abhishreshthaa
Abhijeet S
In the last decade or so, there has been a spurt in the use of celebrity endorsements. And with it, there has been an increase in the number of instances of brands failing to take off in spite of the biggest and brightest stars endorsing it and consequently leading to speculation about the soundness of celebrity endorsements as a communication strategy. Many celebrity endorsements fail because they identify a celebrity they like in an emotive and un-researched manner, and then try to create advertising to force-fit the celebrity into the creative concept.
Often, the finished advertising is at best contrived, and often, simply laughable. In the end, the brand suffers from a mismatched concept and celebrity, and millions of dollars are flushed away There are several reasons why celebrity endorsements fail to produce the desired effect, and each of them has to more to do with the core communication strategy and less with the celebrity’s pull.
Celebrities cannot really be blamed if their endorsements fail to push up the brand sales. Indeed, for it is important to recognize that celebrities can create interest - whether that interest converts into sales depends on various factors such as brand-celebrity disconnect, improper positioning, clutter of celebrities, or even product life-cycle.
As advertisers pour crores of rupees every year into celebrity advertising, the question arises… is it worth all the money and the headaches of coordinating stars and managing their tantrums. Think of Sachin Tendulkar. He means Pepsi in soft drinks, Boost in malted beverages, MRF in tyres, Fiat Palio in cars, TVS Victor in two-wheelers, Colgate Total in toothpastes, Britannia in biscuits, Visa in credit cards, Airtel in mobile services and Band-aid. Clearly, an overload of brands and categories associated with one star.
Often, the finished advertising is at best contrived, and often, simply laughable. In the end, the brand suffers from a mismatched concept and celebrity, and millions of dollars are flushed away There are several reasons why celebrity endorsements fail to produce the desired effect, and each of them has to more to do with the core communication strategy and less with the celebrity’s pull.
Celebrities cannot really be blamed if their endorsements fail to push up the brand sales. Indeed, for it is important to recognize that celebrities can create interest - whether that interest converts into sales depends on various factors such as brand-celebrity disconnect, improper positioning, clutter of celebrities, or even product life-cycle.
As advertisers pour crores of rupees every year into celebrity advertising, the question arises… is it worth all the money and the headaches of coordinating stars and managing their tantrums. Think of Sachin Tendulkar. He means Pepsi in soft drinks, Boost in malted beverages, MRF in tyres, Fiat Palio in cars, TVS Victor in two-wheelers, Colgate Total in toothpastes, Britannia in biscuits, Visa in credit cards, Airtel in mobile services and Band-aid. Clearly, an overload of brands and categories associated with one star.