Do you buy something because a celebrity endorses it?

vandana7 By vandana7, 3rd Jun 2015 | Follow this author | RSS Feed | Short URL http://nut.bz/1tfn1ere/
Posted in Wikinut>Celebrities>Models

I find it strange that celebrities are being held responsible for promoting a product that they did not manufacture. Should being a brand ambassador have severe consequences?

At the best a celebrity captures the attention

Many commercials are aired between sitcoms. How many do you really watch even for fraction of a second? How many register in your brain? Did you notice that the commercials that had celebrities in them remained longer in your mind? Do you think of the celebrity as a smart buyer? Do you believe in what he or she is saying in those commercials? Of course not. The only reason that commercial stands out is because of the celebrity. Effectively, the product gets the attention as the marketing personnel desire. A catchy tune would have done the job too. There was a catchy composition lasting for 20 seconds for Wynk Music. A.R. Rahman composed that bit. It had Indian facebook users frantically looking for the record. So should Rahman be punished for his capabilities? Where does the buck stop?

Government officials, of course

They are supposed to do their duty. Maggi noodles have been around for more than 2 decades in India. Did they bother inspecting the produce in this period? May be they were unaware about the harmful effects of lead in food. Is it wrong on the part of celebrity to presume that the product is not harmful since there is no adverse remark about the product? Is it obligatory on the model to know about the product and confirm about its quality from the government officials responsible for maintaining those quality standards? Is it really possible to do that?

Amitabh Bachchan and Madhuri Dixit are past their prime

As Amitabh Bachchan pointed out, he is no longer a crowd puller as he once was. Mahduri Dixit Nene may still look ravishing but she is past her prime, and Indian audience does have prejudice against aging actors. The only reason they are interested in her is possibly the way she grooms, and the fact that she returned from the US, instead of settling there for good. So if they endorse those products, do you think they would not have eaten a few packets of Maggi by now? Or fed their children too? How can they be penalized for something that they did not know? How can they be penalized for something that is not part of their duty? Their contract may have mentioned that there would be no liability on them if the product is found to be harmful at a later stage. Effectively, it was Nestle officials that lied.

When irrational thinking overtakes media

They forgive the government officials who should be hounded for this lapse. Instead, they are happy blaming the celebrities. Aren't they doing exactly what the marketing personnel of Nestle did to promote their products? By bringing celebrities into purview, they draw the attention of commoners to the issue. This time, celebrity gets no payment. But what follows is negative publicity.

Celebrities would be better off airing their innocence

People like honesty. They understand. That is all that is needed from the trio. It will prevent media from milking their fame to increase TRP ratings.

Tags

Advertisement, Amitabh Bachchan, Brand Ambassador, Buy, Celebrity, Commercials, India, Lead Content, Madhuri Dixit Nene, Maggi, Models, Nestle, Politiciants, Priyanka Chopra

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author avatar vandana7
Hi...I suddenly remember ABBA ..I am nothing special...hope you like what I write, and I like what you write.

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Comments

author avatar Ptrikha
3rd Jun 2015 (#)

Celebrities, or even us (if we are models) will just endorse a product for earnings. We might have a rare Sachin Tendulkar who refuses to drink a soft drink because it belongs to the rival of the soft drink he is advertising. And may be Sachin might even have asked for the ingredients. As for Maggi, there could have been some local factor in higher lead concentration, and yes some kickbacks. However, may be overall we cannot blame that Maggi might have had higher than permitted Lead all these 2 decades+.
And we can't blame Madhuri and Amitabh.

But yes, next time a celebrity might ask for a live Food test before endorsing! :)

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author avatar Lady Aiyanna
3rd Jun 2015 (#)

The only reason there are celebrity endorsements done is because they have a fan following that can bring in brand loyalty.
It is also a high cost gimmick as they have to pay for a celebrity appearance.
Sometimes a simple commercial could cost a 6-7 figure to make but with a celebrity in it, a lot more dearer but this is all made up by the fan base.
None the less, the reputation of the celebrity and the product association also counts not just a stand in for the sake of a celebrity endorsement. Its a noted brand marketing gimmick.

Why don't you talk about that celebrity ex or current boyfriend of Deepika Padukone endorsing condoms in India???

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author avatar Sivaramakrishnan A
3rd Jun 2015 (#)

Good points Vandana. I take a view if a celebrity endorses a product, then the product goes into the background and it is highly priced to factor in the huge amount paid for the promotion. I feel the celebrities cannot completely wash off their hands for false promotion; due diligence has to be exercised - siva

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author avatar vandana7
4th Jun 2015 (#)

So celebrity needs to get the product tested through some labs before endorsing it? Ok, here is a secret I wanted to share with you. There are standards for food, and all manufactured products. Inspectors come annually to check products like cement. But Ram Vilas Paswan mentioned that the ISI certification for food and many products is given only when the company approaches it. In 20 odd years, with as much advertisement as we have seen of Maggi, no food inspector went out there. But to be fair, prior intimation of arrival prepares the manufacturers. They present good samples and get away with it.

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author avatar Kingwell
3rd Jun 2015 (#)

Celebrities are well paid for endorsing products and it does help the manufactures sell more. It does not make a difference to me. If I like something and can afford it I buy it with or without it being endorsed by a celebrity. If I don't want it or can't afford it I just forget about it. Good share my friend. Blessings.

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author avatar Nancy Austin
9th Jun 2015 (#)

I don't care if a celebrity tells me to buy it if I don't need it and don't like it. I hear ya though. Good article and good subject.

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author avatar Butterfly38
14th Jun 2015 (#)

My general take on this, is I buy what I like, and what suits me. Being unique comes from being individual. I certainly do not need a spotlight to do that for me.

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author avatar Butterfly38
14th Jun 2015 (#)

My general take on this, is I buy what I like, and what suits me. Being unique comes from being individual. I certainly do not need a spotlight to do that for me.

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author avatar GV Rama Rao
7th Jul 2015 (#)

First, I think commercials are a necessary evil. I also wonder why the same commercial is aired hundred times during an important game or popular show. I don't care who the celebrity is that is endorsing a product. I stick to the brands I like.

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