Brand Endorsement- an extension

I recently posted my thoughts on brand endorsement and got some interesting feedback from my friend Neehar.
There is one more segment in Indian market where brand endorsement does enhance revenues. And that segment is 'Rural India'
Rural India is next big market which most of the companies from Telecom operators to FMCG and Automobiles are targeting aggressively.
Consumer behaviour observed as Neehar told me from his summer internship observations titls high on brand endorsing. People in rural villages or town recollects things based on the person who endorsed the product in ads. Ex, Woh Abitabh Bacchan wala Pen, Sachin wali choclate etc.
I think he hasa point for sure :)