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Succeeding with Celebrities Z C E L E B Z C E L E B Z C E L

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C E L E B Z Succeeding with celebrities MindShare Insights initiative of bringing accountability to celebrity management Why celebrities? Gain attention by Establish brand’s breaking clutter desired imagery C E L E B Z Why celebrities? Gain attention by breaking clutter Not-so successful stories Successful stories Around 80% of the respondents when Reid & Taylor & AB, customers have asked to associate Bachchan with any started asking about the 'Amitabh wali paint, did so with Asian Paints suiting’ in stores… 60% increase in Ad Salience for Sonata after its taking on Dhoni C E L E B Z Source: Mag India.com, MindShare Why celebrities? Establish brand’s desired imagery Not-so successful stories Successful stories Father / son Bachchan duo & Bank of Baroda & Rahul Dravid: BOB Maruti Versa: People expected a wanted to change its logo and 97 year larger than life car, just like the old image of ‘unresponsive & slow to brands ambassador react’ C E L E B Z *Source: www.Mag India.com, FE etc.. Why celebrities? Gain attention by Establish brand’s breaking clutter + desired imagery Creative execution Improve purchase intentions Not-so successful stories Successful stories Sluggish sales for Versa despite Bank of Baroda & Rahul Dravid: high support to the Amitabh, BOB notched up 1.26 million Abhishek campaign accounts in 45 days C E L E B Z How are celeb decisions being made Raw popularity figures dominates decision on selection “Perceived” imagery of the Star Each celeb has a “market rate”, and benchmarking done versus that Related to recent past success No science being applied C E L E B Z 250 Crores being pumped into celeb endorsement , 20%+ growth annually 170 Crores on Art & Film celebrities 80 Crores on Sports celebrities 50% or more of Sports celebrities signed beyond 1 Year window Even higher monies going on media behind these celebs C E L E B Z Source: MindShare estimates C E L E B Z Improve ability to Improve ability to break clutter establish desired imagery C E L E B Z The celeb equity pyramid gives an mScore Favorite mScore Best measure for celeb pull in consumers mind Attracted He/She is one of my favourites I enjoy hearing or reading about him/her Acceptance I know about him/her, but neither like nor dislike him/her I have low opinion Interest of him or her I am not interested in him or her I’ve never heard of him or her Familiar ? ? Doesn’t get into pyramid C E L E B Z Improve ability to establishing desired imagery 6 dimensions derived Sympathetic Thorough Outgoing from human personality Easy going / Firm Reserved tests and research Relaxed +ve Playful / Fun Calm Clever/Smart extrovert Loving Straight Spontaneous Sensible forward conscientious sensitive intellectual stable Over Picky Overbearing playful Sentimental Uncaring Careless Introverted -ve Too Overly Immature Predictable Complicated Simple Reckless Unimaginative Minded C E L E B Z *Source: Millward Brown, BrandZ 28 23 AP 22 Bollywood categories 12 13 TN sports 86 140 celebs brands 10 Others (Small screen, Arts etc.) C E L E B Z Fieldwork spread across 14 locations Region Total Sample Mumbai 300 ROW Ahmedabad & Pune 350 Delhi 300 RON Lucknow, Kanpur & Ludhiana 350 East Kolkata & Patna 500 Chennai, Coimbatore & Madurai 500 Hyderbad & Vizag 500 Total 2800 Interviews conducted face to face, using pictures of celebrities & brands as stimulus Study conducted as re-contact study from 3D-TGI, another proprietary study from MindShare Fieldwork done in October’2006 by IMRB All analysis done on ABC, 15-55, all adults in NWE markets C E L E B Z C E L E B Z Answers strategic questions that niggles marketers in choosing & managing celebs… C E L E B Z Q1. Should we limit our choices to Bollywood and cricket only? C E L E B Z There are celebs & there are super-celebs…. 47% Dominance due to 22 of 50 celebs only TV Genre Range (% Favorite) 55% 60%-95% 40%-60% < 40% Bollywood 41113 varied Sports 165 92% Varied - - 6 sports TV - - 4 Total 5 17 28 99% Platinum Gold Silver Bollywood Overall, Bollywood and Sports, TV, Movies, Sports celebs others all represented have the highest appeal C E L E B Z Note: Anybody who has said favorite forms base for each level of pyramid in NWE markets basis mScore Q1. Should we limit our choices to Bollywood and cricket only? CelebZ recommendation : Yes No => If brand task requires high appeal Level playing field across Silver tier base, limit your choice to Bollywood & cricket only => If focused audience C E L E B Z Q2. Which celebs best represents my brand’s most important personality trait? C E L E B Z Most distinct personalities amongst female celebrities Sympathetic Female Star Aveg 50% Sensible Thorough 40% 30% Straight forward Outgoing 20% 10% Spontaneous 0% Calm Reserved Clever / Smart Easygoing / Relaxed Playful / Fun Loving Firm C E L E B Z Note: In NWE Markets, 15-55, ABC Most distinct personalities amongst male celebrities Sympathetic Male Star Aveg 50.00% Sensible Thorough 40.00% 30.00% Straight forward Outgoing 20.00% 10.00% Spontaneous 0.00% Calm Reserved Clever / Smart Easygoing / Relaxed Playful / Fun Loving Firm C E L E B Z Note: In NWE Markets, 15-55, ABC Q2. Which celebs best represents my brand’s most important personality trait? CelebZ recommendation : Choice restricted to: => Not just platinum, but silver => Male celebs possessing unique celebs also possess unique traits traits out number their counterparts 10 female 14 male celebs celebs C E L E B Z Q3. Should I sign only those in limelight? C E L E B Z Leading divas of India Highest mScore 1 2 3 Favorite 67 62 55 Attracted 87 86 81 Acceptance 96 96 95 Interest 97 98 96 Familiar 100 100 100 Ash Rani Juhi Everlasting charm : Juhi casting her magic over two decades !! C E L E B Z Note: In NWE Markets basis mScore Personas of Ash and Juhi equally strong Celebs Mean Sympathetic Ash 60% Juhi Chawla Sensible Thorough 50% 40% Straight forward 30% Outgoing 20% 10% Spontaneous 0% Calm Reserved Clever / Smart Easygoing / Relaxed Playful / Fun Loving Firm C E L E B Z Note: In NWE Markets Q3. Should I sign only those in limelight? CelebZ recommendation : Out of Stardom does not mean out of action. Value for Money! Worthwhile considering stars out of spotlight C E L E B Z Q4. Creatively leveraging personalities of celebrities? C E L E B Z Dravid- What’s behind the wall? The wall C E L E B Z Decoding the DraVinci code Copybook style resulting in being perceived Many unexploited strong facets to as unimaginative, predictable . .? Dravid’s public perception Negative Attributes Positive Attributes Sympathetic Over sentimental Celebs Mean Celebs Mean 60% 20% Rahul Dravid Unimaginative Picky Rahul Dravid Sensible Thorough 50% 15% 40% Simple minded 10% Overbearing Straight forward 30% Outgoing 20% 5% 10% Reckless 0% Too predictable Spontaneous 0% Calm Introverted Overly complicated Reserved Clever / Smart Careless Immature Easygoing / Relaxed Playful / Fun Loving Uncaring Firm No baggage Opportunity to leverage No creative restrictions other dimensions C E L E B Z Note: Celebs mean is on all celebs measured at India level Q4. Creatively leveraging personalities of celebrities? CelebZ recommendation : New avatars of Dravid Firm Calm Thorough Sensible Clever/Smart Reserved C E L E B Z Q5. If I am a premium luxury brand will my choice of celebrity be different? C E L E B Z Mapping the premium luxury brand consumer I want to be different from others I am a very confident person You can tell a type of person by the clothes they wear Success means you have money and social status 9Individuals who strongly concurred to 7-13 I usually wear a complete matching outfit statements I often wear valuable jewellery I consider accessories very important 9 Were in SEC A I spend a lot of money on clothes 9 Females, 24-41 yrs A designer label improves a person's image I like to keep up with the latest fashions I want to get to the very top in my career I usually speak my mind, even if it upsets people I like to stand out in a crowd C E L E B Z Best fit - males 200 Zakhir Husein 180 160 Aamir khan9 140 Abhishek9 Bachchan 120 John Abraham Sachin Tendulkar Vishwanathan Anand Hrithik Roshan 100 AR Rahman Saif Ali Khan Ajay Devgan Sanjay Dutt Index Vivek Oberoi Irrfan Pathan Shahrukh Khan 80 Akshay Kumar Rahul Dravid Sunny Deol Amitabh Bachchan MS Dhoni 60 (% mScore in Luxury TG / % mScore in All TG mScore TG / % Luxury mScore in (% 40 Virendra Sehwag 20 0 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% mScore Favin luxury% TG C E L E B Z Best fit - females 200 180 Mona Singh 160 Shreya Sneha Priety9 Zinta 140 Sushmita9 Sen Shabana Azmi Sania Mirza 120 Jhotika Soha Ali Simran 100 Smriti Irani Rani Mukherjee Kareena Kapoor Index Mandira Bedi Vidya Balan Esha Deol Aishwarya Rai 80 Priyanka Chopra Juhi Chaw la Bipasha Basu 60 (% mScore in Luxury TG / % mScore in All TG mScore TG / % Luxury mScore in (% 40 20 0 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% Fav % (In Luxury TG) mScore in luxury TG C E L E B Z Q6. If I am a premium luxury brand will my choice of celebrity be different? CelebZ recommendation : C E L E B Z Delivers much more………………… Brands Celebrities Consumers C E L E B Z Bringing accountability to celebrity management For marketers: — Identifying the best celeb fit to grow brands in terms of mScore & persona fit — Can even target basis attitudinal level — Can even target basis geographical level — Tool for benchmarking value of star to the brand For celebrities: — Understand where their appeal lies — Which brands they can add most value too — Which brands can hurt their image C E L E B Z For details, please contact: Manish Aggarwal Phone: +91 124 409 2333 C E L E B Z.
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