IMPACT OF CELEBRITY ENDORSEMENT

Abstract:
The celebrity endorsement in media are driving factor for the retailers to reach the
customer. The customers rushing to buy a particular product and finding it either useless or
health hazardous. The advertising agency says that a good slogan and a famous actor make
any product to reach out to the customers hand. There are many good examples of such
products out there in the country. It is proven that consumers find celebrity endorsements
more attractive and influential as compare to non-celebrity endorsement. Marketers use
celebrity endorsers to influence purchase decision of consumers in order to increase their
sales and extend their market shares.
This paper focuses on examining the perception of Indian consumers about celebrity
endorsement, examining the celebrity attributes likely to influence consumer purchase
intension.

OBJECTIVES:

To understand the impact of celebrity endorsement on small scale industries

To identify the drawbacks associated with celebrity endorsement
To arrive at a meaningful conclusion

INTRODUCTION:
Celebrity is an omnipresent feature of society ,blazing lasting impressions in the memories
of all who cross its path. Kurzman et.al
The Indian people consider the celebrity stars as their God. So the advertising agency finds
that to promote a product it is necessary to have a celebrity on the board.The good example
for this is ,Amitabh bachchan on parker fountain pen ,Shahrukh khan on mayur suitings
,Sachin Tendulkar on fiat,pepsi ,Britannia and lot more.
India is the country of billion peoples, where to reach out the product in their hands plays the
major role. The country has people divided into different class. The majority of them are in
the middle class ,so to purchase a product it becomes a second thought but when it a celebrity
comes into the part ,people dont want to take a chance. After purchasing ,they find it useless
and they come to the conclusion that whether the celebrities had really used them.
Finally, this creates negative impact of the celebrity, who promote the product as well as the
discontinuing of the products.

Impact on small scale industries:

When you tell people that a product /service can help you,they may or may not believe you
after all ,you have vested interest in selling your service.
But when celebrities say that the particular product /service has helped them,and it could help
others ,people tend to listen to them and believe .After all ,most people assume He wouldnt
say it if it werent true.

The pepsi and the bovonto are the good examples of such. The pepsi is the foreign company
which has part of its production and marketing in India but the economy contributes to the
other nation than to Indian economy. The pepsi and co product finds it marketing industry
entirely based on the celebrity endorsement. It keeps on changes the celebrity based on their
popularity among the people.
The bovonto is the similar product which entirely has its manufacturing unit in india and it
depends solely on indian economy. The product has not reached among majority of people
though it is similar to pepsi because of insufficient advertisement expenditures.

The kanchipuram silk and sculptures in mamallapuram these small scale indian industries
suffer because of insufficient advertisement expenditures. Our celebrity Gods expect plenty
of money to review our own product to our people.These small scale industries remain small
scale because of insufficient advertisement expenditures. Thus it fails to reach out majority of
peoples in india.
EFFECTS OF CELEBRITY BRANDING ON CONSUMERS:
Consumers perceive the brand as having superior quality because it has been endorsed by a
credible source .When abdul kalam has a unique hair cut ,no one follows it. But,when a film
star sports a new hair cut ,everyone loses their mind.The negative information regarding the
product by the celebrity is one of the risk associated. The children and women who watches
television are attracted by such endorsement and they badly wanted to try out what had
shown over the television.

The cosmetic industries plays major role in such type of fool-proof guarantee .HLL has used
Hindi film stars to endorse their beauty soap lux since fifties. The message execution by the
celebrity through these advertisement were fool-proof. Thus making the consumer to blindly
believe on what they see.

We find either a celebrity endorsing multiple brand or multiple celebrity endorsing a single
brand. For example Sachin Tendulkar has endorsed 12 brands (Including
pepsi,boost,colgate,Gillette ,Britannia ,Fiat ,etc). These hinder to the meaning of transfer
process and as well as confusion among the customers.

Celebrity Endorsement as public awareness:

The celebrity endorsement can be used to promote awareness of AIDS ,society development
,free check up for cancer detection,blood donation etc.

1.Sharukh khan Mayur Suitings

Sharukh khan brought to the product his persona of high class lifestyle ,giving the consumer
the belief to aspire and good clothing a sure way to reflect the aspiration. The ad shows a
great fit between what the product stands for what the consumer expects and what the
celebrity means to the consumer ,hence explaining the strong impact in sales and brand.
2.Kamal Hassan-Darshanam
Kamal Hassan initiated the donation for blood and eye through darshanam . He urged the
people to be a part of it . He also stated that if a person donates his/her eyes, two people will

get vision.This multitalented actor has also worked for cancer and HIV AIDS awareness and
eradication.

3.Aamir Khan-Taare Zameen Par

Actor Aamir khan had used the media to educate people about child abuse ,dyslexia and
woman abuse which were not talked aloud in the society. Aamir is probably the only actor to
have carried big screen activism to the public.

Conclusion:
Thus the celebrities have major impact on the social ,economical and religious cause of
indian sociality .As the time goes on,the people started to find out that majority of the
products shown were fake. Thus this creates a negative impact of the celebrity on the people
and they rust their fame among the people. Thus they can promote the product to make sure
their needs are satisfied and to extend themselves to the small scale industries to reach out our
products to our people. They can support people for the further cause to develop the nation
than to mislead them into misery .