By Archana Raj

Certain brands fail to recognise the power of brand ambassadors and consequently underutilise them, said Erum Kidwai, Senior Vice President and Head of Marketing of Ageas Federal Life Insurance, highlighting a crucial mistake brands make while using celebrities in ads.

The essence of brand and celebrity collaborations lies in creating a genuine connection between the celeb's personality and the brand. "Yet, some brands overlook this aspect, failing to fully leverage the celebrity's presence," he said.

Pointing out that it's not enough to just pick someone famous, he said, "One cannot simply opt for a popular figure, especially if they lack alignment with the brand."

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