The IMRB head-honchos seemed clear that “more than the celeb pull, factors like quality, price and experience ultimately drove consumers purchasing pattern.”
In the men’s zone,
superhero Hrithik Roshan remains hot as ever with Acer, John Players, Parle, Tata Sky, Sony Ericsson, Radico Khaitan… up next is the rockin’ Chhote Nawab, Saif Ali Khan with Taj Mahal tea, Royal Stag, Yamaha, Newport, Colgate, Lenovo, Aveo… Then there is Akki, with Grasim Suitings, Thums Up, Microsoft Xbox 360. And about the Big B and SRK, (bulging with endorsements), who doesn’t know?
All these glitzy and glamorous endorsements are, undoubtedly, wonderfully rewarding for the stars and hugely rewarding for the insatiable (can’t have enough!) star-hungry TV viewers. But, at the end of the day, does it do anything for the clients’ products advertised? Remember the (ageing) yesteryears dream girl Hema Malini hawking mineral water Kent RO and (would you believe it) – Bank of Rajasthan!
Where on earth is the remotest connect or credibility, for chrissake? Equally weird is hi-profile lyricist Javed Akhtar endorsing Jaypee Cement! Bips and real estate? The Big B and Navratna hair oil? Naseer Shah and Om Puri doing equally crazy stuff? Admittedly, for the star its mega-bucks in double-quick time (with Mallika Sherawat reportedly netting a staggering Rs.3.5 crore for an ad campaign!) but what about the poor sucker who doles out the dough?
No humming and hawing any more. The Jury is out. A new survey conducted jointly by IMRB & IPAN reveals some startling facts. Conducted with a sample size of over 2000 respondents, across 12 cities (small and big metros). 86% of those interviewed admitted that the ad that they most remembered had a celeb, but only 3% said it influenced their buying decision. The IMRB head-honchos seemed clear that “more than the celeb pull, factors like quality, price and experience ultimately drove consumers purchasing pattern.” Further, “only 22% of this sample believes that the celebs actually use the products endorsed. In the South, the figure is even lesser, 13%!”
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).
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