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"This endeavor will attempt to bring a long term advantage
to brands and help curb wasteful expenditure, as well as bring in
some degree of transparency into the business which has previously
been based on judgment," said ACNielsen South Asia executive
director Sarang Panchal.
The first module of ACN and PDM Star Power Track will feature a
pre selected list of celebrities from Hindi cinema to the counrty's
favourite sport 'cricket.' These will include Amitabh Bachchan,
Shahrukh Khan, Aamir Khan, Priyanka Chopra, Aishwarya Rai, Rani
Mukherjee, Ayesha Takia, Hrithik Roshan, Sachin Tendulkar, Rahul
Dravid and Sania Mirza amongst others. The study also hopes to add
more regional and local celebrities to this list.
Another growing trend highlighted by Singh is that, not only are
international brands making an entry into India and using Indian
faces, but a large number of celebrities are also endorsing global
brands. In a pilot study, AC Nielsen and PDM said that they recieved
a positive response from big brands that have huge spends in this
segment, forseeing it as the need of the hour.
In this rapidly expanding market some queries include, whether
effective celebrity endorsements ensure that the product lingers
in the memory long after the advertisement has been viewed? Does
the involvement of the celebrity truly increase the shelf life of
the ad? Does it influence the purchase decision of the consumer
or does it enhance the loyalty towards the brand? Thus, Star Power
Track hopes to throw light on these and other issues.
Panchal said, "With the ACN & PDM Star Power Track we
aim to make the process of celebrity brand connect a more scientific
process, providing marketers with the tools to make the right decision.
We have been doing this kind of work at a global level to understand
the celebrity power of international stars across the world. With
our expertise in cutting edge research techniques, clubbed with
PDM's vast knowledge on celebrity management behind the research
module, we are certain that marketers will be delighted with the
ACN & PDM Star Power Track."
"As pioneers of celebrity management and the only integrated
marketing communications conglomerate in the country, we are constantly
looking at new methods that will help to 'professionalize' the industry
and add value, not just to the brands but to the overall image of
the celebrities we represent. Thus far, the connect between the
brand and its celebrity endorser has largely been driven by the
popularity of a celebrity as also by instinct and gut feel! With
ACN & PDNI STAR POWER TRACK, we seek to bring a scientific process
to the decision, ensuring the brand gets its 'bang for the buck,'
and the celebrity's image being strengthened by the products they
endorse. We are pleased to partner with ACNielsen to present this
truly unique study," adds Singh.
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