To understand the relation between celebrity capital life cycle and food product life cycle & its effect on consumer perception

Abstract

Food & Beverage industry players have known to come up with innovative advertisement ideas to attract consumers in the competitive market. They communicate their product and brand value through innovative ads using celebrities' endorsements. Coca Cola and Pepsi have been in ad battlefield for long time where they have signed actors like Salman Khan, Ranbir Kapoor, Alia Bhatt and recently Ranveer Singh to attract their target segments. These stars become the face of the brand and consumers start making a connection between these faces and brands. For example, Katrina Kaif and Slice's famous 'Aamsutra' campaign had given a baggage to her in consumer's mind (Bapna, The science behind brands swapping celebrities, 2019).Brands are being too reliant on celebrities and in today's world it is important for marketers to timely re-calibrate their contracts with celebrity's engagement in response to social pressure to maintain the relevance with consumer's perception and attitude towards the brand. Some experts believe that brand's views on environment, cultural diversity, freedom of expression, as an example, have to be pre-aligned with the personal views of the celebrity, and is its imperative question to ask who will be the right fit and why?