A famous 90’s actress enjoying a cup of tea on a railway station with co-passengers and endorsing a tea brand, Sound real. Really not, but a classical piece of lazy communication by brands and the consumer taken for granted. I think no right minded marketing professional would sign on such a communication and run for years and expect his brand to fly off the shelf.

This bring to me a point that how many of us as consumers recall and prefer a brand over other when we decide to buy one depending of the celebrity who endorse the brand.

OR menacing no words, is it marketing professional need who want to secure their jobs and keep their bosses happy by ensuring celebrity in their communication. So all the other aspects like SCRIPT, STORY TELLING, DIALOGUES, CONSUMER INSIGHTS etc get camouflaged. And crores are invested in an IPL. And so if the communication failed and not able to break the clutter easily can be blamed on to the celebrity and move on with next communication and with new celebrity …

And this behavior you find category after category like Mobile hand set, Automobiles, E-Commerce, personnel care you can find such lazy-irrelevant communication trying to grab the eye balls of the consumer but fail miserably.

Its time marketing professional are true to their profession and take a hard look and asking a simple question that does his brand really need a celebrity endorsement and do it fit the core brand proposition OR is it to hide client/agency incompetency. 

This can’t last for long as today’s consumer is exposed on an average 130 brands communication a day and just having a celebrity will not break the clutter when there are so many across different professions trying to grab your attention.

Pl ponder on this points next time you sign a celebrity OR thinking on such lines.

# This are pure my personnel views and nothing to do with my official position