Fresh Faces, Brand Deals: Why Gen Z can’t get enough of Aneet Padda & Ahaan Pandey

The ‘Saiyaara duo’, Aneet Padda and Ahaan Pandey, quickly caught the attention of brands eager to connect with India’s ever-expanding youth demographic

by Shalinee Mishra and Sunidhi Vijay
Published: Sep 23, 2025 8:25 AM | 5 min read

When Saiyaara hit the screens, it wasn’t just another debut for Bollywood newcomers. For Aneet Padda and Ahaan Pandey, it became a launchpad that catapulted them straight into the limelight. Fresh faces with undeniable screen presence, the duo quickly caught the attention of brands eager to connect with India’s ever-expanding youth demographic. Today, just months after their debut, they’re not only actors to watch but also fast-rising marketing darlings.

Aneet Padda, who has already fronted campaigns for brands like Cadbury and Nescafé, is now making headlines as the new face of beauty giant Lakmé. What makes Aneet and Ahaan stand out is the perfect blend of relatability and aspiration they embody. With their expanding social media reach, the two have tapped into a generation that looks for authenticity as much as glamor.

Industry experts pointed out that the duo is fairly popular among youth-centric brands such as automobiles, beauty, lifestyle and tech.

Power of Social Media Presence

The rise of Aneet and Ahaan underscores how critical social media is to building modern-day stardom. “Being active on social media allows actors to directly interact with fans, making them feel accessible and relatable. Brands see value in that and want to leverage it,” said Girish Johar, Producer and Film Business Expert.

Rhea Prabhu, Producer at Ram Madhvani Films added that their rise has been largely organic, “Their popularity grew through fan engagement and a chart-topping soundtrack. This fan-driven hype has created a strong and authentic connection with their audience, making them highly desirable for brands. Today, they are among the most engaged young celebrities on social media.”

The momentum is reflected in hard data. With 3.1 million Instagram followers, Aneet is riding a strong growth curve. According to a report by Qoruz, her follower base grew by 35.41% in just the last 30 days, a figure that reflects how quickly she’s cementing herself in public consciousness. Her audience is overwhelmingly Indian (92.61%), with Mumbai and Delhi leading the charge, and a striking male skew (nearly 90%). Her average reel viewership stands at 355.1k, while her estimated reach is 359.5k.

So far, she has bagged associations with Yash Raj Films, Amazon Prime Video, Cadbury Dairy Milk Silk, and Paytm, among others. For marketers, her credibility score of 78.21% as per Qoruz adds another layer of assurance, signaling that her influence is largely authentic.

On the other hand, Ahaan Pandey, with 2.4 million Instagram followers, boasts stronger engagement metrics. Qoruz stated that his average engagement rate stands at 1.59%, significantly higher than Aneet’s 0.57%. With reel views averaging 392.1k, his reach (376.7k) translates into deeper audience activity. His content skews toward lifestyle, fashion, and luxury—evident from partnerships with Adidas, Louis Vuitton, Louboutin, and Amrapali Jewels.

Interestingly, his audience tilts female (58.17%), with the 25–34 demographic dominating. His follower base is concentrated in Maharashtra (40.59%), with Mumbai alone accounting for nearly 30%. Though his follower growth has dipped slightly (-0.09% in the past 30 days), his ratio of reel views to followers (16.63%) suggests his content enjoys consistent traction.

In the past few months, both Aneet and Ahaan have witnessed remarkable spikes in their Instagram followership, underscoring the strength of their active digital presence. Ahaan’s account jumped from 397k followers in mid-July to over 2.3 million by mid-September, while Aneet gained 785k new followers in just 30 days, pushing her total past 3 million with a 35.41% growth rate.

This surge, coupled with their predominantly Gen Z and young millennial audience, points to a highly engaged and responsive fan base - a metric that brands increasingly value as a marker of authentic influence and impactful reach.

Lakmé’s Bet on Aneet

Lakmé’s move to bring Aneet Padda on board underscores the brand’s strategy to tap deeper into Gen Z audiences, aligning with their demand for authenticity, modern expression, and relatable icons.

Lakmē has long positioned itself at the forefront of spotting talent and shaping beauty conversations. With Aneet as its new face, the brand is embracing the evolving definition of beauty - from high-coverage perfection to effortless, expressive, and modern makeup that resonates with how Gen Z wants to experience it.

Brands are increasingly drawn to actors who combine youthfulness with a raw, unpolished appeal. Prabhu explained, “Aneet Padda was recently named the Gen Z face of Lakmē, a major beauty brand. Ahaan and Aneet have also featured on magazine covers, with their chemistry praised widely on social media. The success of their film has convinced brands that their newfound celebrity status could translate into major endorsement deals.”

Balancing Opportunity with Strategy

What makes them especially appealing is the element of curiosity that surrounds them. Even after the film’s success, both actors have been exposed selectively, keeping audiences, and brands eager to see more. “It’s the freshness they bring to the table. They are young talents, and a lot of youth across the country resonate with them,” Johar said.

Prabhu explained that their emerging status as youth icons further enhances their marketability. Being relatable because of their raw, real public persona is a huge advantage for brands. Working on a film that resonates emotionally with younger audiences instantly connects them with the public. And by not overexposing themselves, she added, in the usual promotional circuits, they maintain the respect of the youth purely for their talent.

While young talent offers exciting opportunities, brands must also navigate the volatility of careers and social media trends. Johar advised, “Brands should set clear parameters. If they believe in long-term association with emerging icons, they should commit for the long run. If they prefer flexibility, short-term deals with multiple talents can work. Ultimately, it depends on the brand’s strategy.”

With authenticity, social media savvy, and selective exposure, actors like Aneet Padda and Ahaan Pandey are redefining what it means to be brand-friendly in the Gen Z era.