Today, it has shifted into an important aspect of the marketing and communication strategy for organizations that have a new product. It could have both beneficial and negative effects on consumers, depending on whether the celebrity endorsement is positive or negative. I've done a lot of research on it in the hopes that it will be useful to you. Let's have a look at it together. #thinkwithniche
Introduction
Indians adore their celebrities and mindlessly follow in their footsteps. A celebrity endorsement can help to build trust with the general public and boost the number of potential clients. The potential for the brand to be remembered and to attract a new type of audience. Endorsements may also increase a customer's interest in a product.
Celebrity Endorsement
Today, celebrity approvals are also an easy option for Indian marketers because of the inequalities of the Indian consumer base in terms of religion, ethnicity, value system, and most importantly economic variations. Most advertising and product agencies want to promote their product in the presence of celebrities. Here we will discuss the both face of celebrity endorsement like positive and negative effects.
Let’s discuss the positive and negative parts of celebrity endorsements in the Indian advertising markets.
The Positive Effects of Celebrity Endorsement
The positive effects of celebrity endorsement are that as competition is increasing between the firms to attract more buyers to their brands, celebrities are increasingly used by marketers to endorse their products. Mentions that featuring a famous personality helps markers in solving the problem of over-communication and they help to shape the consumption pattern and buying action toward products. Celebrity endorsement helps in developing the brand’s image and also polishes the company’s image. Now, celebrity endorsement can also prove to be a powerful tool in entering foreign markets, it helps to develop globalization. For instance, L’Oréal uses Aishwarya Rai and Sonam Kapoor in their White Perfect range, Kareena Kapoor in Lakme Eye conic kajal, and Kajol in Olay aging cream are all considered popular in India and Pakistan. All these arguments point to one conclusion that celebrity endorsement creates a positive impact on consumers’ buying behaviors.
The Negative Effects of Celebrity Endorsement’s
In the same way, celebrity endorsement has also some negative effects However celebrity endorsement has countless benefits but certain risk factors are associated with celebrity endorsement being a marketing strategy. Negative publicity regarding the celebrity is a major risk with endorsing a celebrity and other factors can lead to serious consequences. Negative publicity of cosmetic products could affect and harm your skin, which can affect your confidence like fair or glow creams ads in the advertising agencies. Today, a lot of fake cosmetic products are also promoted by some advertising agencies in India. About a celebrity endorsing a brand can change the perception of the consumer about that celebrity. It may also damage the brand reputation resulting in marketers paying a big price over the celebrity’s misdeeds and facing grave humiliation and discomfort.