anurag bansal

8/12/2019 Anurag Bansal

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ADVERTISING THROUGH

BRAND AMBASSADOR S

{Searching for the Right Match}


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Any brand can get a celebrity. That is easy.But getting a celebrity consistent with theright brand, to the right degree, at the righttime, for the right purpose and in the rightway... that is not easy.

Aristotle said Beauty is a greaterrecommendation than any letter ofintroduction.


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Advertising is any paid form of non-

personal presentation and promotion ofideas, goods and services by an identified

sponsor.

The term advertising is derived from Latinword advert ere which means to turn to.

Advertising does turn the attention of peopleto a product,service,idea or organization.


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Non-Personal Paid Form

Identified Sponsor

Mass Appeal Promotion

Creativity

Multiple Media

Products, Services and Ideas


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Electronic mediaTELEVISON

RADIO

INTERNET

Print mediaNEWSPAPER

MAGAZINES


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Celebrity Branding is a type of branding, or

advertising, in which a celebrity becomes a

brand ambassador and uses his or her status insociety to promote a product, service and

sometimes appears as Promotional model..

Without endorser, the product is lifelessand faceless.


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A Brand Ambassador would be one who isan integral part of the brand which goesbeyond just appearing on TV commercials.

For example, Priyanka Chopra is the brandambassador for Dabur Amla Hair Oil.


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Face would be the current celebrityappearing in the advertisementAn example would be Pepsi using Ranbir

Kapoor.

Brand Face


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Creates Brand Awarenes Celebrity values define, and refresh the

brand image Celebrity adds new dimensions to the brand

image Instant credibility or aspiration PR coverage Convincing clients Higher degree of recall


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Aspect of

Brand

Image Celebrity Product

Attractiveness Stylish Virat Kholi Liva

Trustworthiness Reliable AmitabhBachchan

Dabur

Social Cause Knowledge Aamir Khan Athithi Devo

Bhava


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BEAUTY,ELEGENCE

CREDIBILITY,TRUSTWORTHINESS


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Product PlacementsWhile the movieTaal brandishedCoke bottlesunabashedly


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No More butCelebrities Stillcampaigns created around

a dead personality was the'Kar lo duniya muthi mein'campaign for Reliancefeaturing Dhirubhai Ambani

Fictional HeroesShaktimaan has soldParle-G, and Popeyesingle-handedly

revived theconsumption ofspinach in the US.


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MascotsRonald McDonald, the

Amul girl

Men are from Mars,Women from Venus

John Abraham lendshis rugged image toYamaha bikes whilePriyanka Chopra lends

her girl next doorimage to ScootyPleasure.


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Celebrities for aCauseThe Pulse Polio campaignbeing coordinated by UNICEFfor the Ministry of Health andFamily Welfare had AmitabhBachchan and SachinTendulkar

UnintentionalCelebrityEndorsementsThe following yearsales figures wereclose to ten thousand

mark John Abrahamhayabusa in movieDhoom
http://images.google.co.in/imgres?imgurl=http://static.expressindia.com/expressindia/grfx/pics/amitabh60a.jpg&imgrefurl=http://www.expressindia.com/fullstory.php?newsid=90758&h=74&w=60&sz=3&hl=en&start=62&um=1&tbnid=G1oIt0DI3KqOjM:&tbnh=71&tbnw=58&prev=/images?q=pulse+polio+ads&start=60&ndsp=20&um=1&hl=en&cr=countryIN&sa=N


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There is a gradual shift from the traditionalapproach of showing celebrities in advertisementto making them the spokes-person of the brand.

Celebrity endorsements do work in the Indianscenario. The consumer looks for a variety of aspects fromthe endorsement like the credibility and likeabilityof the endorser. Multiple endorsements do clutter the minds of theconsumer.


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When one endorser endorses many brands, thenthe recall of the endorsement depends entirely onthe power of the brand. It is not just the financial gains from theendorsements that matter to the celebrity. Theyalso look for the fit with the brand and what theendorsement might do to their image. Professional performance of the endorser isimportant in deciding the success of theendorsement. bad performance causes negativeimpact to the endorsements. Regional appeal factors, popularity, attractiveness,belief system are important platforms which impactcelebrity endorsement.


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anurag bansal

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