Empect of Celebrity Endorsement in Sope and Detergent
Introduction
Strategic Positioning and effective communication are the two most important “mantras” guiding brand success in today’s competitive marketing environment. Corporate are ensuring all possible efforts to promote their brands and to grab the customer’s mind share. The impetus is on attracting the customer’s attention and developing positive associations not just to influence recall but also to induce trial and eventually effect purchase decisions.
In a market where advertising plays a vital role in coordinating consumer purchases, it becomes pertinent for companies to induct all possible measures to influence motivate and inculcate desire to purchase, in the customer through an effective advertising campaign. Theory and practice proves that the use of superstars in advertising generates lot of publicity and attention.
Globally, ‘celebrity endorsement’ is a very powerful marketing tool, employed by firms to build their brand equity. In India advertisers pour crores of rupees every year into celebrity advertising, the Lux soap is known to have been endorsed way back in 1941 by the then famous film actress Leela chitnis. The introduction of celebrity endorsement in Indian TV advertising is marked by the commercials of 80’s featuring Kapil Dev, Sunil Gavaskar and Tabassum endorsing various consumer products. Think of Sachin Tendulkar he means PEPSI in soft drinks, Boost in malted beverages, Fiat Palio in cars, TVS victor in two wheelers, Colgate Total in toothpaste, Britannia in Biscuits, Visa in credit cards, Airtel in mobile services and many more brands. So, the potential of this concept has been well acknowledged, and tried and tested on the Indian soil for over 70 years now.
share of Celebrity Endorsements on TV by Profession |
Why Endorse?
The compelling reasons for companies to yield a strategic position to celebrity endorsement in their marketing schemes vary. Very frequently celebrities are roped in during new brand introductions.
Strategic Positioning and effective communication are the two most important “mantras” guiding brand success in today’s competitive marketing environment. Corporate are ensuring all possible efforts to promote their brands and to grab the customer’s mind share. The impetus is on attracting the customer’s attention and developing positive associations not just to influence recall but also to induce trial and eventually effect purchase decisions.
In a market where advertising plays a vital role in coordinating consumer purchases, it becomes pertinent for companies to induct all possible measures to influence motivate and inculcate desire to purchase, in the customer through an effective advertising campaign. Theory and practice proves that the use of superstars in advertising generates lot of publicity and attention.
Globally, ‘celebrity endorsement’ is a very powerful marketing tool, employed by firms to build their brand equity. In India advertisers pour crores of rupees every year into celebrity advertising, the Lux soap is known to have been endorsed way back in 1941 by the then famous film actress Leela chitnis. The introduction of celebrity endorsement in Indian TV advertising is marked by the commercials of 80’s featuring Kapil Dev, Sunil Gavaskar and Tabassum endorsing various consumer products. Think of Sachin Tendulkar he means PEPSI in soft drinks, Boost in malted beverages, Fiat Palio in cars, TVS victor in two wheelers, Colgate Total in toothpaste, Britannia in Biscuits, Visa in credit cards, Airtel in mobile services and many more brands. So, the potential of this concept has been well acknowledged, and tried and tested on the Indian soil for over 70 years now.
share of Celebrity Endorsements on TV by Profession |
Why Endorse?
The compelling reasons for companies to yield a strategic position to celebrity endorsement in their marketing schemes vary. Very frequently celebrities are roped in during new brand introductions.