Leveraging Celebrity Power for Branding

The book talks of how marketers in India have leveraged the charisma and selling power of celebrities to promote brands across product categories. In India, celebrities are often revered as demi- Gods by the populace and when they endorse a brand, there is a huge community that is built around that brand. The book also contains two dissertation works on the above said area that have been done by students of the author under his guidance.