I was having an argument with a colleague who stated as a matter of fact , that no-one buys stuff just because their favorite stars endorse it. Point taken! And I know majority would nod their heads in agreement. Although studies would prove otherwise, that incase of the most popular (say top3-5), sales have shown an accelerated growth after a brand has roped in any of the top stars. Celebrity endorsements have always been a debatable topic. But this post has not much to do with this debate. Personally I couldn't care too much about buying the car SRK promoted or using Navratna because he advocates it'll keep everyone cool! (& then some other brands I just can't afford)
Coming back to the reason behind this post - I recently picked up the Denizen Jeans by Levi. I remembered falling in love with the ad (again the jingle! concept=HUH?), So it made me wonder, if the ad was what helped me make a purchase decision, did this mean it was a celeb endorsement win? Coz, that's the first objective of having a brand ambassador right? Make the brand relatable, have a recall value! Or was it just the ad that nudged me towards the jeans rack? So then it makes it the adverts win, correct?
Not sure, either way, I did end up contributing to the sale; that the company surveys unabashedly show-off when they've to justify the marketing spends on signing up a star. Guess, it was a brand win anyhow! Mission accomplished for them!
But I would definitely love to hear your thoughts - Do celebrity endorsements help you make purchasing decisions? Would you buy make-up coz Kareena says she uses it or would you change your shampoo cause you have faith in what Katrina sells? Post your comments below.
p:s: while you muse on that, sing along - round & round on this ride, I got you in my thoughts.......
p:s: while you muse on that, sing along - round & round on this ride, I got you in my thoughts.......
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