Is the practice of hiring multiple brand ambassadors just a gimmick?

Promotion a brand is a hairy journey for companies who are a part of a huge industry with many contenders. Several gimmicks are helping brands to grow and spread within the common mass. The best publicity stunt that sells is using celebrities, especially movie stars for brand promotion. Movie celebrities make great band ambassadors for apparels, luxury items and high the gadgets largely. When a noted personality declares that, “Yes I am using this item.”, then people rush to get that even today when consumers have become more scientific than before. This rush to the stores is what likes by companies and they hire movie star celebrities to act as brand ambassadors.

Hiring one movie star is gradually getting obsolete as companies are coming up with multiple brand ambassadors. It is time when companies should differentiate themselves in all possible manner while vying for a greater sale. Companies are ready to invest enough on their branding and thus using loads of money for hiring celebrities in a row is a lucrative idea. Noted brands are going for this kind of branding. When Airtel used this strategy at large, Sony followed suit and used different celebrities to promote different products. Jewelry retailers are also using the concept of multiple brand ambassadors for different jewelries.

The companies now believe that as long as they have money to hire more people they should make use of it. However, I find this concept a little practical than hiring a single celebrity and promoting all products through the same person. This is somewhat impractical as different products have different set of functions and features. Thus hiring a different celebrity will evoke different emotions within the viewers. Moreover, there are preferences among consumers as well. Some like Catherine Zeta Jones while others prefer Demi Moore. Using more multiple brand ambassadors will help to draw the attention of all the consumers easily.

It is the call of time to hire more than one celebrity to promote a single brad as competition in getting harder with each passing year.