Usually, it’s the stars and other celebrities of various fields gain and beat the bait of representing a product or a service creating a high market value the brands concerned. The cost of production, payments and other such things would be scaled, based on the popularity or the financial background of the brand holders.
In the present trend, as the advertising and promotion scene has crossed the borders of communication values and stipulations, it has come to a level of leaving the imaginations go berserk when one tries to imagine.
In the sphere of advertising and its commercial reach, hammering is one of the prospective factors that keeps the pace alive and identified, thanks to the viewers’ perceptive values and quality. Be it anything under the categories phrased as ‘powered by’, ‘sponsored by’, or the spot displays or a random throw, commercials are the vital and inevitable part of showbiz, irrespective of the tariff the channels publicize claiming on their rating and value of telecast. How do the takers of airspace afd to meet? If this question has an answer, it depends on the heights of market value and the profit share that an entrepreneur enjoys with a huge and constant patronage of volume of customers willing to swarm in time and again as prestigious buyers in order to either exhibit their capacity or look ward to any marked or unmarked occasion in addition to the festivals and celebrations.
Now, let’s look at the turn and twists that evidently happen in the commercial arena. Indeed, the brand ambassadors of various commercials happen to be celebrities different fields, a new turn has developed to bring in the brand owners as brand ambassadors. In other words, it is their willingness to appear on the screen with the earnest confidence that the process will click. Alone, or with a few celebrities to support, the product speaks of its values and credentials through the brand owner as a brand ambassador.
Bee analysing the present, a moment of recall way back would have something to say. In the early 1990s, Balu Jewellers had initiated the first impression and it did well their business. ‘Confidence and honesty’ were the key words of the commercial in which the owner of the chain of showrooms appeared on screen to represent the quality of the product and benefits that were in store the customers. The main aspect was to invite the people to join the monthly scheme to acquire jewellery. The eft was very much fruitful and the investment poured to a great extent. Celebrities of the then movie industry were called upon to add to the shine.
Then it was Dharmpal Gulati, the owner of MDH Private Limited that produced and distributed sambhar power and masala products. He chose to appear on screen through the commercials that were made to promote various masala products. The reach was as good as expected and even now, the brand continues to retain its popularity.
Among the jewellery emperors, many opt to promote their products with glittering celebrities as their brand ambassadors as it continues more than two decades since the television industry got into the media stream. Following the impressive foot prints of Balu jewellers, it was Lalitha Jewellery whose commercials came up on screen with its Chairman and Managing Director Kiran Kumar M. Jain to represent the product and services. When asked about how the firm’s preference to make the chairman as the brand ambassador, Mr. Kiran Kumar had calmly replied: ‘Who else knows better about the aspects concerning the quality, value additions, wastage, schemes and its benefits and other relevant details of the product more than a manufacturer and seller?’
Yes, it’s true. As he says, who else knows the benefits in and out!
Another mega stream of commercials that fill the television channel screens is that of S.S. Saravanan, the owner of Legend Saravana Stores that has widened its business a mere stores to textiles, jewellery, utensils, electronics, groceries, stationery and what all that can be brought into the trade chain. Here, it is worth to be stated that the establishment has its options the celebrities the movie industry such as Tamanna and Hansika to appear on screen with the retail owner Saravanan himself on the lead the advertisements shot the launch of his new all in one mega showroom at prime locations in Chennai.
Even though Social Media made fun out of him sharing screen space next to the gorgeous divas of cine world, Mr Sarvanan has re-affirmed himself as the Brand Ambassador of the his retail store by appearing along with Tamannaa and Hansika in the second TVC that was shot the festive occasion. The commercials may seem to be funny but the results keep onto prove to be lucrative. With this Mr Saravanan has changed the trend of of his elders, who used to rope in the most happening actresses in the film industry to endorse their brands.
To add to it all, Actor Kamal Hassan who opted to endorse Pothys, another famous retail out let in Chennai, shared the screen space with S. Ramesh, the owner of Pothys on a TVC which in all sense of respect, talks about a select Silk Product ‘Samudrika Pattu’, where in Ramesh explain the unique quality, traditional values and authenticity of the fabric being an expert the weaving family.
Though, the trend was existing at smaller levels, the same has seen a new dimension with high profile clients with high budgets spending donning the hat of the brand ambassador.
It’s all in the trade. Let’s see how the trend makes it worthwhile.