Lenskart eyewear brand recently launched TVC, which has attracted everyone's attention, especially with the company's CEO Piyush Bansal and Principal Karan Johar. Created by Tanmai Bhatt, the ad went viral, garnering over six million views and hundreds of reviews within hours of being uploaded to YouTube.
Bansal joins a growing list of Indian entrepreneurs appearing in their own ads, driving interest in themselves and possibly their brands. The list includes Vinita Singh of Sugar Cosmetics, Anupam Mittal of Shaadi.com, Mukesh Ambani of Reliance Industries, Pawan Goenka of Mahindra, Vijay Mallya of Kingfisher, and Abhinav Kumar of Trivago.
Ahmad Aftab Naqvi, global CEO and co-founder of GOZOOP Group, was also featured in the ad in 2018. Although he was working for DELL, the story enabled him to advertise for Gozoop.
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Many in the advertising industry believe that Dharam Pal Gulati, Chairman of Mahasian De Hatti Limited (MDH), did it first, at least in India. Gulati remained MDH's official mascot for decades, even after his death in 2020.
Business leaders from all over the world have shown interest in advertising their brands for decades. They include Paris Hilton of Perdue, Frank Perdue of Purdue, Dave Thomas of Wendy's, and Jim Koch, CEO of Samuel Adams Beer.
What is the strategy behind it?
People wonder if the trick to getting a founder or CEO to publicize a company is originality, frugality, self-centeredness, or something else entirely? Opinion divided.
Veteran advertiser Ramesh Narayan says, “After all, as a founder, it’s much better to make a statement about my company than to hire someone to do it. Yes, the person I work for may have a large following that I may not, but if I need to… Reliable feedback about my product or service, it is better if he does it than the owner.
Many leaders want personal branding and promotion that will encourage them to be featured in advertising. They often see themselves as the best brand ambassadors for their company, say industry observers.
Manas Lahiri, CEO of Havas Group, said: “They think they are the best brand ambassador as well as a true ambassador, so why should we rely on debt capital.
However, Sandeep Goel, MD at Rediffusion, thinks it's mostly about self-indulgence, though sometimes it's done for the sake of authenticity. But Shraddha Agarwal, CEO and co-founder of Grape, disagrees. According to him, the main goal of leaders behind creating ads is to communicate directly with consumers, surprise them and create a sense of trust in them. “It clears up the clutter because normally you only see beautiful celebrities in ads. But when you see the CEO or founder of a company in an ad, you feel like they are more responsible. The message of the top manager of the company is actually more important,” says Agarwal.
According to some advertising experts, it may be more profitable for a company to feature a CEO in their advertising than to hire a professional actor or model, especially during tough economic times.
Traditionally, corporate executives have led advertising in times of crisis. Even Iacocca's calls on TV and the phrase "If you find a good car, buy it!" It seemed that Chrysler Corp. was on the verge of bankruptcy. Boost the company's shaky credibility with TV ads.
“I think it depends purely on the economy. The camera also has more advantages. You get a little bit closer to fame,” says Dilip Kadam, commercial director and director.
It can be a combination of authenticity, thrift and using a personal brand to take your branding to the next level, especially when the owner executives are already celebrities. Top athletes, movie stars and influencers have all promoted their projects themselves.
“The goal is to use your personal image for the good of the company. KFC’s Colonel Sanders lives on even after his death,” said Sagal Gupta, CEO of Kios Marketing.
Does the brand help?
CEOs and founders lead the organization, develop strategy, oversee implementation, and attract investors. Is having them in an advertising campaign a good marketing strategy?
According to a 2011 study by Ace Metrix, in many cases the answer is yes. Research shows that ads with CEOs typically score significantly higher on 'desirability', 'relevancy' and 'information' than other ads in the same category.
"Some people might call them self-indulgent or star-hungry, but there are enough examples in the industry that have worked for specific cases like MDH spice and Trivago," explains Lahiri.
Even print ads featuring lesser-known company founders or CEOs can be more effective than celebrity options when used in the right way, according to a 2019 study. In addition, founders were more effective as advocates for new products, and CEOs were more effective for for current products.
However, not all CEOs and founders are born to socialize and be in front of the camera. Shy, boring or overly positive leaders can damage the company's image if they get involved in the campaign.
“Ad agencies often find themselves confused when a boring CEO is involved in a campaign. It takes a lot of effort to convince them that consumers are looking for brand ambassadors who are engaged, subjective, and really understand what consumers want.” Ironically, the director of an advertising agency.
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