o Is it creating an unfair competition as the corporate who does not have the capacity to spend heavily in spite of having good products suffers? o The consumers get influenced due to the celebrities claiming the product to be good but in reality, it is not so. o The expenses made the payment to celebrities ultimately indirectly charged from the consumers. There are a lot of others issues also which need to be addressed in detail. The special issue is looking for the critical views of the authors on the topic in the form of the conceptual articles or empirical studies. Again, this is an opportunity to people from all walks of life, whether from corporate, academia, governments or others to explore and share the different aspects of the subject. The present special issue journal primarily welcomes original empirical and thoughtful unpublished articles and case studies. The special issue on FMCG’s Massive Spending on hiring Celebrities as Brand Ambassadors is looking for the experienced views sharing from the people in Academia and Corporate both. We want to have the cross views of the stakeholders to submit in the form of thoughtful articles or empirical research papers. The articles should be original ranging from 1500 words to 10,000 words which should not be published earlier in any other journal or magazine.