• Dr Saif Alam
• Vineet Pathak
• Shweta Srivastava

Advertising is any paid form of non-personal presentation of ideas, goods and services by an identified sponsor (Kotler). It is one of the strongest tools in the hands of marketers by way of which they use to communicate their product, services policies and various schemes to their consumers. In the recent years especially after liberalisation and arrival of multinational companies in India, the use of celebrities as the brand ambassador and endorser of various brands has increased immensely. A “Celebrity” refers to an „individual who is known to the public, such as actors, sport figures, entertainers‟ and others of the like for his or her achievement in areas other than that of the product class endorsed (Friedman and Friedman1979). Celebrities attract the consumer attention towards the advertisement and also stimulate brand recall. They help the brands to become recognisable. The present paper tries to investigate various aspects of celebrity advertisement, its usefulness and relevance in the current time when consumers are bombarded with thousands of advertisements every day. The study also tries to find out factors to be considered by the marketers while selecting a celebrity for their brand.

Advertisement, celebrity, brand

"Pros and Cons of Celebrity Advertising in India", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 2, page no.195-203, February-2021, Available :http://www.jetir.org/papers/JETIR2102325.pdf

"Pros and Cons of Celebrity Advertising in India", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 2, page no. pp195-203, February-2021, Available at : http://www.jetir.org/papers/JETIR2102325.pdf