Celebrity Branding

Using celebrities in advertising

Celebrity Branding


Someshwar R. Mehra , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how McVitie's, the biscuit brand, used a health-based message in india to increase its share of mind against a dominant competitor.


Someshwar Mehra , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Maggi Noodles, the noodle brand, defended its market position in India through a campaign with an iconic Bollywood star and a big user participation element.


Vibha Gupta, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how, by starting India's second 'Quit India Movement', UNICEF managed to unite different stakeholders into becoming a powerful force that was determined to tackle India's biggest enemy in its continued national development - malnutrition.


Anjuri Jain, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Garnier Men launched Garnier Men AcnoFight - the first ever anti-acne facewash for Indian men.


Josy Paul, Rajdeepak Das, Hemant Shringy and Sandeep Sawant , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes a campaign by Gillette, the shaving brand, which used women's preference for clean-shaven men to increase sales of its premium razor product in India.


Chandrasekar Radhakrishnan, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes the launch of coffee variant Nescafe Sunrise Strong in Andhra Pradesh, a region of India, which picked up on changing marriage dynamics and growing female strength.


Jitender Dabas and Bhakti Malik , Warc Prize for Asian Strategy, Entrant, 2014

This case study for NESCAFÉ Classic, the flagship brand of NESCAFÉ coffee, describes a three year campaign to boost in-home consumption among Indian youth.


Bhaskar Thakur and Kamakshi Thareja, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Nestle MUNCH had always owned the 'crunchy' space in India, but this was becoming a ubiquitous category descriptor, as the competition was launching larger wafer sizes and Nestle MUNCH's market share was stagnating.


Nikita Shah, Warc Prize for Asian Strategy, Entrant, 2014

Thiscase study explains how Stayfree, the feminine hygiene brand, addressed the issue of anaemia amongst women in India with its charitable foundation, Women for Change.

WARC RECOMMENDS


ADMAP

Celebrity endorsement

Celebrity endorsement focus in the Sep 2012 issue


BEST PRACTICE

How to use celebrity in brand building

Practical tips, reminders and examples


ARTICLE FOCUS

Socialise the endorsement

How to activate an endorsement on social media


CASE STUDY

Walkers: Sandwich

Cannes winner uses stars in an unusual setting