Companies use famous cricketers and film stars in their advertisements for a variety of strategic reasons:

• Increased Attention and Recall:

  Celebrities naturally draw attention. In a crowded advertising market, a famous face can help an ad stand out and be remembered.

• Brand Association and Image Transfer:

  Companies aim to transfer the positive attributes of a celebrity (e.g., athleticism, glamour, trustworthiness) to their brand. If a popular cricketer is seen using a particular brand of sports equipment, consumers might associate that brand with high performance and quality.

• Credibility and Trust:

  A celebrity endorsement can lend credibility to a product, especially if the celebrity is seen as an expert in a related field or is well-respected by the public.

• Wider Reach and Target Audience:

  Celebrities have a large fan base and can help companies reach a broader or more specific target audience. For example, a skincare brand might partner with a popular actress to appeal to a demographic interested in beauty and fashion.

• Increased Sales and Market Share:

  Ultimately, the goal of celebrity endorsements is to boost sales and increase market share. By associating their brand with a popular figure, companies hope to influence consumer purchasing decisions.

Companies choose celebrities whose image and values align with their brand to enhance the effectiveness of their campaigns.