INTRODUCTION An endorsement is a public statement made by a celebrity or well-known public figure to form a testimonial indicating public interest and approval of the product. It is basically a form of advertising that allows companies to promote their products. It also means extolling the virtues of a product and suggesting its benefits to the public. Product endorsement is considered to be one of the most effective marketing tools that benefits the key element in business advertising and marketing campaigns. Benefits of Approval While the explosion of brands in every product group has certainly given customers an exceptional variety of selections to choose from, it has nevertheless made the decision-making stages themselves extremely challenging and exhausting. Once choices are limited, consumers have a similar barrier to compare and differentiate before making any decisions. But when choices become unlimited, consumers engage in high-involvement behavior, meaning they spend more time learning about available options, and then personally seek out testimonials from customers who have used those products before they reach their level of satisfaction. consideration. .Approvals work because they make the decision-making process much easier for customers. In addition to this, sponsorships also benefit organizations with an additional level of brand publicity to the customer with the additional assistance of a third-party authorization. When such authorization comes from a known person, it not only increases the consumer's level of confidence towards the brand, but the optimal brand decision also helps to reassure customers. The endorsement can also be seen as an act of endorsement... center of the card... CLUSION The most important issue in celebrity endorsement is choosing the right endorser and the right match for the product or service. There are two different types of choosing celebrity endorsers that match these different target audiences. The first option is to choose an advocate who matches both demographic groups at once. The second option is to choose two testimonials and use them in separate branding campaigns, simultaneously or in different seasons. Beyond that, the organization needs to really study and research the celebrities based on their reputation, overall image, experiences and see if they have any controversies that will jeopardize the reputation and image of their organization. Besides that, they must have good confidence and communication skills to sell the product and convince consumers.