Celebrity Endorsement in India: Pattern and Trends

Abdussalam P. K ., Dr. B. Johnson .

Abstract


The adoption of celebrities by Indian advertising agencies has experienced a tremendous increase in the last 15 years. Celebrity advertisement is considered as an effective communication strategy between the marketer and consumers. A good number of companies have adopted this strategy as an effective tool to penetrate the product in to the different segment of the market. The paper attempts to evaluate the pattern and trends in celebrity endorsement in India. The products are classified into five categories like medicine and toiletries, drinks and confectionery, personal appearances, home appliances and miscellaneous items. A sample of 125 advertisements belongs to five product categories featuring celebrities were considered and study reveals that film stars are frequently used as endorsers and dominated all product categories.


Keywords


Brand, Celebrity, Endorsement, Product, Television

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References


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