Indian Celebrities Dominating Brand Collaborations

From Virat Kohli and Shah Rukh Khan to Deepika Padukone and Ranveer Singh, Indian celebrities are leading some of the biggest brand collaborations today. This page looks at the stars, campaigns, and partnerships helping brands gain attention, reach wider audiences, and stay popular across digital platforms.

Indian celebrities have become some of the biggest faces in advertising and digital campaigns. From Bollywood actors and cricketers to creators and influencers, Indian stars now attract audiences not just in India but across global markets as well. By 2026, the combined brand value of India’s top 25 celebrities crossed $2 billion, showing how strongly brands continue to invest in celebrity partnerships and the top celebrity brand deals in India.

At the top of the list is Virat Kohli with a brand value of $231.1 million, making him India’s most valuable celebrity brand for the third consecutive year. He is followed by Ranveer Singh at $170.7 million and Shah Rukh Khan at $145.7 million. Stars like Alia Bhatt, Sachin Tendulkar, and Deepika Padukone also continue to attract major endorsement deals across fashion, tech, beauty, sports, and lifestyle brands.

This growing star power has pushed both Indian and international brands to sign bigger and more exclusive endorsement deals. In this article, we look at some of the biggest celebrity collaborations between 2020 and 2026, including campaigns featuring Virat Kohli, Deepika Padukone, Ranveer Singh, and other major personalities. We also explore how influencers and digital creators are becoming an important part of modern brand campaigns in India.

Global Luxury Brands and Indian Ambassadors

In recent years, global luxury labels have made Indian celebrities their ambassadors. In 2025–26, fashion houses and beauty brands turned to Bollywood stars for campaigns. Deepika Padukone, for example, became the first Indian global ambassador for Louis Vuitton and Cartier.

She often sits in the front row at Paris Fashion Week alongside international icons, blending Indian style with modern luxury. Similarly, actor Alia Bhatt signed with Gucci (2024) and L’Oréal Paris, while Sonam Kapoor became the face of Dior. Priyanka Chopra Jonas holds deals with Bulgari, Tiffany & Co., and TAG Heuer. These moves reflect India’s growing presence in luxury markets. As industry veteran Ashish Bhasin noted, India was once a “minuscule” luxury consumer, but rapid growth and more global travelers have made brands eager to tap Indian culture.

Meanwhile, global beauty brands Lancôme and Maybelline also embraced Indian faces in 2026: Lancôme named Sonam Kapoor its ambassador, and Maybelline signed Kiara Advani. Sportswear and tech brands have done the same – for example, cricket star KL Rahul partnered with Italian fashion brand Paul & Shark. All of these deals show that top Indian celebrities are now seen as key to reaching both domestic and international markets.

Leading Indian Celebrity Endorsers

Along with these brand-specific examples, surveys show who the most marketable Indian celebrities are. A 2024 report lists Virat Kohli, Ranveer Singh, and Shah Rukh Khan as the top three in brand value. In that list, Bollywood actresses also figure prominently: Alia Bhatt ranked 4th, and Deepika Padukone was 7th. (Only nine women made the top 25 in 2024, highlighting a gender gap in endorsements.)

Other actors like Akshay Kumar and Salman Khan remain popular with advertisers, while rising stars such as Rashmika Mandanna, Kriti Sanon, and Ananya Panday are breaking into the top brand-value charts.

Cricket icons hold their own: MS Dhoni was the second-most visible TV celebrity in 2025, and he alone endorsed 59 brands that year. In fact, half of all Indian TV ad campaigns featuring celebrity couples were led by four pairs: Ranbir Kapoor–Alia Bhatt, Anushka Sharma–Virat Kohli, Deepika Padukone–Ranveer Singh, and Amitabh Bachchan–Jaya Bachchan. This shows how even celebrity marriages can become a branding asset.

Overall, Indian celebrities from film and sport dominate ad spending. A TAM AdEx study found that film stars made up 73% of celebrity ad volumes on TV in 2025 (sportsmen were 20% and TV actors 8%). Food and beverage, personal care, and household products were the biggest categories using celebrities, with a slight male skew (men in 64% of food ads, women in 61% of personal care ads).

Virat Kohli – The Endorsement King

Cricket superstar Virat Kohli exemplifies how powerful an ambassador can be. His name alone boosts brand visibility, making many of his partnerships part of the top celebrity brand deals in India. In 2017 he signed what was reported as one of India’s largest sports deals at the time: ₹100–110 crore with Puma over multiple years. He even co-created a Puma “One8” sneaker line and co-owns the One8 Commune restaurant.

Beyond sportswear, Virat’s brand portfolio spans many categories: he endorses Puma (co-founding its One8 fashion line), MRF (his bat and clothing sponsor), and Audi India (luxury cars). He has also worked with Herbalife (nutrition), Tissot (Swiss watches), and fashion labels like Manyavar and Myntra. He runs his own clothing brand, WROGN, targeting young buyers. These efforts have paid off: industry reports estimate Kohli’s endorsement earnings at roughly ₹200–250 crore per year. 

His campaigns reach hundreds of millions – for instance, a recent ad with him drove huge attention. Even after leaving Puma in 2025, he remains a top choice for brands. Kohli’s case shows that cricket icons can carry Indian brands globally (and vice versa). Marketers say they pick him when they want an energetic and aspirational image.

Deepika Padukone – Global Luxury Ambassador

Bollywood star Deepika Padukone has made India a presence on the international fashion stage. She became the first Indian house ambassador for Louis Vuitton and Cartier. Deepika has appeared at multiple Paris Fashion Week shows representing these brands. As the Indian luxury fashion ambassador, she blends Indian tradition with global style, a combination brands find appealing.

For example, she sat in the front row at a Louis Vuitton show in Paris alongside Emma Stone and Jaden Smith. Deepika’s deal with Louis Vuitton began in 2017 and continued into 2022, and she also fronts Cartier’s high jewelry campaigns.

Her success has opened doors for others. Today, many luxury labels actively seek Indian celebrities. Beyond fashion, Deepika’s international image benefited brands and her film profile (her movies collectively gross over ₹1,000 crore). She also co-founded KWAN Entertainment, which handles branding. 

In short, Deepika’s case shows how an Indian film star can become a global fashion icon. Brands prize her pan-India fame and English fluency, and she in turn boosts their global profile. (Her presence helped shape a trend: after her, even global beauty brands like Lancôme and Maybelline hired Indian actresses.)

Ranveer Singh – Bold Brand Collaborator

Ranveer Singh’s lively image and youth appeal have made him a go-to collaborator. He has worked extensively with Adidas Originals in India. He was featured in major campaigns like “We Gave the World an Original. You Gave Us a Thousand Back,” alongside international stars like David Beckham.

In April 2026, Adidas India even teased a new co-created product with Ranveer (a black-and-white Instagram post saying “You’re in his territory” hinted at a special drop). Earlier, he hosted an Adidas Originals Holi campaign with Pharrell Williams in 2018.

Beyond sportswear, Ranveer signed a surprising deal with Ajmal Dubai Perfumes in early 2026. He became the face of its “Your Unseen Power” fragrance campaign, which rolled out on over 575 PVR cinema screens nationwide. In the ad, he connects each perfume with a side of personal power – echoing Ajmal’s heritage in perfumery and Ranveer’s expressive personality. 

He often teams up with his wife, Deepika, in commercials, making their star couple doubly effective. Industry data show that pairings like Ranveer & Deepika were among the top "couple-led" endorsements on Indian TV in 2025. 

Overall, Ranveer’s collaborations span sports, lifestyle, and lifestyle products. Brands pick him when they want an energetic, bold image to reach younger audiences. 

Domestic Brands and Influencer Trends

While global companies tap megastars, many Indian brands – especially startups – are turning to social influencers. In fact, traditional celebrity TV ads have shrunk. One media report found that celebrity-led TV commercials in India fell by 22% in 2025. A big reason is cost: top Indian movie or sports stars command huge fees (around ₹8–10 crore a year for long-term contracts), so smaller brands are choosing alternatives. 

Homegrown digital-first brands often launch with influencer marketing. For example, Mamaearth (baby and skincare) initially relied on mom bloggers and parenting influencers to reach its market. Sugar Cosmetics (makeup brand) worked early on with YouTube beauty creators who fit its confident, playful tone.

Audio brand boAt scattered products across many influencers (fitness, travel, gaming) for organic exposure. These companies didn’t wait to build a mass campaign; they used creators from the start to be their marketing. The result: By the time they advertised on TV or print, the audience already knew them from Instagram and YouTube feeds. 

Industry experts note that the shift is now towards smaller creators: a recent survey found 47% of Indian brands prefer micro-influencers over celebrities. Micro and nano influencers (those with under 100,000 followers) often have higher engagement rates (4–8% on Instagram) compared to megastars. This authenticity pays off. Influencer-led ads let brands target specific niches (finance, gaming, beauty, etc.) and get measurable engagement. 

A 2026 analysis found influencer collaborations can cut costs by 90% and deliver over 4× higher ROI than celebrity campaigns. Regional creators can even drive 3.7× more engagement and 53% better reach in smaller cities (Tier-2/3 towns). As a result, many Bollywood movie promos now mix both: about 68% of 2024–25 film campaigns combine stars with influencers. 

In short, while celebrity partnerships still boost mass awareness, Indian companies are adding influencer strategies for authenticity and targeting. Brands are creating serialized “mini-dramas” on Instagram and YouTube with influencers (Aditi Shrivastava of Pocket Aces calls them “episodic narratives”). They also lean into unfiltered content, music, and trends that younger viewers love.

Costs and ROI of Celebrity vs. Influencer Campaigns

For brands planning collaborations, budget and return on investment (ROI) are key. Top Indian celebrities can be very expensive. One estimate says a leading star’s annual endorsement contract runs ₹8–10 crore per year. For instance, Hilton Hotels’ 2025 India campaign with Deepika Padukone reportedly cost about ₹33 crore, yet it achieved a staggering 1.9 billion Instagram views.

By contrast, influencer campaigns often cost a small fraction per post. Data show that micro-influencers (10K–100K followers) charge as little as ₹15,000–1.2 lakh, compared to ₹8 lakh+ per post for mega-celebrities. And the engagement differs: micro-creators see 4–8% engagement, whereas megastars are under 1%. A single celebrity post might reach millions, but often only a small share actually interacts. Many brands now realize that a network of niche influencers can collectively deliver more interactions per rupee spent. 

The statistics back this up: influencer-led campaigns have reported up to 4.2× higher ROI and far lower costs than star-driven ads. They can also penetrate new markets more effectively. However, a famous face still brings instant visibility. The optimal strategy is often a blend: use a celebrity or well-known creator to raise broad awareness, and supplement with targeted influencer posts for engagement. 

Brands should also measure ROI carefully. Modern campaigns track clicks, views, and conversions from each channel. Many marketers now consider metrics like cost per engagement or brand lift rather than just exposure. This attention to data helps them balance spending on star power versus grassroots reach.

Future Trends in Brand Partnerships

Looking ahead to the rest of 2026 and beyond, a few trends stand out. First, we will likely see more episodic campaigns: mini-series formats where celebrities and influencers create stories over time. Audiences prefer authentic storytelling over one-off ads. Second, brands may offer equity to influencers – treating top creators like long-term partners or even co-founders of campaigns.

Technology will also play a bigger role. AI tools are already helping identify and manage influencers and may soon automate content customization (auto-dubbing and auto-editing for different languages). Music-driven content is another growth area, as songs and reels dominate social feeds. 

Despite all changes, one thing is clear: Indian celebrities will remain hugely influential. Whether on TV, in movies, or on TikTok and Instagram, they command attention. Brands that match the right celebrity or influencer to their message can tap into that power. The key for any brand (big or small) is to blend the old and new: use star endorsements for broad appeal and influencers for niche engagement.

Ultimately, in 2026 India’s market will see a mix of tradition and innovation. We will keep seeing Bollywood and sports stars on big billboards and luxury ads, while digital creators quietly fill feeds and shopping carts. This interplay makes Indian brand marketing one of the most dynamic fields today.

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