Celebrity Endorsement - A Double Edged Sword

Advertising is an effective tool in gaining share of consumer's hearts and mind. In this fast moving consumer world with thousands of brands competing with each other, it is a vital focus for a marketer to grab consumer's attention for their brand. Celebrity endorsement has proven to be the most successful way to bind a consumer with the brand and keep the consumer attached to the brand for a longer period of time. India is a fast developing market for celebrity endorsements. This case elucidates the need for celebrity endorsement for a strong ischolar_maining of a brand and also attempts to analyze celebrity endorsement for Indian scenario with a 360 degree approach by explains the necessity, advantages and risk elements.