Role of Celebrity Endorsement in Advertising for Promotion and Awareness

ABSTRACT The aim of this study is that celebrities are increasingly becoming an attractive tool for organizations to promote their brand and ideas. The growing popularity of celebrity endorsements worldwide has made it a current and contemporary issue for marketers and underlines its relevance as an important marketing communication tool. This is an explanatory research where the secondary data is used to explain various aspects of celebrity endorsement. The limitation of the study is the lockdown time period when the researcher was not able to collect primary data. The study is based on the past studies and very well explaining the usefulness and harms of endorsing a celebrity. Popular and well established celebrities are spreading awareness about COVID-19 in this difficult time not only on government advertisements but on personal social media platforms also. Many businesses are now promoting their brands using famous celebrities. This change in mindsets of Indian population we had seen in Pulse Polio Campaign also and in this critical time too. The world is suffering from Corona virus which has no cure yet but there are many precautions which people can take to save lives. This message is overflowing on every media platform to help the society. The only way to fight this Corona virus is spreading information and awareness about the precautions to be taken right now. Here, media and celebrities are playing a vital role, to help people saving their mental and physical health. Endorsing a celebrity for such causes are really successful and have a greater impact on human brain. Keywords: Celebrity Endorsement, COVID-19, Corona Virus, Advertising Campaigns, Marketing.