At the 12th edition of the India Public Relations and Corporate Communications Conference and Awards (IPRCCCA) on Friday, panelists Nandita Puri, Author and Chair, Om Puri Foundation; Paula Mcglynn, CEO, Bhartiya Digital Party; and dr Rahul Sethi, Medical Practitioner, Academics, Researcher and Actor discussed How Celebrities Are Brand Guardians. The session was moderated by Ruhail Amin, Editor, exchange4media.
As a celebrity, you have a certain responsibility to the public. Puri believes that branding is more than just a model that represents a product. People pay attention to them and they have a certain impact on the audience. “You should support a brand that you believe in, rather than just supporting anything for a certain amount of money,” explained Puri.
The discussion started with Amin mentioning that when a brand is in crisis, a celebrity who endorses the brand rarely talks about it. He asked, “What is the ideal celebrity endorsement?” How can it evolve into anything more than a transaction?
Mcglynn said: “That’s what we like to do here at BhaDiPa, a regional language entertainment company. We have a YouTube channel in Marathi with over a million subscribers and one of the main things we do is what is known as content marketing i.e. H. when bringing your brand equity to market through content. BhaDiPa does not have a single face. We’ve taken a slightly more challenging approach, where we’re a content producing company and we hope this is enough to gain subscribers without the need for a face-to-face connection.” She added that brand endorsements are a way for them to sponsor the content they want to create.
“We support products that we believe in, so we have some standards. We don’t promote fairness cream, tobacco, gambling apps, etc. and the list goes on,” added Mcglynn.
Sethi shared his thoughts on how this equation can go beyond mere transactions: “Today, this brand advertising industry is a multi-million dollar industry. Even the pressure on celebrities from the brands they endorse is high. Money plays such a big part that sometimes there are events where the celebrity only supports for the money and doesn’t pay attention to any aspect of the product they are supporting. With the rating of products on YouTube or in social media, people have become more attentive. Now they won’t be worn by a big star supporting a brand.”
Speaking further about a shift in the way brands operate following the rise of YouTube, Facebook and other social media platforms, Puri said: “There is a shift in the way people interact through the celebrity day are affected. Now because of Instagram and YouTube reviews people have become aware.
McGlynn said: “I think the shift is happening. But they can choose to spend money and partnering with a big celebrity to get an endorsement is something that definitely still has value for brands and audiences.”
“With digital growth, there will be many more options in the hands of consumers to choose. So it’s up to the audience to decide if this is worth the money spent,” she concluded.
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