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Celebrities Co-Owning the Brand

In 2002, Emami roped in film actor Madhuri Dixit as brand endorser of a full range of its cosmetics including hair oil, sunscreen lotion, shampoo, fairness cream and talcum powder. The products were formulated after intensive research inputs from both Madhuri Dixit and Emami.

The actor had been collecting beauty secrets from across the globe, and the company decided to brand the cosmetics the 'Beauty secrets by Madhuri' range. It is also the first time in brand history that an endorser co-owns a brand.

Fictional Heroes

Pokemon goodies combined with Ruffles Lays chips as a promotional scheme was a rage among children, Shaktimaan has sold Parle-G, and Popeye single-handedly revived the consumption of spinach in the US.

No More but Celebrities Still

Some individuals are remembered for their contribution and deeds. One of the memorable campaigns created around a dead personality was the 'Kar lo duniya muthi mein' campaign for Reliance featuring Dhirubhai Ambani and his dream of empowering the nation.

Page 3 Celebrities

The Page three culture is sweeping our metros, and how. It is a common practice for socialites to host parties for big corporate houses with the who's who present. At these parties, either a new product might be launched, or offered to be "sampled", or the lady along with the corporate honcho freely mingles with the crowd, and subtly talks about the product.

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* Contributed by: -
Bikram Bindra & Kaushik Vijay. G,
Faculty of Management Studies,
University of Delhi, New Delhi.