Though public figures used to feature in ad and promotionals in the past as well, it is only recently that business firms and corporate houses have started appointing brand ambassadors. [break]
“Each and every business houses are looking for ways to better promote their products and services among people,” said Prabhu Acharya, marketing executive of Jagdamba Group. “Public figures like artistes and athletes help represent the brand in an effective manner.”
Avaya Gorkhali, marketing head of Dabur Nepal, echoed Acharya and added that the growing trend of appointing brand ambassadors has opened up new avenues of income generation for public figures.
Though promotion through brand ambassadors does not bring immediate results, business houses say the benefits it brings in the long run are immense. It is believed that promotion through brand ambassadors generate around 15 percent additional sales.
Popular cine artiste Rajesh Hamal has been representing Jagadamba Group for the past one year. “We have tried to commercialize public image of Hamal for the promotion of our brands,” said Acharya, adding that the group has been receiving positive response from customers following Hamal´s appointment.
“We have appointed Hamal for the promotion of Jagadamba Steels. We will appoint brand ambassadors for other products as well,” he added.
Hamal is reportedly drawing Rs 2 million a year from Jagadamba Group.
Dabur Nepal -- a subsidiary of Dabur India Ltd -- has appointed several brand ambassadors to represent its products. The company has appointed actress Melina Manandhar to represent Real juice and athletes Jumanu Rai and Deepak Bista to represent Dabur Glucose D. Similarly, Nima Rumba is the face of the company´s Pro Style Hair Oil.
Dabur Nepal reportedly pays around Rs 1 million a year to its brand ambassadors.
Manoj Bhattarai, CEO of Nepal Life Insurance Company (NLIC), said appointment of MaHa Jodi (Madan Krishna Shrestha and Haribansha Acharya) as the face of the NLIC was a major shift in the company´s marketing strategy.
“Though appointment of brand ambassadors is expensive than conventional advertising forms, business houses are going for it because of its effectiveness,” Bhattarai added.
The company reportedly pays annual fee of around Rs 600,000 each for its brand ambassadors.
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