#e4mExclusive:  Aamir Khan on why the brand must first win him over

He’s one of Indian cinema’s most thoughtful actors—a superstar who works on just one film every few years, famously turning down scripts that don’t speak to him, and disappearing between projects to live life on his own terms. That same perfectionism spills over into Aamir Khan’s advertising career. 

In an era when celebrity endorsements are signed in bulk and dropped with the next campaign cycle, Khan remains one of the most trusted and selective brand ambassadors in the country. 

Whether it was sipping a Coke in a dusty village with the unforgettable line “Thanda Matlab Coca-Cola,” or transforming into a middle-aged uncle trying to beat Ranbir Kapoor in a gully cricket match for Dream11, Khan’s ad campaigns have not only sold products—they’ve stayed with us.

During an extensive interview with exchange4media, published today, the actor-filmmaker opened up about his approach to brand partnerships and why authenticity, creativity, and effectiveness matter as much to him in a 30-second spot as they do in a full-length feature.

“I’m very particular,” Khan tells e4m, when asked what he considers before associating with a brand. “First, I must be happy using the product myself. If I won’t use it, I won’t endorse it.”

This principle has kept his endorsement portfolio surprisingly tight over the years. Unlike his peers, Khan doesn’t lend his face to dozens of products. Instead, he handpicks associations that resonate with his personal ethos and his creative instincts. 

From Coca-Cola and Tata Sky to Samsung, Incredible India, Godrej, Snapdeal, PhonePe, and more recently, Dream11, every brand has had to pass a high bar of relevance and storytelling potential.

“Second, creativity has to excite me. I’m an entertainer, even in ads,” he says. “I don’t want to just say ‘buy this.’ I want to engage the audience, make it fun, make it memorable.”

It’s a philosophy that has given Indian advertising some of its most iconic moments. His “Thanda Matlab Coca-Cola” campaign changed the way soft drinks were marketed in small-town India. His “Isko laga daala to life jhingalala” ad for Tata Sky remains etched in pop culture memory. With each campaign, he transformed into characters that brought humour and heart into the pitch.

And he’s not just a face. Aamir is known to be deeply involved in the campaign process—working closely with agency teams and clients to ensure the final output delivers both creatively and commercially.

“I also make sure I understand what the client wants. Their sales must go up after they sign me,” he adds, recalling his campaign for a phone brand. “When the phonemaker approached me, they had a very small market share. But they had a great product—technologically the best. We worked on the campaign together and they shot up to double digit market share by the time I stepped away.”

This commercial impact, coupled with audience trust, is why marketers value his endorsement—despite his premium pricing and limited availability.

Aamir Khan’s influence on brand storytelling has only grown in the digital era. His recent Dream11 ad with Ranbir Kapoor cleverly subverted his own serious image, going viral for its comic timing. Even as social media and influencer marketing dominate the conversation today, Khan’s presence offers something algorithms can’t replicate: deep, cross-generational credibility.

He’s also been the face of purpose-led campaigns—Atithi Devo Bhava for Incredible India and several public interest ads on education and child welfare—where the message outweighed the market.

In an industry often driven by visibility and reach, Aamir Khan reminds brands of the power of restraint, advertising executives remark.

Watch Aamir Khan’s Most Iconic Ads:

Thanda Matlab Coca-Cola

Tata Sky – Jhingalala Series

Dream11 Ad ft. Aamir Khan & Ranbir Kapoor

Samsung Hero