Presentation on:

REAL LIFE CELEBRITIES vs MASCOTS

By:

Abhishek Garg Roll no.44 IMS , KUK

“READY TO LEAD” Deptt. of commerce

`~Enjoy public recognition ~Experts of their respective fields~Wider influence in public life & societal

domain.

WHO IS A celebrity ??

In India from late1970’s and early 80’s brands started being endorsed by celebrities Late Jalal Agha -Pan parag Tabassum -Prestige pressure cooker Sunil Gavaskar -Dinesh suitings Kapil Dev -Palmolive shaving cream HUL has used Hindi film stars to endorse their

beauty soap LUX since the fifties.

the root of the concept

They attract more attention to the advertisements.

They are viewed as more credible than non-celebrities

Values and image of the Brand is defined and highlighted and refreshed by the celebrity

Celebrity adds new edge and dimension to the brand

Not every product needs a celebrity.

Is there a need for celebrity

To be successful, a brand needs to have a strong identity of its own. It should ideally not piggyback on the identity of a celebrity and hope to achieve success.

Most times it seems like it is just the celebrity saying ‘I use this product, so why don’t you’ kind of thing and the ad agency thinks it has done its job.”

Celebrity endorsements work best when the product already has a strong identity and a USP that is well established, then a celebrity can come in and give the brand an added fillip and generate some more interest value.

A complete fit between the values of the brand and the values of the celebrity.

To create a unique situation or story that links the celebrity to the product.

S= P*D*AV where S = succesful brand

P = effective product

D =distinctive identity

AV = added values

Multiplier effect formula

1. Celebrity Endorsements are very expensive.

2. Selection of celebrity is more important than its use.

3. The recognition, image &reputation of celebrity and his/ her suitability with the product should be given due consideration.

4. Celebrity endorsement must be used within the defined legal framework.

5.  

Strategic use of celebrity endorsment

Celebrities also used to reassure people’s trust on the company. AMITABH promoting Cadbury chocolates.

• Shahrukh khan endorsing ICICI bank.

• Aamir khan visiting coke plants after the pesticide case.

New Kurkure ads showing the ingredients of the

product after the plastic case that came in focus.

BRANDS THAT UNDERWENT A FIASCO

•

2) The ‘ruff n tuff ’ Akshay Kumar in ‘Thums up’

saying TASTE THE THUNDER

Perfect match- celebrity and brand

• Endorsee has deep penetration among the masses ,and he is a crediblesource.

• Endorsee should not be bigger than the brand.

• The image of celebrity should match with the brand.Eg. 1) The Chulbuli JUHI in Kurkure ad Saying ‘MASTI BOLE TO KURKURE’.

IPL as exciting New breeding ground for both corporate as well as celebrity.

Hot shots like Shahrukh Khan, Preity Zinta and Shilpa Shetty as franchisee owners.

Hrithik, Akshay kumar,Katrina kaif, Kareena as team endorsers.

Sachin, MS Dhoni ,Ganguly as players.

Magnetism of celebrities in the recent general elections.

The new breeding grounds for celebrity

Known products and names are sold more than unknown ones.

 More or less every consumer has a brand preference and given the affordability and societal norms, each buyer would like to buy and consume one of the highly acceptable, recognizable, and reputed brands.

Celebrities are after all mere mortals made of flesh and blood like us. If a celebrity can aggrandize the merits of a brand, he or she can also exacerbate the image of a brand.

Impact of celebrity endorsement on buying decisions

AMITABH IN POLIO – “Do boond zindagi ki”.AMITABH in HIV- AIDS.

Aamir in incredible India- “Atithi Devo Bhava”Preity Zinta in bravery award.

CELEBRITY endorsing for SOCIAL causes

Fame is a fickle and fleeting companion.Celebrities are human they also make mistakes.Eg:-

1.Ganguly after loosing his captainship even lost his mark in advertisements.

One should not just rely on one celebrity instead linking brand association with several celebrities.

Get your thinking caps on and come up with a better and a safer idea.

Eg:Vodafone’s new brand amdassador-ZooZoo

RISKS ASSOCIATED ….

Animated mascots

Amul was among the first companies to start animation marketing in 1967

Why animated marketing is used?Kids are the main target audience as 90% of

the advertisements are based on youth.

New trends in animated mascots advertisements

Financial services advertising has been tactical.

Liberalization of insurance market in 2000.Historically print was the traditional choice

of advertising.ICICI arguably become the first private

insurance company to recognize and harness the power of TV advertising.

ICICI prudential

Created in 1987 launched in India in 1992.Brand research : fido dido is the most

enduring face of 7 up.7 up : clear , refreshing , sparkling, naturalFido: true to himself , simple, chilled out ,

quick witted

7 up fido dido

Comic taken on Darwins theory of evolutionMoving away from brand regular wisecrack

ideas and taking the animated path was bit of a challenge

“Our target is the youth and college growing crowd which relates to mentos coming up with cool things and this TVC is just that” chief executive officer mentos.

Mentosdimag ki batti jala de

Wide target audience

Economical

Greater geographic area

Advantages of animated advertisements

Unlimited imagination

Can be used for long term

Continued.

Bakwaas bandh kar is the most popular show of 9xm

Pillsburry chakki fresh atta

Now a days celebrities are endorsing many brands so it becomes difficult for the person to remember the brand endorsed by them. On the contrary mascots are linked with one particular brand only.

Mascot characters are remembered for a longer duration of time as compared to celebrities.

Celebrities also endorse the products endorsed by them in their movies also leading to more brand recognition. Whereas it is less possible in mascots

Differences b/w real life celebrities and mascots

Celebrity status, life profile, fame are all matters a lot for the product , if the career of the celebrity starts falling down then he will also loss the brands associated with him however there is no such problem with mascots.

Celebrity demands high money for endorsing whereas mascots apart from ad developing cost saves the celebrity given money.

Pillsbury, McDonalds, sprite is having the same mascot all over the world giving it unique position whereas celebrities are different in different countries to promote the product.

continued

1. Improper Positioning –Amitabh and Abhishek Bachchan in Maruti

Versa.

2.BRAND -CELEBRITY DISCONNECT-

Shahrukh Khan endorsing

Lux beauty soap

FOUR CAUSES OF LET-DOWN

3. CLUTTER FLUTTEROne celebrity endorsing so many brands. Unfortunately in India , we have too

many brands chasing too few celebrities.We have just two and half %celebrities in

a country of 1 billion people.Eg.- Amitabh endorsing REID& TAYLOR,

DABUR, CADBURY, PARKER PENS etc

Continued……..

4. Dissatisfaction with the product quality/performance eg: Sachin endorsing FIAT PALIO, but due to poor fuel efficiency of the car ,its sales took a beating.

continued……….

Marketers pay a lot of dollars to celebrity endorsee thinking that these stars will bring magic to their brand.

Celebrity that glitter is not gold.

Endorsing a celebrity is means to an end but not an end in itself.

Today’s customer shops very smartly, knows that these celebrities are paid and hence are pessimistic about it.

There should be an idea that makes celebrity relevant to the product and the consumer.

Conclusion

Any queries?

THANK YOU