Friday, December 21, 2007
Celebrity endorsements as a means of promoting a brand has often been misused in the country with celebrities like Amitabh Bachan and cricketers endorsing scores of brands each, from petrol, Banks to chocolates.
But the new ads of Nokia featuring Shahrukh Khan (who is into as many if not more endorsements as Amitabh Bachan) has been generating a lot of media attention even before it's release. The coverage on Hindustan Times talks about the ads connecting the use of Nokia phones with the generic category of telephony itself. With Nokia having close to 70 percent market share in the handset market it does make sense. Overall though nokia has been a little late in jumping on to the band-wagon of using celebrities with the rivals Motorola having used Abhisek Bachan and Sony Ericsson Hrithik Roshan.
If one were to look at the earlier communication strategy used by Nokia through it's N Series ads and now the use of SRK, the question is Nokia taking the easy way-out of coming up with original ads, because the earlier ads of N-series were very well received and with the use of celebrity maybe the originality of Nokia ads might be lost as it would be one more Brand being promoted by SRK . Though in the short run it might have an influence with the recent hits like "Om Shanti Om". And as the Business Standard article asks, how will this help the market leader???
If one were to fall back on some theory , it says that for a celebrity endorsement to work it should have expertise, trustworthiness and likeability. Maybe SRK would do well in the last parameter and to certain extent in the Trustworthiness also , but then may one should wait till the ads are released...
Will update the ad in the blog when it is released......
Update 1 : SRKs comments on Celebrity Endorsements, link
Update 2 : More on Celebrity Management, link