Advertising has always been the most evolving industry. The latest trends have a shorter life since the industry is characterized to evolve campaign after campaign to retain the uniqueness of a brand. One of the attempts towards optimizing the brand’s recognition value is celebrity endorsing the brands. In the beginning of the 21st century boundaries across nations have been broken and Globalization has made the world almost a single homogenous market place, but one cannot ignore the economic, technological and cultural differences that still exist among nations. From the snow covered Himalayas in the north to the backwaters of Kerala in the south and from the Bay of Bengal in the east to Mumbai in the west, talk’s immensely one can expect in India not only in terms of landscape but culture also. The opening up of the Indian economy in the early 90’s paved the way for multi-national companies to tap the vast Indian market.
India offers a unique cultural package and developing advertising strategy to connect with such diverse target audience is really a challenging proposition. To target such a dynamic audience it is difficult to have a common communication message that cuts across all the cultural and regional differences. Here the celebrities played a vital role in influencing a huge target audience with their brand endorsements. The brand ambassadors like Amitab Bachchan, Shah Rukh Khan, Priyanka Chopra, and many others have a huge fan following in India. Irrespective of what caste and region they belong to people tend to imitate them and in an attempt to experience their lifestyle they consume the brands endorsed by these celebs. In this celebrity endorsement race even the successful sports personality are all game when it comes to endorsing a brand. While addressing celebrity endorsement as a solution to the mass appeal for a brand’s communication message, a new challenge arises of selecting the right personality for a particular brand.
The market research company analyzes the market for a particular product and come up with inferences. Based on the inferences and key insights drawn by the market research company a celebrity is selected with similar psychographics and also on how popular he or she is. Many ad agencies in Mumbai prefer a celebrity over a model to communicate the message. Many full service ad agencies in Mumbai having media buying, creative and other departments conduct researches and also surveys as a part of their celebrity management. Celebrity management is an emerging opportunity for full service ad agencies, who offer media buying, creative solutions, strategizing and more.