Stars struck? India’s tough new take on celebrity endorsements

By Jack Ellis

Celebrity endorsements are big business in India, where a nod from a Bollywood star or pro cricketer can be enough to convince consumers to part with hard-earned cash. But new legislation could be set to change this

In India, they call them ‘heroes’ – the actors, singers and dancers who attract millions of fans on the subcontinent and beyond, and who have made Bollywood (plus Jollywood, Kollywood, Tollywood, Sandalwood, Chhollywood and other regional Indian cinema centres) the world’s biggest film industry. To put this into perspective, Indian cinemas attract around seven times as many punters a year as those in the United States and Canada combined.

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Issue 74