Today, the use of celebrity endorsement has increased drastically. It has become an integral part of almost every brand's promotional campaign and a big marketing trend. TV channels are flooded with advertisements most of them being celebrity advertisements. Celebrities are seen endorsing almost every product meant for selling. Due to high channel surfing, it is very difficult to keep the viewers' attention for a long time and to focus in a productive way. Perhaps, the advertisement with a celebrity is more likely to keep a TV remote control from changing the channel vis-à-vis a commercial with an unknown artist. While studying the rationale behind the increasing trend of celebrity endorsements across the globe, researchers explore several dimensions of the `celebrity endorsement' technique. They summarize that celebrity endorsements are worthwhile investments in advertising considering their several benefits. Instant and better recall is one of the most important benefits. Celebrities can bring quick memorability, recall and recognition, and direct client connection with the audience. Leading film and sports personalities are the preferred choice of the Indian marketers for a better recall. This paper tries to explore various dimensions of celebrity endorsements.

Globalization and cutthroat competition have forced marketers to strive hard to create awareness about their products as well as overall positive image about the company. They make every attempt to enhance their image in the customers' mind. As a result, they are seen spending and depending heavily on advertising.

Clow and Baack (2006) in their book have quoted that the average person is exposed to more than 600 advertisements per day. Everyday potential customers are bombarded by thousands of voices and images in the variety of print media, websites, radio and mostly through Television Commercials (TVC). Every brand attempts to grab some attention in this rat race. Against the backdrop of highly cluttered market conditions, companies try different gimmicks to get the attention and create awareness about their offerings. Celebrity advertising is one amongst them.

Brand Management Journal, Celebrity Endorsement, Television Commercials, TVC, Geographic Boundaries, Celebrity Advertisements, Brand. Researchers, Advertising Promotion, Global Celebrities, Brands Endorsement.