Through this post i would like to throw some light on how the increasing number of endorsements throw a valid question to the consumers. Is there a science behind the choice of these endorsers or is it just by the popularity measurement? What are the reasons which lead to impact of celebrity endorsement on brands?
We all know that Celebrity endorsements are impelled by virtue of the following motives:
- Instant Brand Awareness and Recall.
- Celebrity values define, and refresh the brand image.
- Celebrities add new dimensions to the brand image.
- Instant credibility or aspiration PR coverage.
- Convincing clients.
Now, One of the valid questions is how compatible is the celebrity's personality with the overall Brand image?
It’s a well known fact that a celebrity is used to impart credibility and aspirational values to a brand, but the celebrity needs to match the product.
I would like to give you some examples of how marketers have not kept the above points in mind, which has adversely effected the image of the brand as well as the celebrities.
1.LOSS OF CREDIBILITY FACTOR
BIPASHA BASU first promoted HUL’s shampoo brand – Clinic All clear and then jumped to promote it’s rival P&G’s brand Panteen.
2. PRODUCT CELERITY MISMATCH
Many see Amitabh Bachchan as a materialistic and overexposed actor who is not ready to sit on his laurels but works relentlessly to build a larger-than-life media image never seen or heard before in Bollywood.
Amitabh is endorsing everything - from pens to cars to hair oils to chocolates to paints.
Multi brand endorsements by the same celebrity would lead to overexposure: The novelty of a celebrity endorsement gets diluted if he does too many advertisements. This may be termed as commoditisation of celebrities, who are willing to endorse anything for big bucks.
Now can you connect Amitabh Bachan to a product like NEROLAC PAINTS Or NAVRATNA OIL or JUST DIAL for that matter???
Another example Sachin Tendulkar endorsing brands like CASTROL , UJALA!!
IT WAS FINE TILL HE ENDORSED SUNFEAST, BOOST, VISA, MRF AND BRITANNIA BUT FOR HEAVEN SAKE INDIA'S GREATEST CRICKETER ENDORSING A STAIN REMOVER DETERGENT????
Yet another example : MADHURI DIXIT ENDORSING A DISH WASHING LIQUID
TILL SHE ENDORSED COMFORT IT WAS FINE BUT THIS IS SOMETHING REALLY NOT EXPECTED FROM A STAR LIKE HER!! No doubt Madhuri looked young and charming, but acting like a kamwali bai in an add?
There are at least two key dissonances here :
- That MADHURI is endorsing a dish washing liquid - not something a star of her level generally does.
- That MADHURI plays a kaamwali bai - in other words, a Maid - a significant fall in status, especially to help sell something.
All the three celebs I mentioned above are my favorites. They are people who have inspired me and whom I adore and look up to.
But just to be in the limelight or to jump to the endorsement bandwagon how far is it justified and wise to do ads which do are inappropriate to their personalities..??
Also another important thing is does celebrity endorsement create a positive impact on the brand image?
I learnt from my professor that in a survey conducted in a remote area, to compare the two brands, "FAIR AND LOVELY" & "FAIR EVER", the interesting result found was as under;
An ordinary girl with wheatish/ dark complexion does not connect herself with the brand "FAIR EVER" or the celebrity endorsing the brand only because she feels "FAIR EVER" is only for a gal as beautiful and far as the celeb endorsing it, i.e. Asin
She could connect herself more with "FAIR AND LOVELY" as it is not endorsed by any beautiful or glamorous celeb,
The fact to be emphasized is that celebrities alone do not guarantee success, as consumers nowadays understand advertising. They know what advertising is and how it works. People realize that celebrities are being paid a lot of money for endorsements and this knowledge makes them cynical about celebrity endorsements.
