In India, celebrities are idolized as Gods and marketers have been trying their best to tap on this emotional connect of the people with the celebrities. Today, most of the popular brands are following the trend of celebrity endorsement either from entertainment industry or sports arena.
Brand positioning with celebrity endorsement
Strategic brand positioning and effective communication are the keys to success in today’s market where many brands compete in the same category for the market share. Companies are employing their maximum might to promote their brands and occupy a long lasting image in the minds of the consumers. In India, television is the most popular and effective means of the mass communication. There are over three million television commercials being aired every year. However, 80 percent of them are forgotten by the people in a day or two. So, it is imperative for the marketers to ensure that their ad campaign stands out amongst the crowd (Suhalka, n.d.). Since advertising is a highly critical tool for luring customers to make purchases, Indian firms are investing millions of rupees on celebrity advertising (Khatri, 2006). Celebrity endorsements are also an easy option for Indian marketers because of the disparities of the Indian consumer base in terms of religion, ethinicity, value system and most importantly economic variations. Therefore, advertisers in India emphasis a lot on brand recall and customer persuasion for differentiating their ad campaigns from those of the counterparts. It is here that celebrity endorsement provides a tremendous boost (Surana, 2008). For instance, one of the strongest celebrity endorser is cricketer Sachin Tendulkar who is a youth icon and endorses many successful brands like, Pepsi, Boost, Aviva Life Insurance, TVS, Britannia Biscuits, Visa, Airtel etc. Like, Shahrukh Khan, Amitabh Bachchan, Kareena Kapoor also have many brands in their kitties.
Indians love their celebrities and blindly follow their suit. This has proved to be a boon for the marketers and celebrity endorsement is just getting better by the day. It has now become an indispensible part of the marketing communication strategy. It is a win –win situation for both the celebrities and the brands. However, the consumers are ones who are least benefitted as they end up paying more for the products and services.
Analyst at Project Guru
A prolific academic content writer with over 2 years of experience in coursework, academic research and dissertation writing in compliance with internationally acceptable referencing styles like Harvard, APA, MLA etc. Have the ability to deliver genuine, quality and plagiarism free work within the stipulated time. Moreover,I have 1.5 years of experience of lecturer-ship in the past. My areas of expertise are Marketing and HR domains. Harbor a consistent quest to polish my creative writing abilities by getting more exposure to various kinds of writing over an array of topics.
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Он до самой смерти боролся за то, во что верил, - за право личности на неприкосновенность частной жизни. Внизу по-прежнему завывала сирена. - Надо вырубить все электроснабжение, и как можно скорее! - потребовала Сьюзан. Она знала, что, если они не будут терять времени, им удастся спасти эту великую дешифровальную машину параллельной обработки. Каждый компьютер в мире, от обычных ПК, продающихся в магазинах торговой сети «Радиошэк», и до систем спутникового управления и контроля НАСА, имеет встроенное страховочное приспособление как раз на случай таких ситуаций, называемое «отключение из розетки».