Celebrity endorsement is quite common in Nepali advertising. But how effective are these advertisements?

Celebrities are people who enjoy public recognition by a large number of people belonging to a certain group. Attributes like attractiveness, extraordinary lifestyle or special skills are examples of the common characteristics of a celebrity, but these characteristics may not be observable in the advertising that uses these celebrities. It can be said that within a corresponding social group, celebrities generally differ from the social norm and enjoy a high degree of public awareness.

Manoj Goyal, 42 was born in a reputed business family, but he chose a career in banking. When he became the CEO of the Bank of Kathmandu some 10 years ago, it was a record, up till then no one had achieved that position in a commercial bank at so young an age (32). Goyal's record is perhaps still unbroken.

Now Goyal is the CEO of Clean Energy Development Bank (CEDB) and, as he says, his banking is a mission based on a vision for development.