The marketing communication
strategy employed by advertisers in
21st century using celebrities to
connect with their target audience
has attracted a lot of attention
world wide. In developing economy
like India the situation is no
different.
This research paper is aimed at
understanding first the role of
Indian celebrities in Brand Building
process. Secondly the study is
focused at understanding the reason
behind using celebrities in marketing
communication. Finally exploratory
research is undertaken to find the
views of the target audience
regarding the most familiar and
popular Indian celebrities and
determining their potential of
becoming successful brand endorser
in mass media.
The findings of the study shows
that a familiar, popular and credible
celebrity as rated by the target
audience if used by companies in
their marketing communication will
play a positive role in connecting
the brand with the target audience.