Abstract: Marketing is all about understanding the consumer and then execute your marketing strategy and when it comes to analyze Indians mindset it get even more complicated as India has a diverse culture. But when thing that is common in Indian market is that they are highly attracted with the lifestyle of the celebrity they tend to follow them which led in high demand of these celebrity endorsements. In past few decades the celebrity endorsement has rise more than 50% when we compare it with any other country which reflect the fact that Indians are partial towards these celebrity endorsement. Thus, there is a potential purchasing impact of the product when a celebrity is the brand ambassador for that product. Hence this paper is all about the evolution of Indian market in term of celebrity endorsement.
Keywords: celebrity endorsement, digital era, millennial, purchasing impact; consumer mindset.
Title: Evolution of Celebrity Endorsement in Indian Market
Author: Kritika Shrivastava, Divya MV
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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