Historically, beauty has often been associated with women, which is why most beauty advertisements have focused on them. However, in 2005, Lux decided to challenge this norm and change the game in India. Instead of featuring women, the brand partnered with Shah Rukh Khan for a soap commercial, shifting the gaze to men. In the iconic ad, SRK, half-naked in a bathtub adorned with rose petals, revealed the secret to his good looks – Lux. Nearly two decades later, this partnership remains etched in our memories, and the image of the “Lux Man” continues to hold a special place in popular culture.
We are a star-stuck nation that loves and reveres our stars (generally in the sports and entertainment space), and well, it is not surprising that brands receive a heavy push once they partner with these big names. From widening the reach to adding authenticity, there are numerous ways in which celebrity collaborations can help the brands. But in a time where a celebrity is endorsing over 20 ads, it becomes rather difficult to remember who is showcasing what. Furthermore, experts also note that in a bid to maximise reach, many brands end up doing lazy work and not utilising the star properly.
Without taking away from what cricket and Indian film industry stars bring to the table, Varsha Desai, Executive Creative Director, Mullen Lintas, shares that more often than not, using a celebrity is a lazy way of going about a campaign, and consumers often end up not registering who is endorsing what. She explains, “In the last few years, brands have used celebrities to stand out, expecting a certain brand recall through associations. Can a brand truly stand out when the celebrity or influencer is endorsing 10 other brands? Also, in today’s times, when execution budgets are shrinking, we need to take a long-hard look at whether getting a celebrity is really a bang for the buck, like it might have been at a certain point in time.”
Industry experts note that these excessive brand collaborations can lead to overexposure and brand dilution. The act of emphasising short-term gains over long-term value is also said to be causing several problems. In the process of catching attention immediately, brands are ending up ignoring the long-term impact. We are living in an ever-changing world, where everything is ephemeral. From these celeb associations to agency contracts to even a CMO’s tenure, everything has become shorter. We want results fast, but the impact seems to be waning.
Shivakant Menon, Creative Director, Decision Pinnacle, concurs that brands partner with stars for immediate results. This, as per him, is done primarily on Digital, as the reach can be quantified. He explains, “Many times brands have an excess of budget, and they end up using it on brand collaborations. These collaborations help advertisers to increase their reach to a larger audience, which can also be measured. People do end up listening to their favourite brands, but in this clutter of similar communication and faces, the impact can end up fading at times.”
Professionals from the ad space observe that celebrity-brand collaborations are not a bad tool to communicate with audiences, but it is the lack of creativity that is causing these hazards. A good communication with a big celebrity is still capable of fetching great results. Selecting the right partners also helps brands achieve better brand recall.
Yash Kulshrestha, Chief Creative Officer, ^ a t o m, brings to our attention that brands should find a story that equips the actor’s personality or filmography before making such partnerships. “Whenever the celebrity is not part of the story’s arc, it will turn into a blindspot, which is why we need a strong story or connection. Top names like Virat Kohli and Ranbir Kapoor appear in several commercials these days; it is up to us how we can creatively involve them and introduce a different angle. Using celebrities as mere models won’t cut the clutter. Additionally, to increase creativity, we can also pick up some unique characters from iconic movies and shows for the commercials,” he adds.
While there are many recent campaigns that couldn’t tap into the power of celebrity in terms of creativity, some collaborations stood out. It was unique how Mr. Calm— Rahul Dravid, was showcased as an angry man in Cred’s commercial, and then Acko brought back the fan favourite characters, Munna Bhai and his trusted best friend Circuit! There have been many other great examples of celebrities that have been placed uniquely to reveal a different angle. Which again goes on to show that creativity can quadruple the end results.
Nabil Kureshi, Agency Producer, Talented, states that brands often bank on the reach of the stars, making celebrities the idea, but this pushes the idea to the backseat. He further voices, “In the ever-evolving media landscape, where social media profiles are the de facto advertising space offered by most celebrities, the role of brand in the life of the celebrity plays a critical role. Misattribution of a celebrity to an ad is a risk that brands often neglect. When a celebrity is bigger than a brand, it runs the risk of higher recall value for the celebrity as opposed to the brand. Ads created with the intent of virality often fall prey to this trap.”
In the age of moment marketing, we’ve seen the rise of overnight celebrities, from Neeraj Chopra’s Olympic gold to Elvish Yadav’s Bigg Boss win. While leveraging their popularity can strengthen brand connections, success lies in strategic alignment. Partnering with a celebrity without a clear brand fit often backfires. For instance, after hits like Pushpa and Animal, stars like Rashmika Mandanna and Ranbir Kapoor became go-to brand ambassadors, but much of the messaging got lost in a flood of similar campaigns. To stand out, brands must ensure genuine synergy between the celebrity and their story.
People feel strongly about the celebrities, good or bad. We have seen how brands partner with them to capitalise on their influence. However, when things go south with celebrities, people carry the negative associations to the brand they endorse.
A few years ago, Aamir Khan’s endorsement of Snapdeal turned into one of India’s most notable failed celebrity partnerships. His comments on rising intolerance sparked a backlash, with many calling him unpatriotic. As a result, #BoycottSnapdeal trended, damaging the brand. Despite his personal views, Snapdeal faced the fallout and eventually dropped Khan from their campaign. This highlights how a celebrity controversy can quickly damage an endorsement deal.
While we talked ample about how over-repetition of celebrities and working with weak ideas can cause bleak associations, one can’t deny the advantages of onboarding big names. But it is not just the brands that benefit due to these collaborations. Several times, many of the celebrities start their journey by acting in ads. On the opposite end of the spectrum are also veterans like Zeenat Aman, who are making a comeback with ads.
Harikrishnan Pillai, CEO and Co-founder, TheSmallBigIdea, points out that while brands are leveraging celebrities to expand their reach, celebrities are also strategically using brands to be seen in a new light. “Many celebrities are collaborating with younger brands or digital-first brands that align with a fresh, youthful vibe. While these celebrities are lending their appeal to the brand, they are also attracting a young, relevant audience from the brand’s pool. In essence, actors are actively seeking brand partnerships to enhance their image and benefit from the association,” he adds.
Undeniably, celebrity-brand collaborations can be a powerful tool, but their success depends on thoughtful execution and creativity. Over-saturation, lack of fresh ideas, and potential risks from celebrity controversies can diminish their effectiveness. To truly stand out, brands need to ensure they form authentic partnerships that align with both the celebrity’s persona and the brand’s story. By prioritising genuine connections and innovative concepts, brands can cut through the clutter and achieve lasting impact in an ever-evolving advertising landscape.
