Who will be the next big brand endorser?

Imagine a common man, like you or me, standing on a terrace and saying, "Wish karo, dish karo." Anybody except Shah Rukh Khan, would have made it seem like yet another corny punch line. However, when Khan says those lines, a brand gets created. Prabhakar S, who runs Indiaby2, a Chennai based advertising agency, explains what goes behind choosing a face to endorse a brand. "Identification of a strong link between what the personality stands for and the kind of image that the brand is trying to create is instrumental in choosing a brand ambassador." he says.

When southern actress Jyothika wore a saree with 50,000 colours, RmKv, a wedding silks shop in Chennai, became an instant name among south Indians, or when actor Madhavan's face was splashed across UniverCell's campaigns, the company's recall value grew instantly. "Until 2007, UniverCell's presence was just very small in Chennai. When we decided to make it a national chain, we wanted a face to represent our brand. Our research findings directed us to choose someone who was smart, intelligent and had a pan-Indian appeal," says Satish Babu, managing director, UniverCell.

"Although Madhavan was not endorsing any brand at that point nor had had any phenomenal hit film then, he fit the bill. It has helped the brand immensely. In fact, in a research finding by GFK Group, a research company, it was found that Madhavan's face has increased the recall value of UniverCell." Babu adds. Talking of brand ambassadors, advertising gurus in Chennai feel that actor Suriya stands for earnestness. "If you want to inspire a certain trust in a brand and need it to have rural and urban reach, Suriya is your best bet," says Prabhakar. Mark Manuel, creative director, films, JWT - Chennai, says, "Mirinda's new campaign with Asin is a hit all over India. Her happy-go-lucky image is instantly identifiable with the image of the product."

It is also well-known that there was a significant increase in sales following JWT's Madhavan-Vidya Balan Airtel campaign. "The advertisement worked because both celebrities played normal people. They were just like any other newly married couple. The reach may not have been as good if they had merely played their celebrity selves in the ad," says Mark. Ask Vijay Xavier, vice-president, Lowe - Chennai, about what goes behind a brand endorsement, and he says, "Apart from sportspersons, there isn't anyone in the country, who has a national reach." Vijay adds, "Maybe actor Rajinikanth has a holistic approach, but, unfortunately, he doesn't endorse any brand. So, we decided to tap into the regional market, and chose Shriya Saran for representation in the South, as she is a very popular face here. She has many hit films to her credit and has an amazing screen presence." If Priyanka Chopra playing the role of a girl-next-door worked for Nokia, Madhavan's earnest approach made viewers believe in the brand. Mark Manuel says, "Pepsi's new tagline is Youngistan and we are still scouting around for a face that can represent the brand in the South."

Courtesy - Televisionpoint