Pop Culture refers to ongoing trends and practices that are recognized by people for a certain period of time, one such popular trend in pop culture is Celebrity Endorsement and Branding which is very frequently seen nowadays due to celebrity stardom and ongoing consumer behavior. For countries like India Celebrity Endorsement and Branding are concepts that India is still processing.

Celebrity endorsement in India started around 1980. This trend came into limelight when Indian cinema started gaining attraction. Actors like Juhi Chawla promoting the Liril soap started this trend in India. India being a country where cinema has an influence over people, celebrity endorsement becomes very easy as it works as a charming tool for consumers. Celebrity and brand linkage is a roadway to easy connection with consumers because consumers tend to fall for brands that their favorite actor uses. Celebrity endorsement helps in shaping the consumer perspective as it helps in developing a consumer's trust in a brand. The main factors that influence endorsement are actors, popularity, reliability, and alignment with brand value. From soaps to soft drinks the persuasive nature of celebrities helps in gaining mass consumers. 

Celebrity endorsement and branding are interlinked concepts as good celebrity endorsement leads a product to brand formation and brand identity. We can measure the effectiveness of celebrity endorsement very easily through social media engagement, surveys, and sales figures which help us to project the success of the brand in the market.

Every coin has two faces, similarly, celebrity endorsement and branding is full of challenges like restricted celebrity behavior as their actions may damage the brand’s image. The new trends in celebrity endorsement are social media and influencer marketing. The trend of celebrity endorsement has gained popularity in India due to which many small products are also becoming productive. As Indian markets are becoming competitive, Celebrity endorsement comes up as a major strategy.

Celebrity Endorsement and branding is one of the most emerging trends of Pop culture in India which has helped the small brands in India to grow as Indian people have a huge impact of cinema over them. Celebrity Endorsement and branding in India have worked hand in hand to attract more consumers which has led to the productivity of the products. The relationship of actors and brands has an greaainfluence over the consumer which is why Celebrity endorsement turns out to be the most powerful strategy of marketing in India.