Maha Jodi in TVC space: Will overexposure dilute brand value?
Maha Jodi is perhaps the most celebrated artistic duo in Nepal. In fact, it would not be an overstatement to say that they are the most famous television artists of our time. After all, they have entertained us for more than 30 years through their hard hitting social dramas often catered through a satirical comedy. So, it is only commonsensical that they are highly sought by brands to endorse their products. That said, we will argue that their overexposure in the TVC space has diluted their own brand value, thus, diluting the positive effect their endorsement has on a brand.
One needs to observe the ads on any Nepalese channels for 5 minutes to understand how ubiquitous Maha Jodi is in the TVC space. Name any business sector; they are almost everywhere! For sure, they have avoided endorsing brands with clear conflict of interests, however, their presence in almost every ad in almost every sector of the Nepalese business has brought on a sense of fatigue to the consumers. Also, while they have been endorsing every product under the sun, try to recall 5 brands they endorse! We are pretty sure most of us will have a hard time recalling 5 brands they endorse.
The fact that they are willing to endorse every brand under the sun also brings a serious question mark on their credibility. Do they really believe/ consume the products they are endorsing, or are they doing it just for the sake of money? After all, the duo has been inactive for quite some time in the entertainment business, give or take few minor appearances in few music videos. Gone are the days when they used to produce creative TV programmes like ‘Lal purja’ or ‘MadanBahadur HariBahadur’..
Additionally, a survey carried out by the Indian Market Research Bureau(IMRB) revealed that average consumers are unable to recall brands that are endorsed by Bollywood celebrities like Amitabh Bachchan and Shah Rukh Khan. Moreover, the survey also found out that less than three percent of consumers who were able to correctly recall the brands made their buying decisions solely on celebrity endorsements.
Therefore, overexposure of Maha Jodi in the TVC space is counterproductive for two primary reasons. One- they confuse prospective customers, as seeing them everywhere makes it difficult for an average consumer to relate the brand with them. While this may provide exposure to them, the brands in fact take a backseat. Their endorsements have become about them and not about the brand. Second- the consumers seem to rarely make their purchases based on celebrity endorsements. So, even for those who do, overexposure confuses them in terms of brand recall thereby making the whole endorsement strategy of the brand futile.
We are not here to question the contribution Maha Jodi has provided to the Nepalese art sector. In fact, it is with this respect that we argue that Maha Jodi should not be overexposing themselves through multiple brand endorsements. Not only has this wasted limited marketing budget of Nepalese companies, but this overexposure has also brought a sense of fatigue from them.
Additionally, we suggest our Nepalese brands to focus on creative marketing (READ our review on Ruslan’s new TVC ad) rather than solely relying on a known face. While nostalgia is a powerful marketing tool, Nepal’s consumer base is swiftly shifting towards the newer generation. The 90s kid in me still enjoys Maha Jodi, as it brings a sort of nostalgia, however, nostalgia won’t make me buy the product. Make your brand about the product, or risk being hijacked by endorsers. At the end of the day, the real brand ambassador of any brand is their product.
