Celebrity Endorsers
Alia Bhatt, Diljit Dosanjh, Orry among 10 riskiest celebs for online search
Cybercriminals exploit famous names to create malicious sites and scams, according to McAfee
 "Alia Bhatt, Diljit Dosanjh, Orry among 10 riskiest celebs for online search")
Alexa can no longer talk like BigB as celeb voice feature discontinued
The celebrity voices, which debuted in 2019, make use of Amazon's neural text-to-speech model, which employs machine learning and is intended to sound more lifelike
 "Alexa can no longer talk like BigB as celeb voice feature discontinued")
Top Bollywood celebrities under CBIC scanner over alleged GST evasion
Face charge of incorrect declaration to dodge tax
 "Top Bollywood celebrities under CBIC scanner over alleged GST evasion")
Boycott calls force advertisers, celebrities to increase safeguards
From rigourous edits at the drawing board to stronger indemnity clauses in contracts and tracking trending topics on social media, agencies are doing all they can to tackle the issue head-on
 "Boycott calls force advertisers, celebrities to increase safeguards")
82% youth don't want to buy brands endorsed by drug-tainted celebs: Survey
The survey was done to comprehend sentiment over drug abuse by celebrities and if viewers would buy such brands
 "82% youth don't want to buy brands endorsed by drug-tainted celebs: Survey")
With new law in place, will brands and stars rethink the endorsement game?
Will brands and stars rethink the endorsement game as the new law seeks greater accountability from all stakeholders?
 "With new law in place, will brands and stars rethink the endorsement game?")
Virat Kohli, P V Sindhu trek an unequal road to the global endorser league
Two Indians make it to the 2019 Forbes lists for highest paid athletes; their story reveals a gendered narrative of sports, popularity and earnings
 "Virat Kohli, P V Sindhu trek an unequal road to the global endorser league")
B-town celebs help startups shine, but what happens when stardom fades?
Having a celebrity on board can help an early-age start-up scale to new heights, but it can boomerang as well
 "B-town celebs help startups shine, but what happens when stardom fades?")
Harnessing the power of celebrity
Stars are successfully transforming fans into loyal consumers, beating big brands at their own game
 "Harnessing the power of celebrity")
Running on star power
Life insurance companies are balancing the increasing use of celebrity endorsers by limiting the association to short, event-led campaigns
 "Running on star power")
Celebrity or hot potato?
Many brands have learnt the hard way that they risk losing equity and mindshare with controversies arising from the actions of their celebrity endorsers
 "Celebrity or hot potato?")
