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Time of India
23-07-2025
- Entertainment
- Time of India
Kartik Aaryan: The Prince of Brand World
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 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 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 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 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 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 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 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 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 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 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.
Time of India
23-07-2025
- Entertainment
- Time of India
Why brands are betting big on Kartik Aaryan's mass appeal
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 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 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 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 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 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 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 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 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 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 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.
Economic Times
23-07-2025
- Entertainment
- Economic Times
Why brands are betting big on Kartik Aaryan's mass appeal
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 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 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. The marketer's dream 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 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. Strategic edge and pan-India appeal: 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 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." Endorsement fees and brand valuation: 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. Blockbusters in the making: 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. Social media supremacy 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 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. The center of the brand galaxy 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. Disclaimer - The above content is non-editorial, and TIL hereby disclaims any and all warranties, expressed or implied, relating to it, and does not guarantee, vouch for or necessarily endorse any of the content.
Hindustan Times
11-07-2025
- Business
- Hindustan Times
Brands bat for innovative print advertising
Last Sunday, the pharmaceutical firm Mankind, splashed the ad for its condom brand Manforce on the front page of newspapers with the line 'Smell this ad to enjoy the scent of love' with readers getting whiffs of fragrance from their daily. Earlier, Samsung promoted its mobile phone Galaxy S25 Ultra in newspaper ads with a QR code enabling readers to scan and experience the AI-powered product. Recently, two other buzzy print ads by Instamart and Flipkart Minutes used special inks – one which changed colour under sunlight and another which was water-activated. Diverse People Thinking Planning Marketing Brand Concept The recent spate of print media ads has been innovative, interactive and engaging, thanks to increased availability and affordability of technology, said Mona Jain, media specialist and chief growth officer at research firm Brandpulse Global. 'Newspapers have reach and relevance. They are physical products that can be felt and new tech is adding interactivity to an otherwise passive medium,' she said. Print's reach may be declining, but it offers trust, tangibility, and deep engagement, said Lalatendu Das, CEO, Publicis Media, South Asia. Print ads continue to evolve. 'By blending sensory appeal with storytelling, brands are finding fresh ways to connect with audiences through a traditionally static medium,' Das said. Investment in innovative print ads is seen as convergence of multiple trends by Sideways Consulting's senior strategy director Siddharth Mohanty. 'Despite declining reach, print offers a kind of seriousness that's hard to replicate elsewhere. When an ad appears in a newspaper, it sits in a context of headlines, editorials, and announcements. That changes how it's perceived. It feels more credible, official and public,' Mohanty said. 'The sudden burst of creativity is most likely a consequence of a mindset shift that's been on for a while. Use print less often, but more thoughtfully. And treat it like a stage,' he added. That's where innovations like QR codes, embedded scents and colour-changing inks come in as tools to help stretch the impact. It increases the odds of it being photographed, shared, or discussed, Mohanty said. Cheil India's senior executive creative director Sudhir Das who worked on the Samsung Galaxy's QR-code enabled newspaper campaign agreed that print lends legitimacy and stature. 'The intention was to create something for print to be shared on social media,' he said. A Pitch Madison Advertising report in February said print media ad expenditure grew 5% in 2024 to touch ₹20,272 crore. It is projected to grow 7% in 2025. However, the Ficci-EY media report estimates are conservative. Print advertising remained flat in 2024 and will grow at 2% up until 2027, it said. It added that print is still used to reach affluent audiences by companies and brands in automobiles, luxury products, phones, real estate and education. Brandpulse's Jain cautions against writing off print. Her research shows that recall for newspaper ads is higher than those on digital. 'Also, the medium is more nuanced. Older age cohorts -- people over 45 – do not like missing their dailies. In tier 2 and tier 3 towns, vernacular print and TV is still being consumed,' she said. Though media is mostly compared by volume and reach, print matters where people still believe in it, said Mohanty. Its relevance depends not just on category or geography but on how your audience assigns value to what they read, and where. 'And that perception shapes how the message lands. A launch feels more official. A brand feels more established. A service feels more legitimate,' he added. It's true that the digital medium offers freedom and real-time customisation of ads. 'You can tailor your message by region, dialect, subculture, or moment. You can speak to niches and improvise. That's the real creative upside,' Mohanty said. But the competition is intense and comes not just from other ads but from people with sharp, funny, opinionated voices who know how to tell a story, Mohanty argued. 'That's what makes standing out on digital so difficult,' he said. Jain mentioned the digital ad clutter with irksome pop-ups and animation crawling on the screen. In Lalatendu Das' view, TV continues to provide mass reach though lacks sharper targeting of audiences, digital allows dynamic targeting but faces clutter, privacy concerns, and short attention spans. Print complements television and digital by offering a credible and immersive brand experience in a fragmented media environment, he said.
