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Created by : Namrata Pathak, Accounts Manager, American Express  | 08 06 2010 08:11:18 +0000
Industry : Advertising/PR/MR/EventsFunctional Area : Consumer Sales(Sales & Marketing)
Activity:  3865 views;  last activity : 12 19 2010 15:36:54 +0000

Want to fool your customers then use celebrities in your ads. This is what is happening on a random basis & in the modern age, some of these endorsement packages can measure in the millions of dollars. But the point is celebrities never use the products that they use in the ads....

http://im.rediff.com/movies/2009/may/04slid1.jpg

So, is it ethical to use celebrities for your ads?

 
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Top Argument
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Its just a part of the game. Namartha one can't know really know whether the celebrities are actually using the products they have endorsed. Companies use celebrities just to make the work easy for them...

But some of the products they endorse may not be that dangerous or harmful to the society.


By Purvi Ghosh, Marketing analyst, Percept Advertising  08 06 2010 08:31:25 +0000
 
Top Argument
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I don't agree at all. It is not necessary to use celebrities for your ads. Companies are trying to sell products that are dangerous to the society by using the faces of the celebrities....

I'm against it..


By Namrata Pathak, Accounts Manager, American Express  08 06 2010 08:11:18 +0000
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Hello Namrata, It depends on the product, the Celebrities promoting the brand. For your reference, the celebrities are not selling the product directely. They have been used for promoting and establishing the brand. some may use some may not use.It depends on the celebrites status. Company will beenfit if the product is sold and known to maximum customers. Hope you will agree on this. K Rajagopalan.
By Rajagopalan Krishnamoorthy, B.A student  | 12 19 2010 15:36:53 +0000
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John Abraham is endorsing Yamaha Motorbikes, while he rides himself a Suzuki Hayabusa. I strongly believe that it is not what the celebrity use, instead the celebrity's personality is what the brand trying to associate with in pushing sales.
By Praveen Raj, Manager - Sales  | 10 28 2010 05:06:57 +0000
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In Marketing celebrities are used to promote product with whom lot of people associate with. no product is useless unless it has more than one user. Here Target is audience and not celebrity, who anyhow gets FREE.
By Shyam Kumar Singh, Leadership Role, ICICI Bank  | 10 06 2010 17:44:19 +0000
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By Vaibhav Rastogi, Director, A2Z Forex  | 10 06 2010 07:14:05 +0000
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yes, it is totally justified. celebrities here in india enjoy a demi god status. people here seriously use wat the stars in the ads show them. it is an all together another issue whether they use it or not but the companies need an impact on the audience and so celebrities come into the picture.Look at amitabh bachachan. at the age of 65 he is still endorsing the products. it is because people r still crazy about him.
By Amit Kumar, MBA/PGDM student, Badruka College Post Graduate Centre, Hyderabad  | 10 05 2010 14:33:06 +0000
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Yes it is.

 

The picture of Ms. Katrina Kaif with a bottle of Slice. When Slice was newly launched in to the market, It needed to be placed. Pepsi being a well known name can not launch "Pepsi Mango juice". So, It needed Slice to do so in the mango juice segment. But even then, Slice is new. And it had to be advertised for. So, it is completely justifiable to use a well known person like Ms. Katrina Kaif her self for the promotion. She is known for her celebrity status, she can be used as a very good messenger.

But, Did any ad till now stated that so and so actor really uses the particular product as they are shown using it in the ad? I don't think so. 

But customers hopefully know this as a fact and accept it. The brands are bound to use them for a successful business in the market today. 

When we watch TV, there is so much of clutter and companies very much need to over come this which is the reason why film actors and celebrities are very much necessary in letting the customer know what choices they have.

And when something is shown associated with a well known person, it produces a feeling of trust and the desire to possess that product among the audience and naturally result in good sales.

 

I totally support using celebrities to sell products whether or not they use those products.

 

Thank you.


By V B Sree Krishna Dutta, Knowledge Management, Deloitte Touche Tohmatsu  | 10 05 2010 12:41:02 +0000
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Hello Namrata, Yes. It is required to market and promote the product. Hope you will agree on this.

K Rajagopalan.


By Rajagopalan Krishnamoorthy, B.A student  | 09 08 2010 17:05:09 +0000
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Actually celebrities are public figures now a day,we follow directly or indirectly to them,so for the companies they become they tools to market the products..
By Bharat Bhushan, Asst.Manager Marketing  | 08 15 2010 10:34:26 +0000
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They need to stay in market. So its totaly depend on public. it need to purchase or not
By Nandkumar , Sr. Executive, M/s Timezone Entt. Pvt. Ltd, a group of K. Raheja amd LAI Austrelia  | 08 14 2010 11:31:37 +0000
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thats true, showing the name and fame and common public suffers a lot...i toh dont agree at all
By vinit kothari, Merchandiser, komaltexfab pvt ltd  | 08 14 2010 11:01:25 +0000
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"Come on guys: we are the bunch of people who have made the so called celebrities (stars)and it is natural that they are making best use of it.Now its up to us to decide whether a product is good or bad rather than speaking about the usage of celebrities and all non sense ads influencing our decisions".


By Bhoopathi Sridher, P.G.Diploma in management student, Siva Sivani institute of management  | 08 13 2010 06:18:13 +0000
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They say ........its all abt money,honey.......so what if companies are using celebrities to endorse their products.........after all they form one of the largest reference groups....a marketing may pusuade a customer to use superia shampoo but might never use it himself............
By Namita Shah, Executive Officer  | 08 13 2010 03:46:09 +0000
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Some days back Priyanka Chopra was saying Spice is best now she is saying Nokia is best. This is not one of the case. Is there any accountability or not.


By Vikram Gaur, State - Convener (IT), Haryana, Bharatiya Janata Party  | 08 12 2010 16:40:11 +0000
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Any product advertisement is to boost the sale. If any ere-gere is to demonestrate a product, nobody will watch the Advertisement.
By R N Bhattacharyya, Freelancer, Freelancer  | 08 12 2010 14:55:14 +0000
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ANY MATURED,KNOWLEDGEABLE ADULT WILL UNDERSTAND CELEBRITY ENDORSEMENT IS A SALES GIMMICK TO BOOST THE SALES.


By s.baalu , Consultant, XYZ LTD  | 08 12 2010 14:08:28 +0000
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Yes, It is justified to use celebrities to endorse the products until & uless the products are of good qualities & no harms to consumers. Using celebrities to thrust the products sale is the most effective way of marketing and there is no harm in it. But when celebrities endorse a dangerous products, then we should not entertain such endorsements. Now a days cricket players or bollywood actors endorse any product which comes their way to earns huge money but not in the interest of public. Even they are not bothered about the products' quality. Their aim is to only earn money. Even after saying this if you think why I am still supporting endorsement of a product by celebrities is just because there are some celebrities who do not endorse harmful products or any foreign products. They endorse only good quality & Indigenous products.


By Arun Kumar K, Security/ Equity Research Analyst, Thomson Reuters  | 08 12 2010 06:01:00 +0000
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It depends if the question was asked from the business' or consumer's point of view. From the business' perspective 'yes' because it is business after all. When you are a consumer it is 'no' because the consumer feels his/her likeness towards the star is being exploited by making the star promote a product which he himself doesn't use.
By Sakthivel , B.Com student, University of Madras  | 08 12 2010 04:49:35 +0000
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i agree with Namrata. If product is good ,any amount of exposure will not work.But then not all are Gopichand.
By Mohammad Bakhsh, Consultant(Civil), Rail Vikas Nigam Limited  | 08 12 2010 04:25:06 +0000
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yes. because the celebrities cannot use all the products they promote. sell yourself before selling the product is the dictum of the sales field. hence the celebrity is easily accepted by the people before they accept the product.in a competitive world one has to find way of promoting their product- but ethically.
By S.SUBASH , General Manager - Realty Promotion  | 08 12 2010 03:47:18 +0000
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The success of the marketing lies in reaching the message in the minds of the customer. So in order to seek attention we can use the brand value of the celebrities. never mind weather they use it or not. Sachin Tendulkar has now turned brand ambassador for Mumbai's civic authorities to promote water conservation, so it dosent mater weather Sachin conserve water or not but what matter is weather it persuade the people to conserve the use of water.
By mohamedrashid , MBA/PGDM student, Farook Institute of Management Studies  | 08 11 2010 13:59:14 +0000
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A large proportion of indian consumers look upto celebrities in making certain purchase decisions. But using celebrities in advt that is relevent to their personality and that which is accepted by consumer perception is the real challenge for marketers.
By Omkar Nandi, Business Analyst Merchandise planning TARGET  | 08 11 2010 12:01:25 +0000
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Basic thing is that marketing is required for product sale and specific amount of fund is alocated for it. Using celebrities is justified if it help in increase of sale.
By Arvind Solanki, General Manager, Zamil Infra Private Ltd  | 08 11 2010 05:14:47 +0000
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I support your views, Purvi.

It is justified for increase in sell & the ultimate goal to bag as much money as you can!


By SHRIKANT MANOHAR DANKE, Zonal Manager / Sr. Project Manager ( Civil Engineering), Kumar Properties  | 08 10 2010 05:53:10 +0000
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Celebrities are useful for geting attention of audience towards ad which are presented on television otherwise customer will be not see this ad.Whether they use or not that product that doesn't concerned to customer .Celebrities have fans and company can target only this customer by ad not all.so celebrities are not affect all customer but some group which his fans . so we should used that celebrities which are useful to us our product taget customer which are his fans. But sachin and Amitabh are make mass appeal to customer which are famous to all (child to 60 years age)
By Lakhabhai , Sr.Officer-, GSPC GAS COMPANY LIMITED  | 08 10 2010 05:50:01 +0000
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if people know the consequences of using those product n stil they are well lured by da product thn wat can celebrity do....they try to imitate them inspite of the fact "its just tv".....company wil do wat evr it takes to sell their product and make big bucks...
By anudeep singh kushwaha, Graduate Engineer Trainee(Planning Engineer), Larsen & Toubro  | 08 10 2010 05:02:35 +0000
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I don't agree because celebrity's a ad sometimes become dangerous as Akshay Kumar did in Thumsup ad may influenced kids or youths in negative direction.
By Suraj Thapliyal, Agency Manager, Birla Sun Life Financial Services  | 08 09 2010 13:57:06 +0000
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Its marketting guys, everyone know that they r not even using indian products. Still they grab the market.
By Anand Sharma, Monitoring the research funded by DIT, Department of Information Technology  | 08 09 2010 12:08:57 +0000
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It's ethical to use celebrities for advertisement.Where there is matter of professional ads "Conscience" takes a back seat and "Consciousness/Awareness"comes to the front.Everything depends upon us to accept or reject that very product....

 


By Ranjeet Kumar, Strategic HR Professional  | 08 07 2010 15:04:12 +0000
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yes, because consumer get impressed with the celebrities due to this consumer get converted 2 customer ... this is very good advantage 4r selling of the product.


By anitha , traniee, beml ltd  | 08 07 2010 13:11:01 +0000
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what is horrible is some celebrities continously seen selling toilet cleaning chemicals in t.v. and that being shown repeatedly during our dinners.
By S.SUBASH , General Manager - Realty Promotion  | 08 07 2010 05:11:33 +0000
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Yes because the advertiser is looking for mass appeal which the celebrities can provide. Some people are so mad of their celebrity that they will do any for their star so that adds to sale prospects of the products.
By Shashi Kumar U, Head Accounts, Geluvu Food Products  | 08 07 2010 05:06:12 +0000
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in my opinion celebrities in ads are used a promotion to push the product into the market. ads are to be viewed & it should pull the viewers to the product which is the aim of ad makers.
By raj , Sales Executive/Officer, Usha International Ltd.  | 08 07 2010 03:53:11 +0000
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Advertisments with celebrities come under the category of an idol being used who the target market can identify with. The endorsement only means that those who like him or her will also like the product they endorse, in the sense that whatever concepts, dimensions and aspirations you can identify in the idol is also present in the product he endorses. It is matter of mind finding similar aspirations that glues you to that idol that will glue you to the product too. It necessarily not mean that the idol uses the product herself but personifies certain aspirations she evokes in the target audience.


By Mathew Cherian, Research Associate/Analyst, Western Michigan University  | 08 06 2010 17:27:41 +0000
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Order of the day is to take advantage of innocense and madness of people and make money. If there are fools arround they need to be exploited. They are there to get looted. Even of you and I tell them about the reality they wont change. It is like bringing in prohibition and then people will go for illicite liquor, drimk and suffer or dye. People dont drink a beverage because sharrok or Ktrina is shown to drink it ina commercial. Commercial only helps people remeber that drink that is held in the hands of a celebrity. The rest is ones own habots that are responsible and or the product advantages or benfits. So one need not pay much attention to celbrities promoting a product.


By K LAXMINARAYANA RAO, Freelancer  | 08 06 2010 13:15:30 +0000
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Advertisement/ Marketing / Promotion of a brand only means that the particular brand is best in that category or it offers value for money or it adds to your socio economic status or any other benefit it offers. If a celebrity endorse a brand then the brand proposition is not changed according to the celebrity instead it is vice versa. If celebrity doesn't use a brand that he/she endorses doesn't change the brand proposition or product quality or service offering. Similarily the brands / products used by celebrity themselves may not necessarily be the best in their respective categories. One more point is the definition of best brand / product varies according to the socio economic status, income and education level, geography and other demographics, For eg Wheel washing powder is endorsed by Salman Khan and is one of the best brand available in that price bracket for a certain class of people. But we can't expect Salman to use the same in his house and I doubt even the maid / servants of Salman use that brand.

 

 

 

 

 

 

 

 

 

 

 


By Ajeet Darda, CEO/MD/Director, Spectrum Services and Solutions  | 08 06 2010 10:54:35 +0000
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generally they donot use it.but we cannot calim that they have never used it.


By satishk.shukla , Director on Board, saurabhagro tech pvt.ltd.  | 08 06 2010 09:07:25 +0000
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Celebrities should know and use the product before they endorse, companies are just grabing public attention to divert their products. It's ..... not good
By Yugandhar , Assistent Manager - Accounts  | 08 06 2010 08:59:08 +0000
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Namrata,

Support your view: It is at best, an "unnecessary cost addition" to the product for the buyer, without an iota of value addition.


By Ravindra Sharma, Managing Consultant, CHEF-India  | 12 20 2010 03:49:32 +0000
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no celebrities do not really believe in the values of the brand..... i have certain evidences to support my point firstly a leading television actress was asked if she would allow her children to consume soft drinks everyday her answer was of course not why would i allow my children to consume such aerated drinks wen its visibly evident that they are harmful.... later in the interview wen she was asked would she endorse a cola brand if she was paid a premium for it....and the answer was a "BIG YES" which means of the children of the nation consume harmful chemicals because of me that's perfectly all right as far as i am getting a hefty pay check....

 

also the products especially in the automobile sector endorsed by celebrities are never used by celebrities because it just goes against their popular image....

even many celebrities have been seen shifting loyalties wen it comes to endorsing cola brands...

some celebrities also claim in the ad that it's my guarantee of something happens to this product wat would the celebrity do if something goes wrong with the product..

the very first question arises where to contact him??????

even if he is contact will he personally fix the problem???

will he take the bike to the service station???

no he will take his hefty pay-check and walk away...

even though there is a mis match between the brand and the brand personality they endorse the brands and celebrity agents give assurances to various companies....and celebrities give there names like rubber stamps.....

sharukh khan is seen endorsing more than 27 brands you mean to say that his personality matches with all the 27 brands that he endorses....

media has also caught him using a competitors product when a tata sky connection was found on his premises whereas he was endorsing dish tv 


By Rohen Raveshia, MBA/PGDM student, University of Mumbai  | 12 18 2010 08:36:24 +0000
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It is just to use their glamour to induce the public to buy the product.It does not  genuinely highlight the benefits of the product .Celebrities dont use the product but say on any pubic forum that the product is excellent-they say something they  have not experienced and do not belive in--they do it just for money I view it  something not ethical


By saiyid safdar abbas zaidi, Consultant, self employed  | 08 16 2010 11:11:38 +0000
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I think we are experiencing a surfeit of advertisements in our lives these days and with the familiar faces of national celebrities to lend colour to those advertisements! Take any public media, for e.g., newspapers, magazines, journals, books, movies, television, shop hoardings and even the public streets -- anywhere and everywhere -- advertisements for products and services depicting celebrities are screaming at us! Often misleading, they are a bane of our lives! At this rate, without advertisement and commercial breaks, we cannot study, do any work or even live our personal lives! 


By Mayuram V. Sankaran, Legal Advisor, Legal Profession  | 08 16 2010 07:30:01 +0000
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No! because the ultimate user for that product which the celebrities advertise is general public. On hiring celebrities for advertising of a product increases its expenditure, which are ultimately and indirectly paid by its end user. Besides this if advertising done by general people will not only reduce the overall MRP of the Product, but the advertisement also help end user, general people to relate themselves with the product as Public's product.
By Bishwajeet Banerjee, B.B.A student, Birla Institute Of Technology, (BIT), Ranchi  | 08 13 2010 04:34:04 +0000
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No,its completely stupidity to go over celebrities products. they (mind less) promote anything for money,even if they haven't used and tested on themselves, a man with zero knowledge in automobiles promotes cars, a lady, kinda blond sells laptops, even though she doesn't know what is it exactly. a kinda beggar promotes products like birth stones, lucky stones. this is completely crap, finally a responsible spots person sells alcohol, gutkhka and etc etc, just for money sake. we should never believe in them while buying goods, its our hard earned money, we need to think and buy, we should not trust or follow some idiotic people to end up with nothing.
Who knows tomorrow sharukh or dhoni may come ahead with a packet of cow-dung and say "eat cow-dung and live healthy, like me" and "daalo cow-dung mooh mein" for money. we the public are fools, we should be ashamed of entertaining such jokers.


By yevium , Global design Engineer, at Unknown Technology  | 08 12 2010 18:42:50 +0000
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I am completely disagree from this tradition system in the marketing to use a celebrity as a brand ambassador. people are all aware of this that the product what a celebrity is promoting is not normally used by him/her. I have a very challenging brand name in my mind, "UNINOR". I am highly impressed from it's banners and ads. And even having a vodafone connection, I took one from uninor. And i must say it's the best ass the Sharukh's Airtel, Hrithik's Relience, etc. Because it gives me all what i need with a very low price and good offers.
By Kaushal K Sharma, Senior Consultant - Technology, onConsultant  | 08 12 2010 11:07:09 +0000
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Well Sir, if Sachin is promoting the conservation of water it is good for the city and the environment as a whole. Likewise, many other celebrities do promote various other social causes and it is welcome. It does have an impact if these celebrities are used to get across a social message. Many social organisations are based on non-profit and are run cleanly and hence they have no ulterior motive in using celebrities other than to get a message across to the public.

Whereas, some business organisations use advertisement for making a profit there are a few who wouldn’t mind making a quick buck (read profiteering). There is a thin line separating the two and it would be better for a company to use proper personalities to promote its product.

See, in the case of Sachin being used by Boost it may be considered ok  because he may be indeed drinking it. No one is sure in this case. But one can be dead sure that Sharukh or Amitab never use (again for prolonged periods) a Santro or Versa. Neither are they automobile experts to give their opinion on the product.

Hence it is unethical. Anything done unethically to make profit is profiteering (either by the company or the celebrity or both).


By G A Narayan, VP - Marketing, KE Housing P. Ltd.  | 08 11 2010 16:14:25 +0000
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See Namrata you are correct in your views but unfortunately in our country the audience belive what they see and make that product a king. So these kingmakers are required though none of them even used any of the products even once yes it used by their servants.

Even if you and me disagree, the king makers will remain.


By Rathin Deb, Advisor and retail consultant, currently as Branch Manager, Tower Infotech Ltd  | 08 09 2010 13:17:38 +0000
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1

Well Namrata, it surely is not justified.

But then, they are celebrities only because they have a blind fan following. Building temple for "Kushbu" or latest being a temple for "Simran" (if I am right) or other actors, are all crazy things that movie crazy fans in India do. These are not justified too but still the madness exists and the actors know about this madness too. In fact, most of them do send regular payment to these fan clubs in order to keep them singing on their glory and there by knowingly or unknowingly destroy the lives of many youth. This too is unjustified.

BTW : One good thing is that at least one gentle man in TN has built a temple for Mahatma Gandhi.


By G A Narayan, VP - Marketing, KE Housing P. Ltd.  | 08 09 2010 13:12:40 +0000
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because..it increses the cost of product very high.and this burden is ultimatly shifted over to consumer.
By Vinod kumar, MBA (Finance) student, Punjab College of Technical Education  | 08 09 2010 13:11:32 +0000
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Namrata i agree with your stand and views.


By Diwakar Tiwari, Chief Manager, THE Arvind LTD  | 08 09 2010 10:48:16 +0000
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I really appreciate all your opinions but just think are the products endorsed really being used by the celebrities. For example...fairness creams & gels. For information basis skin colour is genetic & can't be changed by any means.. also the skin colour is affected by the environment we live.

So, is it justified to buy products blindly that are endorsed by celebrities..


By Namrata Pathak, Accounts Manager, American Express  | 08 09 2010 07:15:34 +0000
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no its not right coz if the celebs will recommend fake things to their audience then they are misguiding them
By sumita , BUSINESS MANAGER, IELTS  | 08 07 2010 16:18:45 +0000
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I AGREE ITS NOT JUSTIFIED...  BUT THEN TAKE IT WITH A PINCH OF SALT  !!

I mean, they do it to ENSURE EYEBALLS on their Ad. films & Creatives. OR ELSE people would never give it a proper glance.

There is a little bit of thinking which we also need to do.

We all know that MALAIKA ARORA wont EAT KHAINI or CHAINI whatever it may be called.  YET that Ad. Commercial catches our EYEBALLS because of a SEXY LOOKING MALAIKA ARORA.

ENDORSING IS NOT JUSTIFIED... ADVERTISING IS  !! 


By Naushad H.L., Creative Director, MAD COMMUNICATION  | 08 07 2010 06:19:14 +0000
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Yes, we should appose the use of celebrities in ads, or our govt should set the accountablitiy of the person used in Ad towards the ad.

Logically if any particular person recomend the product, that person should be treated as consultant and if product is not good then he/she should be punished.

Also celebrities helps in price rise. Companies are pating 200 crores to Dhoni. Who will bear the burden of 200 crores, Companies, no way. Only buyers has to bear the burden.


By Vikram Gaur, State - Convener (IT), Haryana, Bharatiya Janata Party  | 08 07 2010 04:56:32 +0000
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In my opinion I will not favor the endorsement of products by celebrities.

This is a good technique used by the marketers to fool the consumers. Just because of the endorsement by the celebrities, it is not sure that there will be more selling. Of course, the fans of them may buy the products. But today the trend has been well established that by advertisements/endorsement, any product whether it has quality or not can be sold. Mostly this trend has been confined to the fast moving consumer goods only. In fact the features they claim for the products are not true.

Thanks for the referral Mr.Namrata.

 

 


By NATTERAJA R. ARIKRISHNAN, GM-Projects, Bentec Electricals & Electronics Pvt. Ltd  | 08 06 2010 17:25:51 +0000
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it is utterly b utterly deliciously AMUL.


By sudhakar , BUSINESS CONSULTANT  | 08 06 2010 16:39:56 +0000
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I see a lot of celebrities advertise for inferior products that they would probably not use themselves or that are hazzardous (long term) to your health (like soft drinks with lots of high fructose corn syrup or HCSF) which may lead to the early onset of diabeties II or to obesity in the best of cases. And then you see these cute stars with their perfect figures, white teeth and impeccable youth pushing these things to our (mostly) ignorant population. I find it rediculous. What would all the members of this group say if they were pushing cigarettes? Twenty years ago most of us would have probably said that it is OK. Or not?

Regards,

Wolfgang


By Wolfgang Shih, MBA Student, University of Liverpool  | 08 06 2010 14:44:45 +0000
1
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Of course not......I dont understand even if media is not thinking so much but atleast these celebrities should think atleast once before selling whatever they are asked to do..

I must say everything is possible today just you have to throw money...


By Santosh A. Jadhav, Executive sales, Ion Exchange India Ltd.  | 08 06 2010 09:57:49 +0000
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It may be allowed by law but my opinion is that it is unethical. Though it is a decision taken by the company and the celebrity based on commercial considerations, they are actually cheating the public. Amitab and Shahrukh khan would never use (for considerable periods) a Maruti Versa or Santro respectively, in their lifetime. While they and many other celebrities use luxury cars, why must they be used to endorse a car meant for the lay man?

Although they are used in order to attract the consumer’s attention towards the ad / product, it gives the message that they are end users (prolonged time period) of the product. Only users of a product for a prolonged timeframe can give an authoritative account or description of the product. Hence, the method of using celebrities to endorse a product (that they do not and would not use in their lifetime) is misleading and cheating the common man.

The government must put a stop to this practice.

I feel that the great Mr. Ogilvy would be on our side in this debate. 


By G A Narayan, VP - Marketing, KE Housing P. Ltd.  | 08 06 2010 09:07:14 +0000
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