Do consumers fail to connect when celebs endorse too many brands??

I think you right up to some extent only.

Thanks for the referral Ms. Purvi Ghose.

Of course and more over the consumer cannot relate to the add unless a standee is placed near the product.

It doesn't make any sense for the celebrity too to choose many brands at the same time

One of the main reason for celebrities endorsing a brand is for easy recall. But when too many brands are endorsed by a single celebrity, recall becomes an issue. If brands themselves are successful, recall is not an issue, but how many of us remember the various soaps, oils and incense sticks that many actresses have endorsed.

So, I would go with a mild yes (not an emphatic one). The key for any successful endorsement is a nice ad campaign that catches the imagination of the people and a good product to back it up. My guess is that the consumers connect with the brand rather than the celebs endorsing it.