PART -2
In the previous article, we had seen storytelling and celebrity endorsements in detail, this article lineup the celebrity endorsements types and how people are getting attracted by storytelling in advertisements.
The brand image and celebrity selection play a crucial role in creating a privileged position of the brand in the minds of consumers and easily distinguishable from the competitors’ brands.
While surfing through the internet, realizes that either some celebrities are endorsing several brands or a specific brand is endorsed by a different spokesperson ( Read again).
For instance, Amitabh Bachhan is enacting Parker, Hajmola, Navrattan Oil, Cadbury dairy milk, and many more. On the other hand, Coke has been endorsed by Hritik Roshan, Aishwarya Rai, Aamir Khan, Virendra Sehwag, and many more in the category.
Different stars appealed to different geographic groups of customers. (Aishwarya Rai had the highest recall in both south and north where Sara ali khan might not remember in the south part).
HOW STORYTELLING INFLUENCE CONSUMER THROUGH CELEBRITIES
Brand storytelling creates a connection with your customers by using a narrative that communicates your values and what your brand stands for.
Communicating your brands’ values and images in a meaningful way directly impact consumer behavior. because well-told stories of a brand through celebrity have the potential to influence the consumers.
Ex: Virat Kohli made his presence in Vicks action 500 ( They portray as while he does practicing, gets affected by the severe cold after taking Vicks action 500 then he back to normal) “32 SEC STORYLINE“
Consumers take decisions only because of advertisement jingles, celebrity appearance, visual and audio effects, colors and environment, and most importantly storytelling of the brand attracts an audience to take prompt decisions.
Celebrity is getting paid but nobody is willing to say exactly how much. but according to the industry sources say Sachin Tendulkar’s price is to be between Rs. 2.0-2.5 crores per endorsement and musician A. R. Rehman, who had signed up with AirTel, is believed to have picked up Rs. 1.75 crores.
Same thing for actors, actresses in the north and south India like Hrithik Roshan, kamal Hassan, Trisha, Katrina Kaif, Varun Dhawan, and Akshay Kumar.
For national-level promotion, leading marketing agencies prefer to have Sports stars or Bollywood stars. All of us are aware that, if the brand promoted by a well-known celebrity then the reach will be high. Almost 76% of the ads are promoted only by celebrities.
We all crazy fans of MSD because of his cool captainship, personality, down to earth mentality, and leadership skills. There is still so much to say and he created a separate fan base for him.
Many people across India take MSD as a role model and apply his positive attitude in their own life.
So if he endorses any brand products ultimately it inspires his fans to use the products. That’s where brands turn into demand. If any advertising companies choose the celebrity, behind there will be a lot of reason.
“If celebrity tells audience need to listen and take purchase decisions”
Additionally, Storytelling is the value addition where the audience gets stimulate about the storylines, facts, and reports told by the celebrity. In any advertisement you take, they give clear cut information about the brand products, how well it helps the audience wants and needs.
In the fullness of time, need to captivate all groups of people and genders for the long period.
Below are some recent advertisements,
Without seeing this advertisement our day will be incomplete. Somehow we come across these trending ads either on Tv or youtube.
Thus, storyline and visuals effects play a major role in people’s minds. how far a particular company presenting a remarkable advertisement in people’s minds is the matter.
HOW COMPANIES SELECTING CELEBRITY FOR ADVERTISEMENTS
In this sense, the process of building a brand image through celebrity is considered one of the basic steps of marketing communication and promotions.
It furtherly divided into,
Testimonial, endorsement, actor and spokesperson.
TESTIMONIAL: If the celebrity has personally used a product or service and is in a position to attest its quality, then he or she may give a testimonial citing and its benefits.
For instance, Aishwarya Rai endorses Lux by testifying the quality of the product as it forms a part of her consumption basket (she use the product on daily basis).
ENDORSEMENT: Celebrities often lend their names to ads for products or services for which they may or may not be the experts.
For instance, Sachin Tendulkar has been endorsing the Palio car brand of Fiat.
ACTOR: A Celebrity may be asked to present a product or service as a part of character enactment rather than a personal testimonial or endorsement.
For instance, Hema Malini enacts as a presenter in Kent water purifier ad.
SPOKESPERSON : A celebrity who represents a brand or company over an extended period of time often in print and TV ads as well as in personal appearances is usually called a company’s spokesperson.
For instance, Virat kholi represent a boost brand over a period of time.
Not many people can remember all the brands that a celebrity endorses and the chances of losing brand recall increases if the celebrity endorses multiple brands.
For instance, In the case of Sachin Tendulkar, people recall Pepsi, TVS, Victor, and MRF but might not remember brands like Britannia and action shoes.
Similarly, for Amitabh Bachchan consumers remember ICICI, Pepsi, Parker Pens, Pulse Polio, and BPL. They might get confused in the endorsement of Nerolac or Asian Paints.
Thus, multiple endorsements where the same celebrity endorses several brands spoils the strength of the brand and the advertising content.
In conclusion, celebrity endorsement on storytelling is a good example of how the challenge today is to reboot marketing. The basis advertisement rules of authenticity and consistency towards consumer purchasing behavior remain the same. but in the digital world competitors are finding ways to allure consumers through brand image and storytelling. That’s where consumers’ behavior changes in purchase decisions.
Have a look on our another article how brand companies use storytelling in the advertisements.