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As discussed by Kelman (1961), the basis for the effectiveness of celebrity-endorsed advertising can be linked to this process of identification and internalization of the desired behaviour. Price of fame may be high for the celebrity endorsed brands but they have both what the markets and the everyday common man want - attention, power and star sizzle.

In the same breath, the theoretical model 'hierarchy-of-effects' suggests that for a purchase to take place, the consumer must be first aware of the product, then inculcate a liking towards it, and finally develop an intention to acquire it. This ascension is catalysed by celebrity presence during brand promotion. Be it Rajnikant making a demographic connection or the new avatar of Amitabh Bachchan forging a psychological attachment, they carry a mass appeal and establish instant brand credibility while adopting a subtle persuasive approach. It is presumed that a personality's dynamic qualities of attractiveness, likeability and appeal are superimposed on the brand image and lead it to acceptance by their fans and the general mass.

We can now safely look at the various roles played by the celebrities in this vigorous exercise of name and fame sharing. Usually, the foremost character is that of an Endorser, accepting the product claims and signalling personal preference for the brand - something like Beyonce and Beckham for Pepsi. The mantle of Spokesperson comes next as the celebrity speaks of company vision and brand values. Who can forget Amitabh's open ranting about ICICI Bank? The spokesperson takes somewhat of a personal responsibility for the brand promises. And then, there is a coup.

We talked all the while about celebrities helping the brand grow and reach new heights, but they have also proven their ability to pull the brands from dire straits and help them bounce back. The Cola companies and the chocolate major Cadbury's successfully used their Trouble-shooter guardians to overcome product controversies in India.

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* Contributed by: -
Rahul Dhanuka,
Class of 2006,
Indian Institute of Management, Indore.