Celebrities have the knack of promoting brands at a scorching pace. However, given the drawbacks, the cost of associating them is at the companys own risk.

Ever since celebrity advertising in India began in the mid1980s, film stars and sportspersons have started enjoying a new prerogative. Initially, there were commercials featuring Sunil Gavaskar for Dinesh suitings, Tabassum for Prestige pressure cooker, Kapil Dev for Palmolive shaving cream, Ravi Shastri for Vimal suitings, etc. But it was lux soap, which first cashed in on the star power, and then Lalithaji's turn to see through all the detergent soaps and coming to Shahrukh Khan endorsing Pepsi and Airtel, Sachin Tendulkar for Adidas, Pepsi, MRF tyres and, finally, semi celebrities like Sekhar Suman stepping into the traditional and conservative households.

Why do corporates go for celebrity endorsement? Depending upon the product life cycle and category, the prime purpose could be to ensure that the brand gets instant attention. For example, the unknown South Korean brand Santro was able to get the much needed public awareness quickly because it was endorsed by a wellknown celebrity, Shahrukh Khan. Companies reckon that they can save 3040% on media due to these celebrities. Textile brand, Tamarind, did the same thing by roping in Hrithik Roshan to endorse it. The ad recall was high, and the brand grabbed speedy attention, which otherwise would have cost a lot in terms of time and money. Basically, celebrities add a touch of glamor and a new dimension to the product, thereby using their fame to generate instant recall. The practice of employing a celebrity is growing rapidly due to the following reasons.

Advertisers' prime objective is to grab the attention of the public. Using celebrities would help them to achieve this quickly. These celebrities can build the brand image and at the same time, create awareness. The commercial has to be sensible, conveying a practical solution and should not be beyond the layman's imagination. But the theory of celebrity endorsement has taken off to such an extent that marketers compensate the celebrity for endorsing their product. For example, with Shahrukh Khan it makes sense saying "Drink Pepsi", and Sachin Tendulkar for Adidas. Its the constructive or the optimistic practice which works finally, and the end result is the ad doing well.

Advertising Express Magazine, Celebrity Endorsement, Conceptual Framework, Celebrity Advertising, Demographic Marketing, Public Awareness, Textile Brands, Indian Markets, Brand Credibility, Corporate Brands, Market Segmentation.