Endorsement in FMCG segment

Pages: 23-24
Kalpana Yadav (Singhania University, Pacheri Bari, Jhunjhnu, Rajasthan)

In India and globally celebrities like Hritik Roshan, Aiswarya Rai, Aggasi, Samphas, Anna Kornikova, M S Dhoni, Rahul Dravid, Shah Rukh Khan, Sachin Tendulkar, Madonna, Bill Cosby Michael Jordan, these names have become symbols of the role of endorsers in advertising. Firms spend millions of dollars to sign up celebrities to endorse their products. Some popular endorsers such as Michael Jordan earn as much as $50 million a year from endorsements alone. Endorsement contracts are now so lucrative that many professionals in sports and entertainment direct their careers to this end. In some sports, such as track and field events, winning at the Olympics has pretty much become a means to subsequent endorsement contracts.