Dubai: Sign up a celebrity as the brand ambassador or opt to put it up on a billboard? For marketers with such existentialist thoughts, Vijay Samyani believes he has the answer.
“Getting a celebrity is as good as having a billboard on Shaikh Zayed Road... some times even better,” said Samyani, managing director of Concept Brands Group, the promoter of the Big Brands Carnival. “With a celebrity by your side, you are kind of assured of maximum exposure for the brand or event you want to promote. It works during the launch phase and, if managed well, can even be stretched to a fairly long time post the launch.
“The important point is to pin down the ideal celebrity name who can helm your project — the chosen one will have to be in sync with profile you are trying to build for the campaign. And just as important, that you don’t pay out way too much that it comes uneconomical.”
On the celebrity index, Bollywood stars always get the highest rating. But Hollywood names such as Nicole Kidman (for Etihad) and Gerard Butler (who got a part in a recent campaign by etisalat) are starting to makes their names felt. Also, recently, UAE Exchange chose two South Indian actors to give its brand positioning a more youthful feel.
And by the looks of it, even yoga gurus are fair game for endorsements. Bharat Thakur was recently chosen as brand ambassador by the upscale Swedish bedding brand, Hästens. Thakur’s brief — to cast an impression specifically with high net-worth residents from the sub-continent.
Clearly, there is no shortage of brands and causes that celebrities can lend their name for.
