The brand new pecking order : Article

And it is no secret that when it comes to egging on the apt brand endorser, Bollywood tops the list. Basking in this endorsement glory are some renowned stars who occupied quite a high pedestal. Added to it are cricketers who made their presence felt when marketers found a brand fit or gauged them based on the former's popularity quotient.

What's fascinating to see is how dynamic are the chain of events when it comes to riding on the popularity quotient. Endorsers like Amitabh Bachchan, Sachin Tendulkar and Rahul Dravid are being replaced by a new breed of celebrities. While King Khan still rules the roost, according to the recent TAM Adex report, cricketer MS Dhoni reigns supreme in the sports fraternity. Big names like Amitabh Bachchan and Sachin Tendulkar have dropped out of the top 10 list of celebrities endorsing products on television last year, says the report.

The same is true with Aishwarya Rai Bachchan, Preity Zinta and Kajol, who do not figure in the top 10 list. While Shah Rukh Khan leads the top 10 ranking, the previous year saw five new entrants Aamir Khan, Priyanka Chopra, Kareena Kapoor, Madhavan and Vidya Balan.

What actually matters, the celebrity or the brand fit? "Both complement each other," says Prathap Suthan, national creative director of a leading ad agency. "When we roped in Aamir as an endorser, we found him to be a perfect fit for our product because he is a cut above the rest. Added to it, the promotional strategy wherein his Ghajini look was launched leveraged more brand recall."

Who then would marketers like to bank upon the most? To which Anand Halve, brand consultant says, "Naturally, celebrities, owing to their reach and connect gain an edge over sportstars. Sports as a category is not as big in India as in other countries, except cricket."

Fresh faces are preferred by marketers too. Some new faces are actors like R Madhavan, Vidya Balan and Gul Panag. Even child actors Avika Gor and Darsheel Safary have found takers in advertisers with Gor advertising Sweet Dreams Lounge and Safary doing the same for Horlicks. And when it comes to establishing the connect with the target market, King Khan emerges a powerful contender. "Shah Rukh has the unmatched ability to connect with masses. Moreover, he has considerable international presence as his influence has grown beyond India," says Salil Kapoor, COO of a DTH service provider.

According to actor Gul Panag, brand endorser apart from starring in the 30 second commercial has other roles to play too. "We have the onus of reflecting the brand values as the equity rests on us. Moreover, an element of difference in terms of ideation too adds more fizz to a campaign. That's why marketers constantly look for fresh faces."

So, what about Mahi giving the celebs a run for their money with his towering presence? "Dhoni is an example of brand clutter. He is seen endorsing various products. And that is not good news as the personality gets lost, which doesn't happen in case of Aamir," says Suthan.

Some experts opine that during recession marketers need to pump in more money towards advertising. Meanwhile, celebs are ready to cash in on this trend.