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3. Amitabh Bachchan (Cluttered Identity)

Our framework argues that exclusivity makes the product-celebrity association stronger thereby making the product resonates with the qualities of the celebrity. In cases where the celebrity endorses multiple products, he dilutes his equity.

There's no better example in the Indian industry than Amitabh Bachchan who endorses ICICI Bank, Cadbury, Versa, Dabur, Rin, Parker Pens, Pepsi, Nerolac Paints and many more. In each of the cases the ads use some or the other attribute of Amitabh to endorse the product, but makes no strong link in the minds of the consumer. Hence in the end the consumer is lost and has difficulty identifying, what does Amitabh really stand for?

4. Rani Mukherjee - Hero Cycles(Negative Impact)

Rani Mukherjee endorsing a cycle makes a case where the celebrity is used only for her popularity without looking for Brand-celebrity fit.

Cycles in India are generally used by men and the target segment belongs to low income group. By using Rani, the consumers could not be assured of the product's qualities and could not relate the product to the ambassador. Hence, the consumers were not motivated towards the product and the ad was called back, thereby emphasizing the need for a brand-celebrity fit.

5. Hutch - The Child and the Dog (Created Spokesperson)

Hutch managed to grab the attention of the consumers, by not using a celebrity. The child and dog campaign came across as a fresh initiative at endorsing a product. The child and dog have had a very high brand recall as they represent only Hutch and have been created by the company according to the needs of the product and the message. It communicates to the consumer, "We are there, wherever you are and that too unobtrusively." The protagonist says all of the above and creates a strong bond with the consumer.

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