1. By- Group F
Amit Attrey(152)
Shailja Lundia(153)
PrakritiNautiyal(154)
Nandini Sharma(155)
Utkarsh Singh(187)
Kunal Panja(198)

2. “Celebrity” refers to an individual who is known to
the public, such as actors, sport figures, entertainers
and others of the like for his or her achievement in
areas other than that of the product class endorsed.

3.  Actors ( Shahrukh khan, Amitabh Bachchan )
 Models ( Malaika Arora, Milind Soman)
 Sports athletes (Sachin Tendulkar, Roger Federer )
 Pop Stars (Britney Spears, Lady Gaga)
 Businessmen (Mukesh Ambani, Vijay Mallya)
 Politicians (Barack Obama)
 Fictional celebrities (Ronald McDonald, Fido dido,
Amul Girl)

4.  Helps to position and re-position existing brands.
 Brings global awareness to a brand and brand recall.
 Contributes extensive PR advantage and opportunities
for brands.
 Famous personalities are a major influence
for our lifestyles.
 To push the demand of the product
 To bring the reliability and retention of the product.
 Instant Credibility
 To refresh the brand image.

5. Where,
S is a Successful Brand
P is an Effective Product
D is Distinctive Identity
AV is Added Values
S = P * D * AV

6. About a decade ago, one in three television commercials used
celebrities endorsements, and today this advertising approach
appeared to be on the increase across all media types. It was found
that celebrities are featured in 15% of the prime-time television
commercials.
 Indians like to associate themselves with their icons.
 Brand Ambassadors bring their endorsements into limelight.
 Brand Ambassadors became attention grabber.
 The trick of the company.
 They motivate consumers to purchase.
 They increase awareness.
 They create positive feelings towards brands, connect user to brand.

7.  Consistency and long-term commitment
 Prerequisites to selecting celebrities:
The endorser should be attractive, have a positive image in
the society, and be perceived as having the necessary
knowledge.
 Celebrity–brand match
 Trademark and legal contracts
Do not endorse competitor’s products in the same product
category

8.  Constant monitoring:
Monitor the behavior, conduct and public image
 Timing:
Constant lookout for emerging celebrities.
 Brand over endorser (Vampire Effect):
Potential overshadowing of the brand by the celebrity
 Celebrity endorsement is just a channel
 The celebrity trap:
Once into a celebrity, it is hard to get out of it

9. The reason is “Instant Recall” which ensures immediate focus
to the brand.
Example- Pepsi and Coca-Cola.
Companies uses celebrity to come out of losses, basically
when brands need a lift up to come out of low sales.
Example- Cadbury dairy Milk and Amitabh Bachchan

10.  Quick saliency: It gets cut through because of the star and his
attention getting value.
 Quick connect: There needs to be no insight but the
communication connects because the star connects.
 Quick shorthand for brand values: The right star can actually
telegraph a brand message fast without elaborate story telling.
 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.

11.  As themselves
 They advertise the product and promote it with their
name.
 As actors
 They act as a different character in the advertisement.
 Voice Over
 They don’t appear in the ad but lend their voice.
 Testimonials
 They share their own experiences of using that product.

12. Selecting the
right Celebrity

13.  Used commonly to entail the communicator’s
positive attributes that affect the recipient’s
acceptance of a message
 Source credibility refers to the perception of the
source’s expertise, objectivity and
trustworthiness
 Expertise is “the extent to which a
communicator is perceived to be a source of
valid assertions” and consists of knowledge,
special experience and skills
 Trustworthiness is “the degree of confidence in
the communicator’s intent to communicate the
assertions he considers most valid and consists of
honesty, integrity and believability

14.  “Beauty is a greater recommendation than any
other introduction.”~ Aristotle
 Attractiveness based on ‘source valence’ model
was identified as another dimension of source
credibility.
 Mostly associated with physical attributes, such
as familiarity, similarity and likeability
 Attractiveness includes any number of attributes
such as intellectual skill, personality properties,
lifestyle or athletic prowess
 It is not necessary that attractiveness should
necessarily translate into actual behavior,
cognitive attitudes and purchase intention

15. There are certain parameters that postulate
compatibility between brand image and the
celebrity
 Celebrity prior endorsements.
 Whether celebrity is a brand user.
 Celebrity profession
 Celebrity’s fit with the brand image.
 Celebrity—Target audience match
 Celebrity—Product match.
 Celebrity associated values.

16.  According to McCraken (1989), the previous
models discussed above are not capable of
capture the success factors of the
endorsement process
 The central premise is that celebrities
encodes unique sets of meanings which might
be transferable to the endorsed product.
• Culture
• Endorsements
• Consumption

17. Role 1
Role 2
Role 3
Celebrity Product Consumer
Meaning Acquisition Endorsement Consumption
Stage 1 Stage 2 Stage 3
Note: Path of Meaning Movement Stage of Meaning Movement

18. Effectiveness depends on the existence of a 'fit‘
Effective match:
Reid & Taylor and Amitabh Bachhan,
Accenture and Tiger Woods
Establishing a Perfect Match

21. • FIT
• HEALTHY
• PERFECT BODY
• SPORTS PERSON
• FOR FITNESS
• FOR HEALTH
CONSCIOUS
• SPORTS SHOE

23. • BEAUTIFUL
• SLIM
• LIGHT WEIGHT
• ZERO FIGURE
• STYLISH
• SLIM
• LIGHT WEIGHT
• STYLISH
• SLEAK

25. • YOUNG
• STYLISH
• ENERGETIC
• CHOICE OF YOUTH
• FOR YOUNG PEOPLE
• ENERGETIC

27. • FAIR
• SOFT SKIN
• BEAUTIFUL
• BEAUTY ICON
• FAIRNESS SOAP
• FEMALE PRODUCT

28. Dearth of salesman
Amitabh bacchan is one man brand industry.Nobody has that 6-to-60 universal appeal who can
sell anything to India, and to Bharat.
.

29. Revolutionized the psychological
trend of using Cadbury from 5-55age
group.
‘A gift that helps foster
relationships’.

30.  Endorsing a product with multiple celebrities
as it leads to attracting and connecting to
the different and diverse sets of target
audience to the product.
 Multiple celebrities may lead to confusing
consumers about the brand’s identity
 It should be assured that “each and every
celebrity possesses compatible meanings that
are sought for brands”

32.  Consumer holds by and large a positive
attitude towards celebrity endorsements.
 Celebrity endorsement can have an impact
on the consumers recall evaluations,
attention but it does not necessarily always
translates into purchase intentions
 Individuals with higher levels of education
might be less influenced by any form of
advertising than those with less education
 The celebrities are often looked upon by the
young as their role model.

33. Indian Consumer Mentality
 They look up to certain public faces and aspire to be one among them.
 Brand Ambassadors connect with a sense of attachment.
 Brands have temptation to use celebrity ambassadors.

34. Different stages of consumer purchase decision making
Problem Recognition
Information Search
Generation of
Alternatives
Evaluation of
Alternatives
Purchase Decision
Post Purchase Decision
BRAND AMBASSADOR
CONSUMER

35.  Brand endorsements by celebrities are a
widespread phenomenon in India and worldwide
 Celebrities in India live a very public life
 Few of the brands have been established without
celebrity endorsement like Rejoice, Lifebuoy,
Close Up, Fevicol etc.
 There is a great potential for celebrity
endorsement in India like successful
endorsements done by Shah Rukh Khan includes
brands like Santro, Nokia , Nerolac paints, Lux,
Pepsodent, Frooti to name a few

36.  Celebrities are most effective when
compared to other genre of endorsers
 Celebrity endorsers produced more positive
attitudes towards advertising and greater
purchase intentions
 Created endorsers were more effective in
creating a link to the product than celebrity
endorsers
 McCraken (1989) found that the use of
celebrity endorsers stand for an effective
way of transferring meaning to brands .

37.  To stand out from the clutter
 Image polishing
 Celebrity as a persuasive source
 Improves the level of product recall
 Strong impact on learning style and memory
 Underpin global campaigns

38. 1. Negative publicity
2. Overshadowing
3. Overexposure
4. Extinction
5. Celebrity Trap
6. Celebrity credibility

39.  Before choosing the celebrity the marketer
has to decide how far the benefits outweigh
the risks associated.
 Because celebrity endorsement can create a
buzz and make a consumer feel better about
the product but it can not itself guarantee
sales.