SRK, Virat & Dhoni steal the show in this World Cup’s brand game 

Brand experts say Bollywood stars and the Men In Blue both enhance a brand’s recall value and endorsements during the World Cup only make it better

by Shreshtha Verma
Published - Jul 9, 2019 8:57 AM Updated: Jul 9, 2019 8:57 AM
Brands

Bollywood and cricket have always complimented each other well and this ICC World Cup has been no different. As per a survey conducted by the Indian Institute of Human Brands, B-town celebrities and the Men In Blue have upped the advertising game when it comes to maximum recall value. Shah Rukh Khan, M S Dhoni, Viruskha, Aamir Khan and Ranbir Kapoor have been the top five celebrities most seen during the World Cup ad breaks.

A total of 25 celebrities have been listed in the survey. New additions to the list that weren’t part of the advertising scenario are Pankaj Tripathi and Team DeepVeer.

SRK in BYJU’S, Dhoni in Dream11 and Virushka in Google Duo advertisements have managed to perfectly grab the viewer's attention. While these three topped the list, Ranbir Kapoor and Aamir Khan have managed to give them tough competition.

Cricketers playing hard on the field and grabbing attention during the World Cup sounds normal but it’s amazing to see how Bollywood celebrities are stealing the show during this cricketing extravaganza.  

For the lesser-known Bollywood personalities, this can be a flash-in-the-pan moment but for the big stars it has been turning out to be an amazing opportunity to boost their fandom.

According to Jagdeep Kapoor, Brand Consultant and CMD, Samsika Marketing Consultants, Ranbir Kapoor, Shah Rukh Khan, Ranveer Singh, M S Dhoni and Virat Kohli are all stars in their own right and are surely stealing the limelight in the World Cup. Stars become stars, based on their performance - whether in Bollywood or on the cricket field and their endorsements help recall of the brands as well as enhance their own value.
Kapoor also emphasised that the World Cup happening right after the IPL is the key factor that made the celebrities steal the show now.

“IPL has brought a good blend of cricket and Bollywood, increasing recall multifold. The World Cup immediately after the IPL has ensured a continuum of great star recall. Stars have stolen the minds and hearts of people during the World Cup, not only in India but also in the world. No wonder, in this World Cup, it is not only recall but world recall,” added Kapoor.

The survey also lists the celebrities according to the most watched and highest recall parameter. 
The list is led by none other than King Khan. Yes, with the highest recall value the King of Bollywood has become the new king of the endorsement industry too.

Dimple Gupta, Strategic Brand Consultant, sees the World Cup as a global party of which everybody wants a piece of cake. So right from the small to big, all brands and celebrities want to have their 'star moments'.

According to Gupta, the big questions should be - Who should advertise? Who do people remember?

“The truth is that when stars like Shah Rukh Khan or Amitabh Bachchan and Ranveer Singh are part of the game they just occupy a bigger pie in the consumer mind. This is because brand noticeability is higher, people are in a fun, relaxed, party mood and not really processing ad content for information,” added Gupta.

Perhaps, smaller brands are better off with carefully curated festive advertising or social media campaigns which are built around higher consumer participations and enhancement via contests and free give-aways, an industry expert said. 

Dr Sandeep Goyal, Chief Mentor of IIHB, says, “The survey shows clearly that recall and recognition are driven not just by media weights but also the longevity of association of a celebrity with the given brand. BYJU’S exposure in the World Cup is less than that of certain other brands with equally famous faces, but the consistent presence of Shah Rukh with the brand has helped it create better consumer equity.” 

On the same celebrity associating with more than one brand, Goyal says: “Kohli and Dhoni are good examples to look at for this. Kohli is well remembered for Uber but scores poorly with the cement brand he endorses. Similarly, Dhoni excels with Dream11 but lags on the other brands he endorses. So, the share of celebrity aura is not equal for all endorsements.”

Comparing this World Cup to the 2015 one, we cannot deny that there has been a significant increase in the participation of B-town celebrities in terms of brand endorsements.

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