1. Sports &
Celebrity
Advertising

2. David Ogilvy ‘s view
 Good recall as they remember the celebrity
and forgets the product and the brand
name.
 Testimonials from experts is persuasive (Ex
burglar expert that he has never been able
to crack the chub safe )

3. Celebrities can do wonders if Image
connect and model connect is perfect

4. Celebrity Selection
 Independent understanding of the consumer
mindset
 Profiling the brand-Positioning strategy
 Identify the target consumer

5. When in doubt use a celebrity
No big idea. Use celebrity

6. Advantage
 Easy to connect consumers
 Tried and tested
 Follow the leaders (Easy way out )

7. Disadvantage
 Huge investments
 Lack of ideas
 Get the right brand fit
 Highly cluttered.

8. Types of celebrities
 Film star
 Sportsperson
 Social worker
 CEO endorsements
 Experts Opinion

9. Sachin
Little master

10. Brand Sachin Profile
-Intelligent
- Credible
- Success story
- Role model

11. Characteristics
 Sachin’s character may not fit a perfume brand
 But Malika Sherawat will be a run away success
for perfume
 Why- Malika is young, attractive,sensuous with
strong sex appeal

12. Brand Sachin Characteristics
 Perfectionist
 Diligent,Hardworking & Punctual
 Always striving for success
 Setting new standards for himself
 Highly achievement oriented
 Cricket is religion for him

13. Sachin’s connect with brands
 Boost, Complain, Horlicks.
 Heath brands can be strongly connected with
Sachin because of the zing and success
 NIIT could be another brand
 Premium apparel- connects brilliantly
 Expensive car- If connected with corporate or
professional success
 Long association with MRF
Sachin connects with stupendous success and
achievement

14. Dhoni : Mahi

15. Brand Dhoni: Profile
 Powerful
 Dashing
 Young cricketer
 Today a leader

16. Characteristics
 Confused between fun and cricket
 Mind has gone for a spin for the easy money he
earned
 Strength of characteristics is power.

17. Celeb-Connect
 Power in his appearance and the way he bats
 Strong connect with Power bikes, High power
engine oil, fuel and car batteries
 Thanks to his long hair he seems to be
connected well with Brylcreem

18. Dravid- Wall

19. Rahul Dravid: Profile
 Successful Indian cricketer
 Known as wall of Indian cricket
 Teammates called him Jammy

20. Characteristics
 Great and Mr.Dependable
 Suave & Polished
 Not an achiever like Sachin and Saurav
 Killer instinct missing
World cup sorrows has put his brand value down

21. Celebe- connect Dravid
 Used to have strong connect with solid,trusted
and reliable brands
 Anchor toothpaste and Max New York Life
 No new endorsements
 Pepsi drops Rahul

22. Ganguly :Prince

23. Ganguly : Profile
 Great Indian cricketer
 Most successful Indian captain
 Shrewd leader

24. Characteristics
 Highly Sensuous
 No fidelity
 Stylish, Innovative, Charismatic
 Very bold
 Tantalizing & Controversial
 Most talked about
 No hang ups
 Hot movies

25. Thank You