Is there an over-exposure of celebrity endorsements in India today?
Love it or hate it, but you can’t ignore it. We have still not reached the peak has. Even the 70th guy in cricket is still getting endorsements. Having said that however, in India, endorsements need to mature to brand ambassadorship, which is a reality in the West. To an extent, Shah Rukh Khan does it in India. He lives and breathes the brand and talks about it at every given opportunity and at every forum. Brand Ambassadorship must mature in India and only this will actually take celeb branding to a higher level in the country. What more needs to be done to make the industry more organised and soon? The talent management business today is transactional. It’s not planned and executed well. Presently we are mere brokers, but Percept is talking to a lot of companies to become their talent managers. The world over, brokers do not get a lot of money, but consultants earn a lot. We want to become consultants. PTM is getting an Index to track the star power, which will function as a currency
