Celebrity endorsement in India: Death of the celebrity god

Bollywood movie stars continue to be the darlings of Indian marketers and account for the majority of endorsements.

Celebrity endorsement in India: Death of the celebrity god

Aditya KanthyDDB Mudra

Celebrities in India, borne out of Bollywood, had god-like status. Now, popular interest in their personal lives and their real selves means that celebrities are portrayed as mortal, with imperfections.

The centennial year of Indian cinema is an apt time to reflect on celebrity advertising in India. Our popular movies (more than politics, music or sport) shaped our collective imagination of celebrity. Movie stars continue to be the darlings of India's marketers, accounting for a majority of endorsements. They have influenced the fundamental nature of the relationship...

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