Abstract

The case, ‘The Siyaram Celebrity Endorse-ment Experience’ examines how and why the cricket match-fixing scandal in 2000 forced textile company Siyaram Silk Mills to with-draw an advertisement campaign for its suiting brand J.Hampstead. The case also provides a brief introduction to the concept of celebrity endorsement. The case is so structured as to enable students to see how celebrity endorsement created problems for Siyaram. Students can get an idea of the advantages and disadvantages of celebrity endorsement.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Celebrity endorsements, Marketing communication strategy.

Keywords

The Siyaram Celebrity Endorsement Experience, cricket match-fixing, 2000, textile company, Siyaram Silk Mills, advertisement campaign, J.Hampstead, celebrity endorsement, advantages, disadvantages, celebrity endorsement