The Siyaram Celebrity Endorsement Experience

THE AFTERMATH Contd...

The Indian companies who sponsored cricket matches and utilized cricket players as endorsers were however, reported to be unfazed by the developments. Asserting that the J.Hampstead association with sports (and cricket) would continue, Singh commented, “Let's not kill the sport for one moronic guy.” By the end of the year, the Cronje scandal seemed to have died a natural death and cricket sponsorship by Indian corporates continued.

Siyaram meanwhile, revealed its plans to achieve a turnover of Rs 4 billion for the fiscal 2001-02. J.Hampstead's contribution to the turnover was expected to rise from Rs 400 million in 1999-00 to Rs 750 million. In September 2001, the company launched a new campaign for J.Hampstead, with the new baseline ‘One World One Fabric.'The campaign did not feature any sport or celebrity. Instead, international models were featured to reinforce the fabric's global appeal.

Media analysts were quick to point out that having learnt its lessons from the Leander/Bhupati and Cronje issues, Siyaram was deliberately trying to ‘play it safe'this time around by avoiding celebrity endorsements for J.Hampstead.

QUESTIONS FOR DISCUSSION:

1. Why do you think Siyaram did not opt for the celebrity endorsement route for its September 2001 J.Hampstead campaign? Do you think the company had made a mistake in its choice of celebrities earlier? Give reasons to justify your stand.

2. As a media planner, comment on the efficacy of celebrity endorsements in general and about their effectiveness in India in particular. Do you think advertisement agencies use these campaigns because they are an easy way of attracting attention?

ADDITIONAL READINGS & REFERENCES:

1. Rath Anamika, Siyaram's prodigal comes home to larger-than-life welcome, August 23, 1999, Financial Express.
2. Siyaram Silk Mills – Set to grow steadily, www.dhan.com, September 2, 1999.
3. Sood Rakesh, J Hampstead strengthens association with tennis, Financial Express, September 24, 1999.
4. Rath Anamika, J Hampstead – Local weave, lower price, Financial Express, September 27, 1999.
5. Rath Anamika, J Hampstead signs on South Africa cricket team for blitz, Financial Express, February 28, 2000.
6. Haridas Neena, Ganapati Priya & Dalvi Faisal, Caught and Bowled! - Indian advertising in the post-Cronje era, www.rediff.com, April 12, 2000.
7. Arathoon Marion, Celebrities in ads: Sponsors can win some, but lose a lot, Financial Express, April 12, 2000.
8. Kripalani Manjeet, A Full-Blown Crisis for Indian Cricket, Business Week, May 12, 2000.
9. J Hampstead to go in for product-specific campaign, Financial Express, May 13, 2000.
10. Tennis duo replaced in J Hampstead ad, Financial Express, October 30, 2000.
11. Erdogan B. Zafer & Baker J. Michael, Celebrity Endorsement: Advertising Agency Managers'Perspective, The Cyber Journal of Sports Marketing, 2000.
12. Li K.C., Celebrity Endorsement - Using stars to turn your products into stars, www.hkim.org.hk, 2000.
13. Chakravarty Chaitali, Siyaram spends Rs 22cr on 2-minute commercial, Financial Express, July 21, 2001.
14. Kumarakaushalam, Siyaram weaves fresh brand-building strategy, Financial Express, August 6, 2001.
15. Coming Home to Siyarams - the History in the Making, www.perceptindia.com, August 8, 2001.
16. www.netradio.com
17. www.siyaram.com
18. www.equitymaster.com
19. www.indiainfoline.com

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