Celebrity Saga

Celebrities are the most adored people in our country. We look up to them in every sense and even copy them. Any little thing done by a celebrity is prime time news! For some, celebrities are heroes and for others, they are role models. We, as fans listen to them keenly and are usually persuaded by their words. 

Celebrities of course have a humongous fan following and millions of people wish to just get a glance of them. Brands have made complete use of this fan following and have come up with a new style of marketing, that is celebrity endorsements. What happens here is that a celebrity is made the face of a particular brand and does campaigns for it. They promote the brand through advertisements, social media, and other promotional events. One of the major reasons why brands rope in celebrities is because their reach is outstanding and people identify with them easily. 

People are always in awe of these celebrities and tend to buy products their favorite star has recommended. This helps the brands in their sales promotions. After a point of time, celebrities become synonymous with the brand. They develop an image for the brand and people start to identify the brands based on the celebrity that is associated with them. For instance, Amitabh Bachchan’s campaign for Polio that had the tagline “Do Boond Zindagi ke Naam” became so popular that people would often associate Polio with Amitabh Bachchan’s voice. 

Celebrity endorsements definitely help improve the brand’s image, as a brand is then identified by the celebrity and the characteristics of that celebrity are associated with the characteristics of the brand. Like, if you acquire Cristiano Ronaldo as your ambassador, then your brand will come across as the best, aggressive and passionate. This is the impact that celebrities have on people. 

Brands use celebrities to build their image and also to clear any allegations put on them. Celebrities are often used as the face of the brand when they are in a crisis. A few years ago, Cadbury was surrounded by a crisis when worms were found in their chocolates. The led to public outrage and people were scared to buy their product. So, what Cadbury did was, they got Amitabh Bachchan on board and he did an advertisement campaign for them wherein he said that the chocolates are completely safe to consume and that he had himself visited the factory where the chocolates were being made. Now, when an icon like Bachchan says something in favor of the brand on national television, you tend to believe it. 

Hence, brands make sure to rope in a celebrity that resonates with their ideas and personality. Like when a woman-dominated brand like LUX got Shah Rukh Khan to do their advertisements, it worked in their favor. This advertisement mainly worked because of the charm that Khan exudes. 

All in all, a celebrity or a popular face is essential in the image building of any brand. People resonate with celebrities and they are always an asset for any brand.