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viswanathan-ganapathy
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Sports & Celebrity Advertising
David Ogilvy ‘s view Good recall as they remember the celebrity
and forgets the product and the brand name.
Testimonials from experts is persuasive (Ex burglar expert that he has never been able to crack the chub safe )
Celebrities can do wonders if Image
connect and model connect is perfect
Celebrity Selection Independent understanding of the consumer
mindset Profiling the brand-Positioning strategy Identify the target consumer
When in doubt use a celebrity
No big idea. Use celebrity
Advantage Easy to connect consumers Tried and tested Follow the leaders (Easy way out )
Disadvantage
Huge investments Lack of ideas Get the right brand fit Highly cluttered.
Types of celebrities Film star Sportsperson Social worker CEO endorsements Experts Opinion
Sachin Little master
Brand Sachin Profile
-Intelligent
- Credible - Success story - Role model
Characteristics
Sachin’s character may not fit a perfume brand But Malika Sherawat will be a run away success
for perfume Why- Malika is young, attractive,sensuous with
strong sex appeal
Brand Sachin Characteristics Perfectionist Diligent,Hardworking & Punctual Always striving for success Setting new standards for himself Highly achievement oriented Cricket is religion for him
Sachin’s connect with brands Boost, Complain, Horlicks. Heath brands can be strongly connected with
Sachin because of the zing and success NIIT could be another brand Premium apparel- connects brilliantly Expensive car- If connected with corporate or
professional success Long association with MRF
Sachin connects with stupendous success and achievement
Dhoni : Mahi
Brand Dhoni: Profile Powerful Dashing Young cricketer Today a leader
Characteristics Confused between fun and cricket Mind has gone for a spin for the easy money he
earned Strength of characteristics is power.
Celeb-Connect Power in his appearance and the way he bats Strong connect with Power bikes, High power
engine oil, fuel and car batteries Thanks to his long hair he seems to be
connected well with Brylcreem
Dravid- Wall
Rahul Dravid: Profile Successful Indian cricketer Known as wall of Indian cricket Teammates called him Jammy
Characteristics Great and Mr.Dependable Suave & Polished Not an achiever like Sachin and Saurav Killer instinct missing
World cup sorrows has put his brand value down
Celebe- connect Dravid Used to have strong connect with solid,trusted
and reliable brands Anchor toothpaste and Max New York Life No new endorsements Pepsi drops Rahul
Ganguly :Prince
Ganguly : Profile Great Indian cricketer Most successful Indian captain Shrewd leader
Characteristics Highly Sensuous No fidelity Stylish, Innovative, Charismatic Very bold Tantalizing & Controversial Most talked about No hang ups Hot movies
Thank You