As a part of my Internship with bmmbox, I had to write 25 articles related to Advertising and Media. This post is a part of it.
Making celebrities the brand ambassadors for various products is the most common and also the most debated aspect of advertising. While many argue that they are effective but it all mostly comes down to how good is your product and how well you market it.
Selecting a celeb to be the star of your ads and show them in place of a common person is the easiest way to advertise and should be a company’s last resort if they’re new on the market.
What celebrity brand endorsements pose –
Companies believe that a celeb, ‘connects with their product’ and ‘brings out the true message’. They think that people will relate to the product and the celebrity as one and will be motivated to purchase because such and such celebrity endorses it.
What celebrity endorsements actually are –
Well, sorry for bursting their bubble but they are wrong. In the fast paced 21st century, I don’t think anyone has the time to relate to celebrity endorsers and the endorsed product.
If I were asked, “why do you think Genelia and Imran were picked as ambassadors for Fanta & Coca cola?” I’d say, “Because Janey Tu… was a hit?” But the advertiser would give the reason such as, “They are youthful and bubbly just like our soft drinks”
Imran and Genelia are piece of cakes but I’d never compare them to a soft drink. One would rather say, “I don’t know them personally.”
On a more serious note, celebrity endorsements don’t have the benefit of trust. You see Shahrukh Khan advertising about Santro and other small cars but you see him on entertainment channels arriving in an SUV at a party. You see Aishwariya Rai & Katrina Kaif giving their beauty’s secret as Lux but on Fashion & Beauty forums, you see those naming international and expensive unheard-of products. Priyanka Chopra endorses Nokia but there’s hardly a tweet where you don’t see ‘via Blackberry’
With the outburst of media and people’s access to it, the world is 3-steps ahead than it was yesterday.
There is one example of a successful celebrity endorsing which is of Tiger Woods; having him in the ads gave Nike a profit of over $300 billion.
Common Man in Ads?
Cheerful McDonald’s ads, enthralling Tata Tea Jago Re Campaign, funny Vodafone Zoo Zoos, stylish and formal Raymond ads all seem to work well without celebrities.
Even though the actors are professional models but you don’t read about them and their personal lives splashed in newspapers and magazines. This gives them the closer feel of being the commoner, even if you do know them from other ads by their face.
Virgin Ads never had celebrities but always left a mark in our minds. From Tensing to the banned IPL ads, they don’t forget to tickle the funny bone. These ads are relatively less expensive and people like these ads more than ads with celebrities.
However, celebrity ads do have some advantages, a few being:
– Media Coverage
– Familiarity with Audience
– Rural Area Advantage.
Although survey says that we’d rather see models than celebrities but it’s totally up to a company if they want a recognized face to their brand. Large Companies keep brand ambassadors to maintain their image but non-celebrity ads are worth the competition.