Increased Brand Awareness (In terms of recall of copy points, ad ratings)

Attitude towards the brand

Purchase intent of the consumer

Believability in the message being conveyed

Cases

1. Sharukh Khan - Mayur Suitings (Positive Impact)

"Sharukh Mayur Suitings" is how this product came to be known, Sharukh brought to the product his persona of high class lifestyle, giving the consumer the belief to aspire and good clothing a sure way to reflect the aspiration. The ad shows a great fit between what the product stands for, what the consumer expects and what the celebrity means to the consumer, hence explaining the strong impact in sales and brand recall.

2. Dharmendra - Rajdoot Motorcycles(Positive Impact)

This strong man from yester years, still resonates as the only brand ambassador, who managed to sell a motorcycle in each and every corner of India in the 80's. Dharmendra's image of being a brawny man, hailing from the rustic roots of India, gave Rajdoot motorcycles the perfect brand ambassador it was looking for. He not only gave to the product a sturdy and robust image, but also brought to the product trust and honesty which it was trying to build in its first time buyers.

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