Aishwariya Rai endorsed Lux, and in
doing so linked the soap to feminine beauty. Later, when Shahrukh Khan
also endorsed the same soap his endorsement as a male attracted the
macho attitude as well.
Promotion is an important and determining aspect of any business.
Unless a firm properly advertises its product, consumers will not be
aware about it. Advertisements play four major roles: informing,
persuading, reminding and reinforcing and thereby increase the chances
of the product being selected by the consumers. Who would ever know that
there exists a liquid vaporizer named Good Knight, if Godrej Household
Products Ltd. did not properly advertise it? Advertisements certainly
play a significant role in educating the consumers about products, which
are solutions to their problems, and in increasing sales and
maintaining goodwill.
Celebrity endorsement is a form of advertisement, wherein celebrities
promote the product, and this trend has been gaining huge success
abroad. It is simply a way to take emotional benefit of the craze that
celebrities have between their fans and followers base. For example,
former US President Ronald Regan was imitated by a huge number of his
fans in smoking the same brand of cigarette that he smoked. The Beatles
fans also followed the same trend as they used to purchase the same
brands of goggles and watches that the band members used to wear. This
craze is used in commercials as does, for instance by Nike, a global
brand, whose entire promotional campaigns are done by celebrities.
In India too, in India where celebrities like Sachin Tendlukar, Amitabh
Bachhan or Karishma Kapoor to name a few, have been selected for the
promotion of various products, this trend has made a significant mark.
These promotions have equally influenced the entire Indian
sub-continent. At the end of 2010, Indian firms had made a clear note
that segmenting market and choosing the market’s idol for endorsement
makes significant mark in the minds of consumers. Celebrity endorsement
is done not just at the time of introducing the product, or keeping the
image of the product. Aishwariya Raiendorsed Lux, and in doing so linked
the soap to feminine beauty. Later, when Shahrukh Khan also endorsed
the same soap his endorsement as a male attracted the macho attitude as
well.
Celebrity endorsement has not only been creating positive vibes, but
has been able to gain huge popularity. Though such endorsements could be
expensive, it contributes significantly in generating profits for the
firms. Usually, fans want to get in touch with their favourite stars.
When a celebrity endorses a product, his/her fans take it as part of
his/her trend. Celebrity images are generally high, and no matter how
less valued the product is, it adds up certain value for sure in the
minds of consumers.
The Congruity Theory has a separate explanation about celebrity
endorsement. This theory explains how the image of a celebrity modifies
the consumer’s negative image of the product. In Nepal’s context, Sahana
Bajarcharya’s endorsement of Colors Mobile as its brand ambassador is
an instance of this trend. If a male fan of Sahana happens to dislike
Colors Mobile it leads to two possibilities. The fan might dislike
Sahana herself for promoting a product that he dislikes. Even in this
case, certain positive vibes takes place. Consider he had an image of +3
for Sahana and -3 for Colors. The endorsement can bring his image
perception for both Sahana and Colors Mobile to 0. Or yet in another
possibility, the product will gain a higher value with Sahana losing
some. He might deduct 1 point and ascribe +2 image value to Sahana,
while ascribing +1 to Colors Mobile because his favourite icon has
promoted it. In either case the firm, in this instance Colors Mobile,
benefits as it helps in generating goodwill.
The Indian culture has always been playing a major role in the Nepali
society. After all, the two countries share an open border and many
cultural similarities. This is the reason why Indian celebrities are
used to endorse various products in the Nepali market, too. It also
makes the advertisement cost cheaper as editing voices or fonts would be
enough. However, some Neplai celebrities are promoting various products
as well. For example, Rekha Thapa has been promoting UTL and Paras
Khadka has been promoting Clinic Hair Oil. There are other examples as
well - from Haribansha Acharya and Madan Krishna Shrestha to Sugam
Pokharel. However, what has been the actual influence of the product
endorsement by these celebrities in Nepal? Are the firms concerned
gaining as much priority as in India or abroad where international
celebrities are endorsing their products? Certainly Not!
The first reason for this is we don’t have a crazy fan following of
stars in Nepal like in other countries. None of the celebrities here has
enough fan craze compared to international celebrities. The fan list of
Bryan Adams is perhaps bigger than that of Ram Krishna Dhakal.
Saddiccha Shrestha can attract attention of people generally under 30.
But an endorsement by Taylor Swift will perhaps be more successful
because of the star’s huge fan following. The second reason is a bit
subtle. Celebrity endorsement is cheaper in Nepal. It is understandable
that living the life of a celebrity is expensive, and Nepali celebrities
cannot let go any opportunity to make money through endorsement. So,
Saugat Malla will easily accept any offer - from the advertisement of a
hair oil to a soap. Hence, the value gets lower. Appearing in any kind
of advertisement has already made the MaHa duo cheap. Third, the
advertisements seem to have failed to make appropriate celeb selection.
An endorsement by Pilot Bijay Lama can attract attention for flights.
Similarly, an endorsement by Dr. Bhola Rijal would rather gain value
than an endorsement by some comedian for cheap promotion.
There are celebs that have won the trust of consumers. For example,
Anil Shah or Dr Bhagwan Koirala, have gained respect in the society but
nobody has so far thought about using them for product endorsement. The
problem can be resolved by first making market segmentation. For this,
identifying the targeted market and looking for the major icon of that
market is important. For a trendy endorsement, Nima Rumba would be
better, and for diplomatic endorsement Sunil Pokharel would suit. Deepak
Raj Giri or Gopal Nepal would rather fit for funny endorsement of
products like Hajmola, instead of reliability. Celebrity endorsement
certainly has huge scope but it must be properly identified and
utilized.
Published in New Business Age of April 2015.
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