Why brands are betting big on Kartik Aaryan's mass appeal

Time of India

6 days ago

In an ever-evolving advertising landscape, where relatability often trumps legacy, a new kind of superstar is emerging, one who bridges small-town dreams with pan-India influence. With over ₹1,000 crore riding on his name through box office hits and endorsement deals, this rising force is becoming the poster boy for what brands seek today: authenticity, versatility, and influence.Bollywood's new blue-eyed boy Kartik Aaryan is riding an unstoppable wave of success, with over Rs 1000 crore banking on him- not just at the box office, but also in the world of brand endorsements. Following box office successes like Bhool Bhulaiyaa 3 and Chandu Champion, Kartik Aryan has become one of the most sought-after faces in Indian advertising, commanding attention from top brands across industries.Today, Kartik is the face of over 30 major brands, with endorsements spanning FMCG, fashion, lifestyle, fintech, automobiles, and tech, his team shares. His current brand portfolio includes names like Armani, Fanta, Doritos, Maruti Suzuki Brezza, Max Protein, Skechers, Dabur Oral Care, Manforce, Smart and Handsome, McDowell's, Knorr, Fujifilm Instax, and many more - a testament to his universal appeal and marketing versatility.Amit Sharma, filmmaker and co-founder of Chrome Pictures, describes Kartik as "A marketer's dream," citing his boy-next-door charm and authentic public persona as key factors. "He doesn't just endorse brands, he connects with consumers. Be it wit in a Doritos ad or class in an Armani campaign, or projecting confidence with Manforce condoms, Kartik brings credibility and relatability. His youthful energy and progressive image make him incredibly versatile, whether it comes to family-friendly ads or bold choices," Sharma says.Known for his clean public image, Kartik has consistently maintained a controversy-free reputation: a rare feat in the entertainment industry that has made him a dependable, family friendly, high-impact choice for advertisers navigating a sensitive and crowded media landscape.According to Lux Industries' Executive Director Udit Todi, Kartik's real power lies in his origin story: "He comes from a non-filmy, middle-class background and openly shares his journey from Gwalior to stardom. His background isn't just a part of his identity; it's a strategic brand asset. His authenticity connects with Tier 2 and Tier 3 audiences, the backbone of India's consumer market."Todi adds that Kartik's versatility allows him to seamlessly promote products across categories - making him one of the few celebrities who appeal across both mass and premium segments.Suvankar Sen, MD & CEO of Senco Gold & Diamonds, echoes the sentiment: "He embodies hope and hustle. His grounded image resonates with young, aspiring India. His style is real, his journey is inspirational, and his rise mirrors the aspirations of millions."Kartik's commercial value reflects his soaring stardom. He currently commands ₹8–10 crore per brand endorsement, while his film remuneration has crossed the ₹50 crore mark. According to Kroll's Celebrity Brand Valuation Report 2023, Kartik ranks among the top brand endorsers in India, with a personal brand value of $44.5 million.Fueling this brand momentum is Kartik's filmography. His upcoming slate includes Naagzilla, Tu Meri Main Tera Main Tera Tu Meri in Tera and a much-awaited romantic musical with Anurag Basu - all projects expected to further amplify his presence across screens and markets.Delving deeper into Kartik Aaryan's skyrocketing demand in the brand world, Udit Todi shares, 'His active social media presence delivers massive organic reach, while his consistent visibility across events, red carpets, and media ensures strong 360-degree recall, ideal for high-frequency brand campaigns. He will likely dominate the mass-premium segment, combining affordability and aspiration." Kartik Aaryan commands a massive social media reach with over 55 million followers across platforms, , offering brands a powerful channel for organic visibility and deeper consumer engagement, a valuable asset that amplifies the impact of every endorsement.For Gen Z, he's the perfect mix of real and aspiration, a trendsetter - from binge-worthy reels to his viral gym transformation, he's the guy they watch, meme, and follow across social media.Trade analyst Joginder Tuteja sums it up aptly: "There are phases when the branding world revolves around a single superstar, and right now, that young superstar is Kartik Aaryan."With a consistent media presence, mass fanbase, social media influence, and a genuine public image, Kartik Aaryan has evolved into more than just a film star to become a brand unto himself. - he is the face of new-age aspirational India, and a brand in himself.