Why 'Celebrity Endorsement' Is A Double-Edged Sword?

We all know the value of brand equity and the significant role it plays in the marketing strategy of every business. Increasing market share and customer acquisition (as well as retention) through the use of celebrities like Amitabh Bachchan or Priyanka Chopra and so on has been a consistent practice of brands for years now. And why not? These celebrities are strong brands in themselves and attract instant attention with their presence both on and off the screen.

Almost everyone is in on the act, ranging from cola giants to soaps to even sports leagues such as IPL, services like Tata Sky and news channels, including NDTV Prime. It is a recipe for success after all, since consumers are likely to be inspired to mimic the projected consumption habits of their idols.