Are celebs a sure route to success for advertisers?
A. Joshi: There are a few celebrities who still look down upon appearing in advertisements. Recently, we approached the thespian, Dilip Kumar, to endorse a product. He sent a message through someone, Hum ishteharon ke liye nahin bane aur ishtehar hamare liye (I am not made for advertisements, nor are advertisements made for me). But there are also people who are willing to do commercials. Today, one cant avoid working with celebrities, It is about being instant. When filmstars appear on the screen, consumers stop to notice for a while. The key factor is that one has to use a celeb intelligently. The onus is on us how we use them.
A. Joshi: There are a few celebrities who still look down upon appearing in advertisements. Recently, we approached the thespian, Dilip Kumar, to endorse a product. He sent a message through someone, Hum ishteharon ke liye nahin bane aur ishtehar hamare liye (I am not made for advertisements, nor are advertisements made for me). But there are also people who are willing to do commercials. Today, one cant avoid working with celebrities, It is about being instant. When filmstars appear on the screen, consumers stop to notice for a while. The key factor is that one has to use a celeb intelligently. The onus is on us how we use them.”An ad professional should remember that a celebrity is only a vehicle to carry the brands message.
