Regardless of the dangers concerned, corresponding to overexposure and lack of effectiveness, manufacturers proceed to speculate closely in superstar endorsements. The latest Tremendous Bowl commercials function a first-rate instance of this phenomenon.
Shivakumar begins by highlighting the empirical proof suggesting that superstar endorsements usually yield comparable outcomes to non-celebrity ads. Nonetheless, he emphasises that many manufacturers nonetheless cling to the notion that celebrities assure success. He offers historic context, tracing the origins of superstar promoting again to Ginger Rogers’ endorsement of Lux cleaning soap.
Gupta echoes Shivakumar’s sentiments, including that whereas their company has utilised celebrities in campaigns, they achieve this with cautious consideration and function. He critiques the prevailing pattern of indiscriminate superstar utilization pushed by self-importance and laziness inside advertising groups.
The dialog appears into the commoditisation of superstar endorsements, citing examples of celebrities endorsing quite a few manufacturers concurrently, resulting in model dilution and shopper confusion.
The podcast additionally touches upon the slender definition of celebrities in India, dominated by cricketers and movie stars, overlooking potential endorsers from different fields.
Each Shiv and Naresh warning towards gimmicky advertising stunts corresponding to these accomplished by Poonam Pandey and emphasise the significance of aligning celebrities with the core values of the model.
However there have been good examples of manufacturers and celebrities benefitting by way of an affiliation. As an illustration, long-term partnerships between manufacturers and celebrities, corresponding to Shahrukh Khan’s affiliation with Hyundai and Aamir Khan’s collaboration with Coke to quote a number of.
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