Celebrity Endorsement still push products?

While driving in Pune, I came across hoardings by P.N. Gadgil Jewellers from Pune promoting Mangalsutra Mahotsav for Akshaya Tritiya. The surprising factor to the campaign is 

that the celebrity endorsing the Mangalsutra Mahotsav is Soha Ali Khan.  

It has been an old story that CMOs and deal makers will always get starry-eyed by the big names of "celebrity" because brands love endorsements, and consumers buy into "celebrity." But does getting celebrities having no relevance to the product a right strategy for the promotion of the campaign?

Research has proven that word-of-mouth is the No. 1 purchase decision-maker for any product,so why are some CMOs displaying recalcitrance toward big names that can create so much brand buzz and peer recommendation? It's true that not every brand needs a celebrity -- it has to be relevant to the brand and the consumer. More important, if there were a face for every brand out there, it would be a calamity.

As a marketing & communication professional the recent celebrity endorsement strategy by P.N. Gadgil is an absolute miss fit to the product because of certain reasons the celebrity choosen is unmarried has certainly no relevance to the product and is been placed with a random guy showcased as her husband when the entire country knows that she is dating Kunal Khemu.

Certainly this strategy would help consumers have a brand recall because of the celebrity recall associated to the product but the communication message surely gets diluted.