Television advertising or TV ads are programming produced and paid for by an organization that conveys a message to a whole world. The effect of commercial advertisements upon the viewing public has been so successful and so pervasive that in some countries, like in India, now celebrities are interested in endorsing a product for which they are paid a high amount of money. Firms invest lots of money in associating their brands with qualities such as attractiveness, likeability and trustworthiness. What are the reasons why always Celebrities are endorsing the product which they have never used in their life? The reason is that consumers are more attracted to such product which is endorse by their favorite celebrity or they first prefer to purchase that product which is endorsed by a well known or popular celebrity. So the huge companies or multinational companies always believe that presence of a celebrity helps in selling there products and firms invest huge amounts for hiring the right celebrity.

Celebrity endorsements give a brand a touch of glamour and the hope that the famous face will provide the added appeal and attract the crowds. It also depends upon the type of product being advertised like if it is a functional brand than product itself is a hero e.g. Bikes or Car and in case of image brands like soaps, soft drinks, Jewellery, beauty products, hair oil etc it is difficult to distinguish between the brands at an emotional level. Companies prefer to hire a big celebrity like Amitabh Bachchan, Aishwariya Rai, Shahrukh Khan, Shahid Kapoor, Kareena Kapoor etc and many more. Celebrity endorsement always attracts the target group and makes brand more noticeable. By watching a Celebrity endorsing for a particular product people always thinks that if celebrity using this product and its benefits to them than they should also try it out. As every coin has two sides same way celebrity endorsing a product also has negative and positive impact on the consumers. If celebrity is endorsing too many products in the market or if they had anything negative on the news than this all reason are going to affect on the brand they are endorsing. Like this way company has both negative and positive impact of Celebrity endorsing a particular product in the market.