This article aims to analyze how celebrity endorsement is powerful and how companies are using brand storytelling through celebrities to communicate with consumers.
Marketers spend huge amounts of money annually on celebrity endorsement contracts based on the belief that celebrities are effective spokespeople for their products or brands.
WHAT IS CELEBRITY ENDORSEMENT
A celebrity endorsement is a form of an advertising campaign or marketing strategy which uses a celebrity’s fame or social status to promote a product, brand, or service or to raise awareness about an issue. – Wikipedia
Nowadays, various companies are signing deals with celebrities in the hope that they can achieve a unique and relevant position in the minds of the consumers.
HOW CELEBRITY INFLUENCE CONSUMERS IN PURCHASE DECISIONS
When consumers purchasing a product they get attracted by the image and celebrity used for the particular brand promotion rather than its product functional benefits.
There is a lot of transformation in the media front and already en number of channels available. Added to that now OTT made a big wave in this Pandemic situation. Hope you all come across such news recently.
Celebrity plays a major role in creating a brand image and position in the consumer mind. Simultaneously it increases and influences the consumer to make a purchase decision.
Strategic Positioning and effective storytelling through celebrity are the two most important “mantras” guiding brand success in today’s competitive marketing environment.
Because, if one of our favorite celebrities acted in the particular advertisements mean, we get to attract and like to give a try only for the celebrity and the powerful storytelling. They try to pass the credibility to the brand.
It gives you the thought that if the celebrity itself uses it, then it should be a good quality. It is one of the ways that helps in creating brand consideration.
Many corporates are ensuring all possible efforts to promote their brands and try to grab the customer’s mind.
It is not about only grabbing and promoting the brand, it’s all about turn the brand into demand.
Only quality, celebrity selection, and marketing make a brand exist in the market.
India is known to follow one special marketing tactic to promote brands. (i.e) Big companies’ owners are acting in their own advertisements.
Did you anytime think about this? instead of hiring well-known celebrities why they showcase themselves in the advertisements?
On day to day basis, we see such types of ads. but it’s all one kind of tactics to promote their own brand. because it creates the credibility of the brand and increases sales. Finally, the brand will have greater ROI.
It is one way of shaping the brand promising and passing to the audiences. It induces consumers to make quick purchase decisions.
In other term, we call it a kind of word-of-mouth marketing as it spread by the person to an enormous number of people by addressing the owner’s name and the advertisements.
Best example in recent times,
- Saravana Stores -The owner of legend’s new Saravana stores starred in his own advertisements along with Hansika and Tamannah.
2. Aachi masala– The owner of aachi masala starred alone and reviewed how his company products are manufactured organically.
Both are sample advertisements there is much to say. whether the advertisements hit or flop but their intention is to connect their brand with the audiences and also used to it.
No matter, whether people are talking about this in a good way or bad way might be meme creators get content over it but eventually, PEOPLE ARE TALKING ABOUT THE ADVERTISEMENT AND IT MAKES EXIST IN THE COMPETITIVE MARKET.
In the next article will discuss endorsement types and how people are getting attracted by storytelling in advertisements.
(To be continued)