It’s not a new idea that celebrity endorsements sell products. And while not all brands subscribe to the celebrity endorsement theory, it’s based on a pretty simple rationale. People idolise celebrities, so when famous people are seen in advertisements promoting a new product, the audience is prompted to buy that product, either subliminally or directly. However one can’t be sure of the positive impact created by the endorsements on product sales. It’s just that when a celebrity signs an endorsement deal with a product, an element of legitimacy is suddenly present in the company, simply because of the power of the name backing it up. However, a recent survey revealed that 58 per cent of the respondents aren’t sure if public awareness campaigns should enroll celebrities at all. And except Amitabh Bachchan, no other star found acceptance in heavy duty social messaging.
According to the latest study conducted by Chrome Data Analytics and Media on celebrity endorsements, the highest brand recall for commercial products was for Salman Khan, Virat Kohli, Akshay Kumar, Shahrukh Khan and Sachin Tendulkar. Most consumers want to see Shahid Kapoor as a brand ambassador in the category of personal care products followed by Akshay and Salman.
Alia Bhatt was the preferred brand ambassador in the category of personal care products followed by Deepika Padukone and and Kareena Kapoor. In the mobile phones category, the celebrity preference inclined towards Ranvir Singh, Virat Kohli and Shahrukh Khan whereas among women, the likes went to Alia Bhatt, Deepika Padukone and Anushka Sharma.