Celebrity endorsements take a backseat this festive season

With just 10 days to go for Diwali, this year looks sluggish on celebrity brand push

e4m by Ankur Singh
Updated: Oct 13, 2014 8:06 AM
Celebrity endorsements take a backseat this festive season

Over the past years, a month before Diwali, with the onset of the Navratri season, TV used to be flooded with celebrities endorsing all kinds of brands. From Amitabh Bachchan to Ranbir Kapoor, every celebrity had something to endorse. With just 10 days to go for Diwali, this year looks a bit low on celebrity brand push. Aside a few regular brands, the TV ad scenario looks a bit dull on the celebrity front. Not to miss the new breed of advertisers—the e-tailers.

This festive season is witnessing a spree of celebrity-endorsed e-tail ads on TV, but there’s a twist. The celebrities are not Bollywood actors, they are TV actors promoting brands on TV in their on-screen avatars. exchange4media takes a look at this year’s celebrity-endorsed ads.

Prestige TTK: The brand had roped in Bollywood star couple Aishwarya Rai Bachchan and Abhishek Bachchan as its brand ambassadors. Prestige re-introduced the line "Jo biwi se kare pyaar, woh Prestige se kaise kare inkaar" in an advertising campaign with the celebrity couple last year. This year too, the brand has rolled out a TVC with the celebrity couple to promote its cookware range.

Watch the video here:

Kurkure: PepsiCo’s Kurkure, one of the regular festive advertisers, rolled out a campaign featuring Parineeti Chopra, Farida Jalal, Boman Irani. The ad conveys the message of connecting with people in person, rather than using technology to do so. With its line ‘Phone pe badhaiyan chodo, milkey tyohar manao’, the brand urges families to relive the joy and fervour of meeting and celebrating with people during the festival season.

Watch the video here:

Snapdeal: Snapdeal.com roped in leading TV actors from top GEC channels to roll out a mega Diwali campaign. The 40 commercial campaign called the ‘Diwali Bumper Sale’ stars the current brand ambassador Pulkit Samrat of Fukrey fame and 20 well known TV celebrities such as Ali Asgar, Sumona, Kiku from Comedy Nights Fame, Alok Nath, Harsha Bhogle, etc. who reprise their TV avataars, albeit with a quirky twist.

Watch some of the commercials here:

OLX: OLX.in, has unveiled a slew of TVCs that use humour to illustrate the most relatable reasons for selling used goods, while breaking the underlying mental barriers Indians have against selling.

The ads feature ace comedian Kapil Sharma, showcasing him as used and under-used products.

The quirky TVCs use the much loved Kapil Sharma’s style of humour to tell the life story of used products, which want to be sold on OLX in order to help owners upgrade and find new owners who have better use for them. The latest two ads showcase Kapil Sharma as a motorcycle and as a television that have come after initial two ads that showcased him as a juicer and a wall clock.

Watch the ads here:

Cadbury: The brands recently released a luxury chocolate gift offering called Glow. To communicate this, an ad film starring Bollywood actors Aditi Rao Hydari and Raj Kumar Yadav has been rolled out. Though the brand did come up with a festive ad too, this one was without celebrities. We wonder why!

Watch the ads here:

With no festive ads from camera brands, automakers, smartphone players, looks like a lot of brands are missing in action this year. Whether they are really out of the running this year is yet to be seen, but it’s sure that they are lacking a bit this festive season.

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