Advertisements play a pivotal role in the purchasing decisions of the consumers and advertisers bring into play the various advertisement appeals to create an impact on the consumers. This article aims to study celebrity endorsement appeal through Indian National Television channel advertisements, as many of the advertisers are trying to make a mark of their products and gain consumers’ trust through celebrities. Advertisements of different cosmetic brands were followed, which were telecasted in four National channels. A total of 38 cosmetic products were studied out of which 24 cosmetic products made use of celebrity endorsement appeal. This shows that majority of the products try to influence the purchasing behaviour of consumers through celebrity endorsement in recent times

-Advertising appeals, Celebrity Endorsement appeal, National television, Cosmetics