Celebrity endorsements have been a cornerstone of mainline advertising for decades. From TV commercials to full-page print ads and radio jingles, brands have consistently relied on star power to build trust, boost recall, and influence purchase decisions. But with media consumption evolving rapidly and audiences becoming more discerning, the question arises: Do celebrity endorsements still work in 2025?
The short answer: Yes—but with new rules.

Why Celebrity Endorsements Still Matter in 2025

1. High Trust and Instant Recognition

Celebrities continue to command trust, especially among Indian audiences who see them as aspirational figures. In 2025, consumers still associate famous faces with reliability, quality, and social proof—qualities that mainline media uses to its advantage.

2. Mass Reach Across TV, Print & Radio

Despite growth in digital platforms, TV and print remain major advertising touchpoints in India. A celebrity-backed mainline campaign ensures mass visibility, making it ideal for FMCG, retail, auto, and telecom brands looking to scale quickly.

3. Emotional Connection Drives Impact

Celebrities help brands create emotional narratives. Whether it’s a cricketer representing national pride or a film star symbolizing style and aspiration, this emotional layer enhances brand recall and strengthens campaign effectiveness.

How Celebrity Endorsements Have Evolved in 2025

1. Authenticity Is the New Currency

Today’s consumers demand genuine alignment between a celebrity and the brand’s values. Brands now choose ambassadors who truly resonate with the product category—fitness icons for health brands, actors known for natural beauty for skincare, and so on.

2. Integrated Storytelling Across Platforms

Mainline media campaigns now work hand-in-hand with digital. A celebrity endorsement is no longer just a TV commercial—it is part of an integrated 360° narrative amplified via social media, reels, influencer tie-ins, and celebrity interviews.

3. Data-Powered Celebrity Selection

Brands in 2025 don’t rely on fame alone. They analyze:

  • Audience demographics

  • Sentiment scores

  • Engagement levels

  • Regional appeal

This ensures precise brand–celebrity matching for maximum ROI.

Challenges of Celebrity Endorsements in 2025

1. Increasing Consumer Skepticism

Consumers today are more informed and can detect forced or paid promotions. A mismatch between a celebrity and the brand can quickly reduce impact.

2. High Costs and Commercial Risks

Top-tier celebrities charge premium fees, making endorsements expensive for emerging brands. Additionally, any controversy involving the celeb can negatively affect brand image.

3. Competition from Influencers

Influencers and creators deliver more relatability and authenticity at a lower cost. While they haven’t replaced celebrities in mainline media, they have disrupted the endorsement market.

Do Celebrity Endorsements Still Work? The Final Verdict for 2025

Yes, celebrity endorsements continue to work in 2025—but only when executed strategically.
Brands that treat celebrity partnerships as part of a larger storytelling and authenticity-driven ecosystem consistently see higher brand recall, stronger engagement, and better ROI.


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