By Niveditha Kalyanaraman

The story begins in 1941, when Leela Chitnis dazzled in a Lux soap ad, igniting India's love affair with celebrity endorsements.

Fast forward to today, and this trend shows no signs of slowing down. Over the past decade, brands have increasingly relied on celebrities, capitalising on their massive fan following and trusted personas.

As per reports, from 2007 to 2021, celebrity branding in India grew at a steady 10% compound annual growth rate. The Celebrity Endorsement Report 2023 by AdEx India reveals that over 25% of TV ads last year featured celebrity endorsements. Leading the pack, Bollywood star Akshay Kumar dominated TV ads with a 10% share of all celebrity- endorsed ads in 2023, followed closely by Amitabh Bachchan.

However, this raises the question: are we prioritising celebrity endorsements over storytelling and creativity?

Read Full Story https://bestmediainfo.com/mediainfo/advertising/star-studded-pitfalls-when-brands-overdo-the-celebrity-hype-6124212