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Idea Cellular is not an exception. In these times of a slowdown, marketers would do well to keep their marketing pennies close to their chest and not simply waste on having a celeb in their ad. Instances of celebrity abusement abound. The Dulux ad featuring Kareena & Karan Johar, Versa campaign sporting Amitabh & Abhishek Bachchan, the Tata Indicom commercial boasting Kajol & Ajay Devgan, Hrithik Roshan’s campaign for Macro Man and Acer, Hema Malini in an ad for a water purifier, the list is endless!
Even globally, the situation is not too different. Celebrities like Shaquille O’ Neal for Reebok and Britney Spears for Toyota’s brand, Soluna Vios had to go through similar abusement woes.
Given that such abusements are an embarrassment for both celebrities and brands, who is to be blamed for the quagmire? Well, in typical fashion, advertisers dump the blame on talent management companies, who in turn, swing the blame right back into the brand manager’s court. Playing tennis apart, fact is that unlike what every person in the endorsement supply chain claims, there is in fact, no science to the endorsement game. As Manish Porwal, CEO, Percept Talent Management justifies, “Just riding on the star appeal makes no sense. Moreover, offshore recommendations by talent management companies also leads to this abusement.”
This is not to say that celebrities should be cast out of the endorsement game altogether. If used correctly, they can boost the brand a million times. Beauty major Emami, which has pioneered the art of roping in celebrities since 1976 (Chayvanprash, Navratan Oil, Boroplus) in fact is quite gung-ho on its benefits. “We want to rope in more celebs, but rising costs are a constraint. Whenever this affordability is overcome, our strategy will centre around endorsements,” gushes Aditya Agarwal, Director, Emami Group.
As ad veteran Luke Sullivan says: “If you were to put five million bucks in a commercial, I wouldn’t worry much and put my five year old and tell him to shoot a commercial. But if you don’t have this (the money) then think of something else (innovate?).” A quick takeaway Mr. Marketer: It’s easy to spend big money and get James Bond star Pierce Brosnan to endorse your new, gadget-heavy, yet sleek bike. But it’s smarter to simply let your creative team take a 3 day-4 night holiday at some exotic locale, rack their brain cells and come up with a power-packed ‘big idea’, which will sell, with or without the celebrity!
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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