CELEBRITY

WHAT IS PRODUCT ENDORSEMENT ?

It is a public statement
declaring the virtues
and recommending the
use of a product.
 CELEBRITY ENDORSEMENT

A Celebrity is used to impact credibility and

aspirational values to a brand.

Celebrity endorsement can bestow special

attributes upon a product that it may have
lacked otherwise.
 MOTIVES BEHIND CELEBRITY
ENDORSEMENT
 Instant brand awareness and recall .
 Celebrity values, define and refresh the

brand image.
 Celebrity add new dimensions to the brand

image.
 Instant credibility or aspiration PR coverage.
 Convincing clients.
PARAMETERS FOR CHOSING A
CELEBRITY FOR A PRODUCT
 Celebrity’s fit with the brand image.
 Celebrity—Target audience match .
 Celebrity associated values.
 Costs of acquiring the celebrity.
 Celebrity—Product match.
 Celebrity controversy risk.
CONTINUED….
 Celebrity popularity.
 Celebrity availability.
 Celebrity physical attractiveness.
 Celebrity credibility.
 Celebrity prior endorsements.
 Whether celebrity is a brand user.
 Celebrity profession.
 ADVANTAGES OF CELEBRITY
ENDORSING A BRAND

 Establishment of credibility.
 Ensured attention.
 PR coverage.
 High degree of recall.
 Associated benefits.
 Mitigating a tarnished image.
 Mass appeal.
 Rejuvenating a stagnant brand.
DISADVANTAGES OF CELEBRITY
ENDORSING A BRAND
 Vampire effect.
 Multi brand endorsements.
 Mismatch between celebrity & brand.
 Low popularity of celebrity.
 Celebrity credibility.
 Celebrity trap.
 Negative publicity.
 Financial risk.
INDIA’S TOP CELEBRITY
BRAND AMBASSADORS
AMITABH BACHCHAN
Is one of most popular
advertising mascots & also the
most highly paid.
Some of them are-
• Parker
• Nerolac paints
• Dabur
• Cadbury
• Reid & Taylor
 SHARUKH KHAN
Has endorsed maximum brands
on TV in 2008.
Some of them are-
• Sunfeast
• Tag Heur
• Airtel
• Nokia
• Dish tv
• Linc
• Emami
• Pepsi
KATRINA KAIF
She is the top female brand
ambassador in India
representing 12 brands.
Some of them are-
• Nakshatra
• Pantene
• Slice
• Spice telecom
• Lux
SACHIN TENDULKAR
At present he has
endorsements deals with 10
brands which include-
• Adidas
• Reynolds
• Aviva life insurance
• Future Group
• JK Cements
AISHWARYA RAI
She has an impressive list of
brands to her name.
Some of them are –
• Lux
• L’Oreal
• Nakshatra
• Logines Watches
M.S DHONI
Has 19 brands in his kitty
worth Rs 300crore.
Some of them are-
• Pepsi
• Reebok
• Videocon
• Aircel
• Boost
• Speed
CONCLUSION
Promoting product in the market has become a
big challenge for the brand and the most
common way to promote their product is to
just make an appeal to consumers through
mass media. For them, it is necessary to
endorse a celebrity for creating a better
brand image in the minds of consumers than
their close rivals.