Siyaram
Questions For Discussion:
1. Why do you think Siyaram did not opt for the celebrity endorsement route for its September 2001 J. Hampstead campaign?
“The roles of celebrities play in people’s lives goes beyond a voyeuristic form of entertainment, but actually fulfil an extremely important research and development function for them as individuals and for society at large”. Siyaram Silk Mills Ltd recognized as one of India's leading textile companies collaborated with J.Hampstead a very popular suiting brand in Europe in 1995. With match fixing scandal of Hansie Cronje, a South African National Cricket Captain tarnished Siyaram's image very badly. This was the main reason why
Siyaram did not opt for the celebrity endorsement route for its September 2001 J. Using a role model and celebrities in our lives is very effective because from an informal IPA survey shows that 84% of them had one time or more, been told that they remind someone famous. And perhaps a lot of people empathize themselves with some sort of celebrities. (Pringle 2004).
Therefore companies must consider about the solutions of using celebrity endorsement and must be careful about the overshadowing or overexposing which can effects the consumer’s reception (Belch & Belch, 2001).
Due to the illegal issues of Hansie Cronje being involved in a match fixing allegation and later found guilty, Siyaram had to face a lot of problem and South African team as a celebrity endorser, they had to face the problem of negative image being formed of the company along with the illegal issues of match fixing. So they realized that when the endorser does anything or fails it will have a direct impact upon the brand image.
Moreover Company could not meet their expectation of return from the endorser. So they didn’t choose the celebrity endorsement route for its September 2001 J. Hampstead campaign.
When a brand is used by a well known celebrity, they came to realize that, there are chances of their
1. Why do you think Siyaram did not opt for the celebrity endorsement route for its September 2001 J. Hampstead campaign?
“The roles of celebrities play in people’s lives goes beyond a voyeuristic form of entertainment, but actually fulfil an extremely important research and development function for them as individuals and for society at large”. Siyaram Silk Mills Ltd recognized as one of India's leading textile companies collaborated with J.Hampstead a very popular suiting brand in Europe in 1995. With match fixing scandal of Hansie Cronje, a South African National Cricket Captain tarnished Siyaram's image very badly. This was the main reason why
Siyaram did not opt for the celebrity endorsement route for its September 2001 J. Using a role model and celebrities in our lives is very effective because from an informal IPA survey shows that 84% of them had one time or more, been told that they remind someone famous. And perhaps a lot of people empathize themselves with some sort of celebrities. (Pringle 2004).
Therefore companies must consider about the solutions of using celebrity endorsement and must be careful about the overshadowing or overexposing which can effects the consumer’s reception (Belch & Belch, 2001).
Due to the illegal issues of Hansie Cronje being involved in a match fixing allegation and later found guilty, Siyaram had to face a lot of problem and South African team as a celebrity endorser, they had to face the problem of negative image being formed of the company along with the illegal issues of match fixing. So they realized that when the endorser does anything or fails it will have a direct impact upon the brand image.
Moreover Company could not meet their expectation of return from the endorser. So they didn’t choose the celebrity endorsement route for its September 2001 J. Hampstead campaign.
When a brand is used by a well known celebrity, they came to realize that, there are chances of their