Lady Gaga Creative Director For Polaroid

Lady Gaga, the most omnipresent name in the realm of contemporary music is now the creative director for Polaroid and thus has attached herself to a brand which really need a booster from someone to reach somewhere in the market. This is an ideal example of utilization of Marketing-Communications (marcom) in the context of Integrated Marketing Communications. Though these sudden innovations of celebrity tie-ups with brands are being used to uplift the sales of the products, like the endorsement of Sharukh Khan (Indian superstar) in ads of honchos like Pepsi, Clinic All Clear and Santro, it has not always proved successful and succeeding. The strategy of Polaroid may be applicable for some short run applications but is quite doubtful to be carried on towards a long-term goal because todays consumers abhor Brands trying to trick them or to being spoon-fed. They now follow the ideology of not following leaders blindly and to watch the wallet and where each dollar is going. Y, dXiJ(x( I_TS 1EZBmU/xYy5g/GMGeD3Vqq8K)fw9 xrxwrTZaGy8IjbRcXI u3KGnD1NIBs RuKV.ELM2fi V vlu8zH (W )6-rCSj id DAIqbJx 6kASht(QpmcaSlXP1Mh9MVdDAaVBfJP8 AVf 6Q