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Diverse Representation: The Demand for Inclusivity in Celebrity Endorsements in India

Imagine flipping through a magazine or watching a TV commercial in India. Chances are, you'll see celebrities endorsing products—from Bollywood stars to cricket legends. In 2021 alone, the top 20 celebrities in India signed 376 endorsement deals, reflecting a steady rise in such partnerships over the years. But here's the twist: While these endorsements are booming, there's a growing call for more inclusivity in how brands represent us. A recent study revealed that 48% of Indian consumers feel brands should do a better job of reflecting the diversity of our society. So, why is it such a big deal? In a nation as multicultural as India, shouldn't our commercials reflect the multicolored fabric of our society? However, numerous commercials still fail to include representation of different communities, such as LGBTQ+ people, disabled people, and the elderly. Actually, fewer than 1% of Indian advertisements include LGBTQ+ people or individuals with disabilities, and just 4% include those aged over 65. In this blog, we're going to discuss why representation matters in celebrity endorsements, how it's changing in India, and what it means for consumers and brands alike. Let's get started!