International Journal of Management and Commerce Innovations ISSN 2348-7585 (Online) Vol. 7, Issue 2, pp: (1196-1198), Month: October 2019 - March 2020, Available at: www.researchpublish.com
Evolution of Celebrity Endorsement in Indian Market Kritika Shrivastava1, Divya MV2 1,2
Christ University, Bangalore, India
Abstract: Marketing is all about understanding the consumer and then execute your marketing strategy and when it comes to analyze Indians mindset it get even more complicated as India has a diverse culture. But when thing that is common in Indian market is that they are highly attracted with the lifestyle of the celebrity they tend to follow them which led in high demand of these celebrity endorsements. In past few decades the celebrity endorsement has rise more than 50% when we compare it with any other country which reflect the fact that Indians are partial towards these celebrity endorsement. Thus, there is a potential purchasing impact of the product when a celebrity is the brand ambassador for that product. Hence this paper is all about the evolution of Indian market in term of celebrity endorsement. Keywords: celebrity endorsement, digital era, millennial, purchasing impact; consumer mindset.
I. INTRODUCTION In the world of marketing use of celebrities as a brand promoters have been prevailing for long period of time. So who are these celebrities and when this term came into the picture. The word celebrity came from a latin word celebritās meaning fame, in year 1831 the word celebrity was officially attested in OED stating its meaning as a well-known or famous person by the mass of people. But when we talk about celebrity endorsement in India a bollywood star or a famous sportsperson probably a cricketer is on our minds. Since people are so fond of these celebrities and want to know all about them; marketers found an opportunity to influence the consumer by hiring these celebrities to promote their brand. Back in year 1941 when an Indian actress Leela Chitnis was hire to endorse the soap brand, Lux in the Indian market this was the start of celebrity endorsement in India. By the late 80s the growth of celebrity endorsements was reaching the new heights, marketers genuinely started to think that celebrity endorsement can be the card of ace in the marketing world. Now in the 21st century which is known as the digital era and the world of millennial where everything is on the fast pace and on digital platform that marketers have a different perspective to reach in the consumers mind. In todays time frame it’s really hard to sustain in the market where competition is high and consumers mind is hard to get. But one thing that is still common in the generation X and millennial is the mind that can get influence by their favourite celebrity the difference is the platform of entertainment medium. Millennial are totally into the digital platforms from online shopping to entertainment media but the challenge for the marketers is where; how; and by whom to project their brand in the market so that they can sustain for the long period of time. The celebrity endorsements have a huge role in the market place in current scenarios as millennials have a tendency to get attach by their favourite celebrities at personal level; these millennial want to follow their favourite celebrities habits and lifestyle to the core of their heart. The way of thinking of the consumer is that if their favourite celebrity is promoting a particular product then that product is tending to be good. Thus, it can be said that celebrities work as the influencer in the millennia’s life so to use these celebrity to endorse the product can be fruitful for the companys’ progress.
II. LITERATURE REVIEWS Cracken M C (1989) For any company their essential asset is there product and for any product to become a brand, the product should be in the mind of the consumers. For these products awareness the company use celebrity endorsement to enhance the better image of the product in the minds of the consumer since people can relate with these celebrities which result into to demand for celebrity endorsement. As it is said that in Lux was the first ever brand in India to use celebrity
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