1) Establishes Credibility
Approval of a brand by a star fosters a sense of trust for that brand among the target audience- this is especially true in case of new products. The role of a celebrity endorser in an advertising campaign is, without doubt, linked to the reputation of the celebrity. If the reputation is damaged, more often than not for reasons other than professional ,then the quality of his reputation dos suffer
articulary if it is to do with his (or her) public behavior. Example: Dyna ad by Katrina Kaif.2) Attracts Attention
Celebrities ensure attention of the target group by breaking the clutter of advertisements and making the ad and the brand more noticeable. Example: Shahrukh khan in pespi, Hrithik Roshan in Sony Erricson.
3) Associative Benefit
A celebrity’s preference for a brand gives out a persuasive message because the celebrity is benefiting from the brand, the consumer will also benefit. Example: Amitabh Bachchan in ‘Dabur Chwyanprash’.