IS THIS THE END OF THE STAR MODEL?

IS THIS THE END OF THE STAR MODEL?

This is the response of 'celeb-fatigued' US audience to stars endorsing products. And according to experts, even Indian ad makers need to do a rethink on their 'celebs can sell anything' approach

SABA SHAIKH

Celebrity fatigue has been adopted as the latest catchphrase by the US ad gurus, and for a good reason too. The audience plainly refuses to buy anything that the celebs are pushing. The agencies, on their part, are terming the celeb and ad combo as ''boring'' and ''ubiquitous and done to death''. While Catherine Zeta-Jones is being dropped from the ads of a mobile phone company, a famous lifestyle brand has replaced the likes of Jennifer Lopez and Uma Thurman with models. Even ads using Angelina Jolie and Sarah Jessica Parker have been deemed as 'flops'. So, what is the scene in India where celebs sell anything from laptops to hair oil? Is the Indian janta celeb fatigued too?

Celebrity zindabad


In hero-worshipping India, celebs have enjoyed the status of demigods. And making the most of it is the Indian ad world. Roping in one celeb after another is the socalled success formula followed by the ad makers. 'If nothing works, the star will' believe many insiders. Adman Prahlad Kakar says, ''Celebrities are instant attention grabbers. The television functions on a consumerist approach. One practically forgets what one sees on TV in three days. So, in order to have a good impact, wellknown figures are brought in.''

A celeb as an actor


However, there is a catch. Blindly introducing a big name in an average ad concept doesn't work anymore. Explains ad maker Prasoon Joshi, ''Many a times, celebrities are used as crutches. And there was a period when that funda worked. But not anymore. The consumer has become smart due to the media exposure. He/she now understands what 'endorsements' and 'brand ambassadors' stand for.'' Kakar feels that the janta has begun to understand that the brands that stars endorse might not be the ones that they use themselves. As for ad guru Alyque Padamsee, he sees celebs in ads as "nothing but furniture". The solution, according to Joshi, is to use them as just actors. ''I always make them an interesting part of the concept,'' he explains.

Adopt a product


Mandira Bedi agrees to be a part of an ad campaign only if she ''believes in the product''. Boman Irani too is very particular about the ads he does. ''I just don't want to embarrass myself,'' reasons he. However, many a times, the celebs have stepped in to save the credibility of the brand that they have been endorsing. A classic example was Amitabh Bachchan telling the viewers ''how hygienic and safe'' was a well-known chocolate brand after complaints of finding worms in it were received. The same was repeated recently by Aamir Khan for a cola brand. The ad makers find this attempt to be tactical but stupid. Says Kakar, ''Believing in the brand works both ways. While it does give a personal touch to the ads, the celeb also risks his personal credibility. For example, had there been one more instance of worms in chocolates, Big B's credibility would have been at stake.''

Change is in the air


But despite everything, the fact remains that a few celebs are featured in almost 70 per cent of ads. As Pandey says, ''The acceptance ratio of big names in ads has gone down with the audience. Celebrity fatigue has set in here as well, but the advertisers are yet to realise the fact.'' A case in point are the most successful ads in the last one year, none of which feature a star. The ads are just good concepts with normal people who are easy to identify with. Bedi also feels that the time is not far when the viewers won't be able to "connect" with celebs that have been put in just like that in the ads. Kakar has the last word, "But till that happens, celebs will sell all."