The Indian consumers have a high degree of family orientation. This orientation is not only limited to their family, but also extends to neighbors and friends. Brands that support family values are easily accepted in the Indian market since family values are far more important than values of ambition and achievement. The acceptance rate of ads which communicate family values is very high among Indian consumers. It is not difficult to guess as to why companies are increasingly using kids. The Indian family dynamics shows that the opinion leadership of children is increasingly becoming powerful and influencing the buying behavior of the whole family. The study explores the impact of kids' endorsement on the purchase behavior of the consumers. Statistical tools like ANOVA, regression, co-relation and chi-square test were used for analyzing the data and the results revealed that a majority of the respondents agreed that children do not influence the purchase decisions of the consumers, and there is no relation between marital status and influence of children on the purchase decision of respondents, i.e., respondents who are married and unmarried are more or less equally influenced by the advertisements endorsed by kids.

Advertising has a pervasive influence on children, adolescents and parents. According to the advertising agencies, more than 50,000 ads are being shown by the companies on the television annually. Advertisement agencies use new techniques and advanced strategies for influencing the customers positively like product placement in movies and TV shows, shows sponsored by fast food companies, and also as main sponsors of events like cricket, Children’s Day, etc. Research on advertisements revealed kids as active influencers of purchase of various product categories. Kids play the role of information seekers from various sources like schools and friends, and also play the role of information providers of products ranging from consumer durables to Fast Moving Consumer Goods (FMCG) products. Parents also recognize the active role of kids in the buying process. Children have a say in every big or small purchase made in most houses. Most parents just give in to the tantrums of their children, a fact well known to the advertisers. With the visual media becoming more popular, kids are being increasingly used in marketing communication in India by marketers to lend personality to their products. Their activities and movements are closely watched and imitated, and products which are endorsed by kids are sold like hot cakes. Therefore, using kids in advertisements has become a common practice.

Marketing Management Journal, Impact of Promotional Campaigns, Featuring, Kids, Purchase, Behavior, Customers.