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Mint
23-05-2025
- Entertainment
- Mint
Why global luxury houses are looking beyond Bollywood for brand ambassadors
Gift this article Luxury French house Chanel, Italian menswear label Paul & Shark and homegrown wellness brand Kama Ayurveda (owned by Spanish beauty and fashion conglomerate Puig) have recently announced Indian faces as their global ambassadors. While beauty, jewellery and watch brands have long worked with celebrities like Shah Rukh Khan, Aishwarya Rai Bachchan and Priyanka Chopra Jonas, the real game-changer was the appointment of actor Deepika Padukone as Louis Vuitton's global ambassador in 2022. It was more than just a celebrity endorsement—the move reflected how legacy luxury brands were making India a central part of their global narrative. Luxury French house Chanel, Italian menswear label Paul & Shark and homegrown wellness brand Kama Ayurveda (owned by Spanish beauty and fashion conglomerate Puig) have recently announced Indian faces as their global ambassadors. While beauty, jewellery and watch brands have long worked with celebrities like Shah Rukh Khan, Aishwarya Rai Bachchan and Priyanka Chopra Jonas, the real game-changer was the appointment of actor Deepika Padukone as Louis Vuitton's global ambassador in 2022. It was more than just a celebrity endorsement—the move reflected how legacy luxury brands were making India a central part of their global narrative. Soon, Alia Bhatt became Gucci's global face. A year later, in 2023, Sonam Kapoor was named Dior's ambassador. Chanel followed suit, tapping in Gen Z favourite Ananya Panday as its face earlier this year. These women, all actors with global visibility and massive social media reach, represent a new era of brand ambassadorship, shaped by glamour and influence. But the celebrity choices of Kama Ayurveda (Gauravi Kumari of the royal family of Jaipur) and Paul & Shark (cricketer K.L. Rahul) hint at a willingness to look beyond Bollywood. Also read: Clickbait takedowns are ruining fashion criticism in India K.L. Rahul is the first Indian athlete to be named a global ambassador for Paul & Shark The film star legacy The recent increase in the number of Indian brand ambassadors has more to do with economics than ethnicity. As consumption in China, the luxury industry's former darling, continues to slow, financial instability in Europe deepens, tariffs rattle the US market, and Russia remains embroiled in conflict, India has emerged as luxury's great hope. 'The answer lies in our economic momentum and the shrinking growth curves of China and Europe. Add to that a generation of Indians exposed to elevated lifestyles through global travel, and it's clear why the world's biggest brands are paying attention," says Archana Jain, chief executive of PR Pundit Havas Red. Her company has worked closely with brands such as Gucci, Ralph Lauren and Estée Lauder. Plus, the rise of the Indian diaspora. According to a 2025 report by the German Economic Institute, Indians rank as the 'top immigrant earners" in Europe's largest economy. From New York to Hong Kong, Indians today are among the top luxury spenders. Hence the added bonus of an Indian ambassador, who becomes a connection to the global audience. Traditionally, Bollywood has been the obvious choice. 'It's a strategic yet safe choice. Star power opens doors," says Deepika Gehani, luxury consultant and former vice-president at Reliance Brands Ltd. On Chanel's choice of Panday, she says, 'Today, every brand is eager to target the younger Gen Z audience." The selection of personalities like Gauravi Kumari (she's also the face of Jimmy Choo) and K.L. Rahul could be a disruptor. 'Bollywood alone can no longer shape India's cultural narrative," says Gehani. 'Today's discerning consumers demand authentic, meaningful stories. Brands must adopt a multi-dimensional approach." That's one of the reasons luxury brands are looking towards regional cinema personalities as well, says Jain. Premium brand Onitsuka Tiger has associated 'with Rashmika Mandanna who works in Telugu and Hindi cinema to widen appeal," Jain offers an example. Arjun Mehra agrees. He's the former chief business officer of Condé Nast India and founder-chief executive of C&C Talent, which represents celebrities including Gauravi Kumari, her brother Padmanabh Singh, and Sara Tendulkar. 'No one can deny the power of Bollywood in celebrity endorsements. However, I believe brands now look closely at the ambassador's audience," he says. 'If their target audiences are only a fraction of the ambassador's audience, the brand may not derive ROI (return on investment). Also, some of the actors' IG grids are not suited to luxury brands." Even in the West, brands have traditionally gravitated toward actors. But when a brand has a more athletic edge—like Rolex with Roger Federer or Prada with Wang Qiang—sports stars become just as desirable. Jain says, 'Virat Kohli (who has previously worked with German carmaker Audi) would be a great fit for a luxury brand—perhaps a watch brand like Tudor." Choosing royalty may seem niche, but Indian royals have long had a legacy with European luxury brands. India's erstwhile maharajas were once among the most important clients of maisons like Cartier, Van Cleef & Arpels and Louis Vuitton. And socially popular royals will continue to be sought after by luxury brands, believes Jain. 'Royalty certainly adds a dimension of luxury but it's not enough in itself," says Mehra. 'Whether it's Bollywood, sport, music, royalty or any other field, the overall package, audience and brand alignment are important." Seeking mass appeal As luxury brands expand into tier-two and tier-three cities, there's still a need for ambassadors with mass appeal so, of course, Bollywood will remain the easy choice. Jain hopes a luxury watch brand might soon look towards a leading CEO instead of an actor or a sportsperson. 'By diversifying and incorporating multiple touchpoints, a more robust brand presence and meaningful connections with the target audience can be created," she says. Jain suggests a more measured approach for brands launching in India: 'When a brand arrives in a new country, they initially set up presence in one or two cities in the first year. I would not recommend a full-scale engagement with a celebrity as a brand ambassador until the brand has scaled its presence. Brand ambassadors are valuable if they align with the brand values and are able to foster goodwill." To illustrate her point, she offers the example of Chopra's association with Bvlgari. Their partnership started in August 2021—just a month before the brand launched its modern take on the mangalsutra. 'The compelling story of the mangalsutra needed a contemporary Indian woman with a global appeal to imbue Indian values and emotions into that narrative," says Jain. As India's role on the global luxury stage rises, brands are looking to connect with the country on a deeper level. Whether it's a royal, a cricket icon, a tech company CEO, a writer, or a musician with a taste for high fashion, it's time for brands to embrace a different approach—one that reflects the richness and diversity of India. Often it's the disruptors who make the most noise. In the process, they leave a lasting impact when entering a market. Dress Sense is a monthly column on the clothes we wear every day. Sujata Assomull is a journalist, author and mindful fashion advocate. Also read: Do fashion collaborations give both brands an edge? Topics You May Be Interested In
India Today
11-05-2025
- Lifestyle
- India Today
Princess Gauravi Kumari on royal beauty secrets and what she loves about being a Gen Z
Some days, Princess Gauravi Kumari is on the covers of India's top lifestyle magazines. Other days, she's right in the middle of things at training centres in Jaipur, working with local women artisans and supporting their growth. One moment, she's front row at global fashion weeks or teaming up with luxury brands; the next, she's back in Rajasthan, focused on women's empowerment through the Princess Diya Kumari Foundation (PDKF).As the daughter of Deputy Chief Minister Princess Diya Kumari and granddaughter of Rajmata Padmini Devi, Gauravi represents a modern kind of royalty. At 24, she's showing us what it means to be a Gen Z princess in today's see her rocking a high-fashion dress with Jimmy Choo heels one day, and wearing a traditional poshak for a state event the next. She's equally at ease in both worlds. Her collaborations with the brands she works with also reflect this blend—for instance, Kama Ayurveda, a luxury skincare brand grounded in traditional Ayurvedic wisdom and contemporary innovation.'As someone passionate about preserving cultural heritage while making it relevant for today's generation, their approach resonated deeply with me,' says Gauravi on being the brand ambassador for the luxury skincare brand. View this post on Instagram A post shared by Kama Ayurveda (@kamaayurvedaindia)In an exclusive interview with India Today Digital, Gauravi shares some of her favourite Gen Z habits, her go-to skincare tips, beauty secrets passed down through generations, and her definition of of skincare in daily lifeSkincare is very important to me, not just as a ritual for beauty, but as a way to take a moment for myself amidst the busyness of daily life. I find time both in the morning and evening to really connect with my skin; it's something I genuinely look forward beauty secretGrowing up, beauty was always about simplicity and natural care in my family, and some of those traditions have stayed with me even today. One of my favourite DIY treatments is a gentle ubtan made with sandalwood, rose water and a hint of turmeric. It instantly refreshes the skin and leaves it glowing. These little rituals, passed down through generations, are so special to me – they remind me that true beauty comes from nurturing yourself with kindness and using natural skincare vs dermatologist recommendationsFor me, it's about finding a thoughtful balance. I deeply believe in the power of natural skincare – ingredients that have been trusted for generations and work in harmony with the skin. At the same time, I do believe there is a place for dermatologist-recommended products, especially when it comes to targeted concerns or treatments.I think the key is to listen to your skin, to be gentle with it, and to choose what aligns with both tradition and modern knowledge, always with a sense of care and things about being a Gen ZI think what truly sets Gen Z apart is our deep sense of individuality and authenticity. We aren't afraid to embrace who we are, to speak about things that matter, and to seek out meaning in everything we do – whether it's in the way we work, express ourselves, or even care for our well-being. One of my favourite things about our generation is how connected we are to both tradition and innovation; we value heritage, but we also want to shape a future that feels more mindful and inclusive. There's a wonderful sense of possibility in the way Gen Z approaches the world, and I find that incredibly is 'luxury' for the modern royal?For me, true luxury lies in authenticity, craftsmanship and a deep sense of meaning behind what we choose to surround ourselves with. It's about pieces and experiences that are thoughtfully created and rooted in tradition but still feel entirely personal and relevant to talkFor me, wellness is really about balance – staying active, caring for my mind, and making time for rituals that nourish me from within. I enjoy a mix of strength training and yoga; it keeps me grounded and gives me the energy to take on the day. Skincare too is an important part of my wellness routine. I believe that when you take care of yourself with consistency and kindness, it complements everything you do. advertisement
