Global brands chase new faces in India

International consumer brands are tapping into a new crop of Indian celebrities to target the country’s young and burgeoning consumer market.

- Varuni Khosla

These celebrity endorsers, many of whom are not A-list Bollywood actors, have the ability to connect with Indian consumers through social media campaigns and brand endorsements.

In the past week alone, at least six such celebrities were named as brand ambassadors, including Samantha Ruth Prabhu for Tommy Hilfiger women’s watches, Manushi Chhillar as Estée Lauder’s global ambassador, and Athiya Shetty as the first brand face for Korean beauty company Laneige in India. Although Shetty may just have a few films to her credit, she now works with several global brands, including Versace watches and Sephora. In addition, Nautica named Aditya Roy Kapur as its new season’s brand ambassador, while Kartik Aaryan became the ambassador for Armani Exchange in India.

The trend signals a de-emphasis on traditional A-list celebrity endorsements and towards a more diverse range of celebrities who can better capture the pulse of the nation’s young and tech-savvy consumer base.

To be sure, while top Bollywood stars are still part of many brands’ promotional plans, the recent trend reflects a growing recognition that younger and more relatable stars may be better suited to connect with the rapidly evolving consumer base.