Nine uses of Celebrity Endorsements

• Establishes Credibility:

Approval of a brand by a star fosters a sense of trust for that brand among the target audience- this is especially true in case of new products. The role of a celebrity endorser in an advertising campaign is, without doubt, linked to the reputation of the celebrity. If the reputation is damaged, more often than not for reasons other than professional ,then the quality of his reputation dos suffer:particulary if it is to do with his (or her) public behavior.

Example: Dyna ad by Katrina Kaif

• Attracts Attention:

 Celebrities ensure attention of the target group by breaking the clutter of advertisements and making the ad and the brand more noticeable.

Example: Shahrukh khan in pespi, Hrithik Roshan in Sony Erricson

• Associative Benefit:

A celebrity’s preference for a brand gives out a persuasive message – because the celebrity is benefiting from the brand, the consumer will also benefit.

Example: Amitabh Bachchan in ‘Dabur Chwyanprash’.

• Psychographic Connect:

Stars are loved and adored by their fans and advertisers use stars to capitalize on these feelings to sway the fans towards their brand.

Example: Dhoni in 7up

• Demographic Connect:

Different stars appeal differently to various demographic segments (age, gender, class, geography etc.).

Example: Amitabh Bachchan with child in Dadur Honey, Sunny Deol in Lux cozi ad.

• Mass Appeal:

Some stars have a universal appeal and therefore prove to be a good bet to generate interest among the masses.

Example: Sharukh khan And Amitabh Bachchan in Polio Promotion

•   Mitigating a tarnished image:

       Cadbury India wanted to restore the consumer’s confidence in its chocolate brands following the pitch following the high-pitch worm’s controversy;so the company appointed Amitabh Bachchan for the job. Last year, when the even more controversial pesticide issues shook up Coca-cola and PepsiCo and resulted in much negative press, both soft drinks majors put out high –profile damage control ad films featuring their best and most expensive celebrities. While Aamir Khan led the coke fight back as an ingenious and fastidious Bengali who finally gets convinced of the product’s purity. Similary PepsiCo brought Shah Rukh Khan And Sachin Tendulkar toghter once again in a television commercial which drew references to the ‘safety’ of the product indirectly.

•  Rejuvenating a stagnant brand:

With the objective of infusing fresh life into the stagnant Chyawnprash category and staving off the competition from various brand , Dabur India roped in Bachchan for an estimated project of 8 crore.