This document analyzes the impact of celebrity endorsements on consumer buying decisions in the fast-moving consumer goods (FMCG) sector. It outlines the objectives to identify influential factors and pros/cons of celebrity endorsements. The methodology included a survey of 150 consumers in Indore, India measuring factors like expertise, trustworthiness, and match between celebrity and product. The results showed celebrity endorsements have a strong impact, with expertise and familiarity being most influential. Both advantages like credibility and disadvantages like negative celebrity images were discussed. The conclusion is that celebrity endorsements generally have a favorable impact if the right celebrity is chosen flexibly as a means to promote the brand.