Is celebrity advertising effective?
As manufacturing companies invest cores of rupees, through advertising agencies, every year into campaigning their product taking services of celebrities, the question arises, Is it worth all the money invested and the headaches and problems of coordinating Celebrities, their availability and Coordinating with many Celebrities if they are in number in an advertise and managing their Moods and Habits.
Think of Sachin Tendulkar. He is in Pepsi for soft drinks, Boost in malted beverages, MRF for tyres, Fiat Palio for cars, TVS Victor for two-wheelers, Colgate Total for toothpastes, Britannia for biscuits, Visa for credit cards and Airtel for mobile services. Clearly, IT IS an overload of brands and categories associated with one star. Human is suposed to have very few selective specialities. Multi Polar Personalities are very very few.
Hence a single celebrity endorsing. So many products and categories? Is it Effective?
Interestingly, use of "celebrity advertising" is adopted and carried by is big a, few big and reputed agencies in the field. They perceive celebrity advertising as a solution to clients problems.
In the advertising world, celebrity advertising is perceived as a substitute for 'Absence of ides’ and felt that there is a compromise in quality etc- and actually frowned upon. But still it is perused by media. Urban and rural markets behave differently. In urban markets a “celebrity” is considered as a common man with some extra ordinary qualities. But in rural markets a “celebrity” is considered a “god”. He/She is worshipped. You will see their photos garlanded.
They will build temples, create statues, imitate their styles; even commit suicides if their celebrity fails to perform or deliver desired results can kill somebody if their sentiments are hurt about their idols. Hence these factors create or destroy a brand. Hence, a celebrity is selected very carefully.
Cricketers are selected based on their present form, how long they can survive in that competition etc. Hence may be replaced after few months or years. But some are very long lasting such as sachin Tendulkar. Celebritis like Kapil Dev is still endorsing products and are in eyes of public.
Such celebrities definitely make impact on consumers mind.
The reasons are:
A client hits upon celebrity as a solution when his agency is unable to present to him a viable, exciting solution for his communication/marketing problem. He then feels that the presence of a well-known face is an easy way out.
SOMETIMES A client looks at a USING celebrity AS solution, to follow competition. A Competitor deploys a celebrity, and in a quick response counters attack by using similarly powerful celebrity, to combat competitions. The result is often achieves quick parity. EG. Coke and Pepsi reacting quickly to each others advertising gimmicks.
A third reason could be, A Particular celebrity is a client's desire to rub shoulders with the "glitterati". And signing a celebrity is a passport to that. Most frequently, celebrities are given as 'fate accompli' to the agency. And scripts are written around them. For example Sahara India has top personalities from films and sports on the Board of Directors.
It is rare that there is an idea on the table and client and agency mutually agree that the presence of a celebrity.
There is no doubt that celebrity advertising has its benefits -- the four Qs:
Quick saliency: It gets cut through because of the celebrity and their attention getting valueS. Goodlass Nerolac has ensured high saliency for its brand with the inclusion of Amitabh Bachchan in its advertising.
Quick connect: There needs to be no insight but the communication connects because the star connects. Sachin, Shah Rukh and their ilk's ensure an easy connect for Pepsi with the youth.
Quick shorthand for brand values: The right star can actually telegraph a brand message fast without elaborate story telling. Kapil Dev and Sachin Tendulkar seem to have done that successfully for Boost in the early '90s. And helped to differentiate it in the malted beverages market.
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. Boost did it in the malted beverage category. They become leaders and remembered for long. Striking first is an advantage.
As manufacturing companies invest cores of rupees, through advertising agencies, every year into campaigning their product taking services of celebrities, the question arises, Is it worth all the money invested and the headaches and problems of coordinating Celebrities, their availability and Coordinating with many Celebrities if they are in number in an advertise and managing their Moods and Habits.
Think of Sachin Tendulkar. He is in Pepsi for soft drinks, Boost in malted beverages, MRF for tyres, Fiat Palio for cars, TVS Victor for two-wheelers, Colgate Total for toothpastes, Britannia for biscuits, Visa for credit cards and Airtel for mobile services. Clearly, IT IS an overload of brands and categories associated with one star. Human is suposed to have very few selective specialities. Multi Polar Personalities are very very few.
Hence a single celebrity endorsing. So many products and categories? Is it Effective?
Interestingly, use of "celebrity advertising" is adopted and carried by is big a, few big and reputed agencies in the field. They perceive celebrity advertising as a solution to clients problems.
In the advertising world, celebrity advertising is perceived as a substitute for 'Absence of ides’ and felt that there is a compromise in quality etc- and actually frowned upon. But still it is perused by media. Urban and rural markets behave differently. In urban markets a “celebrity” is considered as a common man with some extra ordinary qualities. But in rural markets a “celebrity” is considered a “god”. He/She is worshipped. You will see their photos garlanded.
They will build temples, create statues, imitate their styles; even commit suicides if their celebrity fails to perform or deliver desired results can kill somebody if their sentiments are hurt about their idols. Hence these factors create or destroy a brand. Hence, a celebrity is selected very carefully.
Cricketers are selected based on their present form, how long they can survive in that competition etc. Hence may be replaced after few months or years. But some are very long lasting such as sachin Tendulkar. Celebritis like Kapil Dev is still endorsing products and are in eyes of public.
Such celebrities definitely make impact on consumers mind.
The reasons are:
A client hits upon celebrity as a solution when his agency is unable to present to him a viable, exciting solution for his communication/marketing problem. He then feels that the presence of a well-known face is an easy way out.
SOMETIMES A client looks at a USING celebrity AS solution, to follow competition. A Competitor deploys a celebrity, and in a quick response counters attack by using similarly powerful celebrity, to combat competitions. The result is often achieves quick parity. EG. Coke and Pepsi reacting quickly to each others advertising gimmicks.
A third reason could be, A Particular celebrity is a client's desire to rub shoulders with the "glitterati". And signing a celebrity is a passport to that. Most frequently, celebrities are given as 'fate accompli' to the agency. And scripts are written around them. For example Sahara India has top personalities from films and sports on the Board of Directors.
It is rare that there is an idea on the table and client and agency mutually agree that the presence of a celebrity.
There is no doubt that celebrity advertising has its benefits -- the four Qs:
Quick saliency: It gets cut through because of the celebrity and their attention getting valueS. Goodlass Nerolac has ensured high saliency for its brand with the inclusion of Amitabh Bachchan in its advertising.
Quick connect: There needs to be no insight but the communication connects because the star connects. Sachin, Shah Rukh and their ilk's ensure an easy connect for Pepsi with the youth.
Quick shorthand for brand values: The right star can actually telegraph a brand message fast without elaborate story telling. Kapil Dev and Sachin Tendulkar seem to have done that successfully for Boost in the early '90s. And helped to differentiate it in the malted beverages market.
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. Boost did it in the malted beverage category. They become leaders and remembered for long. Striking first is an advantage.