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CELEBRITY ENDORSEMENT: AN EFFECTIVE TOOL FOR CUSTOMER ATTRACTION

Customers need to be understood according to their changing trends. Actually, customers are a result of what they follow in personal. For example, if a person likes a singer and aspires to become a singer, he/she would become customer of the companies that provide him/her similar attire of the singer, no matter how much he/she needs to pay for it. This is an effect of blind faith in idealistic person of society.

Companies know very well that today’s youth is highly attracted by the celebrities and somewhere or the other, have trust on their words if that celebrity is posing for some product, it may be possible that youth believe in them and purchase that product or service. This shows that how youth are connected with celebrities, and the connection is used by companies to sell their products.

If legend Shri Amitabh Bachchan is advertising for Lloyd AC, people would or might switch their option to Lloyd AC if they are planning to purchase an AC. If Alia Bhatt is posing for Gionee mobiles, people who are fan of Alia Bhatt might switch to Gionee mobiles. So, it can be said that greater impact of celebrity in society, greater the chance of celebrity endorsement affecting sale of product or service.


There are many more examples where celebrity endorsement has increased sale of company. Initially, the celebrity endorsed for Head and Shoulders shampoo were Kareena Kapoor Khan and Saif Ali Khan, but later they were replaced by Ranveer Singh because people became more connected with Ranveer Singh. But, it’s important for the company to double-check that they are roping in the celebrity which could go with the type of the product, otherwise the situation may become disastrous. An example could be Lux soap. Lux soap experimented its advertisement by roping in Shah Rukh Khan, but it failed badly because Lux, being a beauty soap, could go well with any female celebrity to be endorsed with. So, later he was replaced by Aishwarya Rai Bachchan.  

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