Friday, July 11, 2008
I have never been a great fan of brand endorsements as a way of brand building . For me it seems like a short-cut to grabbing customer attention, rather than going the long hard way of brand building. And with the number of brands which a famous celebrity endorses in India, it is very hard for the consumer to remember the product being advertised....
But this post is not about the negatives of celebrity endorsements , but infact it highlights the brands which are opting not to continue with Sachin . Pepsi is the latest in the list which has a lot of media attention, with captions like - "Gaya Re" being given.
The other companies which decided against continuing with Sachin are
Though Pepsi has a some justification of why it is dropping Sachin after a 10 year long association, as the current positioning of the brand is towards youth and Sachin would not actually the bill. The high endorsement fees is also said to be another issue..
But then in the past we have seen many of these celebrities shift from Coke to Pepsi and the other way , without getting noticed by the consumers
One celebrity whom I consider a little choosy about the brands he endorses is Aamir Khan, but even he seems to going the mass way with the recent addition of Samsung Mobiles, Parle and Tata Sky to his existing list. But then he still has some exclusivity attached to him, though it might be a personal bias....
But the question is that has Sacihn lost out because of his age , or things can change if reduces his endorsement fees?? And on top of this is the fact that Dhoni Seems to be getting ready to take over from Sachin...
News paper items which are linked to this :