Effectiveness Of Celebrity Advertisement On Select FMCG – An Empirical Study


Effectiveness Of Celebrity Advertisement On Select FMCG – An Empirical Study

Celebrity endorsement for FMCG products has been a common practice from the 1940s, both in India and abroad. Market research points out that advertisement garners more interest in the brand among the consumers, and there is more product recall since the consumers try to emulate their favorite star’s looks or lifestyle.

Effectiveness Of Celebrity Advertisement On Select FMCG – An Empirical Study
Effectiveness Of Celebrity Advertisement On Select FMCG – An Empirical Study

In the last five years, advertisements have slowly shifted to a digital medium, but the format has not changed. Celebrities endorsing on Instagram or Facebook are a common trend now, especially celebrities who have a huge fan following in the social media. This endorsement is a billion-dollar industry with FMCG companies signing on movie stars, sportsperson, authors who lend their charisma, personality, and glamour to the products. The latest entry in this industry is the Youtubers, who bring in a fresh taste of sassiness to the brands.

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In the yesteryears, celebrity advertisements did not affect the rural market as much as it impacted the urban consumers. But the explosion of the internet has increased the effectiveness of endorsement even among the rural population. Statistics have shown that people might forget the name of the brand but retains the face of the celebrity endorsing it, and often customers will ask the salespeople to give the product endorsed by a certain. It makes perfect sense for a company to spend an excessive amount of revenue to bring in a celebrity since the retention of the product increases manifold.

Effectiveness Of Celebrity Advertisement On Select FMCG – An Empirical Study
Effectiveness Of Celebrity Advertisement On Select FMCG – An Empirical Study

FMCG companies like P & G, Pepsi, and HUL have been the leaders in roping in celebrities. For the endorse their product. Lux has, for the last 50 years, used only celebrity advertisements for their campaigns. In the USA, Super Bowl is the occasion when new advertisements flash during the commercial breaks, and most of them have star appearance. Celebrities do not ensure that a product will sell, but they play a critical role in the decision-making process of the consumers. The essence of celebrity advertisement for FMCG products is to establish a connection. In between the star and the brand. Female movie stars generally advertise celebrity Beauty products.

On the other hand, sportspersons are generally the face of energy drinks. The bedrock of celebrity endorsement is that the target customers. It will feel assured when they see their favorite influencer vouch for the brand. 

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Celebrity advertisements create a buzz in the consumer world, calls for better awareness, and product recall is higher. In advertisements, when we are buying a beauty product, the most common face will pop up in our minds. Secondly, since a celebrity is the spokesperson of the product, it will automatically have some added value. HoweverBrand positioning also happens to depend upon the endorsing the product. Big brands will only bring in the A list influencers. Otherwise, it might jeopardize their marketing strategies.

In the changing narrative of our society, one thing seems to be stable. Celebrity endorsement is here to stay since it plays an integral role in brand imaging, brand awareness, and brand positioning.

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