Celebrity endorsements have long been established as one of the most preferred and for that matter, a potent tool by advertisers. In the past few years it has met with tremendous success in luring the customers and giving the product an instant recognition. A 25% rise in the sales of Titan or a 45% market share gain for Head & Shoulders, post the campaigns featuring Aamir Khan and Preity Zinta as respective endorsers, provide enough proof of the potential of endorsements in the current scenario. However, the question here is if a single celebrity can manage to take the brand forward and influence the customers, why are advertisers resorting to a multiple celebrity endorsement to push their brands?

Shahrukh Khan in a bath tub full of rose petals, revealing his beauty secrets, "Aaj Mein Aapko Batanewala hoon mere Sundarta Ka Raaz - ''if you thought that was a cover headline from a spicy gossip magazine, you are grossly mistaken. This is just a part of a teaser campaign launched by Hindustan Lever Ltd., to celebrate 75 years of the brand Lux. As the teaser unfolds, Hema Malini, Kareena Kapoor, Sridevi and Juhi Chawla garnish the star studded campaign with their glamorous presence. The concept of a bare-chested Shahrukh being immersed in a bath tub by a bevy of starlets was quite unpalatable to the normal Indian customer and the advertisement created controversies around the product, which led to a confused positioning. Nevertheless, one thing is certain that Lux, the pioneers in celebrity endorsement, sparked off yet another tradition of multiple celebrity endorsements.

A survey conducted across customers of different age groups by students of INC, Nagpur to study the impact of Lux ad on the consumer buying behavior, reflects that out of the sample of 500 people, 60% found Shahrukh alone attention arousing, while only 16% found the other actors in the campaign equally impressive. Seventeen percent agreed that there was a popularity appeal, 27% were in favor of a star appeal and merely 8% acknowledged sex appeal in the advertisement.

Advertising Express Magazine, Multiple Celebrity Endorsement, Celebrity Endorsements, FMCG Brands, Social Service Campaign, Brand Advertisement, Multiple Endorsements, Celebrities, Brand Endorsement, Customer-Oriented Centric, Film Advertising.