Focus more on brand and its features: In Non-Celebrity advertisements the main focus is on the brand and its characteristics while in celebrity the focus sometimes shifts entirely to the celebrity's features and their aura & hence the medium fails in carrying the main message across.

Examples of such endorsement are Gattu - Asian Paints, Fido-Dido - 7Up, Hutch - Boy.

C. Influencers

I. Market Environment

It indirectly impacts the effectiveness of a campaign. Celebrity campaigns create stronger impact in saturated markets as products lack differentiation and clutter is huge. E.g., Indian soft drink industry heavily depends on celebrity endorsement for promotion.

II. Marketing Strategy

Both single celebrity endorsing multiple products and multiple celebrities endorsing single product at the same time reduces association of product and celebrity and reduces impact (e.g., Pepsi - where multiple celebrities are endorsing the product at the same time which takes the brand away from getting associated/ dependent on any celebrity. Hence, impact is also influenced by the marketing strategy followed by the company.

III. Regulative Issues

Promotion of products like Beverages and Cigarettes is tightly regulated by authorities who impact the effectiveness of celebrity endorsement (e.g., Beverages in India are being promoted using surrogate advertisements and hence a celebrity endorses a secondary product of the brand and not the primary product). This reduces the effectiveness of the campaign.

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* Contributed by: -
Ankur Khera & Rahul Chowdhury,
PGPM - Batch 2004,
Management Development Institute (MDI), Gurgaon.