Product details

Celebrity endorsement provides a specific differentiation, enhances the effectiveness of marketing communication, and strengthens brand image, emotional involvement, and trustworthiness. Alternatively, it might cause failure for a whole campaign or even for a brand, if embroils in a controversy. The case attempts to examine the celebrity endorsement strategy of Snapdeal, a growing e-Commerce company in the Indian market, and consequences of the celebrity controversy on its business objectives. Although Snapdeal faced consumer backlash and downgrading & uninstallation of the mobile application in Aamir Khan Controversy, but all this annoyance helped Snapdeal to gain more publicity, improve brand awareness & App ranking, and develop an emotional bond with customers.