Friday, October 14, 2005

The Age of the Underdog

With Sachin and Saurav, Amitabh and Preity Zinta appearing in too many ads to make any material difference to the brands they endorse, advertisers are signing on an entirely new class of celebrity.

It's about time, coz study after study shows that celebrity endorsements are becoming increasingly ineffective, although this varies across cultures and target groups.

Certainly, young people are becoming increasingly indifferent to a "I use this soap, so should you" kind of endorsement in India as well. The connect has to happen at a deeper much level.

New endorsers
Coke has just announced that it is signing up Jassi, Rajyavardhan Rathore to endorse the brand in India. This is the first time the brand is moving out of the Bollywood-cricket celebrity circuit.

"Both Singh and Rathore are seen as achievers, as go-getters in real life. They have stepped out of the shadows of anonymity to fame by the sheer dint of their hard work, " said Vikas Gupta, V-P Marketing, Coca-Cola, speaking to the TOI.

Hmm. So, the age of the Underdog is here. Even Abhishek Bacchhan, the current superhero, darling of the masses is all the more loved for the fact that he had to struggle through flop after flop before finally making an impact.

Then, there was Iqbal.

But, there is a thin line between being a loser, and an underdog.

Losers whine, while underdogs eventually shine
Losers blame the world for their problems, while underdogs try to see the problems in themselves, as well.
Losers are victims of their circumstances, underdogs overcome them

In that context, it's hard to understand how both Jassi and Rathore qualify as "go-getters". Jassi is a fictional characer. Mona Singh is playing a role - she herself was a successful model before getting into acting.

The old Jassi was an underdog. The new Jassi is a loser.

And Rathore - India's only individual silver medallist at the Olympics - is really in a class of his own!

What next: Pepsi and Abhijeet Sawant?

18 comments:

  1. Finally, we move away from the controversies. Frankly, the whole thing was getting a little too messy for my comprehension. This post, on the other hand, is lighter on the brain, and that is not meant in a demeaning way. As for the Cricket Stars endorsements becoming ineffective in promoting sales of the products they endorse, it's pretty obvious that their clout directly depends on how well the Indian Cricket team is doing at this point. And we all know it isnt exactly "perfect".
    regards,
    Kiran

    ReplyDelete
  2. Dear Rashmi,

    I have been a regular reader of your blog since the last few months.I have even taged your blog to all 3 of my blogsites.

    Till date I restrained myself from posting any comments on your blogs,I guess nothing is as pleasurable as reading something insightful an incisive.

    But unfortunately for the past few weeks i lost my interest in your blogs cause the whole mess on IIPM was rather uncouth and undesirable ...It was one of those wars of words which made all of us look silly and rather stupid.

    I don't know who gained out of all this, but i must tell that if at all your blog would have continued the controversy any longer I am sure you would have gained in terms on hits per post but unfortunately you may have ended up losing some serious loyal readers .

    Guess its time we understand that no individual or communication medium is powerful enough to tarnish the image of any reputed instituion worth its salt.I request you to use your creative skills to enlighten us with your real intellectual flavour and continue the good work.

    My Best Wishes to You......Keep Blogging but try to avoid sensitive issues....

    ReplyDelete
  3. And what about this Boman Irani guy? He comes in almost all ads these days...atleast 10-12 I can say...I donno if he really is that effective, beyond any other celebrity! But yeah roping in persons who are winners in other fields is a very welcome move by the ad community.

    ReplyDelete
  4. uhuh..coke and saurav.. the prince fights back!! :)

    ReplyDelete
  5. Reading this post makes me miss India :) The ads in London are so boringggggg! Besides, Zinta is the bomb, I'd have her on every ad if I could! Unfortunately, poor graduate students have very little effect on the ad market :(

    I miss home!!!

    ReplyDelete
  6. This Ajit Chouhan guy is off his rocker, don't think he has read your blog ever before. What an idiot !!

    ReplyDelete
  7. I AM GLAD RASHMI THAT U ARE BACK ....PLEASE REMEMBER I SUPPORT U IN WATEVER U DO.

    NOW THERE IS A TUG OF WAR BETWEEN ABHISHEK AND ABRAHAM FOR ENDORSEMENT DEALS , AS BOTH ARE HOT COMMODITIES IN THE MARKET.

    BUT I THINK HUTCH DID THE TRICK BY HAVING IRFAAN TO ENDORSE THERE PRODUCT, THAT WAS INNOVATIVE AND ABOVE ALL USING HIS VOICE AND LOOKS , RATHER THAN OOZE OR OOMPH IS WAT I LIKE ABOUT THE ADD.

    WITH BRAND SOURAV,SACHIN DOWN AND OUT.
    AB AND SRK BEING PLASTERED ON ALMOST EVERYTHING ON EARTH.

    .............THIS HAD TO HAPPEN.


    MAKE HAY WHILE THE SUN SHINES IS THE MANTRA FOR AD WORLD.......

    ReplyDelete
  8. liked the comparision between losers and underdogs.

    dont watch jassi now so cant comment.

    its a pity but names do make a difference, especially when they could be pesticide water:)

    ReplyDelete
  9. wht do u think bout "blog marketing"?

    ReplyDelete
  10. hi read u r blog i think qazi of fame gurukul might also bag some offers

    ReplyDelete
  11. good to see life beyond the iipm controversy!!

    btw, i was just wondering, with jordan quitting the F1 circuit this year, what would happen to brand 'Narain Karthikeyan'? What happens to his many adverts on TV and more importantly to his future as a formula 1 driver?

    ReplyDelete
  12. Viewers like me still judge an ad by its concept like the creative ones by Fevicol and another whatchamacallit chocolate brand which I don't happen to recollect right now. I'm guessing there are others similar to me, for me it's really not a difference if a celebrity endorses in few ads or many.

    ReplyDelete
  13. I guess - endorse advertising is losing its efficacy any ways. As awareness levels among Indian consumers rise and real life heroes decline (if there are still some left) we shall see fewer Indians buying or believing in brands endorsed by anybody, be they "go-getters", "underdogs", "Losers" or for that matter a "no-one". A very narrow line of products/services will find buyers due to endorsement.

    ReplyDelete
  14. ....For want of creativity... At least a celebrity gives an excuse for the lack of creativity that we see in indian Commercials. Well, talking about commercials and endorsements, endorsements seem to work well,if a certain exclusivity is linked between the celebrity and the brand a la Nike and Jordan.. But when the same celebrity endorses many brands we only remmeber the celebrity and not the brands. But when a Brand gets to sign a celebrity, they happen to do some commercials... making up for the lack in creativity,,,tony

    ReplyDelete
  15. Advertisements directly or indirectly do influence your purchase decisions. Atleast they can bring a brand to consideration set which is good enough. Now the point is whether celebrity endorsements help or not. Again its not celebrity per se but the creativity which matters. The second thing which matters is current awareness of the brand. Pepsi and Coke can bring in any celebrity, its going to help them as their current brand awareness is very good. Coke gained a lot from Aamir khan. It was mixture of both the factors..
    But look at Berger Paints. When they brought Amitabh bacchan as their brand ambassador, according to a study, junta thought he is promoting Asian paints :) .. What a waste!!! You spend money and your competitor gains from it..

    Other point.. you might have a very nice entertaining ad.. Everyone will laugh ... remember the ad.. but no one will remember the product.. so it wont even get into consideration set..

    So my take will be that.. you need to creative but brand should not get lost in creativity .. you need to be careful if your competitors brand is already strong..

    ReplyDelete
  16. 减速机 齿轮减速机 SEW减速机 摆线针轮减速机 蜗轮蜗杆减速机 interlining
    明星代言 明星经纪公司
    制动单元 铝壳电阻
    modern abstract art sofa manufacturer
    净水器 开水器 净水机 净水 软水机 软水 直饮机 家用净水 家用净水器 家用净水机 中央净水 中央净水器 水家装 水家电 水卫士 混合机
    过滤机 DHL快递 俄罗斯签证 回转支承 Laser marking
    保险箱 法兰 法兰标准
    polycarbonate sheet 回流焊 波峰焊
    压球机 注册上海公司 儿童摄影
    牛皮癣 皮肤病 制氮机
    食堂售餐机 校园一卡通
    学校一卡通 ic卡售饭机
    食堂售饭机 深圳一卡通
    广东售饭机 机电设备安装
    北京发票 代开发票
    餐饮发票 住宿发票
    广告发票
    网络电话 免费网络电话
    假发 补发
    织发 植发
    压滤机 板框压滤机
    蒸馏水机 纯蒸气发生器
    上海搬家公司 上海搬场公司
    大众搬家 大众搬场
    张家界旅游 香港旅游
    深圳旅行社 打包机
    收缩机 对讲机 电源模块
    血管栓塞剂
    售饭机 水控机 水控器
    萎缩性胃炎 neoprene laptop bags
    SEO优化
    SEO优化 计量泵
    胃炎 胃病
    冷水机 冰水机
    工业冷水机
    北京特价机票 北京打折计票 北京国际机票
    北京机票预定 北京飞机票
    北京订机票 北京机票查询 饮料机械
    银杏 水培花卉 企业宣传片 空分设备
    化工泵 离心机
    电话交换机 程控交换机 集团电话 集装袋
    混合机 混合机
    混合机捏合机 捏合机
    捏合机导热油炉 导热油炉
    导热油炉 反应釜 反应釜
    反应釜 spherical roller bearing
    搬运车 搬运车 电动搬运车 油桶搬运车 堆高车 电动堆高车 半电动堆高车 堆垛车
    高空作业平台车 电动叉车 平衡重叉车 前移叉车 电瓶叉车
    韩国饰品批发 模块电源
    X架 超薄灯箱> 易拉宝 展柜制作
    代理服务器 游戏加速器 网络加速器
    网通加速器 电信加速器 电信网通转换器
    电信网通加速器 网通电信互转
    网通电信互通 网络游戏加速器
    美国VPN代理 美国独享VPN 美国独享IP
    pvc ceiling panel Spherical roller bearings
    SEO优化
    安全鞋 劳保鞋 防砸鞋 电绝缘鞋 上海安全鞋 上海劳保鞋 江苏劳保鞋
    服装软件 服装管理软件 进销存软件
    进销存管理软件 服装管理系统 服装进销存软件
    进销存系统 进销存管理系统 免费进销存软件
    吉林中医 东北特产
    打包机
    阳痿 阴茎短小 阴茎增大
    早泄 前列腺炎 阴茎增粗 阴茎延长
    国际机票 上海国际机票
    国际特价机票 国际打折机票
    砂磨机 砂磨机
    砂磨机 卧式砂磨机
    卧式砂磨机 卧式砂磨机
    三辊研磨机 三辊研磨机
    三辊研磨机 混合机 混合机
    混合机 锥形混合机 锥形混合机 锥形混合机 行星动力混合机 行星动力混合机 行星动力混合机 无重力混合机 无重力混合机 无重力混合机
    干粉砂浆设备 干粉砂浆设备
    干粉砂浆设备 捏合机 捏合机 捏合机 导热油炉 导热油炉 导热油炉 反应釜 反应釜 反应釜 搪玻璃反应釜 搪玻璃反应釜 搪玻璃反应釜
    乳化机 涂料设备 干混砂浆设备 无重力混合机 胶体磨 涂料成套设备 双螺旋混合机
    北京婚庆 北京婚庆公司
    400电话
    办证 呼吸机 制氧机
    亚都 亚都加湿器 亚都净化器
    亚都装修卫士
    饰品批发 小饰品批发 韩国饰品 韩国饰品批发 premature ejaculation penis enlargement
    安利产品 马来西亚留学
    网站优化 网站推广
    衬布
    代写论文
    代写论文
    论文代写 代写论文
    磁力泵
    离心泵
    化工泵
    隔膜泵
    螺杆泵
    潜水泵
    油泵
    耐腐蚀泵
    水泵
    拖链 防护罩 排屑机 塑料拖链 钢铝拖链
    化工离心泵
    计量加油泵
    自吸式离心泵
    管道油泵
    自吸式排污泵
    潜水排污泵
    自吸式磁力泵
    耐高温磁力泵
    不锈钢多级离心泵
    多级离心泵
    耐腐蚀自吸泵
    自吸化工泵
    玻璃钢液下泵
    液下式排污泵
    卧式离心清水泵
    氟塑料磁力泵
    磁力驱动循环泵
    耐腐蚀污水泵
    卧式化工离心泵
    玻璃钢耐酸泵
    防爆管道油泵
    不锈钢多级泵
    立式多级离心泵
    塑料磁力泵
    水泵厂
    手摇油泵
    上海水泵厂
    上海水泵
    离心泵厂家
    热水泵
    清水泵
    气动隔膜泵
    深圳装饰 深圳装饰公司 深圳装修公司
    特价机票 打折机票 国际机票
    机票
    新风换气机 换气机 立式新风换气机 风机箱 新风系统 能量回收机
    搅拌机 混合机 乳化机
    分散机
    毛刷 毛刷辊 工业毛刷 刷子 钢丝刷
    涂层测厚仪 硬度计
    兆欧表 激光测距仪
    测振仪 转速表
    温湿度计 风速仪
    超声波测厚仪
    粗糙度仪
    噪音计 红外测温仪
    万用表
    硬度计 万用表
    美容院 美容加盟
    澳洲留学 澳大利亚留学
    什么是法兰
    电烤箱
    酒店预定 北京酒店预定 北京酒店
    离心机
    nail equipment nail products nail product nail uv lamp nail uv lamp nail uv lamps uv nail lamp nail brush
    nail file nail tool nail tip nail gel curing uv lamps lights
    万用表 风速仪
    红外测温仪 噪音计
    苗木价格 苗木信息 标牌制作 深圳标牌 北京儿童摄影 防静电鞋 淘宝刷信誉
    威海凤凰湖 威海海景房 大庆密封件
    打标机 淘宝刷信誉 TESOL/TEFL国际英语教师证书 英语教师进修及培训 北京快递公司 北京国际快递

    ReplyDelete
  17. Faint hint of the love of friendship

    Faint hint of the love of friendship. There is a friend, I think that is a cheap wow gold kind of love and friendship between the feelings between, you will occasionally miss a time to silence him, reminds him, the warm heart, a beautiful, a moving. Sad and worried at the time, you will think of him, you hope that he can in your side, give you comfort and buy wow power leveling understanding to you, and you never talk to him, are you afraid of their own grief that would preclude him from peaceful life.

    You will be a song, a color, think of him, think of my wow gold his sincerity, he reminds me of the dedication, his mind had gone through the ups and downs together. With such a friend, you will treasure their lives and love their own lives, because you know I hope you had a good, he would like you to take care of themselves properly, and then to meet, he cheapest wow power leveling would like you to tell him you very happy.

    That the concept of secularism, in your mind, because his replica replica rolex presence has become pale and weak, you are only in the depths of the bottom of my heart for this man set up a small space, stick with that quietly happy memories, from the the very beginning you know that you will not have any love, it seems that talk about love on the desecration CHEAP wow power level of this emotion, this can only be a friendship. This is how in the end all about? You want to for many years, but no clue.

    You seldom have contacts in this long life, you meet the door may be only a few of the ten thousandth time, but in each other's hearts retain a miss, one asked, even if he went to the ends of the earth, even after many, many years, even BUY power leveling when the meet again, has long been a non-object is not, you still remember back as a profound, and this has been sufficient.

    Sometimes life will calm a dry, maybe you will fall into the dry I replica rolex replica did this, perhaps what you do not have love, perhaps early HUAFA, full sideburns pale, but with such a friend, in the your life will ripple slightly, a little color, do you think of him. He remembered the quiet, perhaps the Health and cheap lotro gold the WHO will not forget.

    Am grateful for you in this world, there is such a person, he is replica rolex not around you, he did not do anything for you, but you hope that he would have been very good, long life, happiness well-being ... ...

    Am glad you had a feeling like that, pure and long, in this complex CHEAPEST power leveling world, there are such a friend, it is worth to cheap rs gold lbless you to miss ... ...

    ReplyDelete

Disqus for Youth Curry - Insight on Indian Youth