Television advertising is concentrating more on the celebrity aspect rather than the ad message. Advertising-an application which involves a lot of investment, creativity, time, and people-is a major promotional tool that helps marketers in reaching their target customers in a very short span of time. The basic objective of advertising is to create brand awareness in the minds of consumers and further persuade them towards purchasing the same. There are various ways through which companies advertise their products like print media, electronic media, etc. Electronic media attracts many marketers as it would help them reach a wider audience in a short span of time. Marketers spend crores of rupees on advertisements in television every year.

They rope in celebrities to attract the consumers and thus build the brand. As a matter of fact, even after spending huge amounts of money, it has become quite difficult for them to gauge the success rate of their ads. Adding to the woes of the marketers is the rapid increase in the number of new television channels (both national and regional) as marketers end up confusing themselves regarding the channel in which they wish to advertise their product. This has further thrown marketers into dismay as tapping the audience has become an insurmountable task. Today, in India, there are as many as 250 television channels (including national, international, and regional channels) with nearly 400 million viewers.

The consumers (viewers here) have diverse tastes and preferences which is another problem for the marketers. All in all, industry experts are of the opinion that with the rise of new brands and the increasing number of television channels, it has become difficult for marketers to choose the right medium to advertise their products. They feel that in the present business scenario, mass communication, a big word in advertising, is losing its shine, thus propelling ad men to opt for a radical approach to ad-making. In the face of these difficulties, using celebrities in advertisements has become a fashion statement for every company nowadays. Marketers are of the opinion that a company can utilize the services of a celebrity by offering remunerations based on their profile, status, and their box-office success.