Celebrity Endorsement-What do you think?

What is the importance you give to Brand Ambassadors?

Many popular companies hire famous personalities like film stars, cricketers etc as their brand ambassador, to promote their brand. These ambassadors charge crores of rupees to ask people to use a specific brand.

From a consumer perspective, what importance will you give to these super stars? In other words, do these super stars influence your buying decision? Share your thoughts on this.

Consider these facts:

1. Many stars who preach, do not practice.
Though they ask others to use a brand, they themselves may not use the same in their personal life. For example,
Does preeti zinta use a scooty pep to travel between home and shooting location?
Or is Sachin Tendulkar using TVS victor or Fiat Sienna for his daily travel? (When he has a ferrari)

2. The royalty paid to these ambassadors is recollected directly from consumer.
So you unnecessarily pay more to such products, only to make likes of Sachin Tendulkar richer

From the other angle:
From the eye of a super star, it’s his opportunity to make money. Just like a software engineer who jumps from company to company for better pay, every cricketer or film star starts accepting offers from companies as and when he starts getting famous. Who ever pays more, these stars will ask people to use their products. While these people’s right to make some legal money can’t be questioned, I don’t see any reason why we should believe what ever they say.

Associating a brand with a super star ensures good coverage to both. The brand stays in consumers’ memory for longer time and fans of that superstar give more preference to the brand promoted by their hero than another one. This way sales get increased.

So its good as long as consumers use their judgment to select a product based on its quality than because some star is asking public to buy.

Special mention

I wish to give a special mention here to those brands who have been hugely successful without keeping any brand ambassadors:

Bajaj Auto: Except a recent ad showing Jackie Chan, All of Bajaj ads have been using ordinary humans and models. Still the brand has succeeded very well, mainly because of strong and reliable product line.

Hutch has also been successful without any major celebrity backing using creative advertisements and competitive pricing.

There are many more but my mind is not running fast enough to recollect them. Also special mention to P Gopichand, who turned down a big sum of money from a cola giant

Also if you’ve noticed, celebrity endorsement is commissioned only in B2C (Business to Consumer) market and not in B2B (Business To Business) market. This is simply because individual consumers may be convinced to buy something endorsed by a star but a businessman will have his own evaluation criteria and will never take his decision seeing the celebrities.

Any thoughts to share on this?

Surf Excel Ad! Daag Achcha Hai!

Hi all! I'm into publishing my critics on ads from today!

Ad - Surf Excel's ad (casting two cute siblings)
Media - Television
Channel - All Indian Channels.
Segment - Laundry

Though its a relatively old ad, i need to share my thoughts with it(something peculiar). I dont think that there are people who haven't seen this ad. I'll brief you about it anyway.

As i've specified, the siblings(brother n sister, brother is older) are returning from school. She is singing a rhyme taught n she is so involved in singing that she accidentally falls into a pothole(thanks to Indian Roads). Fortunately it had rained n you know what potholes contain. Her dress gets dirty. She starts screaming n her brother gets furious n gets ready to hit the pothole black n blue asking it to say sorry to her. He just continues untill he gets tired n then says that it said sorry. ( At last it asked sorry! It has realised its mistake n hence it is good! (Daag Achcha Hai).

I was fascinated to see such an ad for the first time say 6-8 moths ago. I wouldn't have written about it here if only this was the case. There is more.

Six months before i was travelling by bus n by chance there were some advertising people in the same bus. They were from a famous ad agency and they were discussing about how ads click. I just dont remember what they discussed that day! I'll just share here what they said about this ad.

They discussed that ads progress. They progress with the company. As the company grows, the ads they develop grows. They took the example of Surf. Surf were initially having surf as their detergent. Then, they came up with a new product, the introduction was good! They were giving a product with the label covered for trial purpose. this was effectively advertised in all channels as well as in newspapers. Nobody knew who was the advertising this.

After a month or so, they revealed a new product "Surf Excel". It clicked the way it was introduced. Then there were many ads of it! some innovative! Initially there were advertises that used to just say that, your clothes are dirty?? dont worry surf excel hai na??

It evolved from that stage and today it is saying daag achcha hai! You can notice in the shift with which they pose the problem. Initially they came with something like "Dont worry for stains, what is surf excel for?" From then it changed to a state "Stains are not bad, they are good".

Creativity is what clicks an ad. These people make such things. Dunno how they get such ideas. This is an example of how a product can evolve!

Will come up some more things soon!

Toyota Innova ad-Many Roles One Car

Many Roles, One Car…

Review on: Toyota Innova Ad
Channel: All leading channels
Media Type: Television
Product segment: Automobile

Ad description: Toyota has commissioned actor Aamir Khan as its brand ambassador and the ad on Innova portrays Aamir playing various roles in his daily life-of a business man, a reliable father, son, etc. For all these roles he uses only one car, the Toyota Innova.

So the ad says Many Roles, One Car.

Now, though the concept of “Many Role, One Car” looks interesting, I feel it is not making the product unique. In other words, it doesn’t address the prime concern of the consumer: “Why I should buy this product?” What ever Aamir khan did in the ad-taking family to temple or meeting the clients or other activities, can be done using any other four wheeler. As a matter of fact, every one who owns only one car uses his car for all purposes. Only those who are rich enough keep multiple cars for different occasions.

To comment on the product, I seriously doubt if we can call Innova a car. It looks more like a passenger vehicle used to carry 10-25 people. Most of the innova sold today are registered as Cab or taxi. Only those individuals with large families would prefer it as a family vehicle. It houses a 2.5 liter engine and priced at par (or above ) with SUVs like Tata Safari (around 7 Lakh). For small families, and for those who prefer speed/mileage instead of space, Innova is clearly not an option as a personal vehicle.

Every individual does hundreds of roles every day, and most of them generally use only one car which need not be Innova. So the statement, “many roles, one car” in my opinion does nothing to promote the car, except that it shows the vehicle well and tells you “You may also use Innova for these roles”.

On the other hand, had the ad focused on the product and tell what all it can do, it would have been more effective. If the ad tries to convey that Innova can be used to carry several people, its fast and powerful enough, it is spacious, it can be used as an all in one vehicle, it would have created a better impact.

Never the less, because of the ad or otherwise, the product has been quite successful in the market and has recorded good sales. So we can’t term the ad or product as a failure and my opinion is from logical point of view. Let me know what you think of it.

This post is also available at Mouthshut.com