Two brands of cricket bats available in the market. One endorsed by Lionel Messi and the other by Sachin Tendulkar. Which one would you go for? A no-brainer, right? Let’s make it a bit more interesting then. Two brands of biriyani masalas; one endorsed by Sachin Tendulkar and the other by Sanjeev Kapoor. Which one would you choose? Sachin fans please skip this one, I would say!
The 21st century consumer is sassy. He can distinguish between a brand ambassador and a brand influencer. It takes more than traditional advertising to convince him. Businesses that are still stuck in conventional advertising will soon have the rug swept from under their feet. Advertising has come a full circle where people are quick to say no to celebrities who have nothing to do with the brand they endorse, whereas they will happily take the word of an expert, however insignificant of a celebrity he is.