Celebrity endorsement has been a key aspect of Indian marketing
evidenced by the fact that close to 50% of endorsements in India
feature celebrities as compared to around 20% in the U.S. With the
increased penetration of digital cable television and growing
adoption of social media as a marketing tool, the decade beginning
2010 has seen a significant evolution in the Indian endorsement
space.
As per industry sources, over the past decade, the number of
celebrity-led endorsements have increased from 650 ads in 2007 to
1660 ads in 2017, representing a steady compounded annual growth
rate (CAGR) of 10%. Film stars currently dominate the endorsement
industry with 76% share of the endorsement market, followed by
sportspersons with 12%. Personal care/ hygiene and the food and
beverages industry contributed the largest chunk (33%) of
celebrity-led campaigns. While the personal care, jewelry and
banking segments are dominated by female endorsers, the e-commerce,
auto, real
