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Podcast: businessline's State of the Economy Podcast
Episode: In the age of influencer marketing, are celebrity endorsements still relevant ?
Description: In this episode of the State of Economy Podcast, Chitra Narayanan, Shiv Shivakumar, operating partner at Advent International, and Naresh Gupta, co-founder and managing partner of Bang in the middle, a full-service independent creative agency, discuss the use of celebrities in advertising.  Despite the risks involved, such as overexposure and lack of effectiveness, brands continue to invest heavily in celebrity endorsements. The recent Super Bowl commercials serve as a prime example of this phenomenon. Shivakumar begins by highlighting the empirical evidence suggesting that celebrity endorsements often yield similar results to non-celebrity advertisements. However, he emphasises tha...