Top Story


Home >> Advertising >> Article

Creative inputs of celebs yet to experience success in Indian market

Font Size   16
Creative inputs of celebs yet to experience success in Indian market

For teenagers abroad, a J’Lo self-designed perfume and lingerie or Britney’s cosmetics may create a rage; but when it comes to India, consumers seem to be reluctant to acknowledge the creative talent of silver screen celebrities.

Be it the perfume designed by the ’70’s heartthrob Zeenat or beauty tips from today’s Madhuri; Celina’s jewellery or Shahrukh’s Tag Huer – all have failed as far as sales or brand promotions are concerned.

Then, what about the multi-crore endorsements? As advertising professionals observe, the great Indian consumers prefer to see their hero promoting a brand, but they shy away when it comes to his own. “Celebrity endorsement in selling a product does wonders in establishing a brand and effects sales to a great extent, though when stars put in their own creative input it does not click with the consumers,” said Arvind Wable, Executive Director, FCB Ulka.

The trend of stars adding their own creative inputs to products is slowly catching up in India. However, unlike West, inputs by stars in our country have a temporary impact on consumers. Take for example, Shahrukh adding his own creativity to Tag Huer has been a short-lived phenomenon. “Brand ambassadors work best in our country and look at products like L’Oreal which have Aish as brand ambassador, is doing well, points out Wable.

Echoing Wable’s viewpoint, Ashutosh Khanna, Vice President, Grey Worldwide, recalled Zeenat Amman launching her self-designed perfume almost a decade back. “Today, the product is seen nowhere,” he said. Speaking on conditions of anonymity, an advertising pundit observed: “Big B inputs in designer suits, in any ways won’t have a great impact on consumers who are interested in Reid and Taylor.”

Similarly, when Aamir Khan’s ‘thanda matlab Coca Cola’ was a big hit, Madhuri’s Beauty Secrets failed to cast a spell on the consumer. As Indian advertising industry responds: celebrities are the most successful brand promotion tools as far as it is not their own creative product.


Arati Singh, Channel Head, NDTV Good Times, opens up on how she loves to go on adventurous trips on a typical weekend.

In week 9 of BARC ratings, the channel led the lifestyle space with 1206 million impressions followed by TLC, FYI TV18, Food Food and Fox Life

During his brief visit to India, Ronen Mense, Vice- President- Asia, AppsFlyer, spoke to exchange4media about app marketing and the new trends one can witness in mobile marketing.

Neha Kulwal, CEO, Admitad, talks about the future of affiliate marketing and the company's growth over the years

One of the latest entrants to the IPL club, Kent RO Systems recently announced its sponsorship deal with Kings XI Punjab

The shortlists in the Media, Publisher, Creative and Branded Content categories are now up on the website

According to BARC India data, English news genre grew by 2.76 per cent whereas Hindi news genre saw a 30 per cent growth during North East Assembly elections results on March 3