Intro:India is a huge market with a billion people and there is always a market for any product if sold well. Our penchant for hero worship and herd mentality is very well-known and the marketing gurus will definitely take advantage of this
to sell their products to the gullible.
[Continued from Aug. 21]
A research was conducted to find out whether people believed that the stars, who endorse multiple brands use the same products or not. Public know in their heart of hearts that the stars, except a few products, do not use the very products they promote. You don’t expect Kareena to use Lux, do you? SRK endorses the a-10 car, a hatch-back. Does anyone expect him to have hatch-back? Our own Salman Khan endorses Paragon hawaii chappals. Does one expect him to use these? No way. But still when one thinks of these products, the celebrity face instantly comes to your mind and vice versa and that is what the advertisers want.
But the most important thing in this is that the shelf life of the celebrity himself is limited, like the products he or she is selling. Now that Sachin has retired, or the Khan brothers popularity is slowly being taken over by the young brigade, their endorsements would also dip, the only exception has been the phenomena called Amitabh Bachchan. Like an old wine, his popularity has been on the increase, as he grew older. Seventy-years- old, he single-handedly sells anything from hair oil to talcum powder and the public lap it up. He has been hosting “kbc”, which has made him a household name.
The latest fad has been the ‘States’ which have jumped in the fray to appoint brand ambassadors. These ambassadors are then asked to appear in all the programmes related to tourism and also in short films, depicting the various tourist spots in that particular State. Very successful experiment. Gujarat did this with Amitabh Bachchan and the short films shown in the domestic TV channels have been a huge success, increas...more