Case Studies and Management Resources
Asia's Most Popular Collection of Management Case Studies |
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Case Studies and Management Resources
Asia's Most Popular Collection of Management Case Studies |
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A Percept official said, "Thankfully, the campaign was not centered on one single player but the entire team. Hence it is not so bad after all. We are also recovering from the incident." He added, "We have used multiple personalities for the ad. We have not focussed just on Cronje. It is the entire 14-member South African team that we have signed up. So, we never let the personality become the brand itself." Siyaram's strategy of opting for multiple brand endorsements seemed to have diluted the impact of the scandal on the brand. The company began working on a new series of commercials featuring the Leander/Mahesh duo, but dropped them as the brand ambassadors in October, 2000. Though company sources denied that they had given up the celebrity endorsement route for J.Hampstead, the perils of celebrity endorsement began to be seriously examined by Indian companies and advertising agencies.
The Celebrity Endorsement IssueCelebrity endorsements began way back in the 19th century with UK's Queen Victoria endorsing Cadbury's Cocoa. Using celebrities for promotion has been a common marketing communications strategy, practiced globally. |
Their attractive qualities are transferred to the product being promoted. Some of the main reasons for companies using celebrity endorsers are given in Table II. However, selecting the right celebrity endorsers is usually a tough task. A wrong choice can ruin the image of a brand. (Table III gives the criteria used for selecting a celebrity.)
The acceptance of an advertisement message is largely determined by the attractiveness of the celebrity presenting the message. Also, the message conveyed by the celebrity must match the product message. Relevance is a very important factor in celebrity endorsements.
The Siyaram Celebrity Endorsement Experience - Next Page >>>
Case Code : MKTG018
Themes: Advertising and Promotion
Case Length : 7 Pages
Period : 1995-2001
Organization : Siyaram Silk Mills Ltd
Pub Date : 2001
Teaching Note : Available
Countries : India
Industry : Commodities - Traded Goods
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