Ajay's blog: Use celebrities and you are guaranteed success

Very often marketers get swayed by this belief and forget that they are in the business of promoting their brand and business – and not the celebrity’s brand. Therefore having a celebrity is only the beginning. How you use him is the critical question. The aim should be to use him in a manner relevant to your brand, so that you can create longing empathy with your consumers. As against just having your consumer remember the celebrity and forget the brand.