This document discusses celebrity endorsements on Indian television. It provides background on how celebrities constitute positive reference groups that consumers identify with and try to emulate. Celebrities can influence consumers through informational, value expressive, and utilitarian means. There are two main types of celebrity endorsements: testimonials where celebrities say they use a product, and endorsements where they recommend a product. Top celebrities in India like Sachin Tendulkar and Shahrukh Khan endorse many brands. In 2009, Bollywood actresses led TV endorsements while M.S. Dhoni endorsed the most advertisers. Cellular phone services were the most endorsed category that year.