Everything I do is marketing myself: Sunny Leone
The actress-cum-businesswoman tells us about her business ventures and how she keeps her brand afloat in today’s highly competitive market
It all began in 2011 when Sunny Leone entered the Bigg Boss house. Since then the actress has been associated with multiple ventures. She is not only a thriving actress but also a successful businesswoman. exchange4media reached out to Sunny to understand how she keeps herself and her brand afloat in today’s highly competitive market.
You continue to be the most Googled celebrity in India. What has kept you afloat in the cluttered celebrity market in the country?
My team and I work hard every year to work with people and companies to keep the brand relevant in the digital market. We make sure we are always trying to think outside-the-box on ideas and brands to collaborate with.
From Splitsvilla to endorsements, you have a lot in your kitty. How does brand Sunny Leone market herself?
Well, the answer is in your question. Everything I do is marketing myself on as many platforms as possible.
You have launched your cosmetic brand and then the innerwear brand, tell us more about it. What are you planning next?
First was Fragrances, which is doing well here in India and all over the world. There are a few other things lined up as far as launching new items in different markets, but there is still time for those announcements to be made.
It’s a very exciting time for SunCity Entertainment (her production house) and Daniel (Weber, her husband) is beyond dedicated to make sure these amazing ideas come full circle. I handle creative and Daniel handles the business side of our company. We work together on the business side but he really is the one who makes everything come full circle.
These days, a lot of celebrities are investing in start-ups, how do you distinguish yours from others?
All the business we are opening is all us unless our partners Bradford Group/Franchise India is dealing with franchisees for expanding locations of our school and other business’. What makes us different is that we are so involved in the success of each thing we do. Daniel and I have our hands in everything, making sure it comes out perfect and helping each company grow to a potential we believe in with realistic goals.
At a time where every brand engages influencers to take their brand message forward, do you think your name alone can sell the brands or are you also engaging influencers to market your brand?
Suncity Ent. as a collective believes in reaching out to anyone and everyone who can help us grow and whom we can help grow. At the end of the day, this is a business and there should be no egos about whom we reach out to. I believe in numbers and if my sales today are better than yesterday, even if it’s only 1 rupee then that’s a win on my court. Success in my view is gauged by numbers.
How much do you spend on advertising your brand in a year?
A very large percentage number goes into reinvesting back into the company. I believe if we keep investing in the brand and the company that return later will be larger and more beneficial to all of us.
In a world full of competition, what is your strategy to make your brands stand out?
I will not compromise on quality. It’s easy to use my name to promote something but my goal is to have the customer come back and order more. Plain and simple. They have to love it so much that they want more.
Do you feel any need for advertising through the conventional TVC method or is digital marketing enough for your brands?
We market through many different mediums and see the mediums that will offer the largest return. It’s that simple.
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