Leadership

How Celebrities Are Used In Indian Television Commercials

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Executive Summary

The usage of celebrities by the Indian advertising agencies has experienced a phenomenal increase in the last five years. Effective communication between the marketer and the consumers is the need of the hour and celebrity endorsement is a strategy that is perceived as making full use of this opportunity. Most of the countries have adopted this strategy as an effective marketing tool and even India is carving out space for itself in this arena. Content analysis of Indian television commercials was done for the period 1995-2007. The criterion used for selection of advertisements was the presence of celebrity in any form in the ad.

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