3. • Attract more attention to the advertisement
• Celebs more powerful than non-celebrities
• Brand value is defined and refreshed by the celebrity
• Celebrity adds new edge and dimension to the brand
4. • Establishes credibility
• Attracts attention
• Associative benefit
• Connect to the audience
• Mass appeal
5. • Celebrity Endorsements are very expensive
• Selection of celebrity is more important than its use
• The recognition, image &reputation of celebrity and his/
her suitability with the product is important
6. Celebrities are also used by brands to reassure people”s trust towards the
company like:-
• Amitabh Bachan promoting Cadbury
• ShahRukh Khan advertising Lux
• Aamir Khan visiting Coke plants after the pesticide case
7. The new breeding grounds for celebrity
• IPL as exciting for both corporate as well as celebrity
• Hot shots like Shahrukh Khan, Preity Zinta and Shilpa Shetty as
franchisee owners
• Hrithik, Akshay kumar,Katrina kaif, Kareena as team endorsers
• Sachin, MS Dhoni ,Ganguly as players
8. • Known products and names are sold more than
unknown ones.
• More or less every consumer has a brand preference..
• Celebrities are after all mere mortals made of flesh and
blood like us.
9. Amitabh Bachan In POLIO – “Do boond zindagi ki”.
Amitabh Bachan in HIV- AIDS.
Aamir Khan in incredible India- “Atithi Devo Bhava”
10. Fame is only temporary
Celebrities are human they also make mistakes.
Eg:-
1.Tiger Woods, the golfer, lost his endorsemnt deals when he
announced about his relationships
2. Sourav Ganguly also lost a number of brand ad”s after his
exit from captaincy
11. • Marketers pay a lot of money to celebrity endorsee thinking
that these stars will bring magic to their brand. However,
• Today’s customer shops very smartly, knows that these celebrities
are paid and hence only with good brand positioning can you win
the customer’s hearts and gin brand loyalty.
• There should be an idea that makes celebrity relevant to the
product and the consumer.
