Celebrity Endorsements
Let the stars power your brand
“A celebrity is one who is known by many people he is glad he doesn’t know,” said Henry Louis Mencken, the famous American humorist. That is hardly surprising, considering the way most brands handle celebrities, most of it out of lack of experience, and not so much out of lack of intention. This gap between intention and experience is large and not easy to bridge when it comes to celebrity endorsements.
Celebrities help your
brand get eyeballs
In a changing world order where customer attention spans are reducing, celebrities help your brand gain the necessary attention by making people sit up and take notice. That’s precisely why what happens after the attention is grabbed matters a lot. This ‘what happens after’ is the domain of the creative agency your brand partners with. The right ad agency will leverage the presence of the celebrity to enhance the quality of the creative, the brand positioning, the brand tagline, balancing celebrity placement with that of product placement.
More than just ribbon cutting
Engaging celebrities for launches is great, but if the celebrity is a right choice for cutting the ribbon, she is the right choice for a long term association as well. Brands need to think creatively and make a longer term brand association offer that is a win-win for both. For instance, making a celebrity led TVC has a much greater brand recall than wrapper opening. Piggybacking the TVC with print ads and outdoor campaign reinforces the buzz created by the TVC.
HCF and celebrity led creatives
Celebrity brand endorsements need a detailed understanding of the brand personality and whether the celebrity’s persona matches that of the brand. HCF analyses the brand match closely before engaging celebrities with the brands. So the choice is never random. Be it our latest Alife Soap TVC involving Bollywood star Bhumi Pednekar or Valinta TVC led by Hina Khan, the famous Akshara of ‘Ye Rishta Kya Kehlata Hai’, the seamless brand connect with the celebrity is evident.