| PDM's
Lal brought to the fore key concepts and described brand endorsements as a merger
of two brands having compatible characteristics in order to have a deeper impact
on its relationship with the consumer. While Krishnamachar added that often a
celebrity will not work for a brand if the brands message does not have clarity.
Thus, brand custodians have to define what is the key requirement at the specific
time. Kiran's perspective on the topic appeared to be fairly neutral implying
that some such associations work while some don't, however celebrity endorsements
are best when done tactfully rather than strategically. He took an important stance
to say that most marketers look at celebrity endorsements more closely than consumers
and therefore are less forgiving. He supported it by mentioning the instance of
how marketers wanted to sign off a certain celebrity for getting involved in controversies
such as the one with a 'dam'. It however appears that at the end of the
day, marketers are now willing to go to any length to out do the competitor even
at the cost of roping film stars and cricketers that charge a huge premium for
their presence. Yet, the life span of these celebrity associations are largely
popularity and performance driven and jolly well fade away when the endorser is
no more at his/her peak. | 
