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Case
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Reference no. 501-072-1
Subject category: Marketing
Authors: A Mukund
Published by: IBS Center for Management Research
Published in: 2001
Length: 8 pages
Data source: Published sources
Topics: Celebrity endorsements; Advertising campaigns; Marketing communication strategy
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Abstract

This case examines how and why the cricket match-fixing scandal in 2000 forced textile company Siyaram Silk Mills to withdraw an advertisement campaign for its suiting brand J Hampstead. The case also provides a brief introduction to the concept of celebrity endorsement. The case is so structured as to enable students to see how celebrity endorsement created problems for Siyaram. Students can get an idea of the advantages and disadvantages of celebrity endorsement. The case is aimed at MBA/PGDBA students, and is intended to be a part of the Marketing elective curriculum.
Location:
India
Industry:
Textiles
Size:
Large
Other setting(s):
1995-2001
Teaching note
-
Reference no. 501-072-8
Subject category: Marketing
Authors: A Mukund
Published by: IBS Center for Management Research
Published in: 2001
Length: 5 pages
View full details

About

Abstract

This case examines how and why the cricket match-fixing scandal in 2000 forced textile company Siyaram Silk Mills to withdraw an advertisement campaign for its suiting brand J Hampstead. The case also provides a brief introduction to the concept of celebrity endorsement. The case is so structured as to enable students to see how celebrity endorsement created problems for Siyaram. Students can get an idea of the advantages and disadvantages of celebrity endorsement. The case is aimed at MBA/PGDBA students, and is intended to be a part of the Marketing elective curriculum.

Settings

Location:
India
Industry:
Textiles
Size:
Large
Other setting(s):
1995-2001

Related

Teaching note
-
Reference no. 501-072-8
Subject category: Marketing
Authors: A Mukund
Published by: IBS Center for Management Research
Published in: 2001
Length: 5 pages
View full details