There is an idiom that says “jiska kaam ussi ko saage, duja kare toh lanka baaje” (He who is adept at a task should handle it), However, in the realm of advertisements, cricketers seem to have taken over the work of actors and are doing an exceptional job at it. This has led to a debate on who holds the title of the “real king of endorsement” between actors and cricketers.
When it comes to celebrity endorsements, brands have many options, including Bollywood actors, cricketers, sports athletes, social media influencers, and more. Among these, Bollywood actors and cricketers have been the traditional favorites for brands, with both sets of celebrities having a massive fan following and a wide reach. However, there are differences in how brands approach campaigns with these two sets of celebrities.
1. X Factor
When it comes to the X factor, both cricketers and actors bring their own unique style to brand campaigns. While actors have the benefit of their on-screen personas and their acting skills, cricketers have their own style and appeal.
Cricketers are known for their charisma on the field, and they bring that same energy to brand campaigns. They are often seen as relatable and down-to-earth, which makes them appealing to a wide audience. Their style is often sporty and casual, which works well for brands that want to target youth or sports enthusiasts.
On the other hand, actors have a wider range of styles to offer. They can be seen as glamorous, edgy, or even traditional, depending on the brand and the campaign. Their acting skills allow them to convey emotions and create a connection with the audience, which is especially useful in campaigns that require storytelling or a narrative.
2. Mass Appeal
Cricketer’s Mass Appeal
Cricketers enjoy a massive following in India and are treated like gods by many fans. They are seen as role models and inspire a lot of people to take up the sport. This immense popularity of cricketers has made them an attractive option for brands looking to capitalize on their fan following.
When a cricketer endorses a brand, it not only adds credibility to the brand but also helps in building a personal connection with the fans. For example, when Sachin Tendulkar endorsed Boost, it not only helped in promoting the brand but also helped in associating it with the qualities of energy and fitness that Sachin was known for. Similarly, when MS Dhoni endorsed Gulf, it helped the brand connect with the masses in smaller towns and villages, where cricket enjoys immense popularity.
The cricketer’s fan following often translates into increased sales and revenue for the brands they endorse. Many brands have reported an increase in sales after associating with cricketers, especially during the cricket season. This makes them an attractive option for brands looking to reach out to a wider audience and boost their sales.
Actor’s Mass Appeal
Actors too have a massive following in India. Fans often idolize their favorite actors and look up to them as role models. This has made actors a popular choice for brands looking to promote their products and services.
The actors’ appeal lies in their ability to connect with audiences emotionally. They bring to life various characters on screen that people can relate to, and this emotional connection often translates into brand loyalty. For example, when Shahrukh Khan endorsed Thumbs Up, it helped the brand connect with a young, fun-loving audience that is full of thunder and energy that resonated with the brand’s image. Similarly, when Deepika Padukone endorsed Nescafe, it helped the brand reach out to a young and aspirational audience that was drawn to the actor’s confidence and charm.
Actors also have a broader appeal compared to cricketers, as their popularity transcends beyond just one region or sport. This makes them an attractive option for brands looking to promote their products or services across the country. For example, when Hrithik Roshan endorsed Oppo, it helped the brand gain a foothold in the highly competitive smartphone market across India.
3. Performance Factor
Cricketer’s Performance
Cricketers are known for their passion and dedication to the game, and this often translates into their brand campaigns. They bring a level of authenticity and honesty to their endorsements that resonate with their fans and audiences. This is because their fans have seen them play on the field and witnessed their journey in the game. Cricketers are often seen sharing personal stories and anecdotes, which further strengthens their connection with the audience.
For example, Indian cricket team captain Virat Kohli has been associated with several brands, including Puma, Audi, and MRF Tyres. In his campaigns, he often talks about the importance of hard work, dedication, and perseverance, drawing parallels between his journey in cricket and the brand message.
We’re used to seeing cricketers on the pitch, full of rage and sportsmanship, so seeing them in a different avatar in brand campaigns is like watching them perform a cricketing “reverse sweep” – unexpected, entertaining, and full of surprises.
Can you believe that a daily soap supreme media house like Star Plus would cast cricketers to promote their campaigns? It’s strange, but what an amazing idea to pick cricketers and use them like a charm.
Actor’s Performance
Actors have the unique ability to deliver a wide range of emotions and expressions, which adds a touch of drama and theatricality to brand campaigns. Whether it’s the way they deliver dialogue or their body language, their acting skills can make a huge difference in the way the brand message is perceived. Moreover, their ability to transform into different characters and personas can make the campaigns more visually appealing and memorable for the audience.
For instance, the famous Titan Raga ad featuring Katrina Kaif in the campaign, HerLifeHerChoices, was beautifully conveyed in the right way, it should be meant to or the quirky and humorous ads featuring Ranveer Singh for Ching’s Secret are examples of how actors can elevate brand campaigns with their performances.
Katrina and her emotional monologue made Titan the prime accessory of confidence
4. How Brand decide whom to work with
When it comes to selecting between cricketers and actors for brand campaigns, brands usually follow a detailed process to ensure that their selection aligns with their brand objectives and resonates with their target audience. Here are some factors that brands consider when choosing between cricketers and actors:
Brand Objectives: The brand’s objectives are the primary factor in deciding whether to use cricketers or actors in their campaigns. For instance, if the brand’s objective is to create an emotional connection with the audience, then actors may be the better choice, as they can bring a level of dramatic storytelling to the campaign. This can be seen in campaigns where the brand’s message revolves around a particular emotion or feeling, such as happiness, love, or nostalgia. Actors have the ability to emote and create a narrative that resonates with the audience, making it more memorable and impactful.
If the brand’s objective is to appeal to a larger audience and build a sense of trust and authenticity, then cricketers may be a better fit. This is because cricketers are often seen as role models and symbols of hard work, dedication, and perseverance. They have a strong fan following, and their presence in the campaign can help build credibility and trust with the audience. Cricketers can also bring a level of authenticity to the campaign, often sharing personal anecdotes and stories about their journey in the game, which can further strengthen the brand’s message.
Target Audience: The target audience plays a crucial role in deciding whether to use cricketers or actors in brand campaigns. Brands aim to create a connection with their target audience and resonate with them through their campaigns. Therefore, they need to understand their audience’s interests, preferences, and behaviors to select the right spokesperson.
If the target audience is sports enthusiasts, then cricketers may be a better fit as they are more likely to be familiar with and passionate about cricket. These audiences are more likely to follow cricket matches and be emotionally invested in their favorite cricketers. Brands can leverage this emotional connection by featuring cricketers in their campaigns, leading to higher engagement and conversions.
On the other hand, if the target audience is more inclined towards entertainment, then actors may be the better choice. This audience may be more interested in movies, TV shows, and other forms of entertainment. Actors are well-recognized faces and have a vast fan following. Brands can leverage this by featuring actors in their campaigns, leading to a broader reach and potential for increased brand recall.
Brand Message: If the brand wants to tug at the heartstrings of its audience and make them feel all the feels, then actors are the perfect pick! With their ability to bring depth and emotion to their performances, they can turn a simple message into a tear-jerking masterpiece. For example, if the brand wants to highlight the importance of family values, an actor can bring to life a character that the audience can relate to, resulting in a campaign that’s more emotionally resonant than a box of tissues during a rom-com movie marathon.
If the brand message is more straightforward and requires a relatable and authentic portrayal, then cricketers may be a better fit. Cricketers are seen as more relatable and down-to-earth, which can help to build a sense of authenticity and trust among the audience. For instance, if the brand wants to convey a message about the importance of fitness and a healthy lifestyle, a cricketer can be used to promote the benefits of regular exercise and healthy eating habits in a more relatable and authentic way. To make it even quirkier, the brand can showcase the cricketer in a fun and engaging way, such as a playful competition or challenge with other team members or fans. The cricketer can also use their own personal experiences and anecdotes to connect with the audience and make the message more relatable.
Image and reputation of the celebrities: Brands also consider the image and reputation of cricketers and actors before selecting them for their campaigns. They analyze the past performance of cricketers and actors, and their behavior on and off-screen, to ensure that their values align with the brand’s values and ethos.
When selecting actors for their campaigns, brands consider their past performances, the type of roles they have portrayed, and their off-screen behavior. They also analyze the actor’s popularity and influence on the audience. An actor with a positive image, who is known for their acting skills and contribution to the industry, is more likely to be chosen by brands. For example, Shahrukh Khan became a popular choice for brands targeting kids after he hosted the reality show “Kya Aap Paanchvi Pass Se Tez Hain?” in 2008. The show helped him create a positive image among kids, and as a result, brands catering to this audience chose him as their brand ambassador.
When it comes to cricketers, brands don’t just look at their performance on the pitch, they also keep an eye on their behavior off the field. They don’t want to team up with someone who hits it out of the park on the field but strikes out in real life. Brands are looking for cricketers who are true team players, always have their game face on, and don’t play dirty. Plus, if they have a good sense of humor and can bat away controversy like it’s no biggie, that’s a bonus.
Have you seen the latest Cred ad? It’s hilarious! They have managed to capture your favorite cricketers in unexpected and unusual situations. It’s quite surprising to see someone like Kapil Dev, who is typically known for his calm and patient demeanor, in such a funny and quirky light.
Who’s winning the Endorsement game, Actors or Cricketers?
Let’s settle this debate with a cricket match… just kidding! The battle between actors and cricketers for brand endorsements is ongoing, and it’s hard to say who will come out on top. It all depends on the brand’s objectives, target audience, message, and the image and reputation of the celebrities. It’s like choosing between pizza and biryani, both are delicious in their own way, and it all comes down to personal preference. But hey, why choose when you can have both actors and cricketers in one ad? Maybe they can play cricket while reciting Shakespeare, now that would be a sight to see.
Hold on a second, the dreams of seeing cricketers and actors together have already come true, and in the most hilarious and unexpected way.
Whether it’s the dramatic storytelling of actors or the relatable and authentic portrayals of cricketers, brands have a tough decision to make. But one thing is for sure, with the ever-evolving landscape of entertainment and sports, we can expect more surprises and unexpected endorsements in the future. Who knows, maybe the next big brand campaign will feature a cricket match between Shahrukh Khan and Virat Kohli, or a Bollywood movie starring MS Dhoni and Deepika Padukone. The possibilities are endless, and we can’t wait to see what the future holds
