Changing landscape of celebrity endorsements in the digital world
We spoke to experts on the emergence of influencers in the endorsement world and how celebrities now being part of an ad's script adds to credibility
The rise of digital media has changed the dynamics of celebrities associating with brands for marketing in today’s world. Earlier, only big brands used to have ‘brand ambassadors’ on board, but now social media has changed the parameters.
Most brands today have a ‘known’ face, which resonates with their brand identity but it’s no longer important that the brand captures the personality in every campaign or ad.
According to brand expert Aman Abbas, Co-founder, Commwiser Consultants, “The word celebrity has become subjective and now ‘traditional’ celebrities have to share their kitty with ‘digital’ celebrities. The brands are mostly adopting a mix of ‘traditional’, ‘macro’ and ‘micro’ celebrity strategies as the maths work out better in terms of reach and engagement. Since most of the brand conversations happen in the digital world, even other celebrities are using their social presence to promote brands.”
The age of digital disruption is being considered as the main proponent behind this craze for celebrities but it also raises a concern about whether it is leading towards a chaotic environment as well.
Dimple Gupta, Strategic Brand Consultant, says the social media has too much clutter and a celebrity helps in achieving noticeability. “My point is – a big brand is a celebrity itself! Why do they need a big face? I feel today’s consumers are intelligent and what makes the difference is how intelligent is the “content” of the brand’s communication.”
Traditionally, consumers used to get swayed by celebrity endorsements but now they look for the ingredient story or a scientific logic that helps them to make a choice, Gupta said.
However, there have been instances when the celebrity has overshadowed the product. It leads to a negative effect when a celebrity endorses multiple products of a similar type at the same time.
According to Jagdeep Kapoor, CMD, Samsika, a celebrity, whether a Bollywood actor or a cricketer, would playing himself or herself in the ad but now the celebrity plays a role, as per the script. This adds credibility and believability, creating effectiveness and the digital platform amplifies it. “A marketer can avoid clutter through the creative idea, clear positioning, and targeted segmentation,” he said.
Aamir Khan as a grand dad with white hair in the Phone Pe ad or Virat Kohli as a driver in the Uber ad gives an element of touchpoint with the consumers.
With the expansion of the digital medium, ‘influencers’ have emerged as the latest endorsers. Brands have found a new way to drive their message in a cost-effective manner. Influencers/Bloggers are being used by brands these days effectively, especially in the food, beauty and lifestyle segment. They have become an indispensable part of a brand’s marketing metrics.
Would it be right to say that the growth of influencers will impact the celebrity endorsement world and how far will this influencer game fit into the content marketing and social media strategy?
Aman Abbas goes back to when celebrities were made through movies, TV serials or sports. They were then limited in numbers and brands had to cough up huge sums to have them on board. “It was a barrier for many brands to consider celebrity endorsements. Influencer marketing is a very recent phenomena and it has presented a whole lot of new avenues for brands to connect with their audience in a super local way. An intelligent use of influencers makes it very cost effective and creates interesting campaigns,” he added.
According to Dimple Gupta, “Social media has made everybody a star. However, celebrities still remain cherished as they help in increasing noticeability. But I feel it may go down drastically in future. Now everyone looks amazing on Instagram. For instance, @Komalpandeyofficial gives you tips on dressing up and scores above celebrities who never share their secrets.”
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
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COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
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“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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