The main objective behind this project is to study the celebrity endorsement and its impact on consumer buying behavior. Now days, it has become a pervasive element of advertising industry especially in India. Celebrity endorsement business has become a multimillion industry in India. Marketers use celebrity endorses to influence the purchase decision of consumer inorder to increase their sales and extend their market shares. This made the author curious to explore the impact of celebrity endorsements on consumer buying behaviour. This paper focuses on examining the perception of Indian consumers about celebrity endorsements, examining the celebrity attributes likely to influence consumer purchase intentions and finally the impact of celebrity endorsements on their purchase intention. So that, there is a pressing need for detailed study on this topic.