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Brand / Marketing Communication Strategies and Advertising and Promotional Strategies Case Study

Case Title:

Celebrity Clutter in Indian Advertising

Publication Year : 2010

Authors: B Gopal, S Raghuraman, A Syed

Industry: Services


Case Code: MCS0022IRC

Teaching Note: Available

Structured Assignment: Available

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Since the 1940s, Indian advertising has witnessed celebrities endorsing products. Several brands benefited from the celebrity association in terms of attracting attention, brand recall and finally sales. Over a period of time, during the 2000s, there were several brands being endorsed by celebrities. Some celebrities endorsed multiple brands across product categories. This clutter led to confusion among the audience which was believed to have led to a drop in the recall value. This case study explores the pros and cons of using celebrities to endorse products and also gives an insight into the celebrity clutter plaguing Indian advertising.

Pedagogical Objectives:

    This case study can be used:

  • To historical growth of celebrity advertisements in India
  • To impact of celebrity endorsements on sales and brand recall
  • To problems of using celebrities in endorsements
  • To celebrity clutter in Indian advertisements.

Keywords : ACelebrity, Clutter, Indian advertising industry, Endorsement, Brand ambassador, Brand sales, Trustworthiness, Recall value, Quick connect, Awareness, Financial risk, Tarnished image, Over exposure, Amitabh Bachchan, Tendulkar

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