Celebrity Marketing With A Bollywood Star

Mar 02

Celebrity Marketing With A Bollywood Star

by Rohit Bhargava
Category: Best Practices, Influencers

Last week I had the opportunity to travel to Bangalore for a Brand Summit event that featured many marketers, communicators and even a Bollywood star talking about the future of marketing in India as country goes through what the conference termed as the “era of discontinuity.” With a ballooning population, growing Internet penetration, arguably the largest mobile phone market on earth and an entrepreneurial culture - India is at once a bewildering and maturing market for all things social. On the streets of India, word of mouth marketing and old school lessons are actively driving commerce. In businesses, the hot topics are similar to what they are in the US or elsewhere … how can your brand reach consumers who are increasingly placing their attention elsewhere and getting progressively better at ignoring you.

On answer that has risen to some level of prominence in India is the use of celebrities in marketing. You could argue that celebrities are popular everywhere in the world, but in a country that release more films in an average week than most countries do in an entire year, the rules are slightly different. In India it is not uncommon to see a Bollywood star’s face on everything from facial tissues to pens. Celebrity is used to connote trust, and in a culture with many different socio-economic classes (they even have names), the only way that marketers can often reach across these levels is with celebrities that many people recognize.

In an illuminating panel filled with journalists, filmmakers, marketers, creative directors and one celebrity (Bollywood Actor Vivek Oberoi) the conversation turned to a in-depth discussion of the role of celebrity in marketing in India and whether it was indeed a necessity, or whether it has become a “crutch” for the lazy marketer who doesn’t want to do any real work so they just hire a celebrity and consider their marketing efforts complete. Here were some of the biggest takeaways that the conversation raised for me:

1. Understand the difference between talent and celebrity. When you hire an actor to play a part in an ad, you are hiring them as “talent.” When you get a celebrity, you are hiring them to bring their personal brand to your product or service and serve as a spokesperson of sorts. The first key is to know the difference and not confuse the two.

2. Start with an idea, not a celebrity. Often a marketing strategy starts by selecting the celebrity the team will work with and then an idea is built around that choice. This method is backwards and results in marketing that lacks strategic vision and often fails to resonate. To do better, you need to have a strong creative idea … then find the celebrity that best fits that idea.

3. Build on the personal brand of a celebrity. Vivek Oberoi raised many intelligent points about the celebrity point of view when it comes to marketing (something we don’t often hear). He understands his personal brand and what resonates positively or negatively with it. As a result, he chooses personally not to do tobacco or alcohol related advertising. Many other celebrities lack those same principles and simply go where the biggest dollars tempt them. The best marketing will be something builds on the personal brand that a celebrity has built, instead of ignoring or countering it.

4. Use real people too. Thankfully, the point did emerge from the panel that there may be times where you don’t NEED a celebrity. There is a power of real people to connect with one another that can be missing with celebrity focused campaigns and for a growing number of brands in India taking this real approach is working well and shouldn’t be discounted.

This entry was posted on Tuesday, March 2nd, 2010 at 3:39 pm and is filed under Best Practices, Influencers. You can follow any responses to this entry through the RSS 2.0. You can leave a response, or trackback from your own site.

116 COMMENTS
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TAGS: Tags: celebrity, india, marketing

116 Responses to “Celebrity Marketing With A Bollywood Star”

You Don’t Always NEED a celebrity | S K Prasad Says:
March 6th, 2010 at 6:25 am
[...] And he has listed the observations made during the summit in his blog: Celebrity Marketing With A Bollywood Star @ Ogilvy PR 360 Digital Influence Blog [...]
shahzaib Says:
May 15th, 2010 at 4:36 pm
Interesting - just finished reading.Celebrity marketing is a global phenomenon and it assumes paramount importance in developing countries like India where celebrities are given the status of demi Gods by the masses.Many singers, models and film stars now have at least one licensed product or service which bears their name.
C4L Says:
July 4th, 2010 at 11:26 am
If he want to market, let him market then……….
Non Resident Indian Says:
July 24th, 2010 at 6:30 am
I agree with the last comment. Live and let live.

The most salient point for me is to start with an idea first and then match with the most appropriate celebrity. This is a much smarter strategy and will lead to less cynicism amongst the public
James Says:
July 24th, 2010 at 4:15 pm
I like your point about using “real” people and I totally agree. Sometimes people like to connect with someone more like them and less celebrity-like
Mark the Video Seo Dude Says:
July 26th, 2010 at 10:48 am
Hmmmm, I’m always cautious of celeb endorsements, so have to agree with the idea being right and beneficial. This is a great post, well done;)
Dean Says:
July 26th, 2010 at 4:41 pm
Marketing if done right can earn you thousands,
having a brand helps you open doors and will help you attract customers and evn investors.
Jon Parker Says:
July 27th, 2010 at 6:41 am
Starting with a concept and then seeking the celebrity is definitely the correct way to do things.

People often do the opposite in business as well and tend to think about the product before they’ve defined the requirement for it.
Mary Townsend Says:
July 27th, 2010 at 2:28 pm
Whatever new ways of advertising become available, or whatever becomes obsolete, some ‘old school truths’ remain - get the idea right first!

We’ve all seen the ads (even films) where the focus is on the visual effects and we can’t remember the message, plot or even the brand!

It’s said ‘a picture is worth a thousand words’ and the use of celebrities can render the message as total gibberish if the storyline’s even slightly out.

Apart from the avoidance of the obvious tobacco and alcohol, I’d like to know how celebrities decide if a particular ad or brand is going to be good for their career. They have a lot to lose too.
Ellen the marketing strategy gal Says:
July 28th, 2010 at 7:38 pm
I liked your inclusion of the real people instead of always using celebrities in a marketing project. While a celebrity has some power to transfer trust, an authentic person (at least someone playing a regular person)can be powerful in a different way, even in India apparently!
Joel Says:
July 28th, 2010 at 11:08 pm
It is incredibly interesting to see how Bollywood stars are used in marketing even every day products. Wow!? Even a box of tissues. It is certainly spreading in celebrity promotions more than we even have here in America. It seems to be much more glamour products here in the US.
The Marketing Butterfly Business Says:
August 3rd, 2010 at 5:32 am
“Celebrity is the chastisement of merit and the punishment of talent.” Emily Dickinson
Gavin | Learn SEO training Says:
August 4th, 2010 at 2:40 am
Yea, we see endorsements like this more and more with reality tv too. I hate to say it, but they work so well on me!
Krymaiustai Says:
August 27th, 2010 at 4:19 pm
great blog
AddictingInfo Says:
September 23rd, 2010 at 1:48 pm
What will our world turn into when everyone is trying to become a celebrity?
Colin Hall Says:
October 4th, 2010 at 4:32 am
Choosing your celebrity should be based upon their ability to remain a clean and admirable well beyond the contractual arrangement. Products can be damaged when the endorsing star makes a huge gaff in the public eye and can seriously effect the public vision of your product. IMHO, a company should investigate the risks before undertaking this form of promotion.
John Ward Says:
October 13th, 2010 at 8:09 am
This point to start with an idea first and then match with the most appropriate celebrity is a new one to me. However valid and well worth considering.

Keep up the good work on the blog
Craig Caron Says:
October 22nd, 2010 at 7:48 am
Wow great article.

I like the start an idea not a celebrity. I totally agree that is backwards.

Thanks
Craig
Neil the G Sneak freak Says:
October 23rd, 2010 at 8:28 pm
everything starts with an idea be it bad or good but if you are good at selling your point and making people remember i.e a catchphrase etc then the special effects and background distractions only serve as a confusion on your point of sale.
peter Says:
October 27th, 2010 at 8:57 am
Celebrity Marketing done correctly has always enhanced brand awarness increase sales and been mutually beneficial for all parties.
winding up petition petitions
bryan Says:
November 2nd, 2010 at 2:34 am
bollywood star are good,.i think this is a great idea.but still,.we can’t blame other people opinion..good luck!
Ty from Manchester Says:
November 3rd, 2010 at 1:49 am
Good distinction on the difference between talent and celebrity - interesting to see branding applied here, too!
raeiq Says:
November 21st, 2010 at 7:31 am
everything start with an innovative idea which is always clicked in the minds which ultimately led to explosive marketing.good idea
forex maker Says:
November 21st, 2010 at 7:32 am
thanks to everyone.
PJ from Cyprus swimming pools Says:
November 22nd, 2010 at 6:29 am
Successfully contacting, negotiating, and working with celebrities requires critical research and specialized rules of protocol- Be warned!
priyanka chopra Says:
November 30th, 2010 at 6:14 am
Motorola recently signed Abhishek Bachchan, whose celebrity stems from his own And that’s not counting the corps of Bollywood.
Christian Tisby Says:
November 30th, 2010 at 9:10 am
Gotta beware of those celeb endosements. But at the same time, would non celeb endorements be as profitable, or entertaining even?
Alexander Rodriguez Says:
December 9th, 2010 at 4:35 pm
Good tips! Especially “Start with an idea, not a celebrity.”
Affiliate Marketing Course Says:
December 14th, 2010 at 7:24 pm
Great post and I fully agree with the marketing comments. People underestimate the art of great Marketing.
nisha Says:
December 22nd, 2010 at 7:39 am
Celebrity is the chastisement of merit and the punishment of talent.
(http://www.bollywoodunseen.com)
Social Media Marketing Perth WA Says:
January 11th, 2011 at 8:21 am
Interesting post - I wholeheartedly agree with the fact that people are interested in interacting with REAL people, celebrities or not.
studyokan Says:
January 14th, 2011 at 11:22 am
Thanks for sharing! Great post.
Smoking Electronic Cigarette Says:
January 21st, 2011 at 1:22 pm
I agree, and also for years celebrities are being use for TV commercials in other countries more than what we see here in USA. The marketers know that putting a famous face like an actor or actress will definitely skyrocket sales and profits. That’s what I call smart marketing! Product + Celebrity = $
Mike B Says:
January 29th, 2011 at 8:10 pm
Interesting article, I wonder what the representation of celebrities is going to look like in a few years. As the internet market booms, so does the ability for the international community to play a part on the stage
rv Says:
February 7th, 2011 at 5:40 pm
It is what it is
Celibrity Smile Says:
February 9th, 2011 at 12:37 pm
thanks for sharing, great post….
Smriti Says:
February 13th, 2011 at 5:55 am
This is very interesting topic…love to see more..
celebrity smile- idolwhite Says:
February 19th, 2011 at 2:42 pm
wonderful article…..
perfect smile :) Says:
February 19th, 2011 at 3:12 pm
to each their own. great article.
Celebrity Tan Says:
February 24th, 2011 at 1:11 pm
Look like a Star, that all your Friends will want.
Heavenly Smiles Says:
February 27th, 2011 at 2:22 am
have you seen a celebrity smile?
pearly whites Says:
February 27th, 2011 at 9:40 am
Really great article, something to smile about.
anthony Says:
February 27th, 2011 at 2:33 pm
great site and with a celebrity smile
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Celebrity Smile Says:
March 1st, 2011 at 3:13 am
whatever he said….
Bell Labs Campaign Says:
March 5th, 2011 at 11:29 am
Great, why not look like a celebrity.
Angelina Says:
March 8th, 2011 at 2:24 pm
yes indeed it is a good article..
Boat tops Says:
March 11th, 2011 at 6:13 am
This really answered my drawback, thank you!
There are some attention-grabbing deadlines on this article but I don’t know if I see all of them heart to heart. There is some validity but I’ll take maintain opinion until I look into it further. Good article , thanks and we wish extra! Added to FeedBurner as well
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big eyes Says:
March 17th, 2011 at 7:15 am
you to can look this good.
Sunnydec Says:
March 24th, 2011 at 12:34 pm
India seems to have the right idea. Theres no shame in celebs doing adverts and their actors dont seem to be bothered by it.
Mansi Sharma Says:
March 31st, 2011 at 9:14 pm
Wow…this is really very beautiful site..love to see your blog….!
acai Says:
April 1st, 2011 at 8:04 am
Why do people think that someone fam. cant do what everyone else does? i mean if that is what he wants then let it be that. Everyone fam person is just like all of us . that is there job.. so let them do as they wish
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Celebrity Smile Says:
April 2nd, 2011 at 11:40 pm
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Easy Money Says:
April 3rd, 2011 at 1:44 pm
This blog i found is actually something to take a look at
utari Says:
April 11th, 2011 at 9:07 am
nice article.
justsmile4jan Says:
April 11th, 2011 at 2:29 pm
great one.
usa database Says:
April 13th, 2011 at 9:37 pm
Nice one. Great article!
usaf Says:
April 20th, 2011 at 7:13 pm
a good article…:)
Cushy Lip Says:
April 28th, 2011 at 11:00 pm
I need to look at it a little diferent
Hyucks Mill Says:
May 1st, 2011 at 5:58 am
Indian marketing with this star :Look at here.

Must see : http://mhlnk.com/64863839
Celebrity Fun Says:
May 2nd, 2011 at 6:34 am
Good responses its always wonderful to see celebrities sahring smiles with their fans waving it shows being humane.
Lisa Says:
May 15th, 2011 at 6:12 pm
I think it’s a shame that people need to look towards celebrities who endorse products, to make any sort of sound rational judgement. It is because of such marketing and the glamorisation of products that we are finding people entering in to a cycle of debt.

People, please live with in your means - we should applaud and promote that. Instead of a chasing a materialistic and wasteful existence.

That’s just my thoughts…
Shawn Says:
May 16th, 2011 at 1:16 pm
Very thought provoking, definitely puts a new lens on the situation, and helps you observe from a unique marketing perspective.
celebrity smile Says:
May 30th, 2011 at 8:57 pm
Why do people cant do what everyone else does? i mean if that is what he wants then let it be that. Everyone fam person is just like all of us . that is there job.. so let them do as they wish
Sathya Says:
June 1st, 2011 at 12:45 am
let them make more fun out of it..
Tonya Says:
June 7th, 2011 at 8:41 pm
Interesting Read!
Tonya Says:
June 7th, 2011 at 8:43 pm
Enjoyable Read
Batags Says:
June 9th, 2011 at 12:37 pm
I think you are all so great, and gee what a smile she has!
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June 13th, 2011 at 6:14 am
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antic Says:
June 17th, 2011 at 3:18 am
i think most celebrity are famuos because they have the talent to smile when needed
Celebrity Fitness Says:
June 17th, 2011 at 2:43 pm
…
Celebrity Fitness Says:
June 17th, 2011 at 2:47 pm
good article
Celebrity Fitness Says:
June 17th, 2011 at 2:51 pm
Great website …. http://JourneysthruLife.blogspot.com
Alta White Says:
June 17th, 2011 at 9:40 pm
nice and great website
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Celebrity Whiting Says:
June 21st, 2011 at 4:09 pm
This dude is awesome!
Mike E Says:
June 22nd, 2011 at 12:08 pm
Great article
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June 24th, 2011 at 9:58 am
Hi,
Nice post. I love this kinf of blog. so thank you for all the work you’ve done for this article
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Dermology Says:
June 30th, 2011 at 3:41 am
grat acticle
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June 30th, 2011 at 7:41 pm
awesome baby!!
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July 3rd, 2011 at 4:58 pm
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dazzling smile Says:
July 4th, 2011 at 5:22 am
With a dazzling smile, you can have your celebrity moment too!
cushy Lips Says:
July 7th, 2011 at 10:37 pm
What can I say: if you can’t beat them…Join them!
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July 9th, 2011 at 7:38 pm
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Celebrity Bright Says:
July 10th, 2011 at 3:43 pm
If he wants to, he should go for it.
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July 13th, 2011 at 7:10 pm
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Lemonade Diet Cleanse Says:
July 15th, 2011 at 9:29 am
Being a celeb is really about how skinny you are. It’s not about your skills as an actor. Why do you think they’re always on new diets like lemonade cleansing.?
xaniner Says:
July 22nd, 2011 at 3:54 pm
The market is the market…
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August 15th, 2011 at 1:41 am
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September 16th, 2011 at 1:04 am
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Celebrity Smile Says:
September 19th, 2011 at 1:20 am
I think one of the greatest marketing techniques starts with a Great Smile. First impressions are lasting impressions.
sd Says:
September 20th, 2011 at 11:32 am
I agree with the article, where do you get a celebrity smile?
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forex strategis Says:
September 27th, 2011 at 11:36 am
forex strategis…

[...]Celebrity Marketing With A Bollywood Star[...]…
Mango's Closet Says:
September 27th, 2011 at 7:02 pm
All Bollywood stars should have a great smile.
lolnews Says:
September 28th, 2011 at 3:36 pm
Nice smile
Celebrity Smile Today Says:
September 30th, 2011 at 12:17 am
this is realy good i i like it much
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Celbrity guy Says:
October 1st, 2011 at 11:22 am
this is not tru
Misc Says:
October 2nd, 2011 at 9:16 pm
I think that’s a good idea to use celebrity as a marketing icon. Many product have do it and achieve success with this brilliant method.
Kellie Shanygne Williams Says:
October 5th, 2011 at 1:20 am
I agree with celeb endorsements. Its a great for somebody t get their product out there, but it needs to be honest. Great post!
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October 5th, 2011 at 12:52 pm
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October 8th, 2011 at 2:01 am
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October 9th, 2011 at 3:03 pm
ONE NEEDS GOOD SKIN TO PUT THEIR STAMP ON BRANDS!!

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dan Says:
October 14th, 2011 at 3:48 pm
good read
my Says:
October 22nd, 2011 at 7:00 am
happy
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October 22nd, 2011 at 11:52 am
own a whiter smile today:)
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November 12th, 2011 at 3:14 am
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moe Says:
December 15th, 2011 at 7:57 pm
Read your article with interest. Real people , we just can’t do without them.
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January 2nd, 2012 at 6:53 am
try it u will be fine
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January 5th, 2012 at 2:17 am
??????? ??????, ???????? ??????? ???????? ??????
Steve Gordan Says:
January 31st, 2012 at 3:24 am
white face is right.
Celebrity Marketing With A Bollywood Star Says:
February 1st, 2012 at 10:49 am
Celebrity Marketing With A Bollywood Star
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