Brand Ambassadors have been a significant part of the advertising strategy, the corporate world has been using in the recent past. A tactic, that aims at attracting consumers in large scale capitalizing on the fan following factor that celebs carry about with them.
Unfortunately, a fair portion of the consumer population falls prey to this non-sense time and again. A personality may have his / her aura alright. It’s quite a trick to make people buy your product by having a Shahrukh Khan or an Amitabh Bachan asking the public to do so. Having said that, it’s high time people realize that the so called brand ambassadors may change colours like a chameleon any moment, thereby making a mockery of the ‘trust’ they have in a particular brand.
Shahrukh Khan is a known culprit in this regard. He is notorious for advertising any product as long as he is paid well, besides switching brand loyalties. There was a time when SRK used to call himself Shahrukh ‘Mayur’ Khan, everytime he hit the TV screens promoting Mayur Suitings. But today, you’ll find him saying Belmonte’s the best. Very recently, he broke his age old loyalty with Pepsi, one of his trademark ad brands. Over the years, SRK shouted the pepsi slogan – whether it was 'Yehi Hai Right Choice Baby', 'Yeh Dil Maange More' or 'Oye Bubbly'… but then he jumped to its rival Coke camp, advertising for Sprite.
So is the case with Sachin Tendulkar. The little master’s smile accompanied many a ‘express yourself’ posters of Airtel until recently. But not too long ago he was seen disclosing his phone number on TV Commercials of Idea Cellular.
The Master does it, why not the Blaster? Tendulkar’s opening partner in ODI’s and teammate Virender Sehwag’s tale is no different. When he first burst onto the cricket scene, among the many products he advertised was Coca Cola. Off late he is spotted promoting Pepsi donning a Youngistan icon along with skipper Dhoni, and teammates Ishant Sharma and Sreesanth.
Talking about Dhoni, he too ain’t innocent either. Remember that 7 up ad wherein a tennis player goes onto becoma a batsman (Anhonee Ho Gayi Honi, Aur Main Ban Gaya Dhoni) ? 7 up to Pepsi – Captain leading from the front!
The latest Pepsi ad features Sanjay Dutt as a game master. He seems to have chosen to endorse Pepsi now. If memories are not all that hazy, we remember him endorsing Thums Up with Salman Khan a few years ago, don’t we?
Apparently, it seems, these so called brand ambassadors are not all that bothered about brand loyalty as such. The prime concern for them is money, and not quite the brand.
Another notable aspect in brand endorsements of celebs is the professional rivalry. If one is a professional rival of the other on the field, one gets an impression that they carry that off it too in the form of brand endorsements. The companies too are aware of these rivalries and exploit the situation to the maximum. If Shahrukh Khan promotes Nokia, Aamir Khan is seen endorsing the opposite camp (Samsung), and so is Hrithik Roshan (Sony Ericson). Very rarely would you find all of them or at least most of them endorsing the same brand. These are all tactics that advertising agencies as well the owners of the products use to cash in on the emotional factor and the fan following that these celebs have...only to make sure that their product sells.
If you too are among those who trust a brand becasue your favourite star asks you to do so, it is time you think again. Let your reliability of a product depend on its quality and performance and not merely on your favourite icon’s persuasion.
Clear Hai?
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