How to select a good celebrity to endorse a brand

1. Free Powerpoint Templates
Sports, Entertainment &
Media Marketing
Individual Assignment 2
Jatin Ghritlahre
4057/19
Page 1

2. What does aTemplates
celebrity
Free Powerpoint
endorsement mean?
•
•
•
A celebrity speaks on the behalf of a brand.
Expect to convince the customers to believe in the
brand since a celebrity is associated with it.
A celebrity can be




Actors ( Shahrukh Khan, Amitabh Bacchan etc..)
Models
Sports Athletes ( Sachin Tendulkar, Tiger Woods etc..)
Fictional celebrities ( Amul girl, Zoo Zoos, Col. Sanders
etc..)
 Pop starts and entertainers ( Michael Jackson, Britney
Spears)
 Politicians
Page 2

3. Why celebrity endorsement?
Free Powerpoint Templates
Establishment of
credibility
Ensured attention
Build Brand Equity
Higher degree of
recall
Associative benefit
Cultural association
with a brand
Page 3

4. How toFree Powerpoint Templatescelebrity?
choose a
Personal
attributes
Celebrity
Brand/Product
fit
Risk of
Controversy
Popularity
among the TG
Celebrity
Endorser
Other
endorsements
Celebrity
usage
Credibility of
the celebrity
Page 4

5. Personal attributes
• Physical appearance, Media Image, Likeability, expertise in his
field, personality
Free Powerpoint Templates
CelebrityBrand/Product fit
• Attractiveness based, expertise based or image based
congruence with the brand/product
Popularity among
the target group
• Must ensure attention of the target group by breaking the clutter
of advertisements and making the ad and the brand more
noticeable.
Credibility
Other
Endorsements
Celebrity usage
Risk of controversy
• Is the celebrity qualified enough to tell the good from bad?
• Multiple endorsements must not clash with each other
• Past endorsements must not clash with current one.
• The advertising idea must match with the image of celebrity
• Should not over/under use a celebrity in a campaign
• A controversy with the celebrity can affect the brands associated
with him.
Page 5

6. Framework for choosing a
Free Powerpoint Templates
celebrity
All the above
mentioned metrics
are to be
considered while
selecting a celebrity
endorser, but it is
nearly impossible to
find a celebrity that
scores perfectly in
all the areas.
Moreover our
celebrity of choice
may not always be
available given the
budget constraints
and schedule of the
celebrity
Therefore we need
to device a system
in which we can
prioritize our needs
according to the
above metrics
Also we need to
decide how much
weightage is to be
given to each
factor.
Page 6

7. Framework for choosing a
Free Powerpoint Templates
celebrity
High
Personal
attributes
Popularity
among the
target group
CelebrityBrand/Product
fit
Medium
Credibility
Other Endorsements
High category metrics are given a
weightage of 0.5, medium 0.3 and low 0.2
For evaluating a celebrity, a scale of 1-10
is used with 10 being the highest
For every category a simple average score
is calculated
A celebrity is scored on each metric and
weighted average is calculated.
Low
Risk of controversy
Each category of factors is given a
weightage according to importance
Celebrity usage
A score above 7.5 is good.
Page 7

8. Free Powerpoint Templates
Page 8

9. Amir Khan – Incredible India
Free Powerpoint Templates
Campaign
Personal attributes [10/10]
Celebrity- Brand/Product
fit[10/10]
Popularity among the target
group[9/10]
• Amir Khan has a very positive image, physical attractiveness, and popularity
• Has a huge fan base in India
• Since he is known for his social initiatives there is a perfect match
• He is a film star and is popular for his engagement in social causes.
Credibility[9/10]
• Is popular for his genuine acting and efforts towards social issues
Other Endorsements[8/10]
• Does not do a lot of endorsing, reducing the chance of clashes.
• Has proven successful in past endorsements like coca-cola etc...
Celebrity usage[10/10]
Risk of controversy[6/10]
• Used as a spokes person in a preaching kind of advertisement
• Amir Khan has a decent history of controversies, but his other efforts
overcome the controversies
Page 9

10. Amir Khan – Incredible India
Free Powerpoint Templates
Campaign
• Based on the scores given for each metric
Category
High
Medium
Low
Average score
9.666667
8.5
8
Weightage
Final score
0.5
0.3
0.2
9/10
A score of 9 out of 10 is an extremely high score and thus makes
the decision of choosing Amir Khan as a celebrity endorser a
successful one.
Page 10

11. Free Powerpoint Templates
Page 11

12. Amitabh Powerpoint Templates – Pulse
Free Bachchan
Polio Abhiyaan
Personal attributes [10/10]
Celebrity- Brand/Product
fit[9/10]
Popularity among the target
group[9/10]
Credibility[10/10]
Other Endorsements[8/10]
Celebrity usage[10/10]
Risk of controversy[10/10]
• Amitabh Bachchan has a very positive image and popularity
• Has a huge fan base in India
• He is an elder and had a long career and has played grandfather in a
lot of movies therefore fit with the message
• He is a film star and is popular in all brackets of socities
• Is hugely followed in India and commands a respectable position in the
Indians’ mind.
• Past endorsements have been hugely successful
• Does a lot of other endorsements but in very diverse areas.
• Used as a spokes person in a preaching kind of advertisement
commanding the people to go to polio booths in a humorous way
• Probably one of the cleanest history in terms of controversies.
• Responsible citizen image
Page 12

13. Amitabh Powerpoint Templates – Pulse
Free Bachchan
Polio Abhiyaan
• Based on the scores given for each metric
Category
High
Medium
Low
Average score
Weightage
9.333333
9
10
Final score
0.5
0.3
0.2
9.36/10
A score of 9.36 out of 10 is an extremely high score and thus
makes the decision of choosing Amitabh Bachchan as a celebrity
endorser a successful one.
Page 13

14. Free Powerpoint Templates
Page 14

15. Katrina Powerpoint - Titan Raga
Free Kaif Templates
Personal attributes [8/10]
• One of the new and youthful icons for young India
• Portrays beauty, femininity and sensuality with style
Celebrity- Brand/Product
fit[4/10]
• Absolutely no relation with the Brand/ Product category
• Neither known for fashion sense explicitly nor for punctuality
Popularity among the target
group[7/10]
Credibility[7/10]
Other Endorsements[8/10]
Celebrity usage[5/10]
Risk of controversy[8/10]
• She is popular among the target audience but she is not the only one.
• As far as fashion is considered she has credibility but nothing special in
watches.
• She endorses a lot of brands, mostly beauty and fashion related
• Past endorsements were reasonably successful.
• Extremely overused in all the TV ads
• Classic case of celebrity outshining the brand.
• She is one of the rising stars and is very popular with minor controversies
• Future risk of controversy only a little high.
Page 15

16. Free
KatrinaPowerpoint Templates Raga
Kaif - Titan
• Based on the scores given for each metric
Category
High
Average score
6.333333
Medium
7.5
Low
6.5
Weightage
Final score
0.5
0.3
0.2
6.71/10
A score of 6.71 out of 10 is a very low score and therefore it is not
good enough to choose Katrina Kaif as a celebrity endorser
Page 16

17. Free Powerpoint Templates
Page 17

18. Salman Khan - Wheel
Free Powerpoint Templates
Personal attributes [8/10]
• Very popular among a large section of Indian audiences
• Has a very controversial image and has been imprisoned in the past
Celebrity- Brand/Product
fit[4/10]
• Absolutely no relation with the Brand/ Product category
• Anti- family image, usually famous for action/comedy films
Popularity among the target
group[5/10]
Credibility[5/10]
Other Endorsements[8/10]
Celebrity usage[5/10]
Risk of controversy[5/10]
• Not really popular among TG
• His fan base is entirely different from the TG
• He has a history of breaking law and thus scores low on credibility at
least with this product category.
• He endorses a lot of brands, but wheel is very different from others
• He was not proper for this category as a brand ambassador
• Huge Misfit between his image and the product category.
• One of the most controversial actors in Bollywood
Page 18

19. Free Powerpoint Templates
Salman Khan - Wheel
• Based on the scores given for each metric
Category
High
Medium
Low
Average score
5.666667
6.5
5
Weightage
Final score
0.5
0.3
0.2
5.78/10
A score of 5.78 out of 10 is a very low score and therefore
Salman Khan is not the most appropriate choice for Celebrity
endorser
Page 19

20. Mint-o-fresh
Free Powerpoint Templates
Mint candy from ITC
comes under the
category of cough
lozenges.
Positioned as an after
smoke breath freshener
for the Indian male
youth.
Ads are funny, where the
protagonists impresses
his girl through his fresh
breath
Page 20

21. Celebrity 1- Vir Das
Free Powerpoint Templates
Indian actor and comedian
popular among youth.
Acted in youth oriented
movies like Delhi belly, Go
goa gone, Badmash
company etc..
Funny ,youthful, energetic,
enjoying life kind of image
Page 21

22. Vir Das evaluation
Free Powerpoint Templates
Personal attributes
• As a standup comedian he is accomplished and known
• Although his movies are mostly youthful and comic and so is his image
Celebrity- Brand/Product fit
• He can be related to a young male smoker and has a comic image
• Previous ads for minto fresh were humorous so he fits in nicely
Popularity among the target
group
• Really popular among TG, especially through his movies
• A large section of TG can relate to him
Credibility
Other Endorsements
Celebrity usage
Risk of controversy
• Since he is a youth icon and of the same demographic as the TG
credibility is high.
• Fairly new celebrity, does not endorse a lot of brands
• He can be used in a series of comic ads around the same line as
current ads
• Does not have a controversial image
Page 22

23. Celebrity 2Powerpoint Templates Sharma
Free – Anushka
Young Indian movie actor
and very popular among the
youth
Acted in various movies in
both comic and serious roles
like Badmash Company and
Band baja baraat
Youthful, bold, funny,
bindass kind of image
Page 23

24. Anushka Powerpoint Templates
Free Sharma evaluation
Personal attributes
• Funnny, Bold, Youthful girl next door image
• Physical attractiveness, popularity among the young audience
Celebrity- Brand/Product fit
• Can be related to a next door girl every young aspires
• Her image is similar to the brands image
Popularity among the target
group
• Extremely popular among the TG through her movies
• Her roles in the movie is mostly youthful and thus many could relate
Credibility
Other Endorsements
Celebrity usage
Risk of controversy
• As a celebrity she is credible enough
• Fairly new celebrity, does not endorse a lot of brands
• She can be used in a series of comic ads along with Vir Das
• Does not have a controversial image
Page 24

25. Free Powerpoint Templates
Page 25