Celebrity’s fit with the brand image

Celebrity-Target Audience match

Celebrity associated values

Costs of acquiring the celebrity

Celebrity-Product match

Celebrity controversy risk

Celebrity popularity

Celebrity availability

Celebrity physical attractiveness

Celebrity credibility

Celebrity prior endorsements

Whether celebrity is a brand user

Celebrity profession

Successful Celebrity Endorsements for a Brand - An Indian Perspective

The latter part of the '80s saw the burgeoning of a new trend in India - brands started being endorsed by celebrities. Hindi film and TV stars as well as sports-persons were roped in to endorse prominent brands. Advertisements featuring stars like Tabassum (Prestige Pressure Cooker), Jalal Agha (Pan Parag), Kapil Dev (Palmolive Shaving Cream) and Sunil Gavaskar (Dinesh Suitings) became common. Of course, probably the first ad to cash in on star power in a strategic, long-term, mission statement kind of way was for Lux soap, a brand which has, perhaps as a result of this, been among the top three in the country for much of its life-time.

In recent times, we had the Shah Rukh-Santro campaign with the objective of mitigating the impediment that an unknown Korean brand faced in the Indian market. The objective was to garner faster brand recognition, association and emotional unity with the target group. Star power in India can be gauged by the successful endorsement done by Sharukh for three honchos - Pepsi, Clinic All Clear and Santro.

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* Contributed by -
Saurbh Katyal,
Symbiosis Institute of Management Studies (SIMS), Pune.