Case study on

Case study onParle-G and celebrity endorsement : 

Submitted to: Submitted By: Case study onParle-G and celebrity endorsement M/s RICHA JAIN DEEPAK PANDEY Asst. Prof.

History : 

In 1929, while India was under British rule, a small company by the name of Parle Products emerged. Parle-G or Parle Glucose biscuits, manufactured by Parle Products Pvt Ltd, are one of the most popular biscuits in India. Parle-G is one of the oldest brand names as well as the largest selling brand of biscuits in India. History

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Study is conducted by : A C Nielsen Advertising agency : Everest Integrated Communications Study for: A five-commercial ‘testimonial' campaign that underlines the findings of the ACNielsen study: that Parle-G has emerged as the world's largest-selling biscuit brand.

What is testimonial : 

A testimonial is an advertisement that uses either written or spoken quotes from people (famous or common) to praise the good qualities of a product. An example of a testimonial is (for a fictional piece of software):"This is the best program I've ever used. Now, I can do my taxes in half the time!" What is testimonial

Main problem of ad agency : 

Is to design a unique ad campaign that: one that would "stand out of the clutter" "speak to a wide spectrum of users“ The agency figured that the best way to achieve all this was to create a campaign featuring ‘real people' as brand ambassadors of Parle-G. Main problem of ad agency

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And, for good measure, layer in Parle-G's five ‘driving propositions' which are TASTE NUTRITION MEAL SUBSTITUTION MENTAL DEVELOPMENT AFFORDABILITY Continue……

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The first commercial (‘boarding school') is about this girl recounting her first experience of boarding school. the alien atmosphere of the boarding school, the tears of distress… ‘Phir maine papa ke diye hue jhole ko khola,' she says. ‘Pata hai usme kya tha? Parle-G… Wahi pehchaani khushboo, wahi swaad. Aisa laga jaise main ghar par baithke Parle-G kha rahi hoon…' The spot ends with the voiceover: ‘Barson se apna sa swaad. Parle-G.'

The second ad (‘exam') : 

is about boy with ‘all-night study plans' that he and his friends used to chalk out while preparing for their examinations. “Raat bhar chai pee, raat bhar Parle-G khaayaa, thodi si padhai kar li… aur exams hamesha achhe beet gaye,” Voiceover: ‘Soye dimaag ko jagaaye, Parle-G,' The second ad (‘exam')

Ad three (‘college') : 

has this boy narrating the story of how he gave the very desirable ‘Tina' a lift from college one rainy day. our narrator was stretched for money. ‘Meri jeb mein woh das ka phata hua note! Usse paise mangta? Tchk…' the ego kicks in. The solution presents itself in the form of a roadside dhaba. ‘Ek cutting chai, ek Parle-G. Uska to mood ban gaya, yaar…' voiceover: ‘No fuzool, paisa vasool, Parle-G,‘ Ad three (‘college')

The remaining two ads (‘school' and ‘train journey' : 

are about a mother talking about her son tendering excuses for not having his lunch in school, and about a woman recalling a train journey where Parle-G helped assuage hunger when the train was left stranded in the middle of nowhere. The remaining two ads (‘school' and ‘train journey'

Latest testimonials ads of Parle-G : 

Parle-G for Genius campaign: in this campaign company targeting of Kids these ads are all over all the kids cartoon channels. it is now working to improve its image in metros and modern areas and hence this push. Latest testimonials ads of Parle-G

Celebrity Endorsement : 

Celebrity Endorsement

Definition of a celebrity : 

In a world filled with faces, how many do you remember? Admittedly the ones that evoke some kind of feeling in you, whether it’s humor, acceptance, appreciation or recognition could be it. These are the faces you’d turn to look at, the ones that would stop you in your tracks. And that’s when you have more than just a face. You have Personality. Definition of a celebrity

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Aristotle’s quote : “Any brand can get a celebrity. That is easy. But getting a celebrity consistent with the right brand, to the right degree, at the right time, for the right purpose and in the right way... that is not easy.”

Certain parameters that postulate compatibility between the celebrity and brand : 

Celebrity’s fit with the brand image like sportspersons and footwear ex- (Dhoni in Reebok ad) Celebrity—Target audience match Celebrity associated values. Costs of acquiring the celebrity. Celebrity—Product match. Ex- Jhon Abrahim in YAMAHA bike ads Celebrity controversy risk . Ex-with Salman Khan and Shan Warn Celebrity popularity Certain parameters that postulate compatibility between the celebrity and brand

Advantages of a celebrity endorsing a Brand : 

Establishment of Credibility: Approval of a brand by a star fosters a sense of trust for that brand among the target audience- this is especially true in case of new products. We had the Shah Rukh-Santro campaign. Ensured Attention: Celebrities ensure attention of the target group by breaking the clutter of advertisements and making the ad and the brand more noticeable Advantages of a celebrity endorsing a Brand

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Higher degree of recall: People tend to commensurate the personalities of the celebrity with the brand thereby increasing the recall value. Ex- Abhishek Bachchan in Idea ads Mitigating a tarnished image: Cadbury India wanted to restore the consumer's confidence in its chocolate brands following the high-pitch worms controversy; so the company appointed Amitabh Bachchan for the job. Continue….

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Associative Benefit: A celebrity’s preference for a brand gives out a persuasive message - because the celebrity is benefiting from the brand, the consumer will also benefit. Ex- Jhon Ebrahim in Garnier MEN Power Light cream and Face wash. Continue …

Disadvantages of a celebrity endorsing a brand: : 

The reputation of the celebrity may derogate after he/she has endorsed the product: Ex- Pepsi Cola's suffered with Mike Tyson and Shan Warn. The vampire effect: This terminology pertains to the issue of a celebrity overshadowing the brand. If there is no congruency between the celebrity and the brand, then the audience will remember the celebrity and not the brand. Ex- Ad of LUX by Abhishek and Ashwarya . Disadvantages of a celebrity endorsing a brand:

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Thank you