Celebrity Endorsement - Pros And Cons

When celebrities endorse brands, obvious advantages of brand recall and greater recognition follow however the downside is when the endorser's behaviour strays from acceptable societal norms.

About a decade ago, when Cadbury India, the country's largest and most admired chocolate major, was battling waning consumer confidence and problems arising out of worm infestation reports in its chocolates, it came up with probably its best PR strategy. Though a new poly-flow packaging was soon adopted by the company, what actually helped in reinstating the brand's emotional equity and confidence with consumers was film star Amitabh Bachchan's endorsement of the brand. Soon, customers realized "Kuch Khaas Hai Zindagi Mein" and cash registers started ringing again for the British confectionery company.