Multivitamin supplements or dietary supplements contain a combination of vitamins, minerals, along with other nutritional elements intended to supplement a human diet. Manufacturers promote Multivitamins for specific purposes, such as better athletic performance or energy, weight control, improved immunity, or eye health. Celebrity endorsements are used to make advertisements believable using the celebrity’s fame and image while also enhancing consumer recognition of the brand name. Brands like ’Health OK’ manufactured by Mankind Pharma featured many popular celebrities like Anil Kapoor and Ranveer Singh to promote the product. They featured Shine Shetty (Kannada), Nikhil Siddhartha (Telugu) and various other celebrities to target specific regional audiences. Other brands like Herbalife, Amway and Centrum also use similar strategies to promote their product. All the influencers have posted about the benefits of the product on their respective social media platforms and spread word of mouth among people. Such campaigns receive tremendous responses from people and generate a lot of views from users. Research conducted by 1Lattice shows the influence of celebrity endorsement on the consumer’s trust for the products.
Many brand tend to approach well known celebrities in the country to target a wide number of audience depending on the celebrities reach and demand. The target customers tend to like a particular brand more especially when their preferred celebrity endorses the product rather than a regular person.