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This is also a common enough event when the rich and famous want to start a new business venture, like an up-market boutique or a classy resto-bar. Herein, the party regulars are invited who rave about how amazing the place was to their peers.

Celebrities for a Cause

The Pulse Polio campaign being coordinated by UNICEF for the Ministry of Health and Family Welfare had Amitabh Bachchan and Sachin Tendulkar pleading parents to get polio drops for their kid to eradicate the disease and the eye donation campaign had Aishwarya Rai (probably the woman with the most beautiful eyes) to educate the masses.

Cause Related Branding

Companies give back to society in various ways. Recently P&G did a 'Shiksha' campaign where on purchase of any P&G product, a part of the income would go to fund the education of children. This was done in association with Pooja, the protagonist of 'Yeh meri life hai' (a soap on Sony) as the face of the campaign.

Spoofing

Pepsi spoofed Hrithik Roshan (a Coke endorser). Sprite commercials are solely dependant on spoofing celebrity endorsers of rival soft-drink brands. Mirinda spoofed the Hutch puppy (a celebrity in its own right).

Mascots

At times the brand starts getting recognized for its mascot who becomes a celebrity in his/its own right. The Pillsbury doughboy, Marlboro Cowboy, Duracell Bunny, Onida devil, Ronald McDonald, the Amul girl are all integral parts of company's proposition. They are instantly recognized and associated with the company.

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