For those who are wondering who these two are ...they are two very famous cinema actors in the south ........ I wanted to share the pics but Blogspot at least for me is simply refusing an upload..... no problem just click this link...http://www.nowrunning.com/news/news.asp?it=7725
Jyotika is from the North of India and one among the long list of Non Tamil girls who have made it big in Tollywood..Surya is the son of famous yesteryear actor Siva kumar and has made a mark of his own as a super hit actor...
In their own ways both are famous film stars by their own right and merit, popular as celebrities and so popular as endorsers...Oh yaaaaaa... there we are ...coming to the point.... Jyotika for those who rememeber ( Recall ....as we call it ) popularised Idayam Oil, and then went on to endorse RmKV, a famous textile retailer in the south..Well let me not simply say 'a famous retailer'...RmKV is one the most popular textile showrooms..mega advertisers in the south...
Jyothika as the bubbly silver screen icon made a world of difference to the brand..visibility went souring high and the brand felt the difference,in terms of sales and brand value for sure...
The 'entha colour 'campaign was the one which hit the TG......the girl and the colours paraded in and out of the consumer mind and RmKV ,the 80 year old brand is somethingnow to reckon with...
Then came the Grand Reversible silk saree campaign which has sent hearts flutter..one saree ..two different colours at two sides..Again Jyotika was an instant hit.. a sample you can see in the RmKV websitehome page at http://www.rmkv.com/ ......
Great........isnt it?
That is a lesson for all the pen pullers who criticise celebrity endorsing in advertising..
That is a rejointer to all those theories that are afloat as to whats and what nots of celebrity endorsing in advertising....
Alas! it doesnt seem to be... The high profile endorser of RmKV with her relatives went to some other shop..ya.... you read it right..some other shop..I didnt bother to dig the name of the shop out but it irkes me......every one, I know, in the cinema /celebrity crazy Tamil land now tells me..she did not buy her wedding stuff from RmKV.....
Is it a sacrilege? a sort of a blasphemy....?
It may not be... but when the celebrity who endorses a brand, refuses to buy it him/her self wouldnt the brand cut a sorry figure....?
For people who doesnt seem to be bothered where she shops from and such trivias ,it may all be well ..she may continue to pose with the multi colour display and may entertain you to buy the brand...
But for others?
Celebrities and their influences in brands persona is a well read and researched topic. David Aaker in "Managing Brand equity ' sites the example of Michael Jordan and his “electrifying demonstrations” working wonders for Nike....Remember the " if he didn't have to eat,if he didn't have to sleep , if he didn't have to play defense and block shots and sign auto graphs and lead his team to its first world championship in more than twenty years - would Michael Jordan ever come down ?"...type of hype which, but worked well...
Van Heusen used a "second tier Hollywood actor, Ronald Reagan" (at that time) and yet failed... In India, if Shah rukh has been Hyundai's strength , Ajay Jadeja had became a burden, and so did Muhammed Azharuddin...It clearly tells that the route may look simple and easy ,but it has hidden demons behind every rock..Still why is the route the most preferred one?
Is it because they break clutter?
Is it because they take you out of that me too brands and differentiates you..?
Is it because they give a personality to your brand..?
For celebrity endorsements to be successful,the celebrity has to look 'credible', should 'connect' and also be 'attractive, to the brands kind of TG ... like in the case of Sushmita sen in her new role as Pantene's endorser..the same old formula ad..strength of the hair..glow..film image
et al..yet it looks good......
So can we have rules,,,,...?
I guess we can...here are some rules for the Industry to consider....
1. Thou shall not take into service a celebrity, for want of other choices.
2. Thou shall not employ a celebrity, who is there, everywhere.
3. Thou shall not appoint a celebrity who is outdated/ controversial.
4. Thou shall not sign up a celebrity who doesn’t really connect.
5. Thou shall not hire a celebrity who lacks expertise in the category.
6. Thou shall not engage a celebrity because everyone else is behind him/her.
7. Thou shall not take on a celebrity, because the competitor has one.
8. Thou shall not assign a celebrity, every brand in your product mix.
9. Thou shall not utilize a celebrity without the advertising strategy in mind.
10.Thou shall not slot in a celebrity without a personality study of the celebrity and the brand
Not everyone is a fool out here....simply because my brethren in advertising seems to be thinking so . "I don't think you are a fool, but what's my opinion compared to that of all these others" seems to be attitude....
Hello...! any one listening?
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