Ecommerce and Media have a torrid relationship between them. Major ecommerce websites rope in bollywood stars as their brand ambassadors not only to be luring but because of their huge fan following which in turn benefits them. Snapdeal has announced plans of having Jacqueline Fernandez as their next brand ambassador. We have brand ambassadors from watches to sportswear to jewellery and now to ecommerce websites. A clutch of online retailers has signed up stars of the silver screen as brand ambassadors to sharpen their connect with potential customers. For instance, Jabong recently roped Kriti Sanon as a brand ambassador. Let’s look at the reasons as to why these websites choose to adopt such a strategy.
Bollywood has the highest appeal till date when it comes to reaching a mass market. For any brand that has to create a classy niche for itself has to focus on movie stars. The fashion ecommerce space has a number of bollywood stars as their brand ambassadors. These ambassadors have to maintain contact from a distance and not just endorse brands. Apart from catchy brand names and logos having a familiar, iconic and admired face endorsing a brand will help in brand recall. Star-worshipping also makes bollywood celebs apt for endorsement as people would strive to wear or something a celeb wears or endorses.
Moving on to influential abilities of these celebrities, it is these brand ambassadors that add a sense of identity and differentiation. The online ambassadors appear to match the brands they endorse as well as the customers they address in their online savviness. In a world where online shopping is catching up amongst the youth these brand ambassadors act as a linking pin.
For instance, Yepme earlier roped in filmmaker and actor Farhan Akhtar who was not just a brand ambassador but also extended the association by writing and singing a song for a Yepme music video composed by musicians Ehsaan and Loy. Currently, Shahrukh Khan is the brand ambassador of Yepme.
Riding On The Net
Consumers today draw their sense of style and fashion from celebrities because there is a certain value attached to their judgement. Ecommerce websites has enabled Tier II and III cities which always possessed latent potential but were inaccessible. Having a movie star as a brand ambassador and with massive reach of internet, ecommerce has experienced a substantial rise in terms of revenue as well as users.
All these factors combined with the need to connect with today’s generation which make a large proportion of their consumers make ecommerce hire celebrities as their brand ambassadors.