IndustrySpeak: Creatives have new consultants in celebrities
The use of celebrities in advertising has proved to be a dilemma for creative gurus. Where on one hand ad critics say that celebrity ads lack creativity and in most cases the celebs are wasted, on the other hand, many believe that celebrities interfere with the creativity and hence prove a hindrance. exchange4media finds out what creative heads have to say on celebrities.
Indian advertising today is becoming more competitive and advertisements that feature celebrities come under the scanner even more. Perhaps it is the star attraction that makes people watch these ads closely, or the simple fact that it is not cheap roping in a celebrity itself becomes a reason to watch out for celebrity ads.
Along with the ‘big’ idea, it is also great scripts, right celebrity endorsement and the right brand fit that make all the difference for celebrity ads. In the last few years, advertising industry has witnessed an increase in celebrity associations with brands. The list begins with the likes of actors Amitabh Bachchan, Shahrukh Khan, Saif Ali Khan, Abhishek Bachchan, Hrithik Roshan and Aamir Khan, and sportspersons like Sachin Tendulkar, Mahinder Dhoni and Sania Mirza, among others.
The creative fraternity has seen a continuous change in the role of a celebrity in the creatives of an advertisement. If the pattern is studied and creative heads are to be believed, celebrities are careful in choosing the brands they endorse and as a result, are involved in the communication of the brand as well. Today, we see a celeb competing with himself for the various brands he endorses. For instance, Amitabh Bachchan has over 15 endorsements, and the brands signing him would like to differentiate between the AB in Cadbury and the AB in Reid & Taylor. Similar is the case with sexy Saif in Provogue, and the good son and brother in Asian Paints.
Surely, the stakes are changing for celebrities in endorsements and this has led them to be involved in the ad. Where Senior AB didn’t have a problem in following the script given to him for BPL some years ago, Junior AB would today prefer to approve the script first.
The challenge is a different one for creative heads as well in bringing the best out of the stars, with the latter adding their own inputs, as well in understanding the strategy of the commercials. When asked whether celebrities have become the new consultants for creatives, almost all creative heads agreed.
Josy Paul, NCD, JWT, said, “Celebrities are everywhere. Often we are confused -- am I seeing an ad for a brand, or is it a promo for a feature film? The reason for this explosion of celebrities has a lot to do with the ambitions of brands in India. The marketing targets of Indian advertisers are getting bigger. How do you talk to such a large-scale divergent audience? The simplest and most convenient answer seems to be to put a celebrity in your ad.”
He added, “What they really want from all agencies and creative people is a really good script. They want to look good.” On the new celebrity behaviour, he said, “These days, celebrities don’t just land up at the shoot and say, ‘Bol, kya karna hai’. Many of them ask for the script in advance. Some ask for meetings where things are discussed threadbare -- some even get involved in strategy and planning of the idea. It’s fine for celebrities to get involved. Their experience is different from yours and they have a primal sense of the market. Listening to them helps.”
Manish Bhatt, VP and EVP, Contract Advertising, said, “Bollywood and cricket celebrities create a large impact, and the myth that celebrities were the last resort for creatives that can make an impact is broken today by the manner in which celebrities are used. Celebrities are clutter breaking and they bring too many advantages. At the same time, however, sometimes they don’t like your idea and there are chances that a creative idea can get killed. In that sense, they are the new consultants, and listening to them can some times pay off, sometimes not.”
Sagar Mahabaleshwarkar, Group Creative Director, O&M, believes that most of the Bollywood actors have adapted to the changing nature of advertising business. He said, “These are smart people who understand what are good scripts and bad scripts. Many of them investigate on scripts, like Abhishek Bachchan in the Motorokr ad, where he is trying to make a fool of himself but still emerges as a winner. They themselves are operating in a domain where they realise that today, one needs those kind of crazy creative scripts to stand out in the clutter. There are too many celebrities endorsing many brands, and hence they do their bit in standing out for the different works they do.”
Priti Nair, Creative Director, Lowe, said, “The biggest challenge is when the celebrity is given how best to use him creatively. Today, celebrity ads have to be more entertaining and involving, and hence celebs have to be used like that. Titan with Aamir Khan, Motorola with Abhishek, are some examples. If the changes a celebrity asks for are unreasonable, then it would be interference. But that rarely happens. Till the end, a good creative person will try and keep the idea intact, and weave the problem around it rather then succumb to it. If celebrity involvement works towards delivering a better end product, then why not allow them to be involved? I can vouch that some of the nuances that Amitabh Bachchan brings to the table are his own and no creative person can write them.”
The celebrities’ role in an ad has increased from starring to strategising. They are the new consultants and reality checks for advertising professionals. What do they next evolve to, promises to be an interesting watch.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
TOP STORIES
E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
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.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“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.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp