Global brands bet big on Indian celebs

Even as celebrity-led advertising in India declined sharply by 22% in 2025, according to the TAM AdEx report, global beauty and luxury brands are doubling down on Indian celebrities to anchor their campaigns. Recent examples come from the beauty sector: French luxury brand Lancôme has announced Sonam Kapoor as its brand ambassador, while Maybelline New York has onboarded Kiara Advani as its new face. These moves come at a time when domestic brands are cutting back on costly celebrity contracts, increasingly favouring nano- and micro-influencers to engage Gen Z audiences.

Lancôme said the partnership reflects its long-term commitment to India, which it regards as one of the world’s most influential beauty markets. Shrestha Jana, a spokesperson for L’Oréal Luxe India, said the timing of the association was deliberate. “Sonam Kapoor represents a modern, confident voice that aligns strongly with Lancôme’s values. This partnership comes at a significant moment as we continue to deepen our presence in India, a market that plays an important role in shaping the future of luxury beauty.”

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Similarly, Maybelline New York said Kiara Advani’s appeal lies in her ability to connect with younger consumers who are discovering make-up as a form of self-expression. “Becoming the face of Maybelline New York feels especially meaningful, as the brand stands to support people all over the world in their quest for self-exploration through the power of makeup,” Advani said.

Read On: Indian luxury brands close revenue gap with global players in FY25: Rediffusion report

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These signings add to a growing roster of Indian celebrities fronting global luxury labels. Alia Bhatt became Gucci’s brand ambassador in 2024, while Sonam Kapoor was named an ambassador for Dior a year earlier. Deepika Padukone has represented Louis Vuitton and Cartier since 2022, and Priyanka Chopra Jonas continues to hold multiple global endorsements, including Bulgari, Tiffany & Co. and TAG Heuer.

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Industry executives say the trend is closely linked to India’s rapidly expanding luxury market. Estimates suggest the country’s luxury segment could reach between $20 and $30 billion in the coming years, growing at close to 20% annually. For international brands, Indian celebrities offer instant cultural relevance, strong local credibility and vast social media reach that rivals that of Hollywood stars.

At the same time, the decline in celebrity endorsements within India is being driven by cost pressures and shifting media strategies. According to industry estimates, top-tier celebrity contracts can cost brands ₹8–10 crore a year, prompting many domestic advertisers to redirect budgets towards influencer-led campaigns that promise higher engagement at lower cost.

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Yet global brands appear willing to pay a premium when the scale and cultural impact justify it. A case in point is Hilton’s campaign with Deepika Padukone, launched around five months ago, which went on to become one of the most-watched Instagram Reels globally.

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Mark Weinstein, Hilton’s Chief Marketing Officer, said the campaign crossed 1.9 billion views with a single reel. “One reel. One message: It Matters Where You Stay,” he said, adding that the success went beyond reach. “Yes, Deepika’s influence is undeniable. But this is also a story of cultural resonance. India’s booming travel sector and rising demand for premium experiences created the perfect moment for a message about ambition, hustle and the kind of hospitality that fuels greatness.”

The campaign aligned Padukone’s personal narrative with Hilton’s expansion plans in India, where the hotel chain is opening properties in cities including Bengaluru, Surat, Jabalpur, Hyderabad and Mumbai. “By showcasing Deepika’s story alongside Hilton’s signature hospitality, we celebrate the small details that elevate a Hilton stay,” Weinstein said.

Former Ola Electric marketing head Nitin Chandel estimates that Hilton may have spent around ₹33 crore on the campaign, underscoring how global brands remain willing to invest heavily in marquee Indian faces when targeting scale, aspiration and premium positioning.

The contrast reflects a shift in the endorsement landscape. While Indian brands are reducing budgets and exploring influencer-led models, foreign luxury and lifestyle brands continue to see Indian celebrities as important gateways to a fast-growing market. The 22% decline in domestic celebrity endorsements may indicate a change in advertising priorities, but for global brands targeting India’s emerging affluent consumers, Bollywood’s star power remains in demand.