How much does roping in a celebrity to endorse a product help in advertising?
It depends on how well or how badly you use the celebrity. For instance, nobody has ever used Salman Khan properly. Everybody is trying to make him look respectable. While the truth is that he is the bad-boy of Indian films, so you have to use him as the bad-boy. His fan following as a bad-boy is much bigger than the fan following of people who hope he is going to become good. As a matter of fact, if he becomes good, he will become boring. Advertising constantly is trying to make him look good, instead of trying to make him look bad, which is his forte. The success of an ad does not solely depend on by roping in a celebrity; it really depends on how you use the celebrity. Is there any business that can succeed without advertising? Prostitution! (Laughs) They have their own way of advertising by standing in the balconies… Any thoughts on lifestyle advertising versus feature advertising? This can be determined by knowing what is required for the product at that particular point of time.
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