Hmmmm... It's 4 'o' clock in the Morning, and I am still Up... Not at all feeling Sleepy... So, while sipping a glass of Maaza, I thought of calling My fiancé, who is in Japan, to talk to him, "just Like that"... And Now That I am Done with it... I watch my empty glass, wondering why I had Maaza, and Not Mountain Dew, which was there in My Refrigerator, along with the Bottle of Maaza... Let me Put up a Question to, you guys...
COKE / THUMBS UP / MIRINDA / SPRITE / SLICE / 7UP --- Which one out of these would you drink...?
Will It be COKE- Because it had a strong list of endorsers, From Hrithik Roshan To Aishwarya Rai Bachchan, or even if it is because of Mr. Perfectionist Amir Khan...
Would you choose THUMBS UP- Because, you think, it's a Macho Drink, as you see Akshay Kumar Performing stunts for that single Bottle of Thumbs Up...
Would You Take MIRINDA- Because it is being endorsed by Southern Beauty Asin... And She encourages you to get into insane acts by saying "Paagalpanti Bhi Zaroori Hai"...
Would It be SPRITE- Because, now it would bring you the University of Freshology, and actually tells you how to gawk at other girls in front of your girlfriend...
Will it be Katrina's Aamsutra, that would entice you to pick SLICE...
Do You Think, 7UP will stand as a looser on your List of Drinks, Because, Once Upon a Time, It had Mallika Sherawat endorsing the Brand and Now all it has is its All Time Loyalist "Fido-Dido"...
SO IS IT ONE OR MORE OF THE ABOVE GIVEN CRITERIA, MAKE YOU CHOOSE YOU DRINK, OR IS IT BECAUSE OF THE VERY SIMPLE REASON- WHATEVER TASTES GOOD...!!! BASICALLY, THE PRODUCT...!
Here, Very Simply, we are talking about the BRAND POWER and the CELEBRITY POWER...!!!
We can see a lot of endorsement Deals Happening from Past few Years... We see The Already, Richie-Rich Celebs Making BIG BUCKS--Getting Richer Day By Day...
But The Question, That Still remains unanswered is... How effective is the Celeb Face in a STORY BOARD of a TVC (Television Commercial)...???
There is a pOSItive imPacT of Celebrities endorsements on the Aam Aadmi and Also the Manufacturers:
E.g. Why couldn't we see Deepika Padukone and Ranbir Kapoor in the Youngistan Ad much... It was all Because of the Controversies surrounding them and Eventually, The Break-Up... Ruined the Entire Plan of Cashing in, on "Deepika-Ranbir" duo...
COKE / THUMBS UP / MIRINDA / SPRITE / SLICE / 7UP --- Which one out of these would you drink...?
Will It be COKE- Because it had a strong list of endorsers, From Hrithik Roshan To Aishwarya Rai Bachchan, or even if it is because of Mr. Perfectionist Amir Khan...
Will it be Katrina's Aamsutra, that would entice you to pick SLICE...
SO IS IT ONE OR MORE OF THE ABOVE GIVEN CRITERIA, MAKE YOU CHOOSE YOU DRINK, OR IS IT BECAUSE OF THE VERY SIMPLE REASON- WHATEVER TASTES GOOD...!!! BASICALLY, THE PRODUCT...!
Here, Very Simply, we are talking about the BRAND POWER and the CELEBRITY POWER...!!!
We can see a lot of endorsement Deals Happening from Past few Years... We see The Already, Richie-Rich Celebs Making BIG BUCKS--Getting Richer Day By Day...
But The Question, That Still remains unanswered is... How effective is the Celeb Face in a STORY BOARD of a TVC (Television Commercial)...???
There is a pOSItive imPacT of Celebrities endorsements on the Aam Aadmi and Also the Manufacturers:
- Instant BRAND Awareness and BRAND Recall.
- Adda New Dimension to BRAND IMAGE.
- BRAND Popularity
But We also have a nEgAtivE IMpACt on the Celeb Endorsing a Particular Product:
- For E.g. Amitabh Bachchan endorses "Navratan Oil"... Now, Do you really Think, That Amitabh Bachchan would actually be using that same Oil, for Himself...
- Let Me Quote another E.g. False Claims By Celebs... When Sachin Tendulkar endorses "BooST", where he says: "Boost is the Secret of My Energy"... What Do You think...? What eXtra do you get in Boost, that you Dont get in Horlicks, Complan or Bournvita...? Boost is NO Secret of any Energy...
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- Celebrities Image affects Brands in a Big way... E.g. Why Sania Mirza was dropped from Sprite...? It's Because, a major fall could be seen in her Tennis Rankings...
E.g. Why couldn't we see Deepika Padukone and Ranbir Kapoor in the Youngistan Ad much... It was all Because of the Controversies surrounding them and Eventually, The Break-Up... Ruined the Entire Plan of Cashing in, on "Deepika-Ranbir" duo...- Another problem, Celebrities endorsing too many brands, that leads to confusion... I was reading this report: "Superstar Amitabh Bachchan has endorsed multiple brands like Pepsi, Mirinda, ICICI, BPL, Parker pens, Nerolac, Dabur, Reid & Taylor, Maruti Versa, Hajmola, Tide, Cadbury and a few social messages. It has worked in some cases, while in some cases it has not. Incase of Nerolac Paints, which was endorsed by Amitabh Bachchan, around 80% of the respondents when asked to associate Bachchan with any paint, did so with Asian Paints, which is the biggest competitor of Nerolac"... Now, Do You understand my Point...?
We have had so many Ads in Past and even now, that register in people's mind just because of Jingles, Visual Appeal or Products USP...
From Past: Do You Remember Nerolac Song: "Jab Ghar ki raunaq Badhani ho, Deewaron ko jab Sajaana Ho, NEROLAC...! NEROLAC...!" Now, that Jingle is something, that I can still Hum...
Do You Remember Titan Piano Tune... Hear it...!!! I can still feel the Piano Playing the Titan Track in my ears...
And How Can you Forget "Humara Bajaj- Buland Bharat ki Buland Tasveer"... I get Goose-pimples, as I get Nostalgic... My Father took me for a round in the Colony before I used to leave for my school, every day... Those small little things, brought smile to our faces...
And now talking about, current Ads... Not very Old... We have Chloromint Ad... No Celebrity-No Big Budget... The Ad clicked because of a simple Line "Bhaiyya Hum Chloromint kyon khaate hain--- Dubbara mat Puchhna"...
And Why Do you Think, we Like the Advertisement of Happydent White... No Bollywood Star...!!! It's all about the Visual Appeal...
HDFC BANK's AD is a very Low Key AD... It hit's your Emotional Quotient... A girl Cutely asking her Dad "What do Astronauts do...?" and How does her father intend to save money for her studies...
Wasn't it cute...? Well... And the Point is ... It does registers in your Mind...
Let me wrap it up here, by saying: "Whether Celebrity endorsement has a pOsitiVe or a NegatiVe impact on the brand" is a debate that is open to interpretation. But till the time the corporate world continues to foot fancy bills of celebrity endorsers and till consumers continue to be in awe of the stars, the party is not likely to break up."
Well scripted.. that's what I wanted to say earlier..Neither mood nor the celebrity ad promotion decides,selection of any brand/product. It's only the merits, quality standard or the taste of the product which attracts consumers. Our auditory memory is far long lasting than a visual flash memory.. that is what the reason for the Jingle & nursery rhymes, still being afresh in our minds. instead of doing expenditure on celebrity endorsement n brand ambassadors; if same money gets utilised to do market survey, research on costumer satisfaction etc..Both consumers n promoters of a brand would be befitted and the cost would automatically be cut down.. Kp writing.
ReplyDeleteWhat you have is a typical urban mindset...sitting in Delhi, sipping whatever drink you are...in front of a laptop...
ReplyDeletebut what you forget is that 60% of india comprises of rural population, and believe it or not, look up to these superstars for a variety of reasons. No domestic pin-up boy, nobody to look upto etc etc. There, these drinks sell coz of celebrity endorsements. How can u forget Shahrukh Khan's pepsi ads or for that matter, Aamir Khan and 'Yaaran Da tashan'...
Actually, all these things depend on a no. of factors. Brand, product, Target audience etc etc...will give you the advertising gyan on this some other day, but remember, in India, celebrity endorsements work!!!
Tanu....what I admire most is that u are thinking when you are not asked to or forced to.. In the present India the young brigade which is about 70% of the total population thinks when they are forced to, ironically they are the prime target audience of this celeb endorsement. Very happy to see you thinking and so beautifuly presenting it. Now after reading your article one man I can think of is late CK PRAHALAD..the man who coined bottom of the pyramid.. you know tanu when i traveled in villages and small towns for my shoot I realised that how there is no clean drinking water but small bottle of coke in a little shop, how there is no kerosene but that small Parle G pack of biscuit, there were some who had no access to television but yes I agree on radio celebs or their mimics took to advertisisng then.... but the availability of these products and sometimes their mere look (i mean the packing)made it appear so luxurious that everybit of advertising was forgotten.. CK Prahalad said that pack in small and give it to the one who has less money, and they are the consumers who will bring more money, add this efforts with good distribution and then may be you can upstage any advertising.. On the other hand a confession.. I switched from pepsi to coke because Amir Khan in his one interview said that he like the taste of coke more.. though for a little boy in small village close to Ayodhya or Hisar for whome Parle G is a luxury is dependent more on availability rather then Celebrity.. Love you wifeeee you think and the world thinks because of you....OM SAI RAM
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