O'Reilly logo

Case Studies in Marketing by Jaydeep Mukherjee, Kanwal Nayan Kapil

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

17

Celebrity Brand Endorsements

BACKGROUND

‘Why do you want to be a game changer? Why not simply consolidate our position by superior thrust and focussed leadership?’ The words of his CEO were still lingering in Kapil’s mind when he entered his posh office. His secretary, an epitome of efficiency, broke his reverie by saying, ‘Nice day, boss. Your job is real fun’, referring to his afternoon meeting with a heartthrob celebrity, lined up for discussing a possible affiliation with his company.

Kapil Khanna, or KK, as he was known to his friends, was the brand custodian and a part of the Strategic Communication Council (SCC) at one of the biggest telecom operators. KK smiled ironically at the comment. Twenty years ago, he would have been all ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required