IN THE NOT TOO distant past, brands shot global campaigns using either Hollywood stars or western supermodels. Think, for instance, John Travolta for Breitling, George Clooney for Omega, Keira Knightley in Chanel and Jennifer Lawrence in Louis Vuitton.

But nowadays, Indian celebrities have started making their presence felt in global campaigns. In recent times, some of the most recognisable faces representing global luxury brands are those of Indian celebrities such as Alia Bhatt, Priyanka Chopra, and Deepika Padukone. While Indian stars featuring in high-profile international campaigns is not new, their numbers are steadily growing, and with good reason.

Rising wealth — both among residents and the vast Indian diaspora — coupled with a young, tech-savvy population that forms the bulk of its 1.4 billion citizens, positions India as one of the most promising markets for luxury brands. In fact, according to ‘Mercedes-Benz-Hurun India Wealth Report 2025’, between 2017 and 2025, dollar-millionaire households in India grew by 445%. This is a welcome trend for luxury brands as it comes at a time when global consumption is slowing — particularly in China — and trade tensions, such as the U.S. tariffs, continue to create headwinds elsewhere. For many luxury brands, the answer is clear: India is the market to watch.

To capture this opportunity, brands are turning to a tried-and-tested strategy: celebrity endorsements. But this time, there’s a refreshing shift. Unlike earlier, global luxury brands are now moving beyond Bollywood, enlisting Indian sports icons and even members of erstwhile royal families.

For instance, Olympic gold medallist Neeraj Chopra represents both German luxury carmaker Audi India and Swiss watch brand Omega. Meanwhile, luxury footwear brand Jimmy Choo has picked Gauravi Kumari — a member of the Jaipur royal family — as its newest ambassador.

Besides Neeraj and Gauravi, there are, of course, the Bollywood biggies. Alia is the face of Italian luxury brand Gucci. She is also the face of L'Oréal Paris, Mandarin Oriental, and Malabar Gold. Recently, she also became a global brand ambassador for Levi’s. Priyanka serves as the global ambassador for Bvlgari, while Ananya Panday has been picked by Chanel. Deepika represents Cartier and Louis Vuitton, while her husband, actor Ranveer Singh, has been seen in the campaigns for Franck Muller, Tiffany & Co. (as “friend of the brand”), and Ducati. Meanwhile, Dior has chosen actor Sonam Kapoor as its ambassador. Rashmika Mandanna, another actor, has been appointed as the face of Austrian crystal house Swarovski.

“A brand ambassador plays a crucial role in embodying the values and spirit of a brand. Through their personalities, achievements and lifestyle, they help bring the brand’s identity to life in a way that resonates with audiences,” says Audi India’s head Balbir Singh Dhillon. He explains that by associating with individuals who reflect similar ideals — such as excellence, innovation, and progress — a brand is able to build a deeper emotional connection with its customers.

TRACKING THE TREND

The trend of Indian celebs fronting global brands was ushered in after Aishwarya Rai won the Miss World crown in 1994. A few years later, she became the brand ambassador for L’Oreal Paris. This was followed by actor Shah Rukh Khan becoming brand ambassador for Tag Heuer, and later, fellow actor Hrithik Roshan for Rado. But it is only in recent times that brand ambassadors have moved beyond tinsel town.

“This is a positive shift. India’s luxury market is blossoming, and it’s encouraging to see global brands acknowledging this by taking India — and Indian talent — seriously,” says Gauravi. “As more international brands look to connect with Indian audiences, they are recognising the country’s unique perspective, influence, and style,” she says.

The proliferation of Indian celebs as global ambassadors is because of the potential luxury brands see in the India market and among Indians. “The reason for Indian faces appearing in the news as ambassadors of foreign luxury brands is that India is being looked at as a promising market and nothing else. Indians are obsessed with celebrities and this way market penetration can be done using these stars,” says Suhel Seth, managing partner of brand marketing consultancy Counselage India.

Dhillon is of the view that the rise of Indian celebrities as global brand ambassadors signals India’s increasing influence on the global stage.

At the end of the day, brand ambassadors need to connect with the target audience, says celebrity photographer Atul Kasbekar, also the founder of production company Ellipsis Entertainment. “If Indian celebrities are increasingly being chosen, it’s because those brands want to connect with India,” says Kasbekar, who also pioneered the concept of celebrity management in India. He recalls doing a cover shoot for a publication in India with supermodel Naomi Campbell many years ago. When the cover was published, people around him not connected to the fashion world asked why he needed to shoot “such a cover with an ‘unknown’ person”!

BRAND VALUE

What do luxury brands gain by associating with celebs? The bottom line is boosting sales by increasing brand awareness through their target audience and enhanced brand credibility, say experts. The brand and its product are aspirational, and the temptation to buy jumps multi-fold when it’s seen on a celebrity, they say.

Whether global campaigns or red carpets, luxury brands have always shown their keenness to have a celebrity seen with their product. Once these celebs sign with these brands, they carry their products. Celebs are photographed wherever they go and by default, the products get visibility, explains an industry insider.

Dhillon explains that personalities from India today are a powerful voice that resonates with global audiences, making them ideal partners for brands like Audi that are progressive, future-forward and emotionally engaging. “We believe that brand associations must go beyond visibility, they must reflect shared values and aspirations,” he says.

And that is the reason why Audi has picked Neeraj. “What I love about being part of this circle is that it goes beyond driving a car, it’s about a shared passion for excellence,” says Neeraj.

In the case of actors, they have a reach that goes beyond borders as Indian cinema has a unique way of connecting with people, says Rashmika. “As Indian actors, we have the privilege of carrying a little piece of our culture and identity wherever we go. There’s a growing appetite for authentic connections, and Indian stars bring that relatability along with global visibility,” says the Swarovski brand ambassador.

And that is important, because the Indian diaspora forms a chunk of the clientele global luxury brands want to target. “The Indian diaspora, be it in the U.S., the U.K. or Europe, are some of the wealthiest people living in those countries and they also form part of the luxury consumers,” says Seth of Counselage. He says that consumers’ aspirations are fed by “watching these celebrities and what they are seen with. Be it in India or those living abroad who shop there, these celebrities could influence their minds while making their shopping choices”.

Nasr Sleiman, general manager-India, Southeast Asia and Middle East, Swarovski, says Rashmika will lead the company’s campaign narrative in India. “Through this partnership, we aim to further strengthen our emotional connection with the Indian audience and celebrate the art of self-expression through Swarovski’s iconic craftsmanship,” he says.

THE INDIA CONNECT

When it comes to decision makers in a family, social media may not be on top of their minds. But India is blessed with a big youth population, which is massively influenced by social media. According to Arjun Mehra, founder & CEO of celebrity management agency C&C Talents, the influence of social media among affluent youngsters and other family members is huge. “It is true that the increase in the number of Indian celebrity endorsements is happening because of the huge potential that India offers owing to rising income and younger shoppers,” he says. “The younger population who are glued on to Instagram, etc., have the power to influence older members of the family and that way [the] opportunity for brands to increase awareness is multi-fold,” he says. Mehra explains that brands are also increasingly inviting India’s prominent people to their shows. For instance, at the recently held Louis Vuitton show, Padmanabh Singh of the Jaipur royal family was seated next to Antoine Arnault, son of LVMH’s owner Bernard Arnault, says Mehra. Others present at the show were actors Ishaan Khattar and Nora Fatehi, and music composer A.R. Rahman, he adds. Such photos are then shared on social media, tagging these celebs, where they are viewed by millions of their fans all over the globe — which includes young, affluent Indians. And for those who can’t immediately afford such brands, it becomes an aspiration.

That, however, isn’t the only way luxury brands are courting Indian customers. At a recent Louis Vuitton menswear show in Paris, its creative director Pharrell Williams, in addition to seating some prominent Indian personalities in the front row, threw in the theme of snakes and ladders on the runway, and even played a bhangra song. And in 2023, Dior brought in its entire cavalry to the Gateway of India in Mumbai to present its fashion show. Prada may have omitted the credits, but when Kolhapuri chappals appeared on the Milan runway during its menswear presentation in recent months, Indians took notice. Similarly, when Indian celebs appear at fashion shows, the country’s citizens take notice — which is perfect for any luxury brand that wants to do business in India.

As for selecting prominent Indian faces to represent these brands, experts like Kasbekar say while it may be to court affluent Indians, sometimes it’s done simply because their personalities appeal to the global audience as well. “I remember shooting Deepika Padukone, way before she became famous, for Tissot watches… [a] few weeks later I saw huge billboards of this appearing in some cities in Europe,” he recalls.

According to Sleiman, India’s cultural influence and economic power continue to grow globally, and its film industry is among the most dynamic in the world. “Indian celebrities bring a powerful combination of star appeal, cultural resonance, and authenticity that luxury brands value when connecting with diverse audiences. They are not just familiar faces but influential storytellers who can shape aspirations and drive engagement,” he says, adding that social media has amplified this influence in recent years.

“We’re witnessing a new dialogue take shape, where international brands are learning from the depth and diversity of India, and vice versa,” says Gauravi. “It’s exciting to imagine how this relationship will evolve: from collaborations and home-grown luxury houses reaching international audiences, to innovative ways in which India’s story will be told on a global stage.”

The growing presence of Indian celebrities in global luxury brand campaigns is not just a passing trend; it’s a strategic evolution that mirrors the shifting dynamics of the global luxury market. With India emerging as a key market due to its rising affluence, youthful demographics, and global diaspora, brands are increasingly looking to tap into its aspirational consumer base by associating with home-grown icons who resonate deeply with local and international audiences alike. Whether through the influence of social media, cultural relevance, or sheer star power, these ambassadors are helping brands localise their global appeal while also positioning India at the centre of the luxury conversation. As global consumption patterns evolve, the face of luxury is changing — and it’s looking more Indian than ever before.