Are Celebrity Moms Influencing today?s Mommy?s Buying Behavior?- A Descriptive Research

Indian advertising has come a long way and evolved out of the age. A major turning point in this entire evolutionary process was the introduction of celebrity to endorse the brands and strategically this proved to be successful when done with correct correlations and calculations. The visibility of celebrities in Indian advertising has increased manifold over the last decade. Due to the over flooded media and brand options it is indeed a challenge for the marketer to position its brand competitively and this where celebrity enhances the value offered by the marketer?s effort. It is essential that today?s marketer must realize that it is the personality of the brand and the content to be communicated to the consumer audience that determines the nature of celebrity to be involved in the promotional efforts. And this is the reason today we not only see the celebrities that rule the heart of today?s youth but even those who have successfully bid farewell to their careers and have been ruling the heart of all generations. The vast consumer segment in India can be classified into many segments based on age, gender and socio economic classes. So the marketer needs to be extremely careful while communicating to each of these segments and their sub segments. And that is the reason today another strategy implemented by the marketers is the usage of celebrity mothers who have the potential to influence the large consumer segment of mothers. Those days are gone when just a model could help brands to get differentiated from the massive clutter, now a well-known and reliable face is required to not only make the consumers differentiate the product or brand but also to believe in the brand. Undoubtedly a woman with a family can easily relate to the mature celebrity mother faces which boost the chances of recall value of the brand and influence purchase decisions. Mothers constitute a major portion of the consumer class in India and researches have shown that being a mom changes the way women shop as an increased focus is on safety, value and nutrition of everyday purchases. Research has also shown a significant majority of moms across SECs and regions believe that it is important for a mother to stay at home for at least a few initial years after the child is born, and the fact that the celebrity mothers who are the yesteryear?s popular faces, do not have an active careers now helps them to connect to the millions of other moms across the country.