The study planned to examine the impact of celebrity endorsement on cause-related marketing and purchase intention of FMCG consumers in Chennai. The consumers frequently purchasing fast-moving consumer goods in supermarket, and departmental stores are identified for survey. The study is started with 1029 sample consumers. Purposive sampling technique is administered for sample selection. The study considered the aspects like product eminence, brand fame, target audience, nature of cause, celebrity endorsement and purchase intention of consumers. Structural equation modelling and one-way Anova are applied to test the hypotheses proposed. Result revealed that product eminence, brand fame and target audience have positive and significant effect on nature of cause. The nature of cause has positive and significant impact on purchase intention. Celebrity endorsement has significant partial mediation towards nature of cause and purchase intention of consumers.