Celebrity misstep: When brands fall
One celebrity misstep is all your brand need to fall deep down, a face that represents your brand identity is important and once you choose the wrong face...there’s nothing much you can do about it.
Celebrity endorsement is a major way to influence consumer buying behaviour, it is much important as to choose the right celebrity that appeals your demographic audience and suits your brand well. I mean..think of Aishwarya Rai Bachchan in a detergent ad, she lecturing how it can remove stains just in two minutes...former Miss World and one of the popular, influential celebrity in a detergent ad !!! Don’t you find it unrealistic? Surprisingly similar to this, years back Salman Khan endorsement in a detergent ad have made everyone laugh due to its unrealistic approach.
There are many instances when brands went under fire for associating with a particular celebrity, Aamir Khan and Snapdeal partnership came to an end , when khan’s controversial statement about ‘intolerance’ made twittersphere and other social platforms into anarchy and that is when #NoToSnapdeal went viral.
Most recently Ola Cabs- “Ride with Bhagat” ad campaign got backfired, which in a overnight turned into hillarious memes. The campaign was launched to win back Ola’s lost spot and thereby increase the number of riders, it also focused promotion of Chetan Bhagat’s new novel “ The Girl in the Room 105”. Instead the whole campaign turned on its head in social media where people tweeted that they would choose to travel in a public transport rather than riding with the writer.Many users even announced that they are gonna uninstall the app just because they don’t want a ride with the writer.
A single misstep can turn down your brand, celebrity partnership always carries risk, so before getting sign your contracts, always look if the celebrity sinks with your brand image, budget and your targeted audience.