Published Paper Details:

Consumers now view brands as more than just indicators of quality, trust, and reliability. They have become a part of consumer identity, allowing individuals to express themselves and realise their unique style, especially in the fashion industry. In particular, popular Bollywood actresses play a crucial role in shaping fashion brand identity. Their diverse personalities and immense popularity enable brands to connect with specific audiences and build a strong emotional bond, ultimately influencing consumer perception and brand image. Celebrity endorsements have emerged as a powerful communication tool, as celebrities carry more influence and relatablity than anonymous models. Campaigns often highlight the significance of the celebrity in relation to the brand. The paper takes a conceptual approach, drawing upon a range of literature in the areas of branding, celebrity endorsements, and fashion marketing. The research concludes that fashion branding has adopted a new strategy for bollywood celebrity advertising, one that reflects the need to move away from traditional campaigns and shift the focus from print media to social media with a change in consumer's attention span and brand preferences.