The age of Zeenat Aman: How the diva flipped the influencer marketing script

Forget everything you know about influencer marketing. At 72, Zeenat Aman is rewriting the rulebook, proving that age is just a number and true star power never fades.

Remember the iconic Zeenat Aman grooving to "Aap Jaisa Koi" in the 80s? Well, guess what? She's back, and this time, she's slaying the Instagram game. Her transition from Bollywood royalty to digital darling is nothing short of phenomenal. Her debut on Instagram in 2023 sent shockwaves through the industry, and brands line up to get a piece of the Zeenat magic.

According to Qurouz, an influencer marketing platform, Zeenat boasts the highest engagement rate compared to other celebrities on Instagram last year. At a whopping 16.6%, she leaves even the hottest young influencers in the dust. Kareena Kapoor, with 10 million followers, pales in comparison with a mere 5.6% engagement rate. Even Jennifer Aniston's 40 million followers translate to only a 4.9% engagement rate.

In her recent campaign for Mia by Tanishq's Disco Collection campaign, Zeenat dressed in dazzling jewels and channelled her inner disco queen, she proved that timeless glamour never goes out of style. Her ad garnered a massive 83.3K likes and 948 comments, reflecting her powerful presence. Shyamala Ramanan, Tanishq's Business Head, perfectly captured Zeenat's magic: "Zeenat breathes life into this collection, making it feel both nostalgic and empowering."

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A post shared by Zeenat Aman (@thezeenataman)

While Zeenat has ruled the screen for decades, she's now sharing ad space with new-generation stars like Riza Reji (India's first model with Down syndrome), body positivity influencer Saru Mukherjee, and LGBTQ+ icon Queen Andro. These influencers boast dedicated followings, with Riza Reji at 12.6K and Saru Mukherjee leading the mom-blogger niche with 30K fans. However, Zeenat Aman's timeless appeal is giving them serious competition.

In Mia's latest campaign, #ThisIsMe, these new-age influencers champion authenticity and diversity. But it's Zeenat's unapologetic spirit, as showcased in her Tanishq ad, that truly steals the spotlight. While the younger models celebrate breaking stereotypes, Zeenat, with her decades of experience, continues to define glamour and confidence.

Zeenat appeared in a string of high-profile campaigns. From starring alongside Janhvi Kapoor in an OPPO India ad to sharing a witty message about love and money for CRED ("CRED is just 4-years-old, I'm in my 70s. But grabbing eyeballs with ease? Perhaps that's something we have in common"), she's embracing a fresh, modern persona. Her collaboration with Tinder India, alongside popular influencer Kusha Kapila, further cemented her as a relatable figure for Gen Z, blending her wisdom with a contemporary edge.

Zeenat's heartfelt and humorous open letter for Bumble India showcased her take on love and relationships, drawing on her own experiences to offer advice to those navigating modern romance. This mix of wisdom and wit has made her an enduring figure, bridging the generational divide and resonating with audiences young and old alike.

Brands are elevating their campaigns by leveraging Zeenat's timeless appeal and combining it with relatable user-generated content (UGC) that resonates across all demographics.

Zeenat's influence goes beyond nostalgia. Her partnership with Just Herbs, alongside the glamorous Rakul Preet Singh, highlights her versatility. In this Ayurveda-inspired campaign, Zeenat speaks confidently about timeless beauty, promoting holistic wellness that aligns with her own values. The ad features a playful exchange between Zeenat and Rakul about the meaning of beauty—a reminder that beauty is ageless.  

Garima Dikshit, Business Head of Just Herbs, commented on the collaboration during the brand’s 10th anniversary, “Zeenat Aman symbolises the seamless blend of traditional elegance and modern sophistication. Her involvement in this campaign reflects where beauty is headed—sustainable, inclusive, and naturally powerful.”

Rakul, the young model, may have 23.7M followers, but in comparison, Zeenat's 772K followers are proving to be just as powerful.

In another collaboration, Zeenat partnered with ILEM Japan, promoting green tea and stating, ‘I am just a woman who appreciates authenticity.’

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A post shared by Zeenat Aman (@thezeenataman)

"Legacy figures like Zeenat Aman bring a level of trust that’s difficult to replicate in today's fast-paced digital landscape. With years of credibility, they represent stability and lasting influence, which can help brands foster long-term loyalty," adds Mrunali Dedhia, VP of Chtrbox.

Zeenat, despite being an iconic actress from the 70s, has seamlessly connected with Gen Z, India’s most influential consumer cohort. With Gen Z already driving 43% of the country's total consumption and boasting a collective spending power of $860 billion—set to soar to $2 trillion by 2035—her appeal transcends generations. This generation is reshaping the market with their preferences, from spending big on footwear (50%) and dining (48%) to fashion (47%). As every second Gen Z will be earning by 2025, Zeenat's ability to resonate with this dynamic group showcases her timeless relevance, proving that true star power can bridge the gap between generations and help brands to tap into the future of consumer trends.