The Siyaram Celebrity Endorsement Experience

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTG018 For delivery in electronic format: Rs. 200;
For delivery through courier (within India): Rs. 200 + Rs. 25 for Shipping & Handling Charges


Advertising and Promotion
Case Length : 7 Pages
Period : 1995-2001
Pub Date : 2001
Teaching Note : Available
Organization : Siyaram Silk Mills Ltd
Industry : Commodities - Traded Goods
Countries : India


The case, 'The Siyaram Celebrity Endorsement Experience' examines how and why the cricket match-fixing scandal in 2000 forced textile company Siyaram Silk Mills to withdraw an advertisement campaign for its suiting brand J.Hampstead.

The case also provides a brief introduction to the concept of celebrity endorsement. The case is so structured as to enable students to see how celebrity endorsement created problems for Siyaram.

Students can get an idea of the advantages and disadvantages of celebrity endorsement.


Celebrity Endorsements Marketing Communication Strategy


  Page No.
The Cronje Scandal 1
Background Note 1
The J.Hampstead Story 2
The Celebrity Endorsement Issue 3
The Aftermath 4


The Siyaram Celebrity Endorsement Experience, cricket match-fixing, 2000, textile company, Siyaram Silk Mills, advertisement campaign, J.Hampstead, celebrity endorsement, advantages, disadvantages, celebrity endorsement

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