Some time back, there was a lively debate on LinkedIn on the benefits of celebrity endorsements, sparked by the print ads of HSBC Premier and Trident Group India home textiles, both featuring Kareena Kapoor Khan and appearing together in certain publications.

Opinions varied widely:
⚠️ Some expressed concerns about the disparity in the prestige of brands endorsed by celebrities, viewing it as a risk in celebrity advertising.
⚠️ Others argued that the focus shifts to the celebrity rather than the product itself.
⚠️ A few even labeled the approach as ‘lazy’ and detrimental to brand storytelling.

So, why do brands opt for celebrity endorsements?

✔️ To leverage the Halo Effect, where the celebrity’s reputation enhances the brand’s image.
✔️ To generate a surge in awareness, as celebrity involvement often leads to increased conversations.
✔️ To signal that the brand has reached a level of success that allows for celebrity partnerships.
✔️ To remain competitive, especially when rivals are using celebrity endorsements.
✔️ To offer exclusive access to the celebrity for clients, employees, and sales networks.

If short-term awareness is the goal, making the celebrity the focal point of your advertisement can be effective. In fact, in many cases, celebrities or their teams may insist on including print or TV ads as part of the campaign.

However, onboarding a celebrity goes beyond just a single advertisement. Celebrity Endorsement Contracts typically encompass:

🖋 Use of their image on product packaging.
🖋 A bank of images for various promotional materials, both digital and physical.
🖋 Signed merchandise to be used for corporate gifting and sales contests
🖋 Special posts (paid partnerships) on their social media platforms.
🖋 Opportunities for meet-and-greet events with clients, employees, and sales networks.

Thus, celebrity endorsement is not just a print or TV ad; it can serve as a strategic step in brand building and customer loyalty. The focus should not be just on WHETHER to engage a brand ambassador, but also on WHEN and HOW to do so effectively.

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This article was first published on LinkedIn in October 2025. Link here.