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Dish Tv India Limited: the dilemma of celebrity endorsement

Rashmi Kumar Aggarwal (Department of Economic Environment and Policy, Institute of Management Technology (IMT), Ghaziabad, India)
Bikramjit Rishi (Department of Marketing, Institute of Management Technology (IMT), Ghaziabad, India)

Publication date: 16 August 2021


Learning outcomes

The learning outcomes of this paper are as follows: to understand the meaning of celebrity endorser, to understand factors that play a significant role in selecting a celebrity endorser for product endorsement, to decide when a brand needs a celebrity endorser and to generate option analysis factoring in the pros and limitations of celebrity endorsement.

Case overview/synopsis

Dish TV pioneered digital entertainment in India. It was July 2016, the first quarter board meeting of Dish TV India Limited at the company corporate office in Noida, India. One of the agenda items was whether the company needed to rely on celebrity endorsement 12 years after its inception. In three months, time, at its next meeting, the board was expected to come up with a product campaign that would most effectively impact its target customers.

Complexity academic level

The case is targeted at business management students pursuing a postgraduate management program.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CSS 8: Marketing.



Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognizable information to protect confidentiality.


Aggarwal, R.K. and Rishi, B. (2021), "Dish Tv India Limited: the dilemma of celebrity endorsement", , Vol. 11 No. 3.



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