Celebrity endorsement is one of the biggest misused marketing tool.
Here is the normal formula. Create a brand, sign up a larger than life celebrity to endorse your product and viola – people flock to shops to buy your brand.
Well not necessarily. And here are the reasons
1. Too many celebrities do too many endorsements. Can you honestly answer how many products Tendulker and Shahrukh khan endorse?
2. Celebrity and the Brand must be a close match. In recent years two of the most successful brand endorsements are – Amir Khan endorsing Coke and Abhishek Bacchan endorsing Motorola. Reason? Amir khan’s versatile acting created “fun” around the concept ”thanda” . And Abhisheks’ boyish charm created “self-deprecating humor”, a very rare thing among celebrities who usually guard their image like anything, around the brand Motorola.
Whats your take on this?