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In the 21st-century competitive market environment, advertising has played a vital role. Nowadays, advertisements have become a model to persuade, to influence, to attract, to inform the people or the audience. In advertisements, the themes remain the same, but it ensures not only selling the product but also the visibility of the product and business. Celebrity endorsement means tying the relationship between three points: the star, the product, and us. Here the Internet or media brings all of its participants closer and so closer together. It has become the trending domain of advertising. The manufacturer, seller, advertiser, and even the viewers think that celebrities could be the influential elements to manage and communicate about the product or service to reach the people easily. In the same way, both central and state governments in India take advertising as a tool to promote tourism nationally and also internationally. This way, the Gujarat tourist campaign brings a celebrity to influence tourism and its importance to the people. The state endorsed Bollywood megastar Amitabh Bachchan to advertise a tour of state tourism in order to make an imprint on the importance of tourism very quickly among the people.
Celebrity endorsement stimulates the customer to purchase and influence purchasing decisions. People believe strongly that the product advertised by the celebrity will be the most trusted brand which makes them admire and relate to them personally to choose certain products that promote business in market success.
In this new century, people get entertainment through social media and also spend most of their time. Therefore, without a doubt, celebrity rules our lives and also has an impact on our lives. As we all know, India is rich in terms of its own culture, tradition, tourism, etc. To create awareness and influence people on tourism globally as well as nationally, the government of India has taken action in its tourism advertising campaign.
Celebrity endorsement in advertising creates trust among the current potential customer and gives them the chance of utilizing the uses of a brand to make it be remembered and also build the way to have new customers. Advertising has strong beliefs in celebrity endorsement because the celebrity enhances the power of customer desire for a product and also hopes that the celebrity will enhance the choice ability of the product among people and a more likely to have a fast connection with customers through some competitive strategy.
Celebrity endorsement has become an important factor for advertisers if they choose a celebrity for certain parameters to reach out to a particular brand. While selecting celebrities, advertisers should know about the value of celebrities because they carry an important role. It creates a strong impact on consumers to choose the brand safely. It builds a good rapport between consumers and celebrities. If an advertiser hires a celebrity to have a strong brand match up with certain qualities of the celebrity like his fame, media popularity, global appeal, belongingness in culture and heritage, word keeping, trustworthiness, social awareness, fashion, kindness, etc., then automatically the consumer attracts towards a brand very effectively. If he chooses wrong, his efforts will undoubtedly fail.
In this way, particularly, the state of Gujarat initiated its advertising campaign to motivate state tourism under the name of 'Khushboo Gujarat Ki'. Governments endorse a celebrity in a way to attract people in order to influence and reinforce them to visit the state, particularly for tourism. The government has chosen the well-known Bollywood megastar Amitabh Bachchan to promote the importance of tourism. Bachchan has been considered a world star in the cinema for many years, and he is among the very popular people. His fame, popularity, cultural belief, known face, etc. are the factors that could make consumers trust him, and he will likely be a choice for brands to look for a good rapport with consumers very quickly. Here, the reach is analyzed through different parameters like audio and video and also by counting people's likes and dislikes of the advertisement. The advertiser chose his media platform YouTube. In this advertising campaign, the appearance of Bachchan adds more value and makes Gujarat tourism reach a new milestone. The Gujarat campaign by Bachchan in advertisements promotes tourism differently: his traditional dress speaks about Indian culture and his acting in the advertisement stimulates the change in the perception of tourists about the desert in a positive way. He suggested people feel good about asses because only in the state of Gujarat we found 4500 different species and he also advised not to insult any other animal. He also promotes the reality of spirituality and devotion. He not only encourages tourism in the aspect of food, clothes, culture, and visiting places, but more than that, he provokes his tourist visibility in a sense of unity.
The Gujarat tourism campaign is endorsed by Amitabh Bachchan which emerge the reach of state tourists to the milestone. After the reach of the advertising campaign, tourists visiting the place increased spontaneously. Here, the celebrity endorsement speaks about the popularity of faces. As we all know, Bachchan, the world star who led the advertisement, fully took his task with successful reach. Bachchan's calm face, dynamic actions, and the simplest way he carries and owns himself in the advertisements empower the viewer to take part easily. We should remember that only the celebrity factor alone will not bring the advertisement success, but the theme, social responsibility, creativity, and strategy in advertising will also play an important role.
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