• Anamika Rawat
• Dr. Satendra Thakur

ABSTACT Due to scarcity of proper “Role Models” in our country the cricketers and the film stars are treated as role models and enjoy a demo-god status among the masses. This phenomenon is highly exploited by the industry to promote their products. The study undergoes a qualitative discussion about this phenomenon. The study touches the areas like how a brand being promoted by the celebrities creates an image in the masses. Does celebrity branding really contribute to the selling volume of the promoted product or it is just an eye candy contributing positively to the wealth of the celebrity. The study also tries to find out what kind of celebrities had been dominated and currently dominating the advertisement market.

celebrity branding, product following, brand following

"A Keen Study on the Impact of Celebrity Endorsement of any Product & Service: Indian Market", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.246-250, June 2019, Available :http://www.jetir.org/papers/JETIR1906Z36.pdf

"A Keen Study on the Impact of Celebrity Endorsement of any Product & Service: Indian Market", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp246-250, June 2019, Available at : http://www.jetir.org/papers/JETIR1906Z36.pdf