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Celebrity endorsements and profitability

Asian Paints, one of the leading paint brands in the Asian market, undertook a major repositioning of one of its product called Asian Paints Royale. It used the current Bollywood heartthrob Saif Ali Khan, who himself is from one of the pre-eminent Indian royal families, to endorse the product. The endorsement helped the brand to increase its growth by 29% in value terms.

Titan Watches is the leading Indian watch brand that has had a great run in the last few years. Recently, the brand wanted to increase the "consumption" of watches. So the company chose the celebrity endorsement route to portray the brand more as a lifestyle product than as a commodity. Titan Watches used another leading Bollywood icon to endorse the brand. The campaign helped Titan achieve a growth of 45% in volume sales and 52% in value.

These two examples are cases in point to illustrate that celebrity endorsements can contribute to the bottom line of a brand.


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