Brands are about promises and trust. Consumers always trust a brand that has credibility. Now when a company chooses a brand endorser, they mostly consider a potential prospect, existing costumer or a celebrity. CELEBRITY??Yes, a celebrity is chosen to provide an inspirational value to a brand and in a country like India, Celebrities are God. People believe people who can be recognized easily. But the question here is, how relatable and believable the use of celebrity can be??
Imagine the movie ‘3 Idiots’ with high achieving professionals like Rohit Bal, Sanjeev Kapoor and Javed Habib. Would it be still the same for you? Would it have the same reach? We know that all the above three professionals are legends in their own field and may have done well for the brands they endorse. But when you have to reach a large cross section of mass India, that’s not so homogenous, who would you rather put your money in?
It always take a well known face to lift your scripts and give it a mass acceptance.India- loves new ideas but only when it comes with familiar face. A face which can woe her and make her feel close to her heart.
In the end it’s not so much about celebrities like film stars, cricketers or common man. It’s all about entertainment, learning and the role that brands play in our lives. If the brand connects with me, enlightens me and captures my mind, then that’s all it matters.
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