In the ever-evolving world of advertising, one strategy that has consistently captured public attention is celebrity endorsements. From Bollywood stars to cricket legends, celebrities have long been the face of major ad films in India and beyond. But as consumer behavior becomes more informed and digitally driven, a critical question emerges: Are celebrity endorsements in ad films still worth the investment?

The Power of a Familiar Face

Celebrities bring an instant recognition factor to ad films. Their fame often translates into increased brand visibility, faster recall, and a sense of trust among fans. Brands like Pepsi, Lux, and Manyavar have successfully leveraged the star power of actors like Shah Rukh Khan, Deepika Padukone, and Virat Kohli to drive campaigns that resonate with millions.

A study by Nielsen even found that ads featuring celebrities are 20% more effective in generating brand attention than non-celebrity ads. In a market flooded with content, a celebrity's face still has the potential to cut through the noise.

The Shift Toward Authenticity

However, modern consumers—especially millennials and Gen Z—value authenticity and relatability over glamor. With the rise of social media and user-generated content, people are now more influenced by peer recommendations and real-life testimonials than traditional celebrity-driven messages.

This shift has led to a surge in influencer marketing, where micro and nano influencers often deliver higher engagement rates than A-list stars—primarily because they feel more "real." This doesn’t necessarily negate the power of celebrity endorsements but suggests that blind star-studded campaigns without authentic storytelling may fall flat.

Cost vs. ROI Debate

Hiring a celebrity for an ad film can cost anywhere from a few lakhs to crores of rupees, not including production and media spends. For emerging brands or startups, this can be a significant gamble. If not executed well, the return on investment (ROI) might not justify the massive expenditure.

Moreover, scandals or controversies involving celebrities can tarnish a brand’s image almost overnight. Brands like Snapdeal and Pepsi have faced backlash due to associations with celebrities involved in public disputes.

Evolving Celebrity Roles

Interestingly, the nature of celebrity involvement in ad films is also changing. Today, audiences expect more than a pretty face endorsing a product. Celebrities are now seen engaging in storytelling, voicing social issues, or even co-creating branded content.

Campaigns like Tanishq’s Diwali ad with Neena Gupta, or Aamir Khan’s work for Incredible India, show that when celebrities are woven into meaningful narratives, the impact can be far more profound.

Strategic Alignment Is Key

Rather than asking if celebrity endorsements are worth it, the more relevant question is: How well does the celebrity align with the brand’s values and audience expectations? Authenticity, credibility, and context play crucial roles in determining campaign success.

For example, MS Dhoni endorsing a fintech product works because of his trusted persona, while Alia Bhatt promoting sustainable fashion resonates with younger, eco-conscious audiences.

Conclusion

Celebrity endorsements in ad films are still relevant, but not in the way they used to be. It’s no longer just about visibility; it’s about meaningful engagement, authentic storytelling, and strategic alignment. When used thoughtfully, a celebrity endorsement can amplify a brand’s message. But when misused or over-relied upon, it can feel hollow—and even harmful.

 

Elyts Advertising and Branding Solutions | www.elyts.in  (India) | www.elyts.agency  (UAE)