It’s one that can personalise your brand, is in sync with the product/service and is the perfect match for it. The one that puts buzz into your brand. Creates opportunities for advertising promotions and events. And forms the fertile ground for clutter-bursting ideas. Celebrity endorsement is a serious business, and if used effectively could have a lasting impression on the brand, its activities and its image. Right from Kapil Dev’s ‘Palmolive ka jawaab nahin’ to the most recent sensational association of Hrithik Roshan with Tamarind, celebrities have done wonders for brand recall.