PES Business Review

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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.

Keywords

Celebrity, Brand Building, Celebrity Endorsement, Advertising Strategy, Celebrity Risk.
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