Same celeb, multiple brand endorsements, risky: MEC Study

If Hrithik Roshan dances in every TV commercial that he does, will that reduce brand recall? Possibly it will.Does having multiple celebrities for a single brand dilute the association? Sure it does.Do consumers feel that too many products are being promoted by celebrities in India? Yes, they are.These are just some of the findings and conclusions from 'Food For Thought', a celebrity 'sensor' report released by Mediaedge:cia's (MEC) consumer insight and ROI division MEC MediaLab.