however, one point caught my attention about getting on board a celebrity for no money, but by giving them a share. And the celebrity options he suggested was completely out of whack.

So is this one of your rant about the invest advisor’s celebrity choices?

Then i saw the trailer for ‘Air’ the movie about how Nike ended up signing Jordan for the famous Jordan Air shoes.

Thought it would make in interesting topic for this episode, because we’ve both worked with celebrities and you continue to do so, with the baap of all celebs.

A lot of brands see celebrity usage as a way to hack growth.

There very strong camps that call using celebrities a marketing vanity and should not be used by a good brand.

other say celebrities provide great cut through, which will otherwise take months of years to achieve.

So where do you stand on this one?

I have the famous MBA answer to this. It depends.

It depends on a lot of factors on both sides. the Brand and the Celebrity.

I agree…

Using celebs itself has changed in recent times.

Earlier it was only about the on screen image. With social media they have 2 images they can use. on screen and social media.

Janhavi Kapoor speaks about it very clearly saying that her social media is showcase herself and the brands she endorses, while the movies she does are purely for the purpose of the movie.

Celebs are also investing in brands / taking up sweat equity by assigning a monetary value to their credibility and category associations.

Deepika Padukone - Epigamia

Shilpa Shetty - Mama Earth

When to use a celebrity:

Can be strategic or tactical.