Why are D2C founders becoming their own brand ambassadors?

Aman Gupta, co-founder of boAt, has become a familiar face in founder-led marketing. Often spotted on Shark Tank India sporting a boAt smartwatch and accessories, he seamlessly integrates his brand into his public persona. Similarly, Zomato’s founder recently donned the role of a food delivery executive before making an appearance on The Great Indian Kapil Show, further blurring the lines between founder and brand representative.

Another example is Aakash Anand, founder of Bellavita and popularly known as the "Perfume Man of India." He personally delivered purchases to customers as part of his brand’s recent Valentine’s Day campaign, adding a personal touch to marketing. The campaign also included a 'Buy One Get One' offer, with one lucky customer winning a trip to Bali.

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A similar trend is evident globally. In the promotional video for Severance Season 2, Apple CEO Tim Cook appears as a "severed" employee at Lumon Industries. The video depicts Cook undergoing a surgical procedure to separate his work and personal identities. His "innie" persona, Tim C., is then shown navigating the hallways of Lumon.

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The concept of founders becoming brand ambassadors isn’t new. One of the earliest and most iconic examples is Dharampal Gulati, the founder of MDH Masala, who starred in his company’s advertisements as early as 1984. His presence in the Asli Masala Sach Sach Masala commercials earned him the title of 'Spice King,' making him an enduring symbol of trust and authenticity. Similarly, Vijay Mallya famously promoted McDowell’s whiskey, starring in its ads and making them memorable for generations.

Why are founders stepping into the spotlight?

Aman Gupta believes a brand today is more than just a logo—it’s a personality, a story, and a voice. “At boAt, both Sameer and I are often called our in-house brand ambassadors. While that makes the brand more relatable and credible, it’s also a responsibility. Founder-led branding is a powerful tool, but like any tool, it needs to be used with intent. The rules are the same for everyone—whether you’re a creator or a company: Are you adding value? Are you being authentic? Are you sharing stories that help others learn and grow? That’s what builds a community,” he explains.

Adani Group Digital Media GM Chandan Sharma attributes this shift to authenticity. "Brands that communicate directly with their audience always work better than paid endorsements. Paid endorsements can feel transactional, whereas founders’ genuine passion for their brand fosters trust and enhances perception."

The digital advertising shift

Paid search ads, despite a projected 15.93% growth in 2025, are expected to see a decline in market share from 23% to 22%. Similarly, display banners will grow at a rate of 15.15% but witness a dip in share from 16% to 15%, according to the Dentsu 2025 report.

On the other hand, social media continues to dominate digital ad spending, accounting for 29% (₹14,480 crore), followed closely by online video at 28%. With a compound annual growth rate (CAGR) of 23.24% through 2026, online video is expected to reach parity with social media, surpassing even paid search (CAGR 16.85%).

Founder-led branding: A cost-effective strategy

Seeing a brand’s founder in a video creates an immediate connection with consumers. Founders naturally have compelling narratives—stories of building something from the ground up, overcoming challenges, and solving real-world problems. This storytelling approach resonates deeply with audiences, helping build brand loyalty and increasing customer lifetime value (CLV).

Chandan Sharma explains, "The relationship-driven approach allows audiences to feel emotionally invested in the brand, much like lifestyle vlogging. It also helps brands cut costs that would otherwise be spent on influencers while retaining full creative control."

According to him, brands can save up to 60% by reducing influencer collaborations. However, he cautions that a complete shift away from influencers may not be ideal—at least for the next five years. "Founder-led influencer marketing has shown promise, but it’s still in its early days. The best approach for now is a hybrid model, where both founders and influencers collaborate. Larger brands should transition gradually, whereas smaller brands can adopt this strategy immediately."

Aditya Jangid, Managing Director of AdCounty Media, echoes a similar sentiment. "Founder-led content feels raw, real, and personal, making it far more engaging than influencer-driven ads. This shift not only enhances engagement but also reduces dependency on influencer collaborations, making marketing more sustainable. Brands can cut influencer marketing costs by up to 50% while fostering deeper consumer trust."

According to 2024 data, D2C brands in India are estimated to have a market size exceeding $80 billion, with a significant portion of their spending allocated towards advertising, primarily through digital channels, due to the large online shopping base in the country; this trend is further fueled by the growing number of D2C players, exceeding 800 brands across various sectors like food, beverages, and fashion. 

Data-backed success: The impact of founder-led branding in today’s day and era

Social media has made it easier for founders to build direct connections with their audience. Instead of relying on traditional influencers, they leverage their personal influence to drive brand growth.

Take Parul Gulati, founder of Nish Hair, who has successfully positioned herself as the face of her brand. She consistently creates user-generated content (UGC)-style reels featuring real customer experiences, effectively driving engagement. According to Qoruz, Parul with 712.3K followers, has an average of 2.4K likes and 77 comments per post. Her reels generate 167.4K views on average, with an estimated reach of 74.7K. While her engagement rate is relatively low at 0.35%, her content garners substantial views due to her consistent posting and the trust she has built with her audience.

By stepping into the influencer role, founders create an authentic, relatable brand image that fosters deeper consumer trust. This approach not only reduces influencer marketing costs but also strengthens brand recall, making it a powerful long-term strategy. However, maintaining this momentum requires continuous effort, creativity, and adaptability.

While the benefits are undeniable, founders must be mindful of challenges such as scalability limitations and the risk of burnout. A well-balanced strategy—where founders remain the face of the brand while building a strong support system—can help navigate these hurdles effectively.