Author(s): Rusha Nimavat
Purpose: The purpose of this paper is to understand the brand recall of consumers of FMCG Advertisements. Research Implication: The brands should focus on a strategy mix of cause-based advertisement with celebrity endorsements since supporting a cause gives a good brand image along with the potential influence of the public figure. FMCG advertisements need to stand out in order to gain attention and brand recall from consumers. Findings: The ability of a consumer to remember a brand through its advertisement, external or internal stimuli as well as within the social groups is known as the brand recall. Celebrity endorsements catch the attention of the consumers and have been a common strategy in FMCG products but it is also a high-risk high return scenario. Cause Based marketing deeply connects with the consumer and creates empathy which is why it enhances the consumer recall for the brand. Originality/Value: Cause Based marketing as an effective brand recall strategy is a recent area for research. Brand recall has been studied with reference to celebrity endorsements and sales promotion but cause based marketing is a recent strategy being widely used.