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Men are from Mars, Women from Venus

We attach certain typical attributes to each gender, and use these as our selling points. So macho man John Abraham lends his rugged image to Yamaha bikes while Priety Zinta lends her cute dimples to peddle Scooty.

Celebrities Lending their Name to Brands

Sometimes the association between the celebrity and the brand goes way beyond the 30 second commercials. Celebrities like Sharukh Khan, Amitabh Bachchan and Rekha have perfumes named after them. Nike had a shoe range named after its endorser Michael Jordan called Air Jordan.

Company Owners Being Celebrities

It probably started with Lee Iacoca, the president of Chrysler who appeared in Chrysler's advertisements personally giving his customers a guarantee about their cars' quality. This was taken up in India by the CEO of Khaitan who gave a signed document as guarantee for his company's fans. In today's world we have a Vijay Mallaya and a Richard Branson who are walking talking celebrities and endorse their own brands through their extravagance, their flamboyant lifestyle and larger than life image.

Political Leaders

The 'India Shining' campaign from the BJP and the 'Congress ka haath aam aadmi ke saath' campaign from the Congress extolled the virtues of their respective parties with Vajpayee and Sonia Gandhi lending their faces.

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