Wherever you focus your eyes these days you find celebrity endorsement, whether in advertisements or inauguration ceremonies or special product launches. Celebrity has become a medium to gather attention and mileage. In the Indian jewellery scenario where every upcoming jewellery company wants to emerge as a brand, celebrity endorsement or advertising is the easiest way. Arisia is endorsed by the inimitable {{Rajmata Gayatri Devi}}. Nakshtra is endorsed by world renowned beauty {{Aishwarya Rai}}, Asmi is endorsed by actresses {{Kajol}} and {{Mandira Bedi}}, D'damas launched its latest collection through multiple personalities- {{Celina Jaitley}},{{ Lara Dutta}},{{Mahima Chaudhary}}, {{Akshay Kumar}}, {{Suniel Shetty}} (The five signature line was designed keeping in mind the stars' personal tastes and is a reflection of glamour and stardom. Each piece of jewellery is inscribed with the filmstars' signature) and Amitabh (D'damas Solitaire). Kiah is endorsed by {{Sushmita Sen}}, P.P Jewellers is endorsed by {{Shilpa Shetty}}.%%Not just product endorsement and advertisement, companies these days have found out new ways to promote their jewellery by celebrities.

In- film Advertising:%%In-film product placements, or soft brand advertising is catching up in India. In today's media cluttered environment where it is difficult to grab consumer's attention, marketing managers are looking for innovative strategies to get noticed. One of them gaining popularity in India is "product placement." The practice of placing products and product ads in feature films have been the latest trend these days. The intension behind this type of advertising is to create a sort of subliminal impact on the audience, leaving them with a "good feeling" for the brand.

The latest example is Tanishq's jewellery in the film "Paheli". {{Tanishq}} has been running a promotional campaign for both the film and a jewellery collection inspired by the film. Actual footage from the film is being used in the campaign. And, this isn't the end of the deal. Tanishq has also created the ambience of the movie with posters across its retail outlets. Also, an autographed letter by {{Shahrukh Khan}} and {{Rani Mukherjee}} will be given out to each customer of this collection. Tanishq has recently unveiled its Paheli Collection while showcasing selected jewellery from this film. The vibrancy of Rajasthani Kundan and Meenakari work has been captured in the jewellery created by Tanishq exclusively for the film.%% {{D'damas}}, the effervescent brand from the well-known {{Gitanjali Group}}, has announced a tie-up with Bollywood big wig {{Rakesh Roshan}} for his forthcoming much-talked about offering, {{Krrish}} - a sequel to Koi Mil Gaya. D'damas, would launch a signature line of jewellery inspired by this film.

For 'Boom', DTC sponsored 400 carats of diamonds for the glitz, glitter and glamour in the opening scene where a fashion show, against the backdrop of the Gateway of India gets unruly as a fight breaks out among the models over stolen diamonds. The entire story was built on these stolen diamonds. Not alone 'Boom', the protagonist of '{{Joggers Park}}', {{Perizaad Zorabian}}, who was also the 'Asmi' brand ambassador, plays an '{{Asmi}}' model in the film. She also performs in a song for an 'Asmi' fashion show in the film, which showcased their new designs.%%With new projects coming up, Product placements can be seen as a new marketing strategy with enormous potential for jewellery companies to get into limelight. A right strategy can really differentiate your brand in the market space.

Celebrities for Ribbon Cutting:%%Which famous personality is inaugurating your new showroom decides the amount of footage you will get by the press. More popular the celebrity, more buzz is going to be created in media. Not just hero or heroines, even top models and TV soap artists are in demand. Yana Gupta would charge around Rs. 1.5 lakhs for few hours, whereas young TV soaps actress may ask anything between Rs. 70 thousand to Rs. 1.20 lakhs.%%Celebrity Advertising Advantages:

{{1. Builds Awareness:}}$$A new brand can benefit greatly if a celebrity endorses it. In both print and electronic media, it can attract and hold the consumer's attention. Research has shown that consumers have a higher level of message recall for products that are endorsed by celebrities. Upcoming color stone jewellery brand Eros has been endorsed by actress {{Karishma Kapoor}} for its launch, it would give them quick recognition at the national level.2. Provides Credibility: A celebrity endorsed product can provide credibility to that product when the right fit is achieved. A new product can very quickly generate credibility, enhance quality perceptions and instill confidence among consumers if the celebrity is seen using it.%%{{3. Quick Saliency:}}$$It gets cut through because of the star and his attention getting value. {{Nakshtra}} has ensured high saliency for its brand with the inclusion of Aishwarya Rai in its advertising.%%{{4. Quick Connect:}}$$There needs to be no insight but the communication connects because the star connects. Maharani Gayatri Devi ensures an easy connect for Arisia with the royalty of diamonds.

{{5. High Recall Rates:}}$$In India today, the use of celebrity advertising for companies has become a trend and a perceived winning formula of corporate image-building and product marketing. This phenomenon is reflected in the recent market research finding that 8 out of 10 TV commercials scoring the highest recall were those with celebrity appearances.

{{1. Risk of Overexposure:}}$$ A celebrity may become the spokesperson of many products, thereby running the risk of getting overexposed. With each celebrity endorsing multiple products and multi brands in a category, resorting to different celebrities, the consumer gets confused. Possible examples are Amitabh Bachchan and Aishwarya Rai, who are spokespersons for multiple products and services.%%When a celebrity is a spokesperson for one product he may have high credibility. When he endorses a variety of products, his or her perceived credibility gets reduced due to overexposure. The economic motivation underlying the celebrities' endorsement effort may also become too apparent to consumers and they may take them for granted.%%It is important that advertisers find a suitable celebrity match for their products. Celebrities can definitely prove to be useful in the cluttered and heavily advertised market where product differentiation is limited. At the same time the celebrities' personality should be thoroughly studied to match that of the product. Celebrity attractiveness and credibility and the package of meanings and implications that the celebrity could lend to the product should be studied. Celebrities should also be matched with the target audience.

Similarities are often drawn between the elegant Rajmata and the most precious of gemstones: the diamond. Diamond has always been an object of wonder and awe; a symbol of strength, courage and invincibility - just what the revered Rajmata stands for. The select few women who will purchase pieces from this exclusive collection are sure to radiate the aura of royalty that each piece of diamond exudes impeccably.%%{{2. The Celebrity Vampires the Product:}}$$A big risk is the chance of the celebrity overshadowing the brand itself. In such a situation, consumers may recall the celebrity's endorsement campaign of the product category, and provide vivid descriptions of the ad itself, but they may not be able to recall the brand! And in a celebrity clutter, the chances that the brand and category can be remembered become even more difficult for the average consumer. D'damas tend to use multiple celebrities in an attempt to overcome this.

{{3. The Celebrity Trap:}}$$Once into a celebrity trap, it is hard to get out of it. If the brand has done even moderately well after the break of a celebrity campaign, it becomes difficult to separate the role of message and the role of the celebrity in selling the brand. And hence, the celebrity becomes an addiction for the marketing team.%%And the task to find substitutes becomes more and more difficult. Interestingly, celebrity is a disease that is seen to spread across a marketing department. Once one brand manager gets into it, others tend to follow, not wanting to be left behind!%%{{4.Image Conflict:}}$$ A celebrity stands for some of his/her traits in the minds of most consumers. This 'brand image' will be rubbed onto the product only if there is a synergy between the celebrity's own image and that of the product category.%%{{Amitabh Bachchan}} endorsing '{{Reid & Taylor}}' however is more acceptable because his image matches that of the brand.%%{{5. Image Failure:}}$$When due to some reason endorser's image is hampered, it usually becomes a big problem for the brand- guilt associated in the consumer's mind. Then it takes time for that old image to fade out, new efforts and a lot of money to build that right image again through new campaigns. Celebrity endorsements will continue to exist despite their pitfalls. Consumers are definitely influenced by celebrities to purchase products endorsed by them.