Monday, March 24, 2008

Make me a star...

Celebrity branding is going places
The business of celebrity management is definitely getting hotter and there are new players entering. Recently, Percept Holdings, along with Lachlan Murdoch’s Illyria Pty Ltd. Have launched Percept Talent Management (PTM) for representing talent. The company expects to clock a turnover of Rs.300 crores within the first two years itself, and with names like Priyanka Chopra, Randeep Hooda, Sourav Ganguly, Yuvraj Singh, S. Sreesanth et al in its kitty, it looks like a pretty achievabletarget. Even Starcom has recently tied up with Pier 3 to promote branded entertainment in India. Do celebrities build brands? Indeed, they do. But somewhere down the line, even celebrities have realised that they cannot do without their own, unique branding strategy. No wonder that celebs are increasingly becoming more focussed on brand building and also hiring PR agencies to build their image. These agencies are different from the typical PAs or PR officials that celebs used to have at one point of time, as they take care of the celebrity more holistically, which in many ways encompasses all the traditional roles of a PR. Commodification of celeb is not a new trend.

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