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They can’t seem to talk about much else in ad-land these days. The talk almost always hovers around how to plug in a film star, a cricketer, a Sania Mirza, a TV saas-bahu soap star (in that order) into campaigns to get in the oomph factor. Worse, they are also talking about how, more often than not, celebrities are unable to deliver the bang for their bucks for the brand. Contradictory discussions, but these are the facts staring all marketers in their face. The choice it seems is between celeb endorsement and celeb abusement!
In December 2005, telecom giant Motorola was looking desperately for a celebrity who could kickstart its market share of, then just a measly 4% and set it off against competitors. The solution was Abhishek Bachchan! Around that time, Aby baby was also endorsing LG and its range of consumer durables (that also had mobile handsets in their kitty). Consumers were confused. More pertinently, Motorola’s ads were more eye-catching and LG felt completely overshadowed. Abhishek had failed to deliver for brand LG, a classic case of celeb abusement. LG did not renew its contract with Abhishek.
More importantly though, even consumers are sick of the celeb abusement in ad-world, with every ad looking an exact replica of the next. As per an IMRB International survey, more than half the respondents concur that celebs are just the icing and even they would not be using the products they endorse. Moreover, many feel that there is a grotesque disconnect between the product and the brand in most endorsement instances, where the celebrity eats away the brand. Often termed as Vampire endorsements these ones have a long list to go. From Tina Munim’s endorsement of ‘Ria’ soap in late 80s to the latest Tata Sky commercial featuring Aamir Khan, the question mark is not so much on the brand, but on the honchos who conceived the brand connect and storyboard. Says Titus Upputuru, Senior Creative Director, O&M, “How you use celebrities is how you get the final output. Celebs provide a brand recall, likeability of the product, along with equity. That’s how it works.”
So while very obvious brand-celeb connects (like Akshay Kumar and Thums Up) gets a definite ‘yes’, fact is that marketers need to look closely at the moolah they are churning out to rope in such big names to be a part of their campaign. Just think! Instead of Abhishek Bachchan in the Idea Cellular campaigns, couldn’t it be anyone else or even the usual good-looks model? No doubt, the campaign has got rave reviews. However, that’s not because of celeb power, but the credit goes to the powerful idea & storyboard that the creative guys came up with.
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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