Brand Power Vs Star Power

Ogilvy does not believe in using celebrities to endorse products because people tend to remember the celebrities more often than they remember the advert. The only time he cast a celebrity, Mrs Roosevelt, was for a margarine product. Immediately both of them regretted this faux pas. Mrs Roosevelt called Ogilvy to share the response she had received, “One half is happy that I have lost my reputation; another half is sad that I have lost my reputation”.

Bollywood Stars to be replaced by Local Stars reads one of the headlines in yesterday’s The Economic Times. In a move to strike a cord with the people and to increase product sales, advertising agencies have decided to replace the lesser-known Bollyood faces with regional stars. So Trisha, Tamil actor, will soon replace Preity Zinta in Perk and Fanta ads aired in Tamil Nadu.

Two contradicting statements? So is it the power of persuasive advertising or the mere presence of a celebrity in an advert that determines/boosts sales of a product?

Today’s advertising mughals may not agree with Ogilvy. They believe that the sales force of a product depends on the star power of the celebrity. Bigger the star value, larger the product sales seems to be their new-age mantra. So just about anyone who has achieved success overnight is roped in to endorse product(s).

· Why rope in actors/cricketers to endorse product(s)?

In all other nations celebrities are treated as mere mortals, but in India if you are either an actor or a cricketer, you are next to God. The strategy of wooing a multitude into buying a product using these demi-gods is not only ingenious but also brilliant.

Actors and cricketers are paid obscene amounts of money and offered long-term contracts to endorse a product.

But do the advertising agencies realize that just as every product has a shelf-life, so do the celebrities. Even Big B emerged from a period of oblivion before he regained his lost stardom.

· Does the credibility of a product depend on the success of the star?

When our Men in Blue returned home after a shameful defeat in the World Cup, most of the adverts (that pumped millions into their making) were pulled off the air. One of the ads that had me laughing was the Bharath Petroleum (?) that had Irfan Pathan asking the guy in the bunk if he wants a six or a single? Poor guy did not even make it to the 11.

· Do these celebrities have an obligation towards the product and the public?

As an endorser, he/she needs to be convinced of the product. Ogilvy believed that a copywriter cannot do a great job of writing copy to the product if he/she himself is not convinced. Better the product instead of bettering the marketing strategy. As public figures, celebrities also have an obligation towards the public--to use their stardom to fight (and promote) for the right causes. Should they choose to promote a pesticola for a million-dollar contract or campaign against poverty without accepting a fee? Tamil star, Ajith, turned down repeated offers to promote fizz drinks because he did not want to endorse unhealthy drinks to his fans.

What happens when SRK who endorses Pepsi is caught sipping Coke in public? What if Big B who endorses Cadbury only feeds Hershey to his grandchildren because they are worm-free?

My two cents: A good product does not need a famous spokesperson. When we have a headache, do we pop in a Crocin because we know it’s safe and it works rather than a lesser-known drug endorsed by a big celebrity?