abhishreshthaa
Abhijeet S
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.
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.