Celebrity Endorsement Principle And General Trends Marketing Essay

Studies carried out by Levine (2003) shows that an advertisement creates greater awareness of a company or a provider in the thoughts of the consumers when it’s endorsed by a celebrity, thus capturing consumer focus and rendering it more memorable. Classic types of celebrity endorsements worthwhile mentioning would Jamie Oliver with Sainsbury’s, Linda Baker with DFS etc. The craze of selling and advertising merchandise and products through superstar endorsements has proved to be impressive in the recent years. Celebrity endorsement of a enterprise or something conveys to the buyer a positive message about the business building confidence and a good image of the company in the minds of the consumer for the actual fact that the superstar has agreed to promote the business creating a feeling of security among the consumer Jennings (2005). Now there are several concerns to be addressed just like the best celebrity that matches your business, affordability, availability and the mutual benefits for the celebrities.

Modern marketing is believed to be centered on the strategy of celebrity endorsements with the strong features such as for example persuasive connection which is due to the appeal created by the superstar. In today’s competitive marketplace environment corporate supervision believe the easiest and the ultimate way to achieve mass appeal is through superstar endorsements (Brehm et al; 2005). There are many kinds of powers associated with the celebrity endorsements like the social powers, professional powers, referent powers, legitimate powers, coercive powers and incentive powers that can be utilised effectively to influence the customers as described by Tom et al (1992). Credibility of the superstar plays the major purpose in consumer buying impact. There are certain characters and attributes among the celebrities offering these persuasive powers like character, trust and attractiveness etc. These qualities together with the graphic make it a total ideal scenario for the stars to impact the vulnerable customer Lahusen (1996).

Marketing strategy making utilization of the celebrities to endorse their goods and brand has become a common phenomenon in present day marketing communication with significant corporate’s around the world. Companies have not hesitated in investing a huge budget into the brand image setting up by associating its brand with celebrity qualities like trust and likeability to attain brand consciousness and better sales. There is a strong belief these features can generate a confident wave about the image of the manufacturer Bruce et al (2004). However, Biressi & Nunn (2007) have argued that most of the changing times the qualities of the merchandise or brand have no relevance to the impression and attributes of the celebrity and are often undesirable. Businesses face a major challenge in choosing the right image for his or her brand marketing campaign, using limited assets and price range while avoiding major drawbacks to select the ideal image is an activity in itself for the companies.

Burrow (2008) defines the correct personality as anyone who’s popular and famous, but to relate the character and his characteristics or qualities in the public image with something or a brand is a substantial task. While advertisers have got insisted on charisma and ongoing reputation in the social situation, this could be reasonable to believe that we see a large amount of the tv set stars, sportsmen and true to life heroes associated with the brand advertising. There have been instances where Yesin (2005) believes that even stars with an ongoing popularity and a good public image have not provided good results with the associated manufacturer. Further the writer also states that better results have already been witnessed wherein there’s been more involvement of the celebrity into the marketing campaign increasing its value. Choosing the right star personality is very crucial since the celebrity is often seen attending all the major events associated with the brand such as for example its launch get together, its press release, fairs, ad campaigns, other conferences and trade shows etc. Primary focus ought to be on the need of the brand instead of on the social status and attractiveness of the celebrity, credibility and physical attractiveness play a essential role in the plan without forgetting the market that is to get targeted which would be a blunder as advised by Morgan & Summers (2005).

2.2) Superstar ENDORSEMENTS: CREATING BRAND AWARENESS

Endorsement can be viewed as as a way of conveying the photograph of the manufacturer through the utilization of an appropriate celebrity regarded as the brand ambassador, who associates himself which persona with the company or product to successfully launch and promote the merchandise in the market Hiam (2009). With today’s market circumstance being invaded by many competitors both local and global player’s celebrity endorsements is thought to give a distinct advantage on the market. Increasing corporations in the Asian continent own picked to endorse their brands with a successful and popular figure but there is not much productivity as that of the Nike manufacturer (Morgan & Pritchard, 2001). Further the writer explains few factors as being

1. Celebrity Attractiveness: This principle simply emphasizes on the fact that better results have already been achieved and witnessed which happen to be immediately resulted from the attractive looks and physic of the endorser and it is believed that the appealing looking endorser has already established better influencing power on the minds of the consumers.

2. Superstar Credibility: According to this principle, you will find a wider ready acceptance among the buyers with endorsers with a true and credible graphic, if the endorser has a clean image among the eyes of the people the individuals are unhesitant in accepting the manufacturer connected with such a personality. This aspect helps in establishing something or brand in today’s competitive market.

3. Meaning transfer between your celebrity and the brand: According to the principle there is direct relation involved with the victory of the manufacturer and the photo or features of the superstar and the brand or product. The compatibility with regards to a match between the product or manufacturer and the character and characteristics of the endorser takes on a vital purpose in selecting the fate of the collaboration.

(Kumar, 2009).

According to the studies by Cohen (2006) there has been a higher amount of memorizing and attention to rather famous and popular celebrities who make to the news headlines quite often in comparative to the significantly less famous endorsers. This in turn increases the chances of the brand message and company to stay alive in the thoughts of the audience for a bit longer. Worth mentioning would be the fact that there could also be a decrease in the expense on the press and publicity of the brand. A classic example because of this theory sometimes appears when S Kumars, a favorite manufacturer in the Indian textile organization decided to use an extremely famous Indian superstar and heart throb Hrithik Roshan for their launch and promotion of the Tamarind collecting of suits and garments. The company confessed to a standard campaign success with minimal expenditure on press for employing an icon like Hrithik. The ad recall rate was estimated at an extremely high 70% (www.Timesofindia.com).

Pelsmacker et al (2007) have suggested that buyers think that there is a much better connection between your brand and the audience when the endorser is definitely a well known and popular celebrity, as well there is a positive feeling about the brand in the thoughts of the consumers. There is a perceived positive and appeal to preferentially purchase the brand when a celebrity is employed to endorse the product or is in any manner associated with the product launch or promotion. Advertiser’s knowledge and review with regarding to the consumers buying behavior is known as crucial to create a positive effect on the minds of the buyer (Morgan & Summers, 2005).

Kelly & Jugenheimer (2004), express that definitive goal of marketing is to convince the consumers and persuade them to purchase. The fundamental goal which is not explicitly mentioned, can be to lure consumers to the market offering of the company, rendering positive attitude, strengthen the confidence of the consumer which would bring about sales, may be a trial buy and subsequently, the sponsor may effect the consumer towards creating a manufacturer loyalty but initiating sales or increasing the existing sales may be the fundamental aim. Kahle & Riley (2004) believe that, an important factor influencing the mark audience and seek out them to trust in the company brand and bring about sales is the credibility of the endorser along with how the company image is usually marketed and advertized .A good way of advertising and marketing which ensures knowledge, persuasiveness, trustworthiness, and objectiveness to accomplish pursue a celebrity endorsement strategy.

Bruce et al; (2004), adjudge that the attractiveness of the spokesperson must considered by celebrity advertisers in order to impact on the mark audience. By Supply attractiveness the author refers to the endorser’s Physical appearance, Persona, Likeability and Similarity to the receiver, therefore to the perceived interpersonal value of the foundation. This behavior could be characterized as the halo impact, where in persons who have the opportunity to showcase their talents in a single aspect as an example physical attractiveness or remarkable professional performance or social status are expected to excel on additional levels as well i.e. they could be self content material and confident . Research demonstrates a spokesperson, especially for something product or firm, interacts with the type of brand that is being advertised. The problems of an ordinary customer are given with a remedy when the stars communicate the worthiness of the merchandise and transform them right into a miracle solution (Carpenter, 2000). Regarding to Friedman and Friedman (1979), a superstar in accordance with a ‘normal’ spokesperson is more effective for products high in psychological or social risk, involving factors such as for example good taste, self-graphic, and judgment of others. Clinical tests contain examined the appropriateness between celebrity endorsers and brands to explain the effectiveness of using famous persons to market brands.

Consumers try to associate the significance of the advertisement with the endorser and try to relate it

to the company being promoted. Mc Cracken (1989) recommended a comprehensive model known as Meaning Transfer Model so as to elaborate this phenomenon even more clearly. The three-stage version describes the significance of famous persons endorsing something or a brand influences the brand benefit or the impression of the company. Thus, the consumer tries to relate the celebrity and the company that the celebrity is normally endorsing. Finally, in the consumption process, the client values the brand’s meaning. The 3rd stage of the unit clearly shows the value of the consumer’s role along the way of endorsing brands with famous persons.

According to Lehmann & Winer (2002), instead of non-famous endorsers, stars add value to the graphic transfer process by offering depth and power to the manufacturer being endorsed which is usually complemented by their life-style and personality, and therefore, to transfer the right meaning to the consumer, the company should pick a celebrity which will generate the most favorable response from the buyers and for that purpose, the celebrity should have got the appropriate set of characteristics and audience will be able to visualize and comprehend it easily. Also Hackley (2003), shows that the company should look at the consumer’s requirements while developing their connection strategy and selecting a proper celebrity to market the same. Congruency of the celebrity’s persona with the entire brand image is quite essential, as a celebrity imparts credibility and inspirational value to a brand and his / her image should perfectly match the brand’s impression. Basically, the celebrity should be so chosen that the he / she personifies the manufacturer being marketed. A good brand campaign thought and an intrinsic connection between the celebrity and the concept being sent to the audience are a must for an effective campaign.

Certain factors that generate a perfect match or compatibility between your celebrity and brand photo are:

* Celebrity’s compatibility with the brand impression along with celebrity-target visitors match.

* Celebrity associated values and celebrity-product match.

* Costs of obtaining the celebrity and his / her attractiveness along with controversy risks associated with the celebrity.

* Credibility, availability and physical attractiveness of superstar.

(Sengupta, 2005).

2.3) CELEBRITY ENDORSEMENTS: TRENDS DURING CURRENT ECONOMIC RECESSION

Celebrity endorsements have always been used as a way to obtain good and effective means of advertising to promote a multitude of services and products. Companies have been splurging huge amounts of cash to have celebrities from all types of fields for example, athletes and other celebrities endorse both athletics and non-sports products. Superstar images are available in print, radio, and about 20 percent of most television commercials (Boyd & Shank 2004). The money allocated to using athletes as superstar endorsers to advertise a product has skyrocketed. Statistics show that in 1986, companies paid approximately $100 million for endorsements, licensing privileges, and advertising while that sum rose to a lot more than $1 billion ten years soon after , as athlete endorsement expenditures own hovered around $1 billion dollars yearly for the past ten years (Peetz et al; 2004).

Van Evra (2004), factors out that celebrity endorsement dates back to the idea that humans are by nature social beings. Most of us from a very young age pick up cues about how exactly to behave, by both closely observing the actions of and making an attempt to please those whose opinions we value. These people that we make an effort to please and follow will be known in lots of respects as “reference groups”. It has been found that reference groups wield either a normative or comparative impact on a person. Normative influences entail defining and enforcing standards of conduct whereas comparative influences involve decision making about specific actions and or trade marking options. Also, normative influences tend to arise from little informal groupings like our households whereas comparative influences have a tendency to result from larger and considerably more formal groups (Cronin, 2005). An example of comparative influences can be witnessed whenever a teenager pleads to his parent requesting a new i phone as all his good friends have one.

Sengupta (2005), opines that another far-flung software of the effect of reference groups is affinity marketing. This strategy provides consumers the flexibility to emphasize their identification with a superstar or organization by attaching areas of the group’s identification with their own personal life. Cases of an affinity marketing strategy that can be seen are -the bank issued bank cards which are linked with the membership or symbolic group, such as a credit card that ties into membership with the Worldwide Wildlife Fund. Using superstars to endorse products or brands is a popular way to tell apart among similar products when customers cannot comprehend many actual differences among the merchandise competitive set and also during the mature stage of the product’s life routine (Bruce et al; 2004).Pepsi and Coca-Cola advertisings can be used as an illustration of celebrity. Both organizations depend heavily on superstar endorsements as both companies seem to have go out of things to say about their products.

It is vital that the superstar have a clean and popular image. Quite often, consumers like to discuss their association with celebrities or organizations to improve their own standing amongst their reference groups. For instance, the proof that there are plenty of active lover clubs in the U.S shows America’s love for superstars. There are over 1,200 fan clubs in the U.S, all of whose main purpose is showing their devotion to a person or celebrity group. Superstars are often worshipped to the extent where they become a set apart from the masses. They dread that the followers and followers might damage them unintentionally in a desire to get a little bit of them. Thus the acceptance of the celebrity is what sells (Kahle & Riley, 2004). Assisting and increasing this fact Carpenter (2000) said “Within this concept of idolization is the notion of Para-social interaction. Para-social conversation is when persons actively relate to tv and celebrities so much to ensure that they get to vicariously knowledge and emulate the different lifestyles portrayed by their idols. Para-social interaction can quickly accelerate into obsession as noticed by the many accounts of overzealous fans stalking as well as killing their idols”.

The hyperlink that the persons want to establish between their icon and themselves is termed as harmony theory by some authors. You will find a similar theory to the balance theory and is recognized as the congruity theory. Marketers analysis and address these theories to comprehend and web page link the consumer’s behavior when the merchandise is associated with a celebrity (Morgan & Pritchard, 2001). Further more the writer explains that the detrimental entity when connected with a positive factor would rise consequently creating a positive effect on the brand and the entire photograph. And that the relation between the two is reciprocal.

Due to the type of the advertisement subject linked to the pervasiveness much features been researched in this field believes Bailey (2007). Ramifications of celebrity endorsements have already been studied by various researchers to handle the various issues linked to this issue. The factors such as for example that drive the buyer towards purchasing the products as a result of the celebrity associated with it and any type of negative image made around the endorser. Jones and Schumann (2000) believe that the consumer need to pay a huge price at their end for the celebrity endorsed.

2.4) DISADVANTAGES OF CELEBRITY ENDORSEMENTS

As a manufacturer endorser sport superstars have various advantages but there are also various disadvantages to this. The first and foremost disadvantage is huge expenditure in engaging these big titles unit rate definition math for example Pepsi involved Shaquille O’Neal $25 million to endorse its soda product, Tiger Woods was paid out $40 million from Nike for its youth marketing campaign. The large companies are able to spend large amount on endorsing these superstars but the problem lies with the small companies for almost all of them it isn’t affordable. This can be a very risky for the smaller companies to invest huge amounts. Sometimes they must incur big losses if something moves wrong. Nike was not phased by the 1996 case involving Dallas Cowboy huge receiver Michael Irvin, who was simply caught by police with prescription drugs and prostitutes in regional hotel room. Irvin was only a tiny little bit of Nike’s endorsement scheme. Nevertheless, there were 13 little Toyota dealerships that suffered tremendously (Lane, 1996).

(www.celebrityendorsementsblog.com).

As discussed by Easey (2008), the another drawback is a company may not be capable of geting a celebrity to represent their item exclusively. The superstars might endorse several products, sometimes they can as well swap their endorsements to rival makes, many a circumstances it happens as various companies make an effort to secure somebody who is well-liked by world and in enormous demand for product endorsements. It might be infered from the conversation that due to all of this the credibility and trust in the merchandise and the endorser declines. It also portrays to the consumer that, “If the endorser won’t stick to a brand, why should I?”

It is also seen that employing high-profile candidates is a risk as any wrong deed carried out by them brings adverse publicity received by an endorser. Some familiar instances include murder costs brought against O.J. Simpson, rape charges and a jail sentence against Mike Tyson and medication fees against Michael Irvin. Hertz, Pepsi, Kodak, Nike and Toyota all felt the results of the celebrities’ actions. A poor image of the superstar also brings a poor image for the business which makes it difficult to gain consumer trust to buy the product in fact it is never sure that detrimental incidents like these won’t occur, you can only speculate about a situation depending upon the applicant’s personal and professional tendencies to determine if indeed they might be prone to negative conditions (Rappaport & Siedman, 2000).

Any company should always evaluate all the pros and cons before deciding whether to look at the strategy or not really. If your choice is yes than the company should proceed remember that the foundation of an effective endorser selection

rests in four ideas, referred to by the acronym FRED. FRED means familiarity, relevance, esteem and differentiation. (Miciak & Shanklin, 1994).

“The role of superstars enjoy in people’s lives should go beyond a voyeuristic sort of entertainment, but actually fulfils an extremely important research and advancement function for them as persons and for society most importantly” Pringle (2004).

According to Pringle stars play very crucial component inside our lives as it is found out that their informal IPA study shows that 84% of these had one time or more, been informed that they remind an individual famous. And the majority of the persons empathize themselves with one celebrity or the various other. (Pringle, 2004). Therefore it is suggested that the companies must think regarding many solutions of using celebrity endorsement and must be careful as it can overshadow or overexpose triggering unwanted effects on the consumer’s reception (Belch & Belch, 2001).

There are various other problems of superstar endorsement like it is seen that the long-term relationship of a celebrity and the brand can effect the audiences behavior and can impact on the consumers. More often than not if the graphic of the celebrity alterations from positive to harmful it also changes the consumers perception of the company (Fill 2005). There are many evidences that shows that a company’s product sales decline by the detrimental images of the superstar who endorsers the manufacturer (Shimp 2003) as regarding Kate Moss and H&M after pictured acquiring medicines in Daily Mirror newspaper, a lot of brands she endorsed such as for example Chanel, H&M cancelled their promotions and contracts with her. Chanel didn’t renew the agreements with her whereas H&M completely cancelled it. H&M argued that the majority of their clients are teenagers, and any association with medications can harm the chain’s image. Another good case in point is Surroundings Jordan’s who generated revenue revenue of $130 million in the first yr. But after Jordan overlooked 62 games, the revenue dropped miserably in the second year. This shows the serious celebrities influence on the brand image.

the other problem is certainly that of overshadowing the manufacturer which implies that consumers may only give attention to the celebrity and fail to realize the brand (Belch & Belch, 2001; Gellene, 1998) it generally effects in remembrance of the celebrity however, not the message distributed by the advertising so superstar may started to be at the primary place a lot more than the brand and product (Fill 2005). Over publicity is another problem related with celebrity endorsement. This problem occurs when a celebrity endorses too many companies and goods (Belch & Belch, 2001).For example Tiger Woods and David Beckham. Tiger Woods endorse for Nike, Buick, American Exhibit, Accenture, Electronic Arts and Tag Heuer. David Beckham endorse for Adidas, ESPN, and Motorola, Gilette, Pepsi, even in soccer-lite America and extra. Endorsing way too many companies can bring about the loss of perceived credibility. (Shimp,2003) .

2.5) CELEBRITY ENDORSEMENTS IN INDIA

In the advent era, the Indian society can not only be termed as secular or democratic, but ought to be appropriately referred to as over-communicated t. An average super-market in USA displays more than 12000 brands, an American family possesses at least one tv set set and a customer is subjected to around 1000 ads per day. In the same manner in India there remain 130 television channels in India broadcasting over 3 million television set commercials each year in India. The media-explosion can as a result be easily demonstrated. Furthermore, people forget 80% of the info in just a day. It was in the 80’s, Indian marketers found the perfect solution is, Celebrity Endorsement for the brand (Hindu Business line, 2003).

According to Levine (2003), there is selection of reasons for a provider for endorsing any superstar. It could possibly be the life experience of the superstar that fits the advertising message or the endorser’s substantial charm with the firm’s consumer target group. Various tests done in this context displays the market aftereffect of celebrity endorsement stating that consumers positively value the utilization of celebrity endorsers in the advertisements. Firms incur huge investments significantly in bringing together brands and businesses with endorser qualities such as for example attractiveness, likeability, and trustworthiness. However in today’s dynamic market conditions these investments are unviable (Jennings, 2005).

Celebrities have been involved in endorsing activities since overdue nineteenth century. The introduction of celebrity endorsements in advertising and marketing in India commenced when Hindi film and Television stars and sportspersons. One of the first activities endorsements in India was when Farokh Engineer started to be the first of all Indian cricketer to unit for Bryl cream. The Indian cricket team nowadays earns roughly Rs. 100 crore through endorsements. There is a a lot of celebrity advertisements featuring superstars like Tabassum (Prestige Pressure Cookers), Jalal Agha (Pan Parag), Kapil Dev (Palmolive Shaving Cream) and Sunil Gavaskar (Dinesh Suitings) (www.indiantelevision.com).

No doubt Superstar endorsements do gets results in creating a great brand image, because the qualities associated with the endorser are associated with the brand and the manufacturer therefore remains near the top of the consumer’s mind. Nonetheless it is essential that one must realize that the influence of an endorser cannot used appropriately in all product categories and in all the stages of company life cycles. It certainly depends upon the kind of product. If it’s a functional brand, then the product itself may be the hero. Here any celebrity association with the manufacturer without corresponding efficiency of the product will never be sustainable. (Dahl, 2009). Beech & Chadwick (2007), declares that in case of image brands, like the categories of soaps, carbonated drinks, cigarettes etc., where it is difficult to distinguish between the products, celebrity endorsements help to distinguish at an mental level. A research conducted by Synovate, a worldwide market research firm, revealed that 47% persons would be much more likely to buy a brand that was endorsed by their favorite what is a response paper celebrity (www.synovate.com).

Pepsi Co. has employed a variety of celebrities incorporating Sharukh Khan,Aishwarya Rai, Hrithik Roshan, Amitabh Bachchan, Kareena Kapoor, Rahul Khanna, Fardeen Khan, Sachin Tendulkar etc. Amongst advertisements offering celebrities, Pepsi tops the heap with the highest recall of 70%, while arch rival Coke is lower across all marketplaces with 52% recall. This shows that Pepsi has actually exploited the application of celebrities in their advertisements and has worked. Hindustan Lever’s Lux soap in India features been using famous film actresses to endorse the soap since its start four decades before implying that they owe their spectacular looks to the company. This consistent message consequently reinforces the brand values and has been successfully able to position the soap rightly as the wonder soap (Business Standard, May perhaps 13th 2005).

It is not easy judge the immediate effect of celebrity endorsement on the revenue or profits of the business. On Amitabh Bachchan endorsing RIN, an HLL spokesperson says that it had been too early to measure the success of Rin with regards to sales and that though Dabur health care products sales had improved, which designed that the hike in revenue could not be solely contribution of a celebrity. Similarly, there are also cases wherein there is a dramatic switch in the sales figure after the endorsements. For instance Rahul Malhotra, Associate Director Marketing, P&G India quotes that undoubtedly, it has helped to promote our brand Head & Shoulders. Last year, the company was ranked as No. 2 which year they are marketplace leaders in this segment with over 45% industry share (www.indiainfoline.com).

D. Garg, Vice-President (Advertising), Dabur India Ltd estimates that, “A celebrity does help in increasing brand revenue, but only if he/she is selected properly and used effectively. The persona of the brand and the celebrity need to complement each other and selecting the celebrity is, so, very important.” Superstar Amitabh Bachchan endorses multiple makes like Pepsi, Mirinda, ICICI, BPL, Parker pens, Nerolac, Dabur, Reid & Taylor, Maruti Versa, Hajmola, Tide, Cadbury and some social messages. It spent some time working occasionally, while in some instances it hasn’t. D. K. Jain, Chairman and President, Luxor Writing Instruments Pvt. Ltd, the marketer of the Parker company said, “Working with Amitabh Bachchan as our manufacturer ambassador has helped in strengthening our company image and recall within the mark target audience”. Tarun Joshi, Communications Custodian, Reid & Taylor said, “Amitabh Bachchan is an icon with universal appeal and has helped us to attain out to the true ‘Bharat.’ In fact, agents and suppliers have told us that already buyers have started asking about the ‘Amitabh wali suiting.'” Incase of Nerolac Paints, which was endorsed by Amitabh Bachchan, around 80% of the respondents when asked to associate Bachchan with any color, did therefore with Asian Paints, which may be the most significant competitor of Nerolac (www.blonnet.com).

According to a hottest article in Circumstances of India the price range or cost is a crucial factor for celebrity endorsement. With respect to the status of the superstar, remuneration could run into millions of rupees for quite some time or may also add a profit sharing plan. For instance when S. Kumar’s employed Hrithik Roshan because of their launch advertising and marketing for Tamarind, they reckoned they put in 40 – 50 per cent less on media as a result of sheer impact of applying Hrithik. Sachin’s endorsements got him $18 million over five years. When Aamir first of all endorsed Pepsi in 1995, he received Rs 17 lakh for this his Coke commercials in 1999 received him Rs 2 crore. Hrithik Roshan in his highflying days reportedly made over Rs. 20 crore in endorsements and events by 2001

Despite all this it’s been seen that the majority of brands have already been built without celebrity endorsement. For a few of their makes, Hindustan Lever and Procter & Gamble do not believe in celebrity endorsement because they feel that consumers, especially housewives, are more likely to distinguish with a lay person on screen than a celebrity. Procter & Gamble introduced its Rejoice brand in India with testimonials from normal ladies in their TV marketing. Few more types of this will be Lifebuoy, Wheel, Dettol, UP CLOSE, Fevicol etc (www.magindia.com).