Indians love, worship, and look up to celebrities. In this region, celebrities transcend from being mere brand ambassadors to cultural icons whose influence extends far beyond big screens. They are the starters of daily conversations, shape the mindsets of consumers, and even impact thought processes, and purchasing decisions. This influence over the audience has made celebrity endorsements a new-age marketing strategy in India. Where there are cultures, regions, and religions are so diverse and rich in nature, the endorsement of a product by a beloved star translates into customer trust and credibility for the brand.
However, with all the glitz and glamour of our beloved high-profile celebrities, their endorsements sometimes clash with India’s intricate cultural landscape, and the outcome can sometimes be less than what a brand would like.
In India, celebrity endorsement can carry more weight than expert advice by a sector guru, these endorsements wield substantial power to cultivate certain thought processes. Celebrity endorsement not only amplifies brand visibility but can also improve credibility and goodwill, and sometimes a shortcut to gain customer trust. However, India’s cultural landscape is no easy maze, with increased nuance and self-awareness, these endorsements can easily turn into controversial gossip if failed to resonate culturally. Let’s dissect the dual nature of swords which celebrity endorsement is.
Brands that are from small towns or the established luxury ones, all want a face!
The impact of celebrities in India is a formidable tool for brands who aims to break through the glass wall and forge an emotional and relatable connection with consumers. A well-chosen celebrity can imbue a product with a known face that is likeable, aspiration, and trustworthiness, making them invaluable in the advertising sector to promote any to all brands. However, this very strength can become a liability if not managed with cultural sensitivity in a vast market like India. Our diverse society is characterised by its myriad languages, religions, and regional identities, and cannot be engaged effectively with a uniform approach of one for all.
Taking back to 2015, the 2015 Kalyan Jewellers flashback! An advertisement featuring Aishwarya Rai, which portrayed her in a regal setting with a dark-skinned child holding an umbrella, faced backlash for allegedly promoting colourism, and social divides, especially in sensitive but literate regions like South India. The controversy led to the ad being withdrawn and an apology issued by the company towards the insensitivity showcased.
Brands must adopt a culturally informed strategy if they want to harness the power of celebrity endorsements effectively in India. In For All Is Out, Consider these three crucial points:
Localize your messaging:
Instead of a one-size-fits-all approach plan a segmented strategy that caters to a wider audience, employing different celebrities for tailored messages in regional languages for various regions. This approach can enhance relevance and engagement with specific cultural groups you want to target or reach out to.
Find A Celeb Who Can Be An Authentic Brand-Fit: Be picky when you look for a celebrity, and ensure that the celebrity’s image, values, and public persona align with the brand’s ethos, with the product being promoted, and with your audience.
Be Consistent With Communication: Nobody likes a man who comes once and goes forever! Maintain consistency between the celebrity’s public image and the brand’s message, keep it aligned, and tweak (rather enhance) from time to time.
As one of India’s leading advertising agencies, we understand that celebrity endorsements are a double-edged sword but don’t forget it’s sharp too and can get you hurt if held wrong.
The beauty of celebrity endorsements involves finding the right balance between the charm of glamour and the brand message. It’s not just about the celebrity representing the brand but also about how they embody the brand’s values to resonate with the diverse market and consumer profiles. We think we can fool consumers, but with increased market adaptability, need to be woke, more upfront about needs, and increasingly discerning; they seek authenticity and integrity in the messages they receive. Brands that can grasp respect towards audience holds more lasting connection with them.
From cultural sensitivities to language barriers, today’s consumers demand honesty when they see a brand. It’s no more a doll show and the right celebrity appeal can either make the show hit or become a cultural misfit. We believe that endorsements that hinge deep on understanding of nuances in such diverse cultural landscape, and a constantly evolving consumer base – can win it all. Anything that is less risks not only the campaign’s effectiveness but also opens up cracks between brand and customer relationships.