India today may be growing a fast pace but small grassroot problems still remain and continue to pull back the growth pace. One such big problem is Disease. We today have cure for almost every disease but what comes in the way is the narrow minded thinking of the public at large. So the problem is not of finding solution for diseases but the issue is of creating awareness for the disease. Now the awareness too has further issues to it. The reason being once the public has been educated often misconceptions arise. The situation is further aggravated by the different cultural and religious backgrounds to which the Indian population belongs. Another issue is the economic background to which the public belongs, leading a particular strata of the population to believe that it is completely immune to the problem. While in reality there exists no disease that differentiates on the above basis while affecting a person or while spreading up to the scale of an epidemic. Now the question that arises is how to address this awareness issue. Up till the only way that has come out is by getting a celebrity to campaign for the cause. A celebrity is a widely-recognized or famous person who commands a high degree of public and media attention. A celebrity is a person of high credentials people such as movie star, sports icons, TV personalities or popular entertainers. They have a high attention grabbing power and a large segment of the audience can instantly recognize and identify with the person and this attraction and goodwill associated with him/her can be transferred to the products. This is how the concepts of celebrity endorsement and the role of brand ambassador has developed over the years. A celebrity endorser is a celebrity who endorses a brand normally over media. A brand ambassador is a person who represents a brand both in the advertising media and the public relations function, that is, a celebrity who is the living representation of the brand to its... [continues]
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