Wishing on stars

Despite concerns about its efficacy, celebrity brand endorsements are showing no signs of fading out

In the globalisation era, an Indian company taking on the world is no longer big news for consumers. For the companies, however, catering to a global audience is serious business — both literally and metaphorically — and they are coming up with specially orchestrated celebrity-led advertising campaigns to communicate their intent. Given that letting the products speak for themselves could take years, these campaigns serve as shortcuts to build brand perception.