Narayan Devanathan, the executive vice president and national planning head for Dentsu India, an advertising and marketing agency, talks about the strategy of using film stars in advertising campaigns.
What is the power of using Bollywood stars in marketing?
Often it is a lazy option that brand managers and ad agencies use to attempt to gain some attention. Given most Bollywood stars – with a few exceptions such as Shah Rukh Khan and Amitabh Bachchan – have a limited shelf life, over-exposure is the rule. And in their drive to post a Facebook status update or profile photo with a star’s arm around their shoulder, brand managers end up chasing and using Bollywood stars for all the wrong reasons. There is a lesson to be learnt for advertisers from the world of fashion. While designers get models and supermodels to be their clotheshorses for their ramp shows, today’s fashion shows inevitably have the big Bollywood stars as their showstoppers. Rather than blindly use any available star to walk the ramp for them, designers exercise some prudence in matching the star’s personality to the theme of the collection, and the credibility the star might bring to the theme.
How can advertisers learn from this when associating with Bollywood actors and actresses in endorsement deals?
Marketers or advertisers would do well to learn from them, and cast them, if at all, in their marketing campaigns, based on whether the stars can be their “showstoppers” given the clutter that abounds, can credibly get across the brand’s message and maximise their media investment rather than deplete them. Above all of this, they must evaluate if the star will overshadow or add to the brand’s lustre.
Do you think Bollywood stars have a global reach or is the impact really limited to India?
The right answer to this one is, it depends. Priyanka Chopra is a global brand ambassador for Guess. That’s not because she is a Bollywood star. That is because she has spread her wings to gain a little more global stature with her singing career. Likewise, Aishwarya Rai and Sonam Kapoor have global relevance as L’Oréal’s brand ambassadors, because they fit the bill for what the brand stands for. But that does not mean a Parineeti Chopra will work in Kazakhstan or an Anil Kapoor, even for a Mont Blanc, in the US. Horses for courses is still the best strategy.
business@thenational.ae
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Company%20Profile
%3Cp%3E%3Cstrong%3EName%3A%3C%2Fstrong%3E%20HyveGeo%3Cbr%3E%3Cstrong%3EStarted%3A%3C%2Fstrong%3E%202023%3Cbr%3E%3Cstrong%3EFounders%3A%3C%2Fstrong%3E%20Abdulaziz%20bin%20Redha%2C%20Dr%20Samsurin%20Welch%2C%20Eva%20Morales%20and%20Dr%20Harjit%20Singh%3Cbr%3E%3Cstrong%3EBased%3A%20%3C%2Fstrong%3ECambridge%20and%20Dubai%3Cbr%3E%3Cstrong%3ENumber%20of%20employees%3A%3C%2Fstrong%3E%208%3Cbr%3E%3Cstrong%3EIndustry%3A%20%3C%2Fstrong%3ESustainability%20%26amp%3B%20Environment%3Cbr%3E%3Cstrong%3EFunding%3A%20%3C%2Fstrong%3E%24200%2C000%20plus%20undisclosed%20grant%3Cbr%3E%3Cstrong%3EInvestors%3A%20%3C%2Fstrong%3EVenture%20capital%20and%20government%3C%2Fp%3E%0A
RESULTS: 2018 WORLD CUP QUALIFYING - EUROPE
Albania 0 Italy 1
Finland 2 Turkey 2
Macedonia 4 Liechtenstein
Iceland 2 Kosovo 0
Israel 0 Spain 1
Moldova 0 Austria 1
Serbia 1 Georgia 0
Ukraine 0 Croatia 2
Wales 0 Ireland 1
Living in...
This article is part of a guide on where to live in the UAE. Our reporters will profile some of the country’s most desirable districts, provide an estimate of rental prices and introduce you to some of the residents who call each area home.
Blackpink World Tour [Born Pink] In Cinemas
Starring: Rose, Jisoo, Jennie, Lisa
Directors: Min Geun, Oh Yoon-Dong
Rating: 3/5
Company%20profile
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RESULT
Bournemouth 0 Southampton 3 (Djenepo (37', Redmond 45' 1, 59')
Man of the match Nathan Redmond (Southampton)
The End of Loneliness
Benedict Wells
Translated from the German by Charlotte Collins
Sceptre
UAE v Ireland
1st ODI, UAE win by 6 wickets
2nd ODI, January 12
3rd ODI, January 14
4th ODI, January 16
COMPANY%20PROFILE
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COMPANY%20PROFILE
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EVIL%20DEAD%20RISE
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More from Rashmee Roshan Lall
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BEETLEJUICE BEETLEJUICE
Starring: Winona Ryder, Michael Keaton, Jenny Ortega
Director: Tim Burton
Rating: 3/5
Last-16 Europa League fixtures
Wednesday (Kick-offs UAE)
FC Copenhagen (0) v Istanbul Basaksehir (1) 8.55pm
Shakhtar Donetsk (2) v Wolfsburg (1) 8.55pm
Inter Milan v Getafe (one leg only) 11pm
Manchester United (5) v LASK (0) 11pm
Thursday
Bayer Leverkusen (3) v Rangers (1) 8.55pm
Sevilla v Roma (one leg only) 8.55pm
FC Basel (3) v Eintracht Frankfurt (0) 11pm
Wolves (1) Olympiakos (1) 11pm
The specs
Engine: 2.7-litre 4-cylinder Turbomax
Power: 310hp
Torque: 583Nm
Transmission: 8-speed automatic
Price: From Dh192,500
On sale: Now
Points to remember
- Debate the issue, don't attack the person
- Build the relationship and dialogue by seeking to find common ground
- Express passion for the issue but be aware of when you're losing control or when there's anger. If there is, pause and take some time out.
- Listen actively without interrupting
- Avoid assumptions, seek understanding, ask questions
Jawan
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Results
6.30pm Al Maktoum Challenge Round-3 Group 1 (PA) US$100,000 (Dirt) 2,000m, Winner Bandar, Fernando Jara (jockey), Majed Al Jahouri (trainer).
7.05pm Meydan Classic Listed (TB) $175,000 (Turf) 1,600m, Winner Well Of Wisdom, William Buick, Charlie Appleby.
7.40pm Handicap (TB) $135,000 (T) 2,000m, Winner Star Safari, Mickael Barzalona, Charlie Appleby.
8.15pm Handicap (TB) $135,000 (D) 1,600m, Winner Moqarrar, Fabrice Veron, Erwan Charpy.
8.50pm Nad Al Sheba Trophy Group 2 (TB) $300,000 (T) 2,810m, Winner Secret Advisor, William Buick, Charlie Appleby.
9.25pm Curlin Stakes Listed (TB) $175,000 (D) 2,000m, Winner Parsimony, William Buick, Doug O’Neill.
10pm Handicap (TB) $135,000 (T) 2,000m, Winner Simsir, Ronan Whelan, Michael Halford.
10.35pm Handicap (TB) $175,000 (T) 1,400m, Winner Velorum, Mickael Barzalona, Charlie Appleby.
SPECS
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The specs
Engine: Long-range single or dual motor with 200kW or 400kW battery
Transmission: Single-speed automatic
Max touring range: 620km / 590km
Price: From Dh250,000 (estimated)