{"id":12117,"date":"2022-08-19T21:45:01","date_gmt":"2022-08-19T16:15:01","guid":{"rendered":"https:\/\/academy.winnerbrands.in\/?p=12117"},"modified":"2023-07-04T20:09:08","modified_gmt":"2023-07-04T14:39:08","slug":"marketing-whitepaper-celebrity-endorsements-pros-pitfalls-and-principles","status":"publish","type":"post","link":"https:\/\/winnerbrands.in\/brand-opinions\/marketing-whitepaper-celebrity-endorsements-pros-pitfalls-and-principles\/","title":{"rendered":"Celebrity Endorsements | Pros, Pitfalls, and Principles of Celebrity Endorsements 2022 | Marketing Whitepaper"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"12117\" class=\"elementor elementor-12117\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e516b91 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e516b91\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-069c22c\" data-id=\"069c22c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ec31778 elementor-widget elementor-widget-heading\" data-id=\"ec31778\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">INTRODUCTION<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-13bc353 elementor-widget elementor-widget-text-editor\" data-id=\"13bc353\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>Celebrity Endorsement remains a hotly debated but equally ubiquitous marketing strategy.<\/p><p>Consider the below stats:<\/p><p>Celebrity endorsements saw a 44% rise in 2021 as opposed to 2020, according to the data released by AdEx India, a division of TAM Media Research. As per the report, 27% of the overall ad volume share on TV were celebrity endorsements.<\/p><p>In addition, the Celebrity Brand Valuation* report (2021) by Duff &amp; Phelps indicates that:<\/p><p>&#8211; The total brand value of the top 20 celebrities was $1.2 billion, in 2021.<\/p><p>&#8211; The share of brand endorsements for digital brands and start-ups has increased by more than 50% y-o-y from 2020 among the top 20 celebrities.<\/p><p>Collating insights from our in-depth interactions with 1000s of consumers across 35+ categories, brand managers and startup founders, we at <a href=\"https:\/\/www.busybeebrands.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\"><strong>BusyBeeBrands<\/strong><\/span> <\/a>have condensed our thoughts on the much-debated topic of celebrity endorsements into this white paper.<\/p><p>We hope this paper gives you actionable insights into the pros, pitfalls and principles of celebrity endorsement.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2ffa895 elementor-widget elementor-widget-text-editor\" data-id=\"2ffa895\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>For the purpose of this article \u2018Celebrity\u2019 refers to personalities from the world of sports, entertainment etc. who carry mainstream awareness due to their achievement and salience in their respective fields.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-7b89a2b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7b89a2b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-e3842a8\" data-id=\"e3842a8\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5703a28 elementor-widget elementor-widget-spacer\" data-id=\"5703a28\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-column .elementor-spacer-inner{height:var(--spacer-size)}.e-con{--container-widget-width:100%}.e-con-inner>.elementor-widget-spacer,.e-con>.elementor-widget-spacer{width:var(--container-widget-width,var(--spacer-size));--align-self:var(--container-widget-align-self,initial);--flex-shrink:0}.e-con-inner>.elementor-widget-spacer>.elementor-widget-container,.e-con>.elementor-widget-spacer>.elementor-widget-container{height:100%;width:100%}.e-con-inner>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer,.e-con>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer{height:100%}.e-con-inner>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer>.elementor-spacer-inner,.e-con>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer>.elementor-spacer-inner{height:var(--container-widget-height,var(--spacer-size))}.e-con-inner>.elementor-widget-spacer.elementor-widget-empty,.e-con>.elementor-widget-spacer.elementor-widget-empty{position:relative;min-height:22px;min-width:22px}.e-con-inner>.elementor-widget-spacer.elementor-widget-empty .elementor-widget-empty-icon,.e-con>.elementor-widget-spacer.elementor-widget-empty .elementor-widget-empty-icon{position:absolute;top:0;bottom:0;left:0;right:0;margin:auto;padding:0;width:22px;height:22px}<\/style>\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-1f8a791\" data-id=\"1f8a791\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7cedbb0 elementor-widget elementor-widget-spacer\" data-id=\"7cedbb0\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-cb21d94 elementor-widget elementor-widget-text-editor\" data-id=\"cb21d94\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>*Source: <a href=\"https:\/\/www.kroll.com\/en\/insights\/publications\/valuation\/celebrity-brand-valuation-study-2021\" target=\"_blank\" rel=\"noopener\">https:\/\/www.kroll.com\/en\/insights\/publications\/valuation\/celebrity-brand-valuation-study-2021<\/a><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b856995 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"b856995\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-divider{--divider-border-style:none;--divider-border-width:1px;--divider-color:#0c0d0e;--divider-icon-size:20px;--divider-element-spacing:10px;--divider-pattern-height:24px;--divider-pattern-size:20px;--divider-pattern-url:none;--divider-pattern-repeat:repeat-x}.elementor-widget-divider .elementor-divider{display:flex}.elementor-widget-divider .elementor-divider__text{font-size:15px;line-height:1;max-width:95%}.elementor-widget-divider .elementor-divider__element{margin:0 var(--divider-element-spacing);flex-shrink:0}.elementor-widget-divider .elementor-icon{font-size:var(--divider-icon-size)}.elementor-widget-divider .elementor-divider-separator{display:flex;margin:0;direction:ltr}.elementor-widget-divider--view-line_icon .elementor-divider-separator,.elementor-widget-divider--view-line_text .elementor-divider-separator{align-items:center}.elementor-widget-divider--view-line_icon .elementor-divider-separator:after,.elementor-widget-divider--view-line_icon .elementor-divider-separator:before,.elementor-widget-divider--view-line_text .elementor-divider-separator:after,.elementor-widget-divider--view-line_text .elementor-divider-separator:before{display:block;content:\"\";border-bottom:0;flex-grow:1;border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--element-align-left .elementor-divider .elementor-divider-separator>.elementor-divider__svg:first-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-left .elementor-divider-separator:before{content:none}.elementor-widget-divider--element-align-left .elementor-divider__element{margin-left:0}.elementor-widget-divider--element-align-right .elementor-divider 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.elementor-divider-separator:before,.elementor-widget-divider--separator-type-pattern:not([class*=elementor-widget-divider--view]) .elementor-divider-separator{width:100%;min-height:var(--divider-pattern-height);-webkit-mask-size:var(--divider-pattern-size) 100%;mask-size:var(--divider-pattern-size) 100%;-webkit-mask-repeat:var(--divider-pattern-repeat);mask-repeat:var(--divider-pattern-repeat);background-color:var(--divider-color);-webkit-mask-image:var(--divider-pattern-url);mask-image:var(--divider-pattern-url)}.elementor-widget-divider--no-spacing{--divider-pattern-size:auto}.elementor-widget-divider--bg-round{--divider-pattern-repeat:round}.rtl .elementor-widget-divider .elementor-divider__text{direction:rtl}.e-con-inner>.elementor-widget-divider,.e-con>.elementor-widget-divider{width:var(--container-widget-width,100%);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-db84c61 elementor-widget elementor-widget-spacer\" data-id=\"db84c61\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8676502 elementor-widget elementor-widget-heading\" data-id=\"8676502\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">CHAPTER 1<br\/>Celebrity Endorsement: The Changing Context<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-d1e52db elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d1e52db\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-7ca30e5\" data-id=\"7ca30e5\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-70a8c35 elementor-widget elementor-widget-text-editor\" data-id=\"70a8c35\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>India- a celebrity obsessed nation<\/strong><\/p><p>In a diverse country like India, the reach and impact of celebrities often transcend cultural and geographical boundaries. The culture of admiration and adulation for celebrities has withstood the test of time.<\/p><p>It\u2019s not an exaggeration when the popular narrative states that India is a celebrity obsessed nation. And for almost as long as celebrities have ruled fans\u2019 hearts in India, brands have leveraged celebrities to gain consumer acceptance.<\/p><p>For decades a symbiotic ecosystem has existed between four stakeholders \u2013 Media, Consumers, Brands and Celebs. <\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-8f6e223\" data-id=\"8f6e223\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d2dfbd0 elementor-widget elementor-widget-image\" data-id=\"d2dfbd0\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"600\" height=\"600\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/1.jpg\" class=\"attachment-full size-full wp-image-12253\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/1.jpg 600w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/1-300x300.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/1-150x150.jpg 150w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-c616ded elementor-widget elementor-widget-text-editor\" data-id=\"c616ded\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>However, this symbiotic relationship is being challenged by multiple changes in landscape:<\/strong><\/p><p><strong>1. <span style=\"color: #f4963c;\">When it comes to media<\/span>, the power equation is shifting towards the consumer<\/strong><\/p><p>Data democracy and digital penetration have fundamentally disrupted media consumption habits.<\/p><p>The media landscape is fragmented on many levels- in terms of demographics (where every age group is curating its own \u2018playlist\u2019), channels (from OTT to YouTube and FB to Instagram) and even devices (TV, Mobile Phones, Laptops, Tabs). To complicate matters further, in the new-age media paradigm the power equation is shifting towards consumers- they can opt for ad-free content or choose to Skip ads.<\/p><p>Net, the era of finding a \u2018captive\u2019 audience is fast coming to an end. Brands can no longer ride on a single media\/channel and hope to get massive eyeballs from appointed family viewing.<\/p><p>However, despite its seemingly humungous challenges, changing media landscape also offers a great opportunity. If the content is good, consumers today travel an extra mile to search for, view and even evangelize it. This means that brands have a greater chance to garner organic word of mouth provided they put out the right content.<\/p><p>Indeed, when it comes to media, the adage \u2018Content is King\u2019 is a literal truth today. <\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a7fffc4 elementor-widget elementor-widget-image\" data-id=\"a7fffc4\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"600\" height=\"600\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/3.jpg\" class=\"attachment-full size-full wp-image-12255\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/3.jpg 600w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/3-300x300.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/3-150x150.jpg 150w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5d06a2c elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"5d06a2c\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-84c117f elementor-widget elementor-widget-text-editor\" data-id=\"84c117f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>2. <span style=\"color: #f4963c;\">On the consumer front<\/span>, we are seeing the rise of a curious, informed and demanding consumer<\/strong><\/p><p>With the data and smartphone boom, there is an escalation of expectations across demographics and town classes. The Rating &amp; Review economy is making consumers feel empowered to not only choose what\u2019s best for them but also get their voice heard in case they aren\u2019t satisfied with the product experience.<\/p><p>Further, they are increasingly skipping intermediate steps to seamlessly adopt the latest trends (e.g., moving directly from cash to payment apps and from offline shopping to app-only shopping).<\/p><p>All this has led to the rise of a curious, informed and demanding consumer- one who feels both entitled and empowered to get the best within his\/her money without a sense of compromise. At the same time, the proliferation of choices has also increased information overload. Consumers want to simplify their lives and seek easy levers for decision-making.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a8eeab7 elementor-widget elementor-widget-image\" data-id=\"a8eeab7\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"600\" height=\"600\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/4.jpg\" class=\"attachment-full size-full wp-image-12256\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/4.jpg 600w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/4-300x300.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/4-150x150.jpg 150w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5fc09f7 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"5fc09f7\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f3bd44b elementor-widget elementor-widget-text-editor\" data-id=\"f3bd44b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>3. <span style=\"color: #f4963c;\">When it comes to brands<\/span>, imaginative, impatient, and insurgent brands are battling it out with salient, slow, legacy brands<\/strong><\/p><p>Interestingly, when we see the outlook of brands towards the evolving consumer and media landscape, two cohorts emerge- the traditional and established brands and the new-age venture backed startups. These cohorts are trying to simultaneously compete with as well as learn from each other.<\/p><p>Being digital-first, the new-age startups have a better understanding of digital media and performance marketing. They are trying to disrupt the traditional brand building playbook and quickly steal share from established brands. However, lacking patience, tenacity and time, many of them resort to transactional tactics rather than focusing on building enduring relationships with their customers.<\/p><p>Established brands on the other hand come with a legacy of salience and stature that\u2019s nurtured over years, often even over decades. While they are trying to defend their turf, they are also envious of and are trying hard to emulate the agility and digital-savviness of new-age brands.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f79aa3c elementor-widget elementor-widget-image\" data-id=\"f79aa3c\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"600\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/2.jpg\" class=\"attachment-full size-full wp-image-12254\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/2.jpg 600w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/2-300x300.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/2-150x150.jpg 150w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-833e353 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"833e353\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c0bc62b elementor-widget elementor-widget-text-editor\" data-id=\"c0bc62b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>4. Finally, <span style=\"color: #f4963c;\">when it comes to celebrities<\/span>, we are seeing the end of a \u2018Perfect\u2019 celebrity<\/strong><\/p><p>Today almost every celebrity worth his or her salt has a strong social media presence, with the number of social media followers becoming a de-facto signal of their fame and popularity.<\/p><p>Being connected 24&#215;7 to their fandom, celebrities cannot hide behind a make-believe fa\u00e7ade. They are expected to have an opinion, a point of view and a clear take on almost everything that\u2019s trending- from politics to personal life. The private and public personas of celebrities are increasingly merging.<\/p><p>Rather than reel persona, celebrity persona today is built by what they say or do in real life. And celebrities are quite mindful about curating it through their actions.<\/p><p>Celebrities today aren\u2019t shy about showcasing their authenticity and talking about their vulnerabilities. Whether it be Deepika opening up about her struggle with mental health on social media, Ranveer proudly flaunting his rather colourful personality and a sense of style that accentuates it, or Kangana making her political stance clear in the public domain- all these give a sharp edge to their personalities and create a legion of passionate followers as well as detractors.<\/p><p>But social media is also a two-way street. Fans can quickly turn into vicious critics if the celebrity does something that\u2019s not in sync with her professed beliefs. With a strong pulse on the mood of their fans and with high stakes riding on it, celebrities are conscious and concerned about their reputation. Recently we have seen cases of A-list celebrities (including Virat Kohli, Akshay Kumar and Amitabh Bacchan) issuing clarifications and calling off their associations with the brand in light of pushback from their followers, in full public glare.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e6b23d5 elementor-widget elementor-widget-image\" data-id=\"e6b23d5\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"970\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-9.jpeg\" class=\"attachment-full size-full wp-image-12177\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-9.jpeg 800w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-9-247x300.jpeg 247w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-9-768x931.jpeg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a37d560 elementor-widget elementor-widget-text-editor\" data-id=\"a37d560\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>There is also an emerging trend where celebrities take a moral high ground by refusing to endorse brands and categories that do not match their avowed principles (e.g., actresses rejecting fairness products). These rejections make for positive PR and add to a celebrity\u2019s public image while getting enthusiastic applause from fans.<\/p><p>It\u2019s safe to say that today every celebrity comes with a shade of grey- a \u2018Perfect Celebrity\u2019 doesn\u2019t exist anymore.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-6125893 elementor-reverse-mobile elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6125893\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-b1dde7a\" data-id=\"b1dde7a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ec09f07 elementor-widget elementor-widget-text-editor\" data-id=\"ec09f07\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Hence, a brand\u2019s celebrity dilemma<\/strong><\/p><p>It\u2019s clear that celebrity endorsement is fast becoming a double-edged sword.<\/p><p>It is a costly commitment, which if not executed well, can do more harm than good. The topic of celebrity endorsement naturally then leads to polarized opinions and debate.<\/p><p>While on the one hand some view it as an exercise in vanity, an apology for the lack of ideas, fraught with financial and even reputational risks, there are also others who view celebrity endorsement as a panacea- an express solution to hack their way to brand-building by quickly garnering reach and awareness.<\/p><p>We believe both these views are extreme. Celebrities are neither an easy nor a lazy way to build a brand. The reality is more nuanced.<\/p><p>To take a balanced view, let\u2019s first look at some unchanging truths about celebrities that make celebrity endorsements as compelling a proposition today as it was, say a decade ago.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-6210867\" data-id=\"6210867\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8a2aa1c elementor-widget elementor-widget-image\" data-id=\"8a2aa1c\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"660\" height=\"660\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/5.jpg\" class=\"attachment-full size-full wp-image-12257\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/5.jpg 660w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/5-300x300.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/5-150x150.jpg 150w\" sizes=\"(max-width: 660px) 100vw, 660px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-8079bb1 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"8079bb1\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b121b29 elementor-widget elementor-widget-spacer\" data-id=\"b121b29\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6545774 elementor-widget elementor-widget-heading\" data-id=\"6545774\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">CHAPTER 2<br\/>Celebrity Endorsement: The Pros and Pitfalls<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-451cd62 elementor-widget elementor-widget-text-editor\" data-id=\"451cd62\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>The proven benefits of celebrity association<\/strong><\/p><p>Numerous empirical as well as peer-reviewed academic research papers have validated the positive impact of celebrity association. Indeed, if done well, celebrity endorsement can deliver multiple benefits, simply because of a few time-tested truths:<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-606a15b elementor-reverse-mobile elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"606a15b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-b0d7a9c\" data-id=\"b0d7a9c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-076ccda elementor-widget elementor-widget-text-editor\" data-id=\"076ccda\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Celebrities bring recognition:<\/strong> the human brain is wired to better recognize and have a generally positive disposition towards familiar and famous faces.<\/p><p>This scientifically proven fact ensures that celebrities make a brand\u2019s communication more recognizable. And this can prove to be a valuable asset, especially in today\u2019s times when marketing clutter and noise are at an all-time high and brand communication needs to work extra hard to get noticed.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-0cbadd7\" data-id=\"0cbadd7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c362b99 elementor-widget elementor-widget-image\" data-id=\"c362b99\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"600\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/6.jpg\" class=\"attachment-full size-full wp-image-12258\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/6.jpg 600w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/6-300x300.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/6-150x150.jpg 150w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-93ca609 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"93ca609\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-17b8593\" data-id=\"17b8593\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d89de11 elementor-widget elementor-widget-image\" data-id=\"d89de11\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"600\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/7.jpg\" class=\"attachment-full size-full wp-image-12259\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/7.jpg 600w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/7-300x300.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/7-150x150.jpg 150w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-c87e38d\" data-id=\"c87e38d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4556563 elementor-widget elementor-widget-text-editor\" data-id=\"4556563\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Celebrities render credibility:<\/strong> when famous personalities put their face to a brand, consumers tend to believe that the brand must be trustworthy.<\/p><p>This is especially relevant in inherently low trust categories like finance, healthcare etc. As a classic example, almost all real-money-gaming apps today rely heavily on celebrity endorsements to bridge the trust deficit attached to the category. That\u2019s also the reason why at times celebrities are roped in to rebuild trust in case the brand faces a perception crisis.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-8ae9bfc elementor-reverse-mobile elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8ae9bfc\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-64e43da\" data-id=\"64e43da\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-575d627 elementor-widget elementor-widget-text-editor\" data-id=\"575d627\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Celebrities grant ubiquity:<\/strong> celebrities can be a powerful marketing channel with a massive reach and appeal that cuts across social backgrounds. A popular celebrity will appeal equally well to the harried executive who is rushing to the airport, as well as the cab driver who is ferrying him there. This is especially useful in the case of brands playing in utilitarian categories and wanting to build a \u2018mass appeal\u2019.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-b858a7f\" data-id=\"b858a7f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0e14027 elementor-widget elementor-widget-image\" data-id=\"0e14027\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"721\" height=\"600\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/8.jpg\" class=\"attachment-full size-full wp-image-12260\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/8.jpg 721w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/8-300x250.jpg 300w\" sizes=\"(max-width: 721px) 100vw, 721px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-23c92ae elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"23c92ae\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-eaaee2b\" data-id=\"eaaee2b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bb950f6 elementor-widget elementor-widget-image\" data-id=\"bb950f6\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"600\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/10.jpg\" class=\"attachment-full size-full wp-image-12262\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/10.jpg 600w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/10-300x300.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/10-150x150.jpg 150w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-51dfe26\" data-id=\"51dfe26\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e3bcd52 elementor-widget elementor-widget-text-editor\" data-id=\"e3bcd52\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Celebrities cue stature:<\/strong> consumers today are well-aware of the fact that celebrity endorsement doesn\u2019t come cheap. Roping in an \u201cA-Lister\u201d as the face of the brand makes for great optics and gives a tacit indication that the brand is a serious contender in the category. This is especially relevant for startups or upcoming firms that are trying to get into the consideration set dominated by well-established and well-recalled incumbents.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-7b23098 elementor-reverse-mobile elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7b23098\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-c67b3c2\" data-id=\"c67b3c2\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5986750 elementor-widget elementor-widget-text-editor\" data-id=\"5986750\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Celebrities can up the aspiration quotient:<\/strong> social media has become an interesting medium for both brands and celebrities. Celebrities can carefully curate an aspirational world and brands can integrate seamlessly into it. Celebrity endorsed brands thus make consumers feel that they can also have a slice of celebrity moonlight. Celebrities can be a powerful tool for a brand to create aspiration and justify its price-point while also proving invaluable in lifestyle categories like beauty and fashion where aspirational cues help to get the consumer&#8217;s buy-in.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-ca340b6\" data-id=\"ca340b6\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1d9aab5 elementor-widget elementor-widget-image\" data-id=\"1d9aab5\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"600\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/9.jpg\" class=\"attachment-full size-full wp-image-12261\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/9.jpg 600w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/9-300x300.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/9-150x150.jpg 150w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-292322c elementor-widget elementor-widget-text-editor\" data-id=\"292322c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>However, the pros of Celebrity Endorsement also come with some potential pitfalls<\/strong><\/p><p>Celebrity endorsements today operate in a changed consumer context. It\u2019s a mistake to assume that merely roping-in a popular celebrity and amplifying the association through media would allow the brand to leverage the benefits of the association.<\/p><p>Brands must consider some riders before investing in a celebrity:<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-1e4df28 elementor-reverse-mobile elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1e4df28\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-d084207\" data-id=\"d084207\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-20d5ddd elementor-widget elementor-widget-text-editor\" data-id=\"20d5ddd\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Consumers are well-aware that celebrity endorsement is a commercial contract:<\/strong> thanks to the power of social media and the media hype surrounding celebrity contracts, consumers are well-aware of the fact that a brand-celebrity relationship is based on mutual give and take. Further, celebrity endorsements are also coming under the radar of regulatory bodies, so the disclosure of commercial benefit might even become legally binding. It is, therefore, na\u00efve on the part of a brand to assume that merely seeing a celebrity in an ad would translate into purchase intent.<\/p><p>In fact, a spray and pray approach with celebrity endorsement might even invite apathy or worse, lead to cynicism and derision, thereby nullifying the very purpose of the investment. To harness the celeb power, the brand needs to think deeply about how it can use the celebrity in a way that the association comes across as sincere, believable and heartfelt, and not just a transactional give and take.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-5751294\" data-id=\"5751294\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-adbb3fb elementor-widget elementor-widget-image\" data-id=\"adbb3fb\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"700\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/11.jpg\" class=\"attachment-full size-full wp-image-12263\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/11.jpg 700w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/11-300x300.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/11-150x150.jpg 150w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-a381ac7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a381ac7\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-8374fc4\" data-id=\"8374fc4\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ab0eb11 elementor-widget elementor-widget-image\" data-id=\"ab0eb11\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"600\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/12.jpg\" class=\"attachment-full size-full wp-image-12251\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/12.jpg 600w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/12-300x300.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/12-150x150.jpg 150w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-8cf9dc4\" data-id=\"8cf9dc4\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4690d6a elementor-widget elementor-widget-text-editor\" data-id=\"4690d6a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Celebrity association escalates expectations and subjects a brand to greater scrutiny:<\/strong> celebrity association brings a new brand quickly into the limelight and sparks curiosity to know more about it. In fact, with the positive aura of celebrity behind it, consumers come with escalated expectations.<\/p><p>While celebrities make the brand more recognizable and might even get it into the consideration set, this does not mean that consumers wouldn\u2019t do their due diligence before making the final choice. Judgement metrics, if anything, become more stringent. A poor experience in aspects like ratings, reviews, product quality and support experience is a double whammy as consumers quickly dismiss the brand as \u2018all hype but no substance.&#8217;<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-fbc4ad7 elementor-widget elementor-widget-text-editor\" data-id=\"fbc4ad7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Celebrity association might land brands into unintended controversies:<\/strong> interestingly, even as consumers view the brands-celeb association as a commercial give and take, they aren\u2019t willing to disassociate the brand from a celebrity\u2019s conduct in real life. In recent past we have seen umpteen examples where brands bore the brunt of opinion or stance of their respective endorsers.<\/p><p>This puts brands in a quandary- they want the association to come across as genuine, but they also do not want to be associated with the personal opinions of their endorsers. However, in reality, when an endorser takes a stance, brands too come in the line of fire. For instance, Snapdeal bore the brunt of public ire and was forced to issue a clarification when Aamir Khan (its endorser at that time) expressed his personal opinion on the state of affairs in India.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-883d4ef elementor-widget elementor-widget-image\" data-id=\"883d4ef\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1243\" height=\"470\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-6.jpeg\" class=\"attachment-full size-full wp-image-12171\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-6.jpeg 1243w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-6-300x113.jpeg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-6-1080x408.jpeg 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-6-768x290.jpeg 768w\" sizes=\"(max-width: 1243px) 100vw, 1243px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-eb6ce24 elementor-widget elementor-widget-image\" data-id=\"eb6ce24\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"922\" height=\"311\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-15.png\" class=\"attachment-full size-full wp-image-12190\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-15.png 922w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-15-300x101.png 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-15-768x259.png 768w\" sizes=\"(max-width: 922px) 100vw, 922px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5aaa4f7 elementor-widget elementor-widget-text-editor\" data-id=\"5aaa4f7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Celebrity association can lead to unfair misattributions:<\/strong> as unfair as it may sound, consumers are at times judgemental and even unreasonable about a celebrity-endorsed brand. Any issue, even if it is legitimately not in the control of the brand, is attributed to the brand\u2019s misplaced priorities- of spending on celebrity glamour rather than investing in the consumer experience.<\/p><p>Especially in the case of celebrities associated with sports, if a celebrity fails to perform in their field, fans often make brands a scapegoat to vent their anger. The celebrity\u2019s poor form is attributed to their diluted focus- thanks to their lopsided attention toward monetary rewards of brand endorsements.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e8c16f8 elementor-widget elementor-widget-image\" data-id=\"e8c16f8\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"451\" height=\"595\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-3.png\" class=\"attachment-full size-full wp-image-13907\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-3.png 451w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-3-227x300.png 227w\" sizes=\"(max-width: 451px) 100vw, 451px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-76d51db elementor-reverse-mobile elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"76d51db\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-03bfc46\" data-id=\"03bfc46\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1b470ad elementor-widget elementor-widget-text-editor\" data-id=\"1b470ad\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Celebrity clutter is real and leads to consumer fatigue:<\/strong> given that A-List celebrities with a pan-India appeal are few and almost every brand is pursuing them, celebrities have spread themselves thin across multiple categories and in some categories, it is not uncommon to find almost every brand being endorsed by a celebrity. To complicate matters, brands are often unable to enforce strict contracts and we have seen cases where celebrities switch to competing brands in the same category. All this leads to consumer confusion and fatigue.<\/p><p>Indeed, there have been cases where consumers remember the celebrity and category but not the brand, thereby ending up unwittingly helping the category leader! <\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-4eae66a\" data-id=\"4eae66a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-636fe26 elementor-widget elementor-widget-image\" data-id=\"636fe26\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"600\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/13.jpg\" class=\"attachment-full size-full wp-image-12252\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/13.jpg 600w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/13-300x300.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/13-150x150.jpg 150w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-e9b17b1 elementor-widget elementor-widget-text-editor\" data-id=\"e9b17b1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Given this scenario, brands have an additional job at hand- to stand out amidst the celebrity clutter and ensure that they get uniquely benefited from the association. As an implication, brands need to be extremely clear about both picking as well as leveraging the right celebrity. Without this, celebrity endorsement could indeed become an exercise in vanity.<\/p><p>Net, it\u2019s safe to say that celebrity endorsement is not a magic wand; it comes with its own riders, watchouts and best-practices.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0127972 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"0127972\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a22fd96 elementor-widget elementor-widget-heading\" data-id=\"a22fd96\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">CHAPTER 3<br\/>Celebrity Endorsement: Some key themes<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ef0764f elementor-widget elementor-widget-text-editor\" data-id=\"ef0764f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>There are many examples where brands have leveraged celebrities in a way that helped them reap the benefits of the association while staying clear of the pitfalls. Interestingly, these examples span a full spectrum- from cases involving deep collaboration to those where brands leveraged celebrities for a specific goal.<\/p><p>The common factor across all these is the fact that the brands were clear about why and how they wanted to leverage celebrity power. <\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3c13665 elementor-widget elementor-widget-text-editor\" data-id=\"3c13665\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Few themes in celeb-brand collaboration that have worked well:<\/strong><br \/><br \/><strong>1. Celebrities exemplifying &amp; amplifying brand personality:<\/strong> while it should ideally be the primary rule for choosing a celebrity, the brand x celebrity personality linkage is often not perfect because there is a limited set of top celebrities with a pan-India appeal, limiting brands\u2019 consideration set. But when brands are able to achieve a perfect match, the association comes across as genuine and the celebrities\u2019 own fan-following also enthusiastically endorse and amplify its content, giving it a natural virality.<\/p><p>A classic case in point is the five year long prolific association of Ranveer Singh with Durex. A vibrant and youthful brand that\u2019s known for its sassy, tongue-in-cheek content and one that intends to break down the taboo around discussions on sex found its match in the uninhibited persona of Ranveer.<\/p><p>The #DotheRex campaign, fueled by some amazing content, product launches and Ranveer\u2019s raw energy and style, became a social media rage and delivered immense word of mouth for the brand. Durex is a good example of how a great personality &#8211; celeb match can work wonders for the brand.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-eec2877 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"eec2877\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-37e2037\" data-id=\"37e2037\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d843640 elementor-widget elementor-widget-spacer\" data-id=\"d843640\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-26ef919\" data-id=\"26ef919\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bbec468 elementor-widget elementor-widget-spacer\" data-id=\"bbec468\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-d3b79e9 elementor-widget elementor-widget-text-editor\" data-id=\"d3b79e9\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>2. Celebrities mirroring the brand story:<\/strong> celebrity stories are out in the open today and are enthusiastically lapped up by followers. These stories can be centered on a broad gamut of emotions ranging from inspiration and grit to success and achievement or even love and romance. Brands whose proposition seamlessly links to these stories can collaborate with the relevant celebrities. When brands do so, the association comes across as a heartfelt testimonial rather than a cosmetic endorsement. Many a times it inspires consumers to dig deeper to know more, thereby increasing brand engagement.<\/p><p>An interesting example of this is Truecaller\u2019s association with Nawazuddin Siddiqui. Launched as its first ad blitz in India, \u201cTake the right call\u201d campaign narrated the story of the actor\u2019s struggling days in his own words (and trademark no-nonsense style), and seamlessly integrated it with the brand benefits. The collaboration came across as persuasive and revealed some unknown facets of the actor\u2019s story. This piqued curiosity and made this collaboration both noticeable and shareable.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d04a257 elementor-widget elementor-widget-image\" data-id=\"d04a257\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"587\" height=\"605\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-5.png\" class=\"attachment-full size-full wp-image-12170\" alt=\"truecaller celebrity endorsement\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-5.png 587w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-5-291x300.png 291w\" sizes=\"(max-width: 587px) 100vw, 587px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">truecaller celebrity endorsement<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-699bf4a elementor-widget elementor-widget-text-editor\" data-id=\"699bf4a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>3. Celebrities used in a counter-intuitive way:<\/strong> in some cases, celebrities are used in a way that\u2019s counterintuitive, creating a shock and entertainment value. This makes the brand content both shareable and viral. The storyline and innovative manner in which celebrities are used not only make consumers blink, but also spark a meme-fest and a spate of online chatter that works in the brand\u2019s favour.<\/p><p>CRED is a good example of a brand that\u2019s leading this trend. Starting from its initial campaign \u201cNot everyone gets it\u201d where celebrities like Madhuri Dixit and Anil Kapoor are shown as getting rejected in auditions to the much talked about \u201cIndira Nagar ka Gunda\u201d campaign where Rahul Dravid is portrayed as an impatient and angry hooligan, CRED has consistently been able to positively surprise its consumers by using celebrities in a way they least expect. Further, the brand seeds talking points and banter around its content on social media. This instigates curiosity and amplifies the reach. No wonder CRED is among those brands whose communication is proactively searched for and shared by the consumers. <\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-a093d8e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a093d8e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-3a1bdec\" data-id=\"3a1bdec\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3fc8eb4 elementor-widget elementor-widget-spacer\" data-id=\"3fc8eb4\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-e79871c\" data-id=\"e79871c\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3dc479c elementor-widget elementor-widget-spacer\" data-id=\"3dc479c\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-43e061a elementor-widget elementor-widget-image\" data-id=\"43e061a\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"602\" height=\"300\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-21.png\" class=\"attachment-full size-full wp-image-12198\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-21.png 602w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-21-300x150.png 300w\" sizes=\"(max-width: 602px) 100vw, 602px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6c29e37 elementor-widget elementor-widget-text-editor\" data-id=\"6c29e37\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Another interesting case is when brands pick celebrities who are well-known for their craft but haven\u2019t been overused by brands. When this is supplemented with clever creativity, the association doesn\u2019t just establish a memorable celebrity-brand connection, it also helps to effectively communicate the brand\u2019s proposition.<\/p><p>Recent example of Zepto using popular singers (Kailash Kher, Usha Uthup and Shankar Mahadevan) in a creative way to establish its quick commerce proposition is a good example of this. <\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ec22d96 elementor-widget elementor-widget-image\" data-id=\"ec22d96\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"656\" height=\"371\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-8.png\" class=\"attachment-full size-full wp-image-12176\" alt=\"cred celebrity endorsement\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-8.png 656w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-8-300x170.png 300w\" sizes=\"(max-width: 656px) 100vw, 656px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">cred celebrity endorsement<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0904474 elementor-widget elementor-widget-image\" data-id=\"0904474\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"656\" height=\"364\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principle-9.png\" class=\"attachment-full size-full wp-image-13909\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principle-9.png 656w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principle-9-300x166.png 300w\" sizes=\"(max-width: 656px) 100vw, 656px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\"><\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b88ae2d elementor-widget elementor-widget-image\" data-id=\"b88ae2d\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-9.png\" title=\"\" alt=\"\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a60c7bb elementor-widget elementor-widget-text-editor\" data-id=\"a60c7bb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>4. Betting big on next-gen celebrities:<\/strong> the celebrity landscape is wide and diverse- and today there are multiple avenues to spot high potential talent (e.g., OTT in entertainment, IPL in cricket etc.). The strategy of \u2018catch them young\u2019, where brands collaborate with high potential celebrities before they gather mainstream awareness isn\u2019t just commercially lucrative, it also helps them ride on the success of these celebrities. In addition, by bringing on board a galaxy of high-caliber talent from different fields, the brand presents itself as a dynamic and youthful player.<\/p><p>Betting on a celebrity before he or she becomes a household name is a risky proposition. Brands that have got it right need to be given credit for their intuition that the talent will make it big in the near future.<\/p><p>boAt has pioneered and perfectly executed this strategy. Launched in 2016, the brand positioned gadgets as fast-fashion and portrayed its galaxy of young and emerging celebrity endorsers as a tribe of \u201cboAtheads\u201d carrying a distinctive sense of style.<\/p><p>boAt has consistently spotted and on-boarded high potential talent from the fields of entertainment, cricket and music- the key passion points of its young consumer base.<\/p><p>It on-boarded Hardik Pandya, Karthik Aryan and Kiara Advani much before they became the stars that they are today.<br \/><br \/>This strategy has particularly suited boAt\u2019s positioning as a challenger brand that brings a disruptive blend of style, price and quality in a space dominated by big legacy brands (Sony, JBL etc.). Interestingly, this is exactly the value that its celebrity \u2018boAtheads\u2019 embody. And the growth of its celebrity endorsers in their respective fields is uncannily similar to that of boAt, which has gone on to become the 5th largest wearables brand by shipments in the world and has captured 33% market share in India*. <\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-595de51 elementor-widget elementor-widget-text-editor\" data-id=\"595de51\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>*Source: <a href=\"https:\/\/www.boat-lifestyle.com\/blogs\/news\/boat-creates-history-becomes-5th-biggest-wearable-brand-in-the-world\" target=\"_blank\" rel=\"noopener\">https:\/\/www.boat-lifestyle.com\/blogs\/news\/boat-creates-history-becomes-5th-biggest-wearable-brand-in-the-world<\/a><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e4db768 elementor-widget elementor-widget-image\" data-id=\"e4db768\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"500\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-14.jpeg\" class=\"attachment-full size-full wp-image-12187\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-14.jpeg 500w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-14-300x300.jpeg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-14-150x150.jpeg 150w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0e2e17d elementor-widget elementor-widget-image\" data-id=\"0e2e17d\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"760\" height=\"950\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-16.jpeg\" class=\"attachment-full size-full wp-image-12191\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-16.jpeg 760w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-16-240x300.jpeg 240w\" sizes=\"(max-width: 760px) 100vw, 760px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5c3a243 elementor-widget elementor-widget-image\" data-id=\"5c3a243\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"680\" height=\"562\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-15.jpeg\" class=\"attachment-full size-full wp-image-12189\" alt=\"boat celebrity endorsement\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-15.jpeg 680w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-15-300x248.jpeg 300w\" sizes=\"(max-width: 680px) 100vw, 680px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">boat celebrity endorsement<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-72cd954 elementor-widget elementor-widget-text-editor\" data-id=\"72cd954\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>5. Emergence of \u2018Celebrity Couples\u2019:<\/strong> celebrity relationships have always been a matter of intrigue and curiosity but in the age of social media, celebrity couples have become a powerful phenomenon and emerged as a brand in their own right. This is reflected in the trend of concatenated nomenclature- from Saifeena to Virushka to the most recent ones- DeepVeer and Vickat.<\/p><p>With carefully curated photo reels of their moments of togetherness available in the public domain, these \u2018Couple brands\u2019 evoke aspiration and give relationship goals. No wonder then, collaboration with \u2018Couple brands\u2019 is a wonderful opportunity to create a communication that not only gives a brand access to a much larger fan base but also subtly acknowledges the trend of joint decision-making among couples on almost all product categories.<\/p><p>A good example of a brand leveraging this trend is the \u2018Wedding Vows\u2019 ad by Manyavar featuring Virat Kohli and Anushka Sharma. Launched at a very contextual moment (2 months before the actual marriage of Virat and Anushka), the ad beautifully plays up the chemistry between the couple as they exchange vows. Given that they were just about to tie the knot in real life, it became a case of reel-life mirroring real life and generated massive word-of-mouth that helped the brand garner appeal among the fans of both celebrities. So much so that when Virat and Anushka actually married, many even confused Manyavar\u2019s ad grabs with actual wedding pictures of the couple!<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-eaa976e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"eaa976e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-5a40bcb\" data-id=\"5a40bcb\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-dd2f602 elementor-widget elementor-widget-image\" data-id=\"dd2f602\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"517\" height=\"239\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principle-10.png\" class=\"attachment-large size-large wp-image-13911\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principle-10.png 517w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principle-10-300x139.png 300w\" sizes=\"(max-width: 517px) 100vw, 517px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c2f7dda elementor-widget elementor-widget-image\" data-id=\"c2f7dda\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"562\" height=\"306\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principle-12.png\" class=\"attachment-large size-large wp-image-13912\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principle-12.png 562w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principle-12-300x163.png 300w\" sizes=\"(max-width: 562px) 100vw, 562px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-c4a3a3f\" data-id=\"c4a3a3f\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f9c7f8b elementor-widget elementor-widget-spacer\" data-id=\"f9c7f8b\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-d2617e1 elementor-widget elementor-widget-text-editor\" data-id=\"d2617e1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>6. The rise of invested celebrities:<\/strong> celebrities are going a step further and putting their skin in the game by taking co-ownership. This can take several forms- celebrities can take equity\/stake in a brand, they can get into royalty arrangements or even start a licensing partnership.<\/p><p>It is important to note that in each of these cases there is a good match between brand and celebrity ethos. In some of these cases, the rub-off of celebrity personality is so strong that the brand becomes inseparable from the celebrity (e.g. Virat Kohli x WROGN, Hrithik Roshan x HRX, Salman Khan x Being Human)<\/p><p>This is a win-win situation for the brand and celebrity. The celebrity becomes much more committed to the brand\u2019s growth and this commitment reflects in the way they enthusiastically endorse the brand. In many cases, they even play up their role as co-creator and proactively evangelize the brand in their circle. <\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-14f0292 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"14f0292\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-1111eb6\" data-id=\"1111eb6\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-634efac elementor-widget elementor-widget-spacer\" data-id=\"634efac\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-16294ac\" data-id=\"16294ac\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ea1bd73 elementor-widget elementor-widget-spacer\" data-id=\"ea1bd73\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-6924375 elementor-widget elementor-widget-image\" data-id=\"6924375\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"645\" height=\"443\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-4.jpeg\" class=\"attachment-full size-full wp-image-12167\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-4.jpeg 645w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-4-300x206.jpeg 300w\" sizes=\"(max-width: 645px) 100vw, 645px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5d076af elementor-widget elementor-widget-text-editor\" data-id=\"5d076af\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>7. Celebrities turning into Founders and Founders turning into celebrities:<\/strong> a common trend in the West has hit the Indian shores too with many Indian celebrities launching their own brands.<\/p><p>An example of this trend is Seven, an independent fitness fashion and apparel brand by MS Dhoni. Similarly, the Bollywood couple Riteish and Genelia have ventured into ready-to-eat foods with their plant-based-meat brand \u201cImagine Meats\u201d.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dcc2145 elementor-widget elementor-widget-image\" data-id=\"dcc2145\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"747\" height=\"420\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-5.jpeg\" class=\"attachment-full size-full wp-image-12169\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-5.jpeg 747w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-5-300x169.jpeg 300w\" sizes=\"(max-width: 747px) 100vw, 747px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fceca58 elementor-widget elementor-widget-image\" data-id=\"fceca58\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"545\" height=\"309\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-13.png\" class=\"attachment-full size-full wp-image-12186\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-13.png 545w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-13-300x170.png 300w\" sizes=\"(max-width: 545px) 100vw, 545px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ba732bc elementor-widget elementor-widget-text-editor\" data-id=\"ba732bc\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>While celebrities turning into founders is muddling the celebrity endorsement landscape and might even create an apparent conflict of interest, a very interesting reverse trend- of Founders turning into celebrities- is also at play.<\/p><p>In the recent past, especially in startups, we have seen founders leading from the front. They play a pivotal role in narrating their brand story and come across as espousing a clear purpose.<\/p><p>A more overt and literal manifestation of this trend was seen in Shark Tank India where founders like Ashneer Grover (BharatPe), Aman Gupta (boAt) and Vineeta Singh (Sugar Cosmetics) became household names, thanks to their appearance as judges in the show. Shark Tank India has given these founders mainstream awareness and has brought them squarely into a \u2018mass limelight\u2019 beyond their fame in start-up circles.<\/p><p>And much like celebrities, their lifestyle snippets have made it to page-3 news and their sound-bites on the show have become popular memes. This celebrityhood of course has given their respective brands a big boost in awareness and consideration.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f59f3c7 elementor-widget elementor-widget-image\" data-id=\"f59f3c7\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"505\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-13.jpeg\" class=\"attachment-full size-full wp-image-12185\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-13.jpeg 900w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-13-300x168.jpeg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-13-768x431.jpeg 768w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8753041 elementor-widget elementor-widget-image\" data-id=\"8753041\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"859\" height=\"256\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principle-1.jpg\" class=\"attachment-full size-full wp-image-13913\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principle-1.jpg 859w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principle-1-300x89.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principle-1-768x229.jpg 768w\" sizes=\"(max-width: 859px) 100vw, 859px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d4d6c57 elementor-widget elementor-widget-image\" data-id=\"d4d6c57\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1224\" height=\"335\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-2.jpg\" class=\"attachment-full size-full wp-image-12163\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-2.jpg 1224w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-2-300x82.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-2-1080x296.jpg 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-2-768x210.jpg 768w\" sizes=\"(max-width: 1224px) 100vw, 1224px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3fd36c3 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"3fd36c3\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-af60bd4 elementor-widget elementor-widget-heading\" data-id=\"af60bd4\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">CHAPTER 4<br\/>Our 5C Framework for celebrity endorsement <\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6829028 elementor-widget elementor-widget-text-editor\" data-id=\"6829028\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Considering the changes in the consumer, media and celebrity context and the learning from brands that have got celeb endorsement right, we have deduced 5 principles that brand managers must consider before climbing onto the celebrity bandwagon.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d1a5883 elementor-widget elementor-widget-image\" data-id=\"d1a5883\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1080\" height=\"1080\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-19.png\" class=\"attachment-full size-full wp-image-12196\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-19.png 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-19-300x300.png 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-19-150x150.png 150w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-19-768x768.png 768w\" sizes=\"(max-width: 1080px) 100vw, 1080px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-a0156b5 elementor-reverse-mobile elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a0156b5\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-2c943ec\" data-id=\"2c943ec\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-17bb493 elementor-widget elementor-widget-text-editor\" data-id=\"17bb493\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong><span style=\"color: #f4963c;\">1. Clarity<\/span><\/strong><\/p><p>The first and basic question for brands to address is: \u2018why do we need a celebrity?\u2019. Addressing this WHY is absolutely critical in getting the association right. It is important to note that the answer to this \u2018Why\u2019 might range from a deeply strategic one (e.g. building long-term brand credibility) to a tactical one (e.g. creating a short-term awareness spike to give the brand an initial momentum). However, there are also some clear red-flag reasons to watch out.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-47a714f\" data-id=\"47a714f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-da88c71 elementor-widget elementor-widget-image\" data-id=\"da88c71\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"544\" height=\"487\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Capture5.png\" class=\"attachment-full size-full wp-image-12264\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Capture5.png 544w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Capture5-300x269.png 300w\" sizes=\"(max-width: 544px) 100vw, 544px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-96dbeea elementor-widget elementor-widget-text-editor\" data-id=\"96dbeea\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Celebrity endorsement shouldn\u2019t be driven by FOMO- neither celebrity FOMO (because a celebrity has suddenly shot into the limelight and is enjoying high hype) nor competitor FOMO (\u201cbecause our competitor has a celebrity\u201d).<\/p><p>In addition, brand managers shouldn\u2019t expect celebrities to fix their brand\u2019s fundamental problems (e.g. product quality or service standards). As we mentioned before, this could potentially backfire because celebrity endorsement increases brand scrutiny. <\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-1bf89f1 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1bf89f1\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-73ff76c\" data-id=\"73ff76c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f23fb5c elementor-widget elementor-widget-image\" data-id=\"f23fb5c\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"574\" height=\"501\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Capture4.png\" class=\"attachment-full size-full wp-image-12268\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Capture4.png 574w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Capture4-300x262.png 300w\" sizes=\"(max-width: 574px) 100vw, 574px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-77b06b2\" data-id=\"77b06b2\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6016be1 elementor-widget elementor-widget-text-editor\" data-id=\"6016be1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong><span style=\"color: #f4963c;\">2. Credibility<\/span><\/strong><\/p><p>The second aspect to ponder is whether the celebrity we pick carries the desired credibility to address the \u201cWhy\u201d of the brand. In many cases, brands may feel that putting a famous face to the brand will build credibility by default but consumers are more intelligent than that. While a popular A-Lister will definitely make a consumer blink and take notice, unless the brand values mirror those of the celebrity, it is tough for the brand to standout.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-20ce839 elementor-widget elementor-widget-text-editor\" data-id=\"20ce839\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>In case this link is tenuous, there is a high chance that the endorsement would be lost in celebrity clutter. This is a common trap that brands fall into.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-765b5c8 elementor-reverse-mobile elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"765b5c8\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-c61bec6\" data-id=\"c61bec6\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a6798a3 elementor-widget elementor-widget-text-editor\" data-id=\"a6798a3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong><span style=\"color: #f4963c;\">3. Comprehensive Coverage<br \/><\/span><\/strong><\/p><p>Once on board, a brand should leverage the celebrity with a comprehensive 360-degree plan. Brands must ensure that the coverage not only includes the brand\u2019s touchpoints (both ATL and BTL) but also leverages the celebrity\u2019s social media clout.<\/p><p>The coverage Plan should also focus on generating \u201cChatter\u201d. Leveraging influencers and the celebrity\u2019s own circle to create hype and conversations around the celebrity\u2019s association with the brand can help the brand cut through the celebrity clutter.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-8f62e3b\" data-id=\"8f62e3b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7cf93b0 elementor-widget elementor-widget-image\" data-id=\"7cf93b0\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"557\" height=\"420\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Capture3.png\" class=\"attachment-full size-full wp-image-12267\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Capture3.png 557w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Capture3-300x226.png 300w\" sizes=\"(max-width: 557px) 100vw, 557px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-7a81bb2 elementor-widget elementor-widget-text-editor\" data-id=\"7a81bb2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>It is also very important to have a proper coverage plan in place along with a budget before signing the dotted line on a celebrity agreement. Proper planning ensures that the brand has allocated the right budget to make the right noise and eke out maximum mileage out of the association, over and above the cost of onboarding the celebrity.<\/p><p>Remember, it\u2019s the amplification plan that\u2019s going to really move the needle for the brand. Underinvestment in celebrities is a very costly mistake.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-5081cef elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5081cef\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-581a1ef\" data-id=\"581a1ef\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e184130 elementor-widget elementor-widget-image\" data-id=\"e184130\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"407\" height=\"381\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Capture2.png\" class=\"attachment-full size-full wp-image-12266\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Capture2.png 407w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Capture2-300x281.png 300w\" sizes=\"(max-width: 407px) 100vw, 407px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-1dec817\" data-id=\"1dec817\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3a00d8e elementor-widget elementor-widget-text-editor\" data-id=\"3a00d8e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong><span style=\"color: #f4963c;\">4. Consistency<\/span><\/strong><\/p><p>To get the most out of the association it\u2019s important that the brand sees the celebrity as a strategic asset rather than a \u2018moment marketing tool\u2019 that can be dispensed with depending on what is trending. The most memorable celebrity collaborations are the ones where brands build a strong linkage and recall with celebrities. It helps to build a symbiotic relationship between the celebrity and the brand. While the brand benefits from consistent communication, celebrity reciprocates the gesture by going the extra mile to promote the brand.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-1cf693b elementor-widget elementor-widget-text-editor\" data-id=\"1cf693b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Consistency in celebrity endorsement is all about using celebrities over a long term while inducing freshness in communication.<\/p><p>A watch out here is to ensure that consistency doesn\u2019t make the brand\u2019s communication monotonous or boring. It is important to induce \u2018fresh consistency\u2019 with every new campaign. For instance, Cadburys cleverly leveraged its association with Amitabh Bacchan with a series of engaging campaigns.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-376e23b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"376e23b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-2497a0d\" data-id=\"2497a0d\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e3862de elementor-widget elementor-widget-spacer\" data-id=\"e3862de\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-b6e348e\" data-id=\"b6e348e\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1b3d809 elementor-widget elementor-widget-spacer\" data-id=\"1b3d809\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-21760e0 elementor-widget elementor-widget-image\" data-id=\"21760e0\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"480\" height=\"360\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-17.jpeg\" class=\"attachment-full size-full wp-image-12193\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-17.jpeg 480w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-17-300x225.jpeg 300w\" sizes=\"(max-width: 480px) 100vw, 480px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-7089d20 elementor-reverse-mobile elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7089d20\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-4ad8733\" data-id=\"4ad8733\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-359e85d elementor-widget elementor-widget-text-editor\" data-id=\"359e85d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong><span style=\"color: #f4963c;\">5. Creativity<\/span><\/strong><\/p><p>Last but not the least, given the high celebrity clutter, to maximize the ROI from celebrity association a brand needs to think out of the box for the execution to stand out and create a long-lasting impact. Unfortunately, this also happens to be one of the most underrated aspects of celebrity endorsement. <\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-41590c8\" data-id=\"41590c8\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-95bbb14 elementor-widget elementor-widget-image\" data-id=\"95bbb14\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"451\" height=\"463\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Capture-1.png\" class=\"attachment-full size-full wp-image-12265\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Capture-1.png 451w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Capture-1-292x300.png 292w\" sizes=\"(max-width: 451px) 100vw, 451px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-5f5abde elementor-widget elementor-widget-text-editor\" data-id=\"5f5abde\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Contrary to popular perceptions, the job of a marketing team really begins only after the celebrity is on-board.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d841647 elementor-widget elementor-widget-heading\" data-id=\"d841647\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">In Conclusion<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f41ac3e elementor-widget elementor-widget-text-editor\" data-id=\"f41ac3e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>While celebrity endorsements potentially deliver some well-proven benefits, whether or not these benefits actually accrue to the brand completely depends on how the brand chooses and how it uses the celebrity. It\u2019s safe to say that celebrity endorsement is no magic wand, it comes with its own riders, watchouts and best practices.<br \/><br \/>We hope that the examples and principles in this article would help you get your strategy around celebrity endorsement right.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-11f38e9 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"11f38e9\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ee6e5c4 elementor-widget elementor-widget-text-editor\" data-id=\"ee6e5c4\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Got any comments, feedback or suggestions? Let us know at <a href=\"mailto:freeflowing@winnerbrands.in\" target=\"_blank\" rel=\"noopener\">freeflowing@winnerbrands.in<\/a><br \/>We read all your emails!<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-ba7a8d2 elementor-reverse-mobile elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ba7a8d2\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-f440038\" data-id=\"f440038\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-af6439c elementor-widget elementor-widget-text-editor\" data-id=\"af6439c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>We help brands leverage the power of top marketing talent.<\/p><p>Click <strong><a href=\"https:\/\/winnerbrands.in\" target=\"_blank\" rel=\"noopener\">here<\/a><\/strong> to know more about us and to see all the open jobs we have with us now.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-9a6ac58\" data-id=\"9a6ac58\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3a85841 elementor-widget elementor-widget-image\" data-id=\"3a85841\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"536\" height=\"452\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-18.png\" class=\"attachment-full size-full wp-image-12195\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-18.png 536w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principles-18-300x253.png 300w\" sizes=\"(max-width: 536px) 100vw, 536px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-af046b9 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"af046b9\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-a8fe630\" data-id=\"a8fe630\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1104ee8 elementor-widget elementor-widget-image\" data-id=\"1104ee8\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"72\" height=\"116\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/08\/Celebrity-Endorsements-Pros-Pitfalls-and-Principle-16.png\" class=\"attachment-full size-full wp-image-13914\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-d2e6dbf\" data-id=\"d2e6dbf\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e8f67d3 elementor-widget elementor-widget-heading\" data-id=\"e8f67d3\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">BusyBeeBrands <\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fb48b50 elementor-widget elementor-widget-text-editor\" data-id=\"fb48b50\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>BusyBeeBrands, a boutique brand consulting firm, has worked with both new-age and challenger brands across 35+ categories to help them define their brand and communication strategy. Know more about us at <strong>BusyBeeBrands.<\/strong><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-fa5e094 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"fa5e094\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>INTRODUCTION Celebrity Endorsement remains a hotly debated but equally ubiquitous marketing strategy. Consider the below stats: Celebrity endorsements saw a 44% rise in 2021 as opposed to 2020, according to the data released by AdEx India, a division of TAM Media Research. As per the report, 27% of the overall ad volume share on TV [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":12197,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Celebrity Endorsements | Pros, Pitfalls, and Principles of Celebrity Endorsements 2022 | Marketing Whitepaper - WinnerBrands - Helping brands leverage the power of top marketing talent<\/title>\n<meta name=\"description\" content=\"Celebrity Endorsement remains a hotly debated but equally ubiquitous marketing strategy. 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