pretending to play the drums, accepts the compliment
MVO: "Hair by new Clinic All Clear. Total Shampoo with vita ace jo dandruff hatane ke saath... ...saath de kamal ke baal."
Meanwhile, the puzzled star asks, "Dandruff vo kya hota hai?"
Revealing his bald head, Sivamani replies, "Mujh se pooch rahe ho?"
Jokes over the two get back to work.
The ad opens on John Abraham and Bipasha Basu enjoying a romantic evening
Suddenly John's attention is diverted by something which looks like a strand of hair on Bipasha's attire.
He insists 'woh baal hai.” to which Bipasha replies “nahin hai.” He tries to take it off but Bipasha... playfully teases him again, “nahin hai.”
... They both run around the place with John adamant on removing... ...the “baal”.
As it turns out it's nothing but a thread on Bipasha's apparel. John finally... ... accepts, “nahin hai.”
MVO: “Naya Clinic All Clear defence , Vita Ace ke saath.”
Fit with the advertising idea
Preity Zinta – Perk
John Abraham – Yamaha Bike
The instructor sarcastically asks her, "Bahut jaldi aagayi?" and then tells her to wait for the next class.
An upset Priety decides to cheer herself up with a bar of Perk and takes a big bite of the crunchy chocolate.
The Instructor however, gets a shock as the crunch sound makes her think she has torn her dress while stretching.
VO: "Naya Cadbury Perk." Seeing the effect that her one bite has on the teacher, the naughty actress goes in for another bite.
This time the poor lady thinks she has torn her top and smiling embarrasingly at her students, decides to continue
Preity arrives for her aerobics classes to find that it has already begun.
But once again the mischievous student plays the fool and this does it for the teacher, who decides to leave the class.
As she comes by, the actress puts on an innocent face and tells her, "Agali class."
With nothing else on her mind other than her torn clothes, she wishes Preity all the best.
VO: "Naya crunchier wafers se bana, tastier Cadbury Perk."
For a grand finale, Preity takes the crunchiest bite making the other run for her life.
The Perk fan enjoys a good laugh. Super: 'Zabardast Crunch! Zabardast Taste!'
The ad opens on John Abraham displaying all his energy.
Passionate for an exciting ride he sets off on his bike
Cruising down a highway our dude drives at the utmost speed.
Cut to the close-up of the advancing bike with the rider.
VO: Ignite your life. Closing shot of our hero in the awe of his bike after the thrilling drive
VO: New Fazer. The ad ends on the Yamaha logo. Super: Yamaha 50th Anniversary.
Whether celebrity is a brand user
• Aishwarya Rai (Lux) – No
• Abhishek Bacchan (Motorola Mobile) – Yes
Abhishek Bachchan goes to a pub and orders for a drink.
Cut to the shot of a pretty girl there hanging out with her friend.
Abhishek falls for the girl and types a message reading, “your place or mine?” on his cell phone.
He passes the phone to the girl who ignores the message and exclaims, “hey! What a cool phone!”
She thanks him for the phone and leaves. The ad ends on our disappointed...
...Abhishek ordering another drink. Super: “Motoslvr vs Abhsishek. To be continued...”
Multiple Endorsements
• Amitabh Bacchan
• Shahrukh Khan
Dairy Milk, Dabur products, Eveready, Parker pens, Reid & Taylor, ICICI, Boroplus, Binani Cement, Reliance, Polio, etc
Pepsi, Airtel, Sunfeast, Lux Soap, Videocon, Belmonte, Top Ramen Curry, Dish TV, Polio, etc
Celebrity controversy risk
Salman Khan
Sanjay Dutt Mohd. Azaruddin
Celebrity Product Match
• Mallika Sherawat – 7 UP
• Zaheer Khan – NIKE
At this Fido turns the princess into a 7Up bottle. VO: “New 7Up curvy bottle.”
As a princess rubs her magic lamp, Fido appears in front of her.
Asking for three wishes, she asks Fido to make her more beautiful first
As the jingle plays, “andaazsabse cool. 7Up”, we see Fidohaving the drink.
Keeping her second wish in front of Fido, she says, “I want to be more curvy.”
Making her final wish the princess asks, “aur mujhe world ki coolest cheez bana do Fido.”
Celebrity Target Audience Match
• Sachin Tendulkar – Boost
• Aamir Khan – Toyota Innova
Dis - Advantages
• The reputation of the celebrity may derogate after he/she has endorsed the product
• Inconsistency in the professional popularity of the celebrity
• Multi brand endorsements by the same celebrity would lead to overexposure
• Celebrities endorsing one brand and using another (competitor)
• Mismatch between the celebrity and the image of the brand
When should the Celebrities be used(????)
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. Lack of ideas. 5. Convincing clients.