Case Studies in Marketing

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 ...