Using celebrities for brand endorsement is a concept used as back as 1940’s. Although the share of celebrity endorsements was a minimal 5-7% overall or even less, recent studies show that with the advent of social media, the share of celebrity endorsements in the endorsement world has gone up to 80- 85% in Indian market.
At a time when there is a plethora of brands, large corporations realised the need for an unique element that could attract the consumers to their brand. They evaluated that the overall image of a brand ambassador within society could attract consumer attention. As a result, there was a substantial increase in celebrities as brand ambassadors. The fact that integrating a celebrity to a brand would increase chances of it being sold made companies value the business ideal of a brand ambassador. The introduction of brand ambassadors changed the entire landscape for branding in the future. During this time, many companies expanded their annual budgets to meet the financial liabilities that came with celebrity endorsing.
Celebrities are popular and followed by many people so it makes sense that marketers benefit from using them in order to get their message across. A celebrity can capture consumers’ attention link the brand with their own personal image and associate their positive attributes with those of the product concerned. Despite celebrity endorsements known to play a beneficial part in gaining awareness for a selected brand, challenges as well as further risks may arise. This is effective when controversy or ill-behaviour is associated with the selected celebrity, later forming a negative impact towards the endorsement and brand themselves.
As years passed the advertisement techniques changed and new concepts emerged. One among the technique implied by the advertisers was to bring in back the famous actresses who have taken a break from the industry but have in hand a number of audiences who love and admire them to the small screen through advertisements. There were many such actresses and few among them are Shobhana, Nadia Moithu, Kajol, Shilpa Shetty etc.
A successful dancer and actress, Shobhana Chandrakumar has acted in more than 200 films in several languages, including Malayalam, Telugu, Tamil, Hindi and Kannada. Also, a well known Bharatanatyam dancer, she has worked with many prominent directors like Adoor Gopalakrishnan, G Aravindan, K Balachander, Fazil, Mani Ratnam, Bharathan and Priyadarsan which boosted her popularity. During the 1980’s and 1990’s her career was at its best. She won the National Film Award for Best Actress twice, for her performances in the films Manichitrathazhu (1993) and Mitr, My Friend (2001).
Consequent to the 1993 National Award, Shobhana turned extremely selective about her films. She emerged as an independent performer and choreographer in her twenties and currently runs a dance school, Kalarpana, in Chennai.
After the successful journey in the film industry, she took a break for a few years to devote her time for dance. In 2012, the 46- year old actress become the brand ambassador of food brand Double Horse based in Kerala. She appeared in advertisements in Malayalam as well as bilingual advertisements for the products of Double Horse.
Founded in the year 1959, as a rice milling company selling high-quality rice grains Double Horse revolutionised the food sector in Kerala becoming the first ISO 9001:2000 certified Rice Mill in the state and the first food brand to introduce sortex rice, stoneless rice and colour grading. The brand on the strength of its commitment to deliver only the best to its customers witnessed a phenomenal growth over the years. Double Horse offers its customers the widest variety of good food with more than 20 superior types of rice and 100 premium quality food products in different ranges. The brand evaluated the possibility of connect with consumers through the actress who had been well-known for her several roles in the films. Since the target audience is also women, the choice was apt for the brand.
Her association with jewellery group Jos Allukas has also gained much attention. MRF Vapocure Paints is another endorsement. According to reports, she charges around Rs.2-3 lakh for brand endorsements.
Another actress who made her comeback through movies and advertisements is Nadhiya Moithu. The actress who made her debut in the acclaimed Malayalam movie Nokketha Doorathu Kannum Nattu, alongside Mohanlal and Padmini in 1984 went on to become a successful artist acting in Tamil and Telugu films. She has acted alongside most of the leading artists in the Tamil and Malayalam film industries. After her marriage in 1988, she settled in United States with her husband and two daughters.
She made her comeback in Tamil with the 2004 blockbuster hit M Kumaran S/O Mahalakshmi, which also won her critical acclaim for her performance as Jayam Ravi’s mother. She went on to do several roles in her comeback. Investing on her popularity, several brands approached her for brand endorsement. In 2008, she signed on as the brand ambassador for Saphala Oil and Thangamayil Jewellery along with Medimix soap. Besides endorsing brands, Nadhiya also hosts a popular television show called Jackpot on Jaya TV.
In order to enhance their retail footprint in India, Kerala based jewellery group Joyalukkas roped in Bollywood actress Kajol. The group is looking at investing a whopping Rs.600 crores for this and to them Kajol will be the apt face of the brand for the year 2018- 19 for both the Indian and overseas markets. Though the signing amount shelled out by the brand to rope in Kajol is unknown, it is learnt that the entire marketing and promotional campaign of the jewellery brand is being pegged at a staggering Rs.200 cr. As for the reason to rope in Kajol to represent the brand, we hear that the brand felt that the actress who has completed 25 years in the industry and has now become a trusted name perfectly represents their core values. Kajol also endorse brands including Lifebuoy soaps, McVitie’s biscuits and Andhra Pradesh Tourism (along with her husband Ajay Devgn).
Kajol’s last Bollywood movie Dilwale featured Shah Rukh Khan. She also made her entry into Tamil movie in her comeback with VIP 2, directed by Soundarya Rajinikanth.