Ayushmann's name is synonymous with credibility

Experts explain why Ayushmann Khurrana, who endorses brands such as The Man Company, UrbanClap, Magicbricks, Flipkart, Titan Eye Plus, among others, is a highly sought after face for brands

e4m by exchange4media Staff
Updated: Dec 3, 2019 3:15 PM
Ayushmann Khurrana

After giving seven consecutive hits and recently being honoured with the ‘Best Actor’ award at the 66th National Film Awards, Ayushmann Khurrana has become not just a favourite in Bollywood circles but also one of the most preferred faces of the endorsement world, with more than a dozen brands in his kitty. The actor created a buzz in the industry with his debut film Vicky Donor in 2012. Since then he has always been associated with off-beat stories. This helped him create a true fan-base for himself. Hence it is obvious for brands to choose him.

Big brands are lining up to have Khurrana on board and experts believe it is because Ayushmann's name is synonymous with credibility. Khurrana has endorsed several well-known brands including, The Man Company, UrbanClap, Flipkart, Titan Eye Plus, Coca-cola, Samsung Galaxy, V-mart, McDowell's No1, Vi-John, Lancer, HDFC PayZapp, Godrej Security Solutions, Realme, Magicbricks, Nexus Mall, Daniel Willington, Vingajoy, among others.

Online services marketplace, UrbanClap has signed Khurrana as brand ambassador in February 2019. Rahul Deorah, VP, Marketing, UrbanClap, told us that while deciding on a brand ambassador for UrbanClap, Khurrana was the only name they had in mind. Deorah revealed, "As a company, we identify with Ayushmann's trajectory closely. Like UrbanClap, he too took the hardest possible path to get to where he is today. He has always stayed brave and true to his craft and has grown immensely in stature over the years".

Deorah believes the actor is a great representative for the brand - for what he stands for as well as the respect he commands due to his body of work.

"This persona resonates with UrbanClap’s brand personality, which has emerged as a trusted service in India. We were certain of Ayushmann as we see him as one of us - a normal small-town guy who made it purely basis of his hard work," added Deorah.

Similarly, online real estate platform, Magicbricks, roped in Khuranna as brand ambassador August 2019. Prasun Kumar, Marketing Head, MagicBricks, told us that their intent of hiring Khurrana was two-fold; first to build positivity amongst consumers and the other to build a brand persona.

Kumar feels that bringing celebrities on board is a good way to build attention. He said that MagicBricks wanted to connect with the audience in a hard-hitting and engaging manner. Hence they signed Khuranna. Explaining why they chose Khurrana over other actors, Kumar said, the proposition of their campaign was around the idea that "a change in your address can bring a change in your life" and they found Khuranna the most relevant face for it. "From Chandigarh to Delhi to Mumbai, this self-made actor has lived through the idea of our campaign, he is self-made," said Kumar.

Kumar also revealed that Magicbricks has seen a noticeable hike in their website traffic after signing Khurrana as the face of their brand. 

Girish Johar, a popular media and entertainment analyst, feels that Ayushmann's name is synonymous with credibility. "Over the years, he has slowly built a true fan base by doing stories that don't only resonate with high-gentry people but the masses of India. From taboos to humour to thrillers, he has done wonders in every genre. Interestingly, unlike other actors of his age, he never stuck to one type of movies. Rather we can say that he has created his genre which is loved by his fans," said Johar.

Johar also believes Khurrana will continue to be a highly sought-after name among brands. "The actor is quite mature and is going to stay for a long time. And we can expect a hike in his brand value in the near future," concluded Johar.

Since it is understood that brand endorsement contracts have a direct correlation with an actor’s box office performance, if Khuranna continues to be as smart in choosing movies as he is in choosing brands, he would surely be one of the most a bankable faces of the industry.

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