Indian ad arena is witnessing an all time Peter Pan fixation. Brand endorsers are being changed more frequently. The face of brands is getting younger and younger. Maybe it is an attempt to always connect with the under-21 group, but the fact remains that Pepsi did drop Sachin Tendulkar to come up with the ‘youngistan’ concept with Ranbir Kapoor marching with the cola baton. Similarly, Deepika Padukone will soon be the new brand ambassador for BSNL after Preity Zinta.
Apparently, endorsements in India are witnessing a generational shift as more and more brands was to be known as ‘youth brands’. Experts believe that with the latest trend catching up, an Imran Khan or a Ranbir Kapoor can ask for higher endorsing fee as compared to John Abraham and Abhishek Bachchan. However, some media barons still believe that Amitabh Bachchan and SRK will continue to appeal to all segments owing to their iconic status. But all are in agreement that the endorsement sector is becoming more of a tactical than strategic play with brand managers expecting quarterly results.
Hey, but what about long term brand building?
Via livemint