In a society that is cluttered with communications, companies are increasingly influenced by heightened interaction between consumers and brands and consumers' perception of messages delivered through advertisements. Thus, it becomes essential for the brands to establish a rapport with a diversity to target market and excite the prospective buyers so as to compel them to choose a particular product.
When celebrities are ambassadors of a brand, the effect is tremendous—adding glamor to the product, giving it a mass appeal and increasing sales. This happens because consumers easily identify themselves with the celebrities. Over the years, the use of celebrities as brand ambassadors has grown manifold. From Fast Moving Consumer Goods (FMCGs) to hotels, jewelry to cars and toiletries, celebrities seem to be endorsing them all.
Celebrities started to get associated with the brands around the 80s. The then Indian cricket team's wicket-keeper Farookh Engineer modeled for Brylcream gel, signalling the trend of using cricketers as brand ambassadors in India. Across the globe celebrity endorsements have become a staple marketing strategy. A few may remember the then boxing champion Mike Tyson being the brand ambassador for Diet Pepsi from 1988 to 1991. |
