Celebrity Endorsement: An Analysis of Television Commercials in IndiaIndian Culture: India is a country with a very strong culture. Culture has been shaped through a long history. Although India is diverse in terms of cultural practices, languages ​​and customs, it is traditionally very strong and strict. The cultural values ​​that prevail in India are the united family, dependence on parents, respect for elders; arranging marriages, male dominance, devotion, religion, etc. Indian Celebrities: {draw:frame} India has a huge industry called Bollywood, which one newspaper writer calls the Bombay Hindi Film Industry. Bollywood is made up of many stars and churns out 10,000 films in a year. Celebrities in India don't just mean Bollywood stars; the other sector which is giving tough competition in terms of popularity is the television industry. It has become as popular as Bollywood. These celebrities are seen and noticed by everyone. Television stars are seen many times in a week as daily soap has become a part of every Indian's lifestyle. The world of sport should not be forgotten. Since cricket is the passion of every Indian, cricketers are given a lot of importance in India. Crickets learn a lot of money through advertising. The cricketer who performs well in a match becomes the face of some or the other products. All these celebrities are revered, respected and trusted. So marketers know they have a great influence on consumers. Impact of Celebrities on Brands: Celebrities are people who are publicly recognized by a large percentage of a certain group of people. The attributes they are associated with are attractiveness, talent, extraordinary lifestyle, etc. (Taleja,2008) While McCracken (1989) defined a celebrity endorser as, “any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement (marcoms), it is useful , because when celebrities are depicted in marcoms, they carry with them their own culturally related meanings, regardless of the promotional role required. All over the world, celebrities are given a lot of importance. Every company in the modern era of marketing uses celebrities to promote the own product as it is clear that persuasive communication prevails. In the United States, the United Kingdom, Japan, India and many other places, the use of celebrities has increased from 25 to 60%. and Mcdonald (2002) stated that marketers spend huge amounts of money on celebrity endorsement deals because they believe that celebrities are an effective representative of their product or brand.