During my college days I used to think:
Why is it that the movie stars are seen suitable to endorse almost anything?
Why don’t companies rope in real life achievers to advertise those products which are pitched for being capable of taking a person to the heights of professional success.
For example; It’s alright for a movie star to advertise a soap, cream or a clothing line; but why does he/she endorse a watch, laptop or a clothing line that are meant for a business person and that too to compliment and assist him/her in his/her professional tasks.
For I, such an attitude defeats the very purpose of the campaign. That' s selling the product/service.
The reason behind this thinking was an observation.
I noticed that Indian middle class families (who are considered to be most ambitious of all classes) are too smitten by those people who have made big in their respective fields.
And if the objective of any ad campaign is to sell a product/service well; then why not sell them through those people, who the ambitious part of the society idolizes.
So back then and even today, every time a very popular movie star appears in such commercials, I feel: Why?
But it’s not that all companies are embarking the “a movie star endorses everything” path. From time to time some companies (read very few) do give their products or services the face of a real world achiever.
Some years back, Park Avenue (an apparel brand) did so when it showed real world CEOs and entrepreneurs in its commercial.
At present Tata Indicom is also doing the same.
Next to embark the rather unconventional course is Dell.
Dell’s first brand campaign in India will be showing real-life business heroes and entrepreneurs. The campaign will be starting this week.
My vision finally materialized; and that also with a brand, real-life business heroes can’t do without.
Why is it that the movie stars are seen suitable to endorse almost anything?
Why don’t companies rope in real life achievers to advertise those products which are pitched for being capable of taking a person to the heights of professional success.
For example; It’s alright for a movie star to advertise a soap, cream or a clothing line; but why does he/she endorse a watch, laptop or a clothing line that are meant for a business person and that too to compliment and assist him/her in his/her professional tasks.
For I, such an attitude defeats the very purpose of the campaign. That' s selling the product/service.
The reason behind this thinking was an observation.
I noticed that Indian middle class families (who are considered to be most ambitious of all classes) are too smitten by those people who have made big in their respective fields.
And if the objective of any ad campaign is to sell a product/service well; then why not sell them through those people, who the ambitious part of the society idolizes.
So back then and even today, every time a very popular movie star appears in such commercials, I feel: Why?
But it’s not that all companies are embarking the “a movie star endorses everything” path. From time to time some companies (read very few) do give their products or services the face of a real world achiever.
Some years back, Park Avenue (an apparel brand) did so when it showed real world CEOs and entrepreneurs in its commercial.
At present Tata Indicom is also doing the same.
Next to embark the rather unconventional course is Dell.
Dell’s first brand campaign in India will be showing real-life business heroes and entrepreneurs. The campaign will be starting this week.
My vision finally materialized; and that also with a brand, real-life business heroes can’t do without.
No comments
Post a Comment