Stars CELEBRITY ENDORSER’S

Celebrity Endorsements & Celebrity Attributes

PANKAJ (49) NEESHA (54) BHAVIK (16)HARSH (60)LEENA (8)

Flow of presentation

• Who is Celebrity ?• Advantages• Attributes of celebrity • Dis - Advantages• When should the Celebrities be used

?

Celebrities are people who enjoy public recognition by a large share of a certain group of people.

Celebrity

Saif Ali Khan Lays, Aveo, Taj Mahal Tea, Royale Paints

Zayed Khan Mirinda

Isha Koppikar Garnier

Aman Verma Harpic

Mini Mathur Big Bazaar

Shweta Tiwari Gala Brush

Priyanka Chopra Spice

Hrithik Roshan Coke, Sony Ericsson, John Players, Tata Sky

Sushmita Sen Pantene

Neha Dhupia Godrej Renew Hair Color

Gauri Pradhan Keo Karpin Hair Oil

Vivek Oberoi Babool Toothpaste

Tabu Tetra pak

Juhi Chawla Henko, Kurkure

Hussain    Vim, Big Bazaar

Hema Malini Kent Mineral Water, Bank of Rajasthan

Esha Deol  Kent Mineral Water

Bipasha Basu  Clinic All Clear

Sonali Bendre  Nirma Beauty Soap

John Abraham Clinic All Clear, Yamaha Motor Cycle

Akshay Kumar Thums Up

Madhuri Dixit   Lux

Saurav Ganguly Sona Chandi Amrit Prash

Rahul Dravid     Reebok, Bank of Baroda

Sehwag  Boost

Riya Sen    Limca

M S Dhoni 7 Up, Brylcreme, Star City, TVS Bykes

Yuvraj Singh Parachute Oil

Kareena Kapoor Lux

Ayesha Takia Hair Care Oil

Advantages

Establishment of Credibility

Ensured Attention

Higher degree of recall

Mitigating a tarnished image

Psychographic Connect

Associative Benefit

Rejuvenating a stagnant brand

PR Coverage

Celebrity Profession

Sachin Tendulkar – TVS victor

Aamir Khan – Toyota Innova

A leather clad Sachin says that biking is much like batting...

... where you need power. Shot of him going for a drive.

The TVS glides past the truck and leads the way.

He continues by saying it's also where you need balance.

The bike weaves through traffic and...

... he says, that you need stamina too.

Bike travels many a mileand the milestone showsthe mileage. "But what...

... you need most", he startssaying is completed by thecrowd, "Victor ki muskaan".

Aamir Khan as an office executive asks for directions from a traffic policeman and leaves. As the...

...officer checks out a car parked on the roadside, he gets alerted by Aamir Khan who comes with his two kids.

The officer gets the shock of his life when he sees our man sitting in a car as a bridegroom.

He gets further surprised when the next moment he sees Aamir with his friends in another car.

As Aamir asks, “What role are you playing today?” the...

...VO plays, “Everyday. Many roles. One car. Toyota Innova”

Toyota Innova

Celebrity Physical Attractiveness

Aishwarya Rai, Kareena etc.. LUX

   

An attendant places fresh Lux soaps in some washrooms

Stepping out of one of the washrooms, Aishwarya decides to get a tattoo.

Meanwhile, another woman steps into one of the washrooms, only to...

...to step out as Aishwarya, who wants another tattoo.

Finally the tattoo guy asks the attendant, "Kya India mein saab Aishwarya jaisa lagta hai?"

More Aishwaryas walk by dressed in different styles.

VO: "Pesh hai Lux ki nayi range."

A new Aishwarya comes to the scene. VO: "App kaunsa choonengi?"

Celebrity Values

Saif Ali Khan and Soha Ali Khan – Asian Royale Paint

The film opens on Saif and Soha Ali Khan at a painting exhibition.

‘Beautiful,’ says Soha in wonder looking at one of the paintings.

On the other hand, Saif completely fails to understand it.

Back at home, when Saif tries to fix a painting on the...

...wall, Soha admonishes him for his poor perception of art.

Thinking something, Saif paints the wall with Royale Play.

Taking notice of the transformed wall, Soha praises our man for creating...

...a beautiful pattern. The ad comes to an end as the VO plays: "Turn your...

...wall into a masterpiece. Create many textures with Asian Paints Royale Play."

Cost of acquiring the celebrity

Aamir Khan Amitabh Bachchan

Shahrukh Khan

Sachin Tendulkar

Celebrity regional appeal factor

Ravi Kishen – NorthR. Madhavan – SouthMithun Chakraborthy –

EastSachin Tendulkar – West

Celebrity popularity

Clinic All Clear shampoo – Shahid Kapoor and now Bipasha Basu and John Abraham

A drumming session is in full swing.

Shahid Kapoor has the time of his life at the drums

MVO: "Drums by Sivamani" The real drummer applauds Shahid's act."

Shahid, who's been pretending to play the drums, accepts the compliment

MVO: "Hair by new Clinic All Clear. Total Shampoo with vita ace jo dandruff hatane ke saath... ...saath de kamal ke baal."

Meanwhile, the puzzled star asks, "Dandruff vo kya hota hai?"

Revealing his bald head, Sivamani replies, "Mujh se pooch rahe ho?"

Jokes over the two get back to work.

The ad opens on John Abraham and Bipasha Basu enjoying a romantic evening

Suddenly John's attention is diverted by something which looks like a strand of hair on Bipasha's attire.

He insists 'woh baal hai.” to which Bipasha replies “nahin hai.” He tries to take it off but Bipasha... playfully teases him again, “nahin hai.”

... They both run around the place with John adamant on removing... ...the “baal”.

As it turns out it's nothing but a thread on Bipasha's apparel. John finally... ... accepts, “nahin hai.”

MVO: “Naya Clinic All Clear defence , Vita Ace ke saath.”

Fit with the advertising idea

Preity Zinta – Perk

John Abraham – Yamaha Bike

The instructor sarcastically asks her, "Bahut jaldi aagayi?" and then tells her to wait for the next class.

An upset Priety decides to cheer herself up with a bar of Perk and takes a big bite of the crunchy chocolate.

The Instructor however, gets a shock as the crunch sound makes her think she has torn her dress while stretching.

VO: "Naya Cadbury Perk." Seeing the effect that her one bite has on the teacher, the naughty actress goes in for another bite.

This time the poor lady thinks she has torn her top and smiling embarrasingly at her students, decides to continue

Preity arrives for her aerobics classes to find that it has already begun.

But once again the mischievous student plays the fool and this does it for the teacher, who decides to leave the class.

As she comes by, the actress puts on an innocent face and tells her, "Agali class."

With nothing else on her mind other than her torn clothes, she wishes Preity all the best.

VO: "Naya crunchier wafers se bana, tastier Cadbury Perk."

For a grand finale, Preity takes the crunchiest bite making the other run for her life.

The Perk fan enjoys a good laugh. Super: 'Zabardast Crunch! Zabardast Taste!'

The ad opens on John Abraham displaying all his energy.

Passionate for an exciting ride he sets off on his bike

Cruising down a highway our dude drives at the utmost speed.

Cut to the close-up of the advancing bike with the rider.

VO: Ignite your life. Closing shot of our hero in the awe of his bike after the thrilling drive

VO: New Fazer. The ad ends on the Yamaha logo. Super: Yamaha 50th Anniversary.

Whether celebrity is a brand user

• Aishwarya Rai (Lux) – No

• Abhishek Bacchan (Motorola Mobile) – Yes

Abhishek Bachchan goes to a pub and orders for a drink.

Cut to the shot of a pretty girl there hanging out with her friend.

Abhishek falls for the girl and types a message reading, “your place or mine?” on his cell phone.

He passes the phone to the girl who ignores the message and exclaims, “hey! What a cool phone!”

She thanks him for the phone and leaves. The ad ends on our disappointed...

...Abhishek ordering another drink. Super: “Motoslvr vs Abhsishek. To be continued...”

Multiple Endorsements

• Amitabh Bacchan

• Shahrukh Khan

Dairy Milk, Dabur products, Eveready, Parker pens, Reid & Taylor, ICICI, Boroplus, Binani Cement, Reliance, Polio, etc

Pepsi, Airtel, Sunfeast, Lux Soap, Videocon, Belmonte, Top Ramen Curry, Dish TV, Polio, etc

Celebrity controversy risk

Salman Khan

Sanjay Dutt Mohd. Azaruddin

Celebrity Product Match

• Mallika Sherawat – 7 UP

• Zaheer Khan – NIKE

At this Fido turns the princess into a 7Up bottle. VO: “New 7Up curvy bottle.”

As a princess rubs her magic lamp, Fido appears in front of her.

Asking for three wishes, she asks Fido to make her more beautiful first

As the jingle plays, “andaazsabse cool. 7Up”, we see Fidohaving the drink.

Keeping her second wish in front of Fido, she says, “I want to be more curvy.”

Making her final wish the princess asks, “aur mujhe world ki coolest cheez bana do Fido.”

Celebrity Target Audience Match

• Sachin Tendulkar – Boost

• Aamir Khan – Toyota Innova

Dis - Advantages

• The reputation of the celebrity may derogate after he/she has endorsed the product

• Inconsistency in the professional popularity of the celebrity

• Multi brand endorsements by the same celebrity would lead to overexposure

• Celebrities endorsing one brand and using another (competitor)

• Mismatch between the celebrity and the image of the brand

When should the Celebrities be used(????)

1. Instant Brand Awareness and Recall. 2. Celebrity values define, and refresh the brand image. 3. Celebrities add new dimensions to the brand image. 4. Lack of ideas. 5. Convincing clients.