Our Country has for long been looking upto some or the other idol or role model to follow.....Sunil Gavaskar, Sachin Tendulkar, Virat Kohli, Rahul Dravid & now Dhoni besides International cricket stars from other countries have been brand ambassadors of different products. Tendulkar and Dhoni are claimed to be Brand ambassador of more than 25 different products earning in millions besides being paid for playing for the country. Bollywood stars too have been associated with/endorsing products for long....right from Hema Malini ( Lux, Kent ) to Rekha (Snickers ) and Big B too has been brand ambassador for the same IIPM before Shahrukh Khan.
Due to early exposure to Television and Movies....the Hero Worship begins to build up among youngsters and the same is exploited by corporate to gain mileage by utilizing the star value for endorsement. Unfortunately unlike the Bollywood stars and Cricket stars...other's haven't been able to get a foot hold in brand endorsement.Models who become popular through brand ambassadors turn to acting at some stage when the opportunity presents itself. An academician's fan following is limited as they are genuises who are camera shy.....don't look for publicity and thus have small group fan following who would run for a star show bunking serious academic talk if there were a clash of event.
Then again the Star value has its own Fee attached for endorsement. During my brief stint in NGO, I was chasing a few celebrity singers for an annual fund raising event and ran into their P.A.'s who wanted advance payment for performance/dates.The CSR and Charity which media proclaims them to be endorsing too come with some string attached......like proceeds of the Brand " Being Humane" - only a part of Profit would go to the NGO..... and they have marketing, production and distribution costs which need to be covered. An academic institution who take good care of their faculties by conforming to 6th Pay Commission would find it difficult to keep aside a budget running into lakhs of rupees for a one day event.One Institute in Delhi/NCR does that every year...but the celebrity's are not super stars but bollywood actors...Anupam Kher...some lesser known stars...just for publicity. And the timing is just before the admissions for new session...annual day celebrations...which is aimed at catching the attention of prospective students from the catchment areas.
But in comparison ...... IIM's have never had the need for Bollywood endorsement. They invest in their students who become their brand ambassadors.
Warm Regards,
Stephen Narayanan
On Thu, Jun 5, 2014 at 11:21 AM, 'Ananth' via Management Teachers Consortium, Global <join_mtc@googlegroups.com> wrote:
Dear Colleagues,
Why you need a popular film star to promote an educational institution.Take Manipal for example,when two students reached their pinnacle in their career,they automatically brought fame and glory to their Institution.Also,when a faculty at any level attains glory ,the fame also comes to his alma mater obviously.
Alumni bring glory to their educational institution with their own achievements.We always say he is ex.NIT,ex.IIT.I feel students and faculty surely act as ambassadors for their Institutions.My humble view,open for comments.
IIPM was promoted with strategic Institutional marketing through Newspaper/ TV advertising.Can all educational institutions afford these expenses..I do not think so..
Happy knowledge sharing.
Regards,
B.Ananth Narayanan
Amrita School of Business
Kochi/Coimbatore
09443024215/08042114435
From: Prof. Bholanath Dutta
Sent: 05-06-2014 10:29
To: 'join_mtc'
Subject: [MTC Global] Is it a bad pill @ Education ?--Dear All,
Shahrukh Khan was the brand ambassador for IIPM which led IIPM to a great success [ whatever may be the aftermath story like conflict with UGC and Supreme Court Verdict against IIPM]. Most of the states in India has Brand Ambassador. Let us have a good discussion on
1. Why other educational institutions are not having Brand Ambassador.
2. How film actors add values? Why not a good academician can become a brand ambassador for any institution/state.
3. B-schools/colleges should think seriously on this. Private college management has a fear that it may dilute their own brands [ as a management]
Educate, Empower, Elevate
Prof. Bholanath Dutta
Founder, Convener & President
MTC GLOBAL- Educate, Empower, Elevate
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Stephen Narayanan
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MTC GLOBAL- Educate, Empower, Elevate
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