To Communicate a Certain Message about the Company: In the North and West TVS was not seen as a national two-wheeler company, rather as a 'Madrasi' moped company. With Suzuki not being there, it had to announce that it was a national player. Roping in Sachin Tendulkar as brand ambassador gave it the desired facelift and image for the launch of 'Victor'.

Value for Money: Though celebrity endorsements are expensive some companies choose to employ them as they are more efficient at reaching large audiences at a low cost per person reached. They are also said to be more effective at communication since people want to listen to what they are saying owing to their larger than life personality.

To Position their Brand Distinctively: Brands usually associate themselves with 'adjectives' to position themselves in the minds of the consumer. For example Juhi Chawla was roped in to do the 'Masti bole to kurkure' campaign to project a fun, naughty snack image. Cyrus Broacha was signed by Cadbury to project a youthful and peppy image about the chocolate. Lux worldwide has positioned itself as the 'soap the filmstars use'. From Leela Chitnis to Aishwarya Rai, all top actresses have modeled for Lux.

Celebrity Standing for a Single Brand: There are some celebrities whose 'exclusive association' with certain brands have made the commercials memorable and easy to recall. Think Zakir Hussain and you are reminded of 'Wah Taj' Taj Mahal tea. Ditto with A. R. Rahman for Airtel. These celebrities make more people want to join their 'exclusive' club. A not very popular elusive celebrity is probably more effective than a very popular but promiscuous one.

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