Brands Shining With Star Power

I have a three year old kid who wants the same biscuits that ‘ShahRukh Uncle’ eats, a friend who insisted on buying a Whirlpool refrigerated because “both Ajay Devgan and Kajol think it’s the best technology”, an aunt who uses only Olay Total Effects cream because “the ultimate woman of substance ‘Sushmita Sen’ looks so pretty due to it” and a brother who believes only in Samsung mobiles because the man who is satisfied with nothing but perfection – Amir Khan swears by it.

As far as I myself am concerned, if both Aishwarya Rai and Katrina Kaif think that the Nakshatra range of diamond jewelry is the best of the ‘best friend of a woman’, I really wouldn’t mind checking it out first over any other less prominent brand ! So, do you underestimate the star power behind the brands? Well, I certainly do not! My experience with advertisements clearly shows that if there is a popular star endorsing a product, I would certainly remember it more than any other product of the same category.


The End Customer’s Perspective
We, as the end customers and the targets for all the advertisements and endorsements hardly realize the impact of such ads on our psychology when we see them. However, the truth is that even if we are not paying attention to the endorsements, they will get registered in our sub conscience more strongly if there is our favorite star in them.

Higher Visibility
In an age of cable television and flood of channels where the actual screen time of any show is reduced considerably to accommodate as many endorsements as possible, if a brand wants to attract the attention of the average viewer and get a higher visibility, celebrity presence is the best way to do it. An advertisement instantly shines out with the presence of a star and definitely attracts increased viewer ship. Viewers are also more likely to notice what is the star endorsing if he/she is a more popular star.

Increase in Credibility.
For a layman, the thought that if such a popular and even to some extent financially sound person is standing up to speak in favor of a product then he/she must have seen some sort of reliability in it before giving his/her own name for it also provides a sense of assurance. Therefore a common man will use such a product with more ease and confidence due to its increased credibility.

Higher Sense of Comfort
The fact that a known celebrity is using the same product available in your next door super market also provides a sense of comfort to the end customer. It is a soothing thought that something that you are going to use has been tried and tested by a trustable, known source who wouldn’t just settle down for anything and everything.

Intrigue and Curiosity
There is no proof required that if there is your favorite star or star couple on the screen endorsing a product which you are seeing for the first time and even if you are in middle of something important, you will stop by to at least find out for once as to what is it all about!

Picture Saif and Kareena together in the latest Airtel ad. You are already so hit by the news of their relationship by the entire media that when they come for a new ad together for the first time, would you not stop by and look at it - if not for anything else then for plainly checking out their chemistry in the apparent real life situation. Well, I certainly did and that is what made me remember what the featured product was in the ad.

The Parent Company’s Perspective
The companies behind the brands getting endorsed by the celebrities certainly must have seen a rise in their sales to invest heavily in an advertisement starring one. Only then would they spend a much larger sum on hiring a star for the ad rather than getting a lesser known model that could be available in a far less price.

Establishing a Brand
Be it Amitabh Bachchan endorsing Himani’s Navratan hair oil, Amir Khan for samsung mobile phone or Sanjay Dutt (and Hrithik Roshan in the latest one) endorsing Rupa’s inner wares, the presence of such high profile stars in the ads launch the products to a larger consumer base and helps a lot in establishing them. The target customer believes his star more and derives delight in using the same product as he does.

On the other hand, if there is a new product entering a market, it is sure to get instant recognition irrespective of whether it comes from an established and experienced company or not only if it has a leading star endorsing it.

Increase in Customer Base
Companies are ready to spend to a large extent just to rope in a known star to endorse their product. The primary reason obviously being a resultant increase in the sales of the product. For instance, according to sources, Bank of Baroda, after hiring Rahul Dravid to endorse itself registered an increase of around three million customers in just two years.

A star or celebrity endorsing a product not only gives it instant credibility but also creates a sense of comfort, assurance and confidence in the consumers and acts as a major incentive for them to be less skeptical about it and at least try it once. It makes you think, somebody said it oh so rightly – “never underestimate the star power”!!.