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Celebrities bring huge value and reach to the brands they endorse and the special occasions in their lives are a million-dollar opportunity for brands to cash in on it. Recently, Bollywood actress Ananya Pandey celebrated her 21st birthday. She endorses the fashion retail brand Only in India. Only gave the actress a surprise by gifting and filling up a room full of Only products, toys and photographs, etc., on the occasion.

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thank u @onlyindia for the best surprise party ever!! You truly made my 21st bday so special

A post shared by Ananya (@ananyapanday) on

By the move, not only was the brand able to pamper the actress but also use the occasion to promote themselves. In the case of Pandey, she is a huge hit among the youth in India and fetches massive reach and instant awareness around whatever brands she promotes. Even for this campaign, the brand was able to garner more than nine million eyeballs through Pandey’s 5.7 million Instagram following. Of course, the brand amplified the video posts on other platforms as well.

Sheeko Brandscore graph:

Celebrating special occasions of celebrity ambassadors and endorsers gives a humane and personal touch to the brands. Fans and followers of those celebrities love watching what’s happening in the lives of their favourite icons and hence it brings both reach and value along with it. The followers tend to remember the brand more through this and build affinity towards it.

Another thing is to be noted through this initiative. Campaigns done with celebrity ambassadors need not always be grand, executed on a 360-degree level, with great storytelling and massive spends. At times, simple campaigns on occasions like these bring huge value to brands.

Previously, a lot of brands have tried this kind of content strategy with their ambassadors. When Ranveer Singh got married, adidas sent a Mini Cooper car full of its shoes. Singh is the ambassador of adidas.

One recent example in Shah Rukh Khan’s birthday. Khan is the brand ambassador for Dubai Tourism in India. Dubai’s iconic skyscraper Burj Khalifa was illuminated with a birthday message for Khan.