In India, the lucrative celebrity endorsement industry has many brand consultants worried over an approach they might call too fast and too furious.
Bollywood stars account for 80% of the 185 million dollar industry. In a market so large and competitive, many worry that celebrities are rushing toward the money while bypassing essential questions about their relevance to the brand.
At the heart of the issue is authenticity. If celebrity endorsements are seen as indiscriminate, as many brand consultants fear they will, they run the risk of destabilizing the industry as a whole.
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