Cadbury India A sweet comeback

Cadbury India's four factories in India churn out close to 8,000 tonnes of chocolate and the company sells a million bars every day. But Bharat Puri, managing director of Cadbury India will never forget the batch of Dairy Milk chocolates numbered 28F311 manufactured in 2003 at the company's plant in Thane, near Mumbai That was the worm-infested batch that triggered a crisis for the company that had always prided itself on its squeaky clean image.

To offset the negative impact of the controversy and to re-establish the dominance of Dairy Milk in its category, Cadbury also signed up Bollywood icon Amitabh Bachchan as brand ambassador. With the help of its advertising agency O&M, it created a campaign which aimed for both rational and emotional appeal.
One of the ads showed Bachchan visiting a Cadbury plant, inspecting the systems and processes and finally consuming a bar of chocolate to be convinced that there's nothing wrong with the brand.

Indian believed in Big B and he believed in Cadbury. The trust in Cadbury was back and so were the profits. The brand revived and everything was sweet again. This is the impact of a celebrity in building a brand.

Importance of a Celebrity in building a Brand.

Selecting the right celebrity does more than increasing sales; it can create linkages with the celebrities appeal, thereby adding new dimension to the brand image. Research conducted by Katherine Eckel has revealed that celebrities can get people to make a better choice but cannot influence people to make a foolish choice.

The success of celebrity endorsement in India can be sought from a market research conducted earlier which found that 80% of the TV commercials scored the highest recall were those with celebrity appearances. A few examples: Sachin Tendulkar Adidas, Sourav Ganguly - Britannia, Leander Paes & Mahesh Bhupati - J. Hampstead, Shah Rukh Khan Pepsi, Sushmita Sen - Epson, and Aishwarya Rai Coke.

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80

2010 advertising With celebs 80% Without celebs 20%

The need of celebrities

Psychological Factors: Celebrities generally satisfy the 'esteem needs' of an individual. For example a movie actress is expected to possess a flawless skin and a blemish free face. Her fans want to know the secret of her beauty, so she becomes a natural endorser for beauty related products (cosmetics, soaps, powder).

 propping Up Awareness and Trust Levels: Rahul Dravid- (Bank of Baroda).

To Communicate a Certain Message about the Company: Sachin Tendulkar as brand ambassador gave it the desired facelift and image for the launch of 'Victor Value for Money:

To Position their Brand Distinctively: Lux worldwide has positioned itself as the 'soap the filmstars use'. From Leela Chitnis to Aishwarya Rai, all top actresses have modeled for Lux. Celebrity Standing for a Single Brand:Think Zakir Hussain and you are reminded of 'Wah Taj' Taj Mahal tea. Ditto with A. R. Rahman for Airtel.

The best advertising campaign of 2010 was the Vodafone zoozoo campaign and guess what it was without a celeb .Not only this there have been so many campaigns without a celeb that have been more appealing than those with celebs, Tata motors have not been using celebs for endorsements but still it is a brand emotionally attached to Indians.

Q. Brands endorse by Shahrukh Khan?

Dish tv Videocon Pepsi Hyundai- Santro Pepsodent Sunfeast Navaratan Tag Heuer Airtel

Who endorses what?

Failure of Celebrity Endorsement

The Bachchans were endorsing Maruti Versa
The Shahrukh Khan were endorsing Lux. James Bond endorsing Reid & Taylor. Virendra Sehwag endorsing Reliance Telecommunication. Milind soman tuff shoes advertisement by woodland.