How to Attract Attention to gain

customer?
“Brand Equity is defined as the positive
differential effect that knowing the brand
name has on customer response to the
product or service.”

- Philip Kotler.

To Sell a Product Popularize it so that customers have a top

effectively of the mind recall

How to create a top of mind recall ?????????????

What is India Crazy About????
Who are the Gods???????
 Ads by Celebrities (Cricketers)

Sachin Tendulkar
Boost ,RBS ,Adidas ,Airtel Cellular ,Britannia ,ESPNStar

M.S Dhoni
Reebok ,Pepsi ,Aircel ,Exide ,Boost ,TVS ,Brilcream ,Big Bazaar

Yuvraj Singh
Pepsi ,Revital ,Parachute After shower ,Fiat

Rahul Dravid
 Bank of Baroda ,Reebok ,Gillete ,Pepsi ,Britannia ,Sansui

Virendra Sehwag
 Hero Honda ,Pepsi ,Boost ,Colgate ,Mayur Suitings
 Ads by Celebrities (Movie Stars)

Shahrukh Khan
ITC Sunfeast ,Nokia ,Pepsi ,Dish TV ,Tag Heur ,Bellmont

Aamir Khan
Parle ,Samsung ,Coca cola ,Tata sky ,Titan ,Van Heusen

Amitabh Bachchan
Cadbury ,Dabur Chawanprash,Reid and Taylor ,Polio Vaccine

 Kareena Kapoor
Airtel Cellular ,Frito Lay ,ITC Vivel ,Globus ,LUX ,Emami

Priyanka Chopra
 Nokia ,Ponds ,Hero Honda Pleasure ,LUX ,Sunsilk

 Aishwariya Rai Bachchan

LUX ,L'Oreal ,Nakshtra Diamonds ,Longines
 Celebrity Endorsement

What is To amalgamate diverse activities to win customer

the Motive behind Branding preference

Its a written or spoken statement approving of some

What is Endorsement product, typically a contract to promote a product by
a celebrity

What is the Effect of

It changes the want of the consumer into a need
Endorsement
 Does Celebrity endorsement work????

The crescendo of celebrities endorsements

Marketers acknowledge :
Celebrities Power in influencing consumer-purchasing
decisions
Ubiquitously accepted fact
The product might lack certain special attributes
Celebrity endorsement can bestow such attributes
Researched Cases
Individuals flocking to stores to purchase particular gear
Gears endorsed by their favourite player
Celebrity endorsements have several benefits
Like building credibility
Getting public attention
This can translate into higher sales
 Difference between Good and bad Image Endorsement
Vodafone
Irfan Khan – Vodafone Ad
Irfan Khan –The Better Star
The Vodafone Ad –The Better Ad
Good presentation
Endorser is very convincing
The brand endorser is
not bigger than the brand
Target segment is clearly defined
Has a Mass Appeal
Message is clear :
Don’t wait…..
…..Just buy it
Fair and Handsome
Shahrukh Khan – Fair and
Handsome Ad
Sharukh Khan –The Bigger Star
The Fairness Cream Ad –Ineffective Ad
Poorly Depicted
Endorser is not at all convincing
The brand endorser is
bigger than the brand
Target segment is clearly defined
Has a Mass Appeal
Message is clear :
Don’t buy it
 What's in the name

Social Campaign Designer Suit

The Connect The Class

Target Segment : Rural Masses Target Segment : Urban Elite Class
 Approach : Simplicity Approach : Classy
Celebrity clearly appeals to the Rural Celebrity uses his style quotient and
Masses enhances brand image

Same Celebrity can effectively be used for

Social Cause Commercial Cause

“A sign of a celebrity is that his name is often worth

more than his services.”
- Daniel J Boorstin , American Historian , Professor, Attorney and Writer.
 Effective Use Of Celebrity

Understand
The limitations of the Celebrity
The Fact : Its in the name
Name used wrongly can give negative publicity
Product Importance
Utility
Price
Effectiveness
Quality
Intelligent Use Of Name
Creative Selling
Balance between Product & Celebrity Identity

After Celebrity Talk -

The Product Should Talk
 Strategies by Companies

Nike
Employ many athletes as its spokesperson
Athletes like Micheal Jordan, LeBron James, Serena Williams,
Tiger Woods.
Accenture
Equate Tiger Woods Skills to Company Processes
Bank Of Baroda
Reliability and Dependability of Rahul Dravid
Airtel
Use Chemistry between
Kareena Kapoor – Saif Ali Khan
Madhavan – Vidya Balan
Pepsi ( Youngistan Campaign)
Ranbir Kapoor
Depika Padukone

Celebrity endorsement create

hope, dream, emotional attachment to
the product
Case Study
PepsiCo
Some of Pepsi’s successful
Campaigns
Yeh Dil maange more

DEC 1998
Bubbly Campaign

Summer 2005
 Youngistan

Feb 2008
 About Youngistan

This campaign has two new celebrities Ranbir Kapoor and Deepika
Padukone
They acted in the two most-talked about Hindi films in 2007
They accompanied brand ambassador Shah Rukh Khan

“This time we wanted an all-encompassing theme. ‘Youngistan’

reflects the mood of India’s youth, which is today keen to take the
ropes and drive India,”

“Youngistan”, hopes to cash in on the buzz surrounding today’s

youngsters.

“Youngistan” is not so much a place and it is a state of mind of

today’s youth. “While the term is new, what it stands for – the
GenNext attitude – is not new”

-Punita Lal, executive director, marketing, PepsiCo.

 Segmenting Pattern & Positioning

Segmenting Pattern
Demographics: The Campaign targets teens and young adults of
metros and Tier II cities.
Psychographics: The campaign attempts to capture the youth of
today by focusing on their personality, lifestyle and attitude of youth
through the advertisement

Positioning
The Campaign is done on user approach i.e personality approach
 Here user’s image or association rubs off on the brand image
 The user could be a celebrity or an ordinary user
 The Campaign intelligently made use of Ranbir K & Depika P who
scored hits in 2007 to support SRK
 Placement Of Campaign

 First launched on T.V during the tri-series matches in February

 360-degree activation across radio, outdoor, modern trade, Web and
wireless platforms.
 The user could be a celebrity or an ordinary user
 Pepsi has launched a website for Youngistan
Here it aids interaction
Pepsi Youngistan is also sponsoring ‘‘Wassup Youngistan” on MTV

As it’s earlier campaign’s Pepsi through

‘Youngistan’ campaign aimed at capturing
it’s target audience in another cool, funky,
attractive way.
Thank You
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