The Journey Begins!

This is the very beginning of my new journey, The Design Journey, and just like everyone else I have come to Mumbai, the city of dreams, to fulfil my dream of becoming a Designer. On this blog of mine I am going to present my journey towards becoming a designer and give my take on the very same concepts that all of us will be learning as design students. So come and join me in my Journey!

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Final Review Week

Today was the last class and our final review for this subject. I presented my Research Question to ma’am and discussed about the research I had compiled. This project helped me have a better idea about my specialisation that I am choosing.

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Date : 24th May’2018

Final Review Week

This week was the last review of Time and our presentation seemed very plain when looked at first glance, which was exactly what we wanted to showcase, the simplicity of a common man. But the irony in it is that it carries so many layers just like the stress a common man beholds, it might look neat and plain from outside, but as you keep opening you find layers and layers of frustration that leads to one’s threshold and through our abstract paintings we tried to portray the same.

 

 

Date : 21st May’2018

Research Question (week 13-14)

These 2 weeks we presented the 3 research ideas to ma’am and then selected 1 of them to work on. Ma’am guided us with the research work.

 

Saumya Maloo
Section L
Strategic Design Management
Is Celebrity Endorsement Right Or Wrong?

Research Question

Celebrity endorsement is a form of brand or advertising campaign that involves a well known person using their fame to help promote a product or service in the marketing of their products.1

Just like any other thing, this too has its positive and negative fronts. In some cases the celebrity is the one whose ethics get questioned and affects their image within the public, for example – The Pepsi legacy was continued by one of the most famous celebrity we know of, Beyoncé. Her being paid in millions to promote the carbonated drink, outraged health advocacy groups. Many concerned people questioned her ethics, for her support of a drink that is a major cause of obesity. While she was part of Michelle Obama’s “Let’s Move” fitness campaign before she signed with Pepsi. But as long as Pepsi sold more products and Beyoncé received her fair share of the deal — they didn’t care much.2

 

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Another way it can be negative is to the organisation itself. For example – It is believed that an organisation must go through brainstorming sessions before it settles for a celebrity to endorse their product. This is because the customers remember the brand through the celebrity who endorses it. This furthermore explains that a company must be consistent and have a long term commitment with the celebrities.5

Sometimes, the issue becomes more damaging when celebrity endorsement indirectly promotes major social issues like, gender, class, race, colour discrimination etc, that are existing in the society, for example-Shah Rukh Khan courted controversy by endorsing a skin-lightening cream couple of years ago. The ad sparked off an online campaign ‘Dark and Beautiful’. But undeterred Khan still promotes the brand.6 

 

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Although, there also are a few benefits that do come out of celebrity endorsement, not only to the celebrity but also to the organisation, for example-Selena Gomez has been named the new face of the luxurious brand Louis Vuitton. The ads were rolled out via Instagram, which sure was a canny move since Gomez is the most-followed person on Instagram with a huge, global fan following. The post scored more than one million likes in the first two hours it was posted.9

But what is often forgotten is the fact that consumer mind is to be taken into consideration too. Majority population takes celebrities as their role models and often blindly have faith in them. They use whatever ad their role model is in because they seem to find that as common ground between them and the celebrity, which often becomes dangerous for the consumers. A TV ad campaign for a candy brand in which Amitabh Bachchan was shown hurling stones at a mango tree was deemed dangerous as kids could copy action &, would, in turn, hurt themselves.10

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Citations :

1 celebrity endorsement in BusinessDictionary [online] cited on 16 May 2018, available from: <http://www.businessdictionary.com/definition/celebrity-endorsement.html&gt;

2 Sokolovska, Angela. Impact of Celebrity Endorsement on Consumer Buying BehavioUr in Guided Selling [online] published on October 4 2016, cited on 18 May 2018, available from: <https://www.guided-selling.org/impact-of-celebrity-endorsement-on-consumer-buying-behavior/&gt;

3 Beyonce Pepsi ad in Global News, [online] cited on 20 May 2018, available from: < https://globalnews.ca/tag/beyonce-pepsi-ad/&gt;

4 Beyonce’s New Pepsi Campaign in 360nobs [online] cited on 20 May 2018, available from: <https://www.360nobs.com/2012/12/beyonces-new-pepsi-campaign/&gt;

5 Shetty, Priya. How do celebrity endorsements impact the brand image? In Project Guru [online] published on July 1 2014, cited on 17 May, 2018, available from: < https://www.projectguru.in/publications/celebrity-endorsements-impact-brand-image/&gt;

6 TNN, Celebrities and their controversial advertisements in The Economic Times [online] published on June 4 2015, cited on 19 May 2018, available from: < https://economictimes.indiatimes.com/magazines/panache/celebrities-and-their-controversialadvertisements/articleshow/47539875.cms&gt;

7 Fair is Lovely? Fair is Handsome?! In RandomSense [online] cited on 20 May 2018, available from: <https://tarunayroy.wordpress.com/2013/08/18/fair-is-lovely-fair-is-handsome/&gt;

8 Selena Gomez For Louis Vuitton F/W16 Campaign (Teaser) in BallerStatus [online] cited on 20 May 2018, available from: < https://www.ballerstatus.com/2016/06/18/selena-gomez-louisvuitton-fw16-campaign-teaser/&gt;

 9 Sokolovska, Angela. Impact of Celebrity Endorsement on Consumer Buying BehavioUr in Guided Selling [online] published on October 4 2016, cited on 18 May 2018, available from: <https://www.guided-selling.org/impact-of-celebrity-endorsement-on-consumer-buying-behavior/&gt;

10 TNN, Celebrities and their controversial advertisements in The Economic Times [online] published on June 4 2015, cited on 19 May 2018, available from: < https://economictimes.indiatimes.com/magazines/panache/celebrities-and-their-controversialadvertisements/articleshow/47539875.cms&gt;

11 For some soul-searching in BusinessLine [online] published on January 2 2014, cited on 20 May 2018, available from: <https://www.thehindubusinessline.com/news/variety/for-some-soulsearching/article23029894.ece&gt;

 

Date : 2nd April and 9th May’2018

Time (week 14)

This week we got down to a lot of things to get done for our final presentation. We started painting the abstract paintings with particular music own to channelise our emotions into the painting that we wanted to showcase. The paintings were mostly only done by my team mates as i was incharge of the mechanism and framework.

After the paintings were done we all sat down and cut and stitched the pieces together. We even burned a few edges wherever required to add more drama to it. I then started working on the framework to support the paintings and we worked our way towards the final piece.

 

Date : 8th May’2018

Studio (week 13-14)

We did our research work in these two weeks and discussed our topics with him. The topic i took is the issues of Celebrity Endorsement. My aim was to bring light to what is often forgotten,  the fact that consumer mind is to be taken into consideration too. Majority population takes celebrities as their role models and often blindly have faith in them. They use whatever ad their role model is in because they seem to find that as common ground between them and the celebrity, which often becomes dangerous for the consumers.

 

Date : 30th March and 11th May’2018

Sustainable Systems (week 14)

This week we watched the last part of the ‘Wild Alaska’ series, the Spring episode where the existence of the wildlife in its natural habitat has been depicted beautifully.

We also discussed about our final submissions and how are we to go about with the presentation. We formulated a layout within our groups and then discussed group wise with the faculty to get approval of the creative output display of our project keeping in mind our topics.

 

Date : 2nd April and 9th May’2018