Can a Celebrity Endorsement Save a Struggling Brand?

Discover how a well-chosen celebrity endorsement can help a struggling brand regain relevance and consumer trust in competitive markets. This article breaks down Indian brand case studies to show how Bollywood celebrities have shifted public perception and revived brand image. Find out what makes a celebrity partnership effective.

When a brand starts losing relevance, a celebrity endorsement often feels like the fastest reset button. A Bollywood star brings instant recognition, media attention, and a sense of renewed credibility. In markets driven by familiarity and emotional connection, the idea can seem simple: if people notice the brand again, sales will follow.

But attention and recovery are not the same thing. Several Indian campaigns show that when celebrities and brands align meaningfully, the endorsement doesn’t just boost recall, it changes perception and drives real business outcomes. For example, Shah Rukh Khan’s association with Hyundai has endured for decades, helping shape trust around the brand’s vehicles while giving consumers a familiar and reassuring face to connect with.

What does a “struggling brand” look like?

Most struggling brands aren’t invisible; they’re ignored. Sales flatten, repeat purchases dip, retailers reduce shelf space, and marketing efforts stop converting. Often, the product is decent but no longer exciting, relevant, or worth choosing over newer alternatives.

In India, we’ve seen brands with strong inherent value struggle simply because they lost emotional share of mind. That’s where a celebrity can reintroduce the brand into everyday conversations and signal renewed relevance. However, without a strategic fit between the brand’s values and the celebrity’s persona, that short-term attention rarely turns into sustained growth.

What can a celebrity endorsement change for a brand?

A well-matched celebrity can change three things quickly:

• Attention: A familiar face cuts through clutter, drawing eyeballs back to the brand as Ranveer Singh did for MakeMyTrip with a humorous, energetic campaign that resonated with younger travellers.
• Perception: A celebrity can elevate how a brand feels. For instance, Alia Bhatt’s partnership with Maybelline helped the makeup brand connect more authentically with Gen Z and millennial consumers, boosting engagement and desirability.
• Trial: When trust improves, consumers are more willing to try. Akshay Kumar’s long-running campaign with Harpic reinforced cleanliness and credibility, leading to stronger market presence and consumer preference.

What a celebrity cannot change is the intrinsic product experience. If a product disappoints after its first use, the endorsement can accelerate negative word-of-mouth and harm the brand more.

When do celebrity endorsements actually help brands?

Celebrity endorsements are effective when the brand’s problem is visibility, not viability. If the product quality is strong, pricing is sensible, and distribution is reliable, bringing in a well-chosen celebrity can act as a powerful catalyst for renewed consumer interest and emotional connection.

Hyundai Santro TVC featuring Shah Rukh Khan

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Hyundai Creta Commercial with Shah Rukh Khan (Recent)

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One of the most cited examples is the long-term association between Shah Rukh Khan and Hyundai. Shah Rukh Khan has been the face of Hyundai India since the late 1990s and helped introduce models like the Santro and later the Creta to Indian consumers. His mass appeal and family-friendly persona aligned perfectly with Hyundai’s positioning as a reliable, aspirational yet approachable car brand. The consistency of this partnership over decades turned Hyundai from an unfamiliar entrant into one of the most trusted automotive brands among middle-class buyers.

MakeMyTrip ad with Ranveer Singh & Alia Bhatt

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Another MakeMyTrip commercial with Ranveer & Alia

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Another strong example of a celebrity endorsement driving visibility and engagement is the MakeMyTrip campaigns featuring Ranveer Singh and Alia Bhatt. Rather than static product pushes, these ads used humor, relatable scenarios, and dynamic performances to make travel planning feel fun and accessible. This approach helped MakeMyTrip break through the clutter of travel ads and connect with younger audiences who identify with both the brand’s usefulness and the personalities on screen.

What these examples demonstrate is that the celebrity doesn’t fix every problem the brand still has to deliver a product experience consumers like, but the emotional bridge and recall boost generated by the celebrity can significantly improve visibility and trial. In both cases above, the celebrities helped embed the brand in consumer memory, making viewers think of the brand first when considering a car purchase or planning a trip.

Choosing the right celebrity for an endorsement

The smartest brands don’t chase the biggest name; they chase the right alignment between brand values and celebrity persona. A celebrity must fit the brand’s audience, language preferences, lifestyle positioning, and even category aspirations.

Here are key checks brands should make before signing:

• Does the celebrity naturally belong in this category?
  For example, Ranveer Singh’s youthful, energetic vibe was a natural fit for MakeMyTrip’s travel campaigns.
• Do their followers resemble the brand’s buyers?
  Alia Bhatt’s youthful social audience helped Maybelline strengthen its appeal among younger makeup consumers.
• Can they commit beyond a single campaign burst?
  Long-term ambassadors like Shah Rukh Khan with Hyundai created continuity and trust, reinforcing consumer relationships over years rather than momentary bursts of attention.

Without clear answers, endorsements may deliver short-lived buzz but rarely sustain impact on sales or loyalty.

Get a Celebrity Endorsement to promote your Brand!

The right celebrity endorsement can change how people view a brand. When a well-known face fits naturally with what a brand stands for, it builds trust faster and makes the brand feel more relatable and desirable. A strong endorsement does more than attract attention; it helps improve recall, shapes perception, and creates a genuine emotional connection, especially in crowded markets.

If your brand is looking to build credibility and stay top of mind, choosing the right celebrity matters. With platforms like Tring, brands can connect with Bollywood celebrities, digital creators, and emerging personalities who align closely with their audience and brand values. This makes it easier to plan campaigns that feel authentic, connect quickly with consumers, and support steady, long-term brand growth.