Recently a headline grabbed my attention Sushmita Sen loses ad deal to Asin,the Ghajini fame. The perfect diva who was associated with Pantene for a longtime paved the way for young,pretty new face but no where as charismatic as Sush. It is not the case with Sushmita alone. List is very long. Pepsi khan was dropped from team pepsi, Ash Rai Bachchan, Rani Mukherjee and preity Zinta all lost their previous lucrative deals. On the cricket front too similar trends have been observed. Yesterday’s iconic players like Sourav, Dravid, Kumble and even genius Sachin have suffered in the hands of power of youth. In my opinion the reason behind this trend is:
• There is definite a point of saturation when a celeb endorses a brand for a long period of time in today’s novelty driven market
• Success is all that matters at the end of the day
• Youngistan is drooling over youth icon
People like change. They love to watch something fresh and exciting. The age of loyalty is over , it is the age of return on investment(ROI). Success is the mantra of money now. Dhoni’s dynamic leadership, success as captain as well as batsman has earned him endorsement of Rs. 300 crore. T20 players of our country have replaced the old faces in Indian cricket. Be it cricket or Bollywood expect the sponsors to keep pampering and pouring money on successful persons only. So Nestle dropping Rani for Trisha and Nakshtra Diamond sagging Aishwarya for Katrina Kaif is not at all a surprise. Youth is definitely in and here to stay on as long as they are successful but is it possible for them to retain the charm for long. Does a Yusuf Pathan or Praveen Kumar can ever match the charisma of Sachin or Shahrukh? Are they brand fit? Do they go with the profile of Pepsi? Is it that the marketer are following the trend just like a brainless follow-the herd mentality !!!
• There is definite a point of saturation when a celeb endorses a brand for a long period of time in today’s novelty driven market
• Success is all that matters at the end of the day
• Youngistan is drooling over youth icon
People like change. They love to watch something fresh and exciting. The age of loyalty is over , it is the age of return on investment(ROI). Success is the mantra of money now. Dhoni’s dynamic leadership, success as captain as well as batsman has earned him endorsement of Rs. 300 crore. T20 players of our country have replaced the old faces in Indian cricket. Be it cricket or Bollywood expect the sponsors to keep pampering and pouring money on successful persons only. So Nestle dropping Rani for Trisha and Nakshtra Diamond sagging Aishwarya for Katrina Kaif is not at all a surprise. Youth is definitely in and here to stay on as long as they are successful but is it possible for them to retain the charm for long. Does a Yusuf Pathan or Praveen Kumar can ever match the charisma of Sachin or Shahrukh? Are they brand fit? Do they go with the profile of Pepsi? Is it that the marketer are following the trend just like a brainless follow-the herd mentality !!!
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8 comments:
Talking about Pepsi or even any other aerated drinks like coke & Thumps up, few years back their was a lot of buzz about this thing that they contain pesticide and its harmfull for health. For few months people become very consious about this whole thing and shifted to better health drinks and fruit juices. There was a sharp fall in the sale of these carbonated drinks. But then public memory is very short. Now again we have Pepsi & coke back in our refrigerater.
Is it right to make our one year old child drink pepsi instead of milk? World was much a better place when we were young, we never heard of pepsi, also we never had the Television to tell us about our "youngistaan meri jaan".
yeah.. you are absolutely right.But these things are here to stay instead of all the adversities.My aim was to project the recent shift in trend of brand endorser.
yeah.. you are absolutely right.But these things are here to stay instead of all the adversities.My aim was to project the recent shift in trend of brand endorser.
dear author,
i appreciate ur thoughts and i completly agree on ur facts.. but i have one question ...how far do u think that the product sells only because a celebrity is endorsing it???
Dear Reader, so far ur question is concerned celebrity endorsement has adefinite impact on youth n rural people purchase decisions. But certain survey says they have very minuscle impact. you do a survey and find out what is the impact.
A case in point is of Ashwariya who was given the chance to become the 'Brand Ambassador' of Barbie. But due to prior commitments our eternal beauty queen & Ms World declined the contract. Then the contract was passed on to Katrina. So now we have our Bollywood glamour girl as the Barbie brand ambassador.
Another case in point is of Bipasha. Recently our Bong babe who is in her early 30s has worked in a film with an actor Nitin Mukesh who is in his early 20s.
For centuries in Bollywood Films, Male Actors have been cast opposite female actors half their age. Example Amir & Asin in Ghajini.
But slowly this trend is changing now.
Is "youth" the flavour of the day?
Dear reader,i absolutely admire your thoughts.Casting bipasha with nitin may be the need of the story,so we cant tell that youth essence is not there. Nitin is very young and adorable. So i think it is a drift from the main concept
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