Bentley Motors has named Priyanka Chopra Jonas as its new global brand ambassador, as the luxury carmaker looks to rethink how it presents itself to a wider, global audience.

The announcement, made earlier this week, is accompanied by a new campaign featuring Chopra Jonas in a more conversational, documentary-style format—departing from the highly polished, product-centric advertising typically associated with ultra-luxury automotive brands.

The campaign, shot by photographer and filmmaker Greg Williams, places Chopra Jonas at the centre of a narrative-driven film that focuses less on the vehicle and more on personal storytelling. Filmed at Sony Studios in Los Angeles, the production integrates the Bentley Continental GT subtly, avoiding overt product emphasis.

Moving beyond automobile

Bentley’s latest move indicates a broader recalibration within the luxury segment, where brands are increasingly leaning into cultural relevance and individual narratives rather than traditional markers of exclusivity.

“I’ve always been drawn to Bentley’s commitment to craftsmanship and storytelling, because there’s an intentionality behind every detail that feels rare,” Chopra Jonas said. “As someone who lives for the creative energy of being on set, this collaboration felt instinctive.”  

Her role in the campaign goes beyond a standard endorsement, with the film framing her as part of a broader creative exchange rather than just the face of the brand.

A different kind of campaign

According to Bentley, the film is designed to feel more candid and less structured than traditional advertising, leaning into a more relaxed, interview-style format.

“The film’s relaxed style allows her voice and personality to come through naturally, creating something more authentic than traditional advertising,” said Ben Whattam, Marketing Director at Bentley Motors.  

The campaign also features an extended roster of collaborators, as Bentley continues to build a network of creatives across disciplines.

India and the global luxury play

For Bentley, the choice of Chopra Jonas also stresses the growing importance of India-origin global figures in shaping luxury narratives. While India remains a relatively small market for ultra-luxury vehicles, its influence on global culture—and consumption patterns—is becoming harder to ignore.

In recent years, several high-end brands have increasingly turned to Indian actors and creators with international visibility to bridge Eastern and Western markets.

Whether this approach translates into stronger brand recall or sales remains to be seen. But the direction is clear: Bentley is trying to tell a different kind of story—one that relies as much on people and perspective as it does on the product itself.

And in that context, Chopra Jonas is less the face of the brand and more a vehicle for the story it wants to tell.