Ever since Lux launched its advertisements in 1930s, screen Divas Marilyn Monroe, Sophia Loren, Natalie Wood, Brigitte Bardot, Demi Moore, Catherine Zeta- Jones, Sarah Jessica Parker and Aishwarya Rai ,to enumerate a few, have featured in them, extolling the benefits of its soap.

Top celebrities, and even the trivial ones, receive truckloads of cash for this. Justin Timberlake got £3.4m for his ‘I’m Lovin’ It’ one liner for McDonalds.

Venus Williams, Wimbledon champion , at a stage signed a five-year $40 million contract with sportswear manufacturer Reebok International Inc.

In 2000, Tiger Woods renegotiated a five-year contract estimated at $125 million with Nike for their Golf balls.

Celebrity endorsements have been the bedrock of Pepsi as well as arch rival coke’s advertising.

Indian cricket God Sachin Tendulkar is ebullient after getting his Pepsi, perked up by Boost, exudes pride for his Fiat Palio car, groovy about his TVS victor scooter, finds Colgate Total toothpaste prophylactic, regularly ingests Britannia Biscuits, swears on Visa credit cards, coaxes us to use Airtel mobile , and we are still counting.

Bollywood superstar Shahrukh khan’s product promotion deals run parallel to Sachin’s, they have even appeared for Pepsi commercials together. Not to be outdone, Coke has been using Shahrukh’s puckish rival Aamir Khan for its ads.

Super sleuth James bond played by actor Pierce Brosnan is enamored by Omega watches, BMW, and Noreico.

All the money and publicity for a comparatively minuscule amount of toil !

Approximately 20% of all television commercials feature famous people. The basic idea behind celebrity endorsement of a brand remains to cash on the hero-worship, credibility and mass appeal of the celebrities which is expected to help hoist awareness of the brand, reinforce the image of the brand , and ultimately inveigle the buyers to choose the brand over others.  

Celebrities can bring a much needed human angle, especially to fairly ‘cold’ products like razors or ‘chore’ jobs like shopping. A brand that got it right here would be Gillette and its partnership with David Beckham. A mundane daily task for millions of men was transformed into an important grooming process associated with the self control, success and precision of a top footballer.

On a more charitable side, Live Aid, a mega rock and pop concert was held simultaneously in US and UK in 1984 ,which first harnessed the power of celebrity on a mass scale to highlight the need to help the Ethopian famine cause. Most celebrities have nowadays adopted their own pet cause and support some NGO or aid agency.

Sometimes things go wrong, too.

Sainsbury’s encountered a problem with Hollywood diva Catherina Zeta Jones. She was endorsing their recipe , while actually she was found slyly shopping at their rival super-store Tesco. A similar case happened with Britney Spears who endorsed one cola brand and was repeatedly snitched drinking another brand of cola .

Pepsi Cola’s suffered when its endorsers – Mike Tyson, Madonna, Michael Jackson and Shane Warne, all were tarnished for something or other. Warne doping controversy occurred bang in the middle of the Cricket World Cup 2003 and Pepsico found itself on an uneasy wicket. And Naomi Campbell was blamed of turpitude doing an anti-fur ad, and later wearing fur in a product ad.

Rocker Bruce Springsteen famously objurgated the requests to use his song “Born in the U.S.A.” in commercials for Chrysler cars, turning down an offer worth several million dollars during the 80s. He felt he owed to his song writing and music a sacred fidelity, much above monetary considerations. Sadly that breed of luminaries is rare in today’s world of fickle and fragile stardom!

Word – Watch



Contextual Meaning(s) : Noun; the act of binding yourself (intellectually or emotionally) to a course of action

Other Meaning(s) : noun the loyalty that citizens owe to their country (or subjects to their sovereign);

Synonyms : fealty, commitment, loyalty, dedication


Contextual Meaning(s) : Noun; a foundation for any strategy

Other Meaning(s) : noun solid unweathered rock lying beneath surface deposits of soil; principles from which other truths can be derived

Synonyms : foundation


Contextual Meaning(s) : Verb make stronger or defensible;

Other Meaning(s) : noun a support usually of stone or brick; supports the wall of a building; reinforce with a buttress

Synonyms : buttressing


Contextual Meaning(s) : Noun a specific piece of work required to be done as a duty or for a specific fee

Synonyms : job, task


Contextual Meaning(s) : Verb; to persuade diligently

Synonyms : palavers


Contextual Meaning(s) : Noun the quality of being believable or trustworthy

Synonyms : credibleness, believability


Contextual Meaning(s) : Noun a distinguished female operatic singer; a female operatic movie or popstar

Synonyms : prima donna

  • Doping


Contextual Meaning(s) : noun; an act or instance of giving a narcotic, usually a steroid, to an athlete to unfairly boost performance in a competition

Synonyms : addictive drugs


Contextual Meaning(s) : Adjective; joyously unrestrained

Synonyms : exuberant


Contextual Meaning(s) : Adjective; marked by foolish or unreasoning fondness

Synonyms : crazy, dotty, gaga, infatuated, in love, smitten, soft on, taken with


Contextual Meaning(s) : Verb specify individually; determine the number or amount of

Synonyms : count


Contextual Meaning(s) : Verb; praising the nature of something or someone

Synonyms : exalt


Contextual Meaning(s) : Verb; make apparent by one’s mood or behaviour

Synonyms : transmits

  • Fickle


Contextual Meaning(s) : Adjective; changing frequently, especially as regards of one’s loyalties or affections.

Synonyms : volatile, variable



Contextual Meaning(s) : Noun; the quality of being faithful

Other Meaning(s) : accuracy with which an electronic system reproduces the sound or image of its input signal

Synonyms : dedication


Contextual Meaning(s) : Adjective; vulnerably delicate; easily broken or damaged or destroyed; lacking solidity or strength and liable to break

Synonyms : delicate, frail, flimsy


Contextual Meaning(s) : Noun; the activity of getting dressed; putting on clothes;

Synonyms : dressing, training, preparation


Contextual Meaning(s) : Adjective; (British informal) very chic; very good

Synonyms : swagger, bang-up, bully, corking, cracking, dandy, great, keen, neat, nifty, not bad, peachy, slap-up, swell, smashing


Contextual Meaning(s) : Adjective; brought under control and put to use

Synonyms : exploit, convert


Other Meaning(s) : noun lifting device for raising heavy or cumbersome objects; verb raise or haul up with or as if with mechanical help; verb; move from one place to another by lifting

Synonyms : lift, wind

  • Hero-worship


Contextual Meaning(s) : noun; great admiration for somebody, especially if it borders on the excessive

Synonyms : admiration, idealization


Contextual Meaning(s) : Verb; to eat or devour something

Synonyms : consume


Contextual Meaning(s) : Verb influence or urge by gentle urging, caressing, or flattering

Synonyms : wheedle, cajole, palaver, blarney, coax, sweet-talk


Contextual Meaning(s) : Noun, people of eminence or tame

Synonyms : celebrities


Contextual Meaning(s) : Adjective; very small

Other Meaning(s) : adjective of or relating to a small cursive script during 7th to 9th centuries; used in medieval manuscripts; the characters that were once kept in bottom half of a compositor’s type case

Synonyms : miniscule, minuscular, small letter, lowercase, lower-case letter, little, small

  • Mundane


Contextual Meaning(s) : Adjective; lacking interest or excitement.

Synonyms : dull, boring


Contextual Meaning(s) : Verb; to express strong disapproval of

Synonyms : chastened, excoriated


Contextual Meaning(s) : Verb; to get energised, motivated.

Synonyms : energised


Contextual Meaning(s) : noun the state of being accurate or consistent

Synonyms : preciseness


Contextual Meaning(s) : Adjective; preventing or contributing to the prevention of disease; tending to ward off; noun remedy that prevents or slows the course of an illness or disease


Other Meaning(s) : adjective; capable of preventing conception or impregnation;

Synonyms : salubrious, preventive.


Contextual Meaning(s) : Adjective; naughtily or annoyingly playful

Synonyms : impish, mischievous,


Contextual Meaning(s) : Noun; directions for making something manually, a dish

Synonyms : formula


Contextual Meaning(s) : Noun; a detective who follows a trail;

Synonyms : stag, snoop


Contextual Meaning(s) : Adverb; in an artful manner using deception

Synonyms : craftily, cunningly, foxily, knavishly, trickily, artfully


Contextual Meaning(s) : Verb; reported a misdeed to authorities

Synonyms : informed


Contextual Meaning(s) : Verb; to have faith or confidence in (succeeded with ‘by’)

Synonyms : vows


Contextual Meaning(s) : Adjective; tainting, especially of reputation

Synonyms : besmirched, sullied


Contextual Meaning(s) : Noun productive work (especially physical work done for wages);

Synonyms : travail, grind, drudge


Contextual Meaning(s) : Adjective; obvious and dull; concerned with trivialities; not large enough to consider or notice; (informal) small and of little importance; of little substance or significance

Synonyms : picayune


Contextual Meaning(s) : Noun; a corrupt or depraved or degenerate act or practice

Synonyms : depravity



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