The Rise of Gen Z Celebrities in Indian Brand Endorsements

Brands in India are tapping Gen Z stars as new brand ambassadors. Young actors like Ananya Panday, Vedang Raina, Khushi Kapoor and Ahaan Panday bring massive digital followings and authenticity. This blog explains why their social media clout, values and fresh style appeal to youth-driven fashion, beauty and lifestyle brands.

India’s Gen Z is now one of the biggest consumer groups, and brands are taking notice. Young, digital-native consumers command a large share of spending in fashion, beauty, tech, and more. They expect high social media engagement, authentic self-expression, and cultural relatability from the public figures they follow. This is reshaping how brands pick ambassadors. Instead of only tapping established stars, marketers are increasingly turning to new Gen Z actors and digital influencers who speak directly to young audiences.

Why Gen Z Celebs Attract Brands

1. Huge spending power

India’s Gen Z (born ~1997–2012) already drives a massive share of consumer spending. Reports show they account for about 44–48% of spending in categories like apparel, beauty, travel, and food. By some estimates, Gen Z India’s buying power may reach over $2 trillion by 2035. For brands, this means Gen Z is no longer a future opportunity but the core customer base today.

2. Social and cultural influence

Unlike older stars, Gen Z celebrities often have very active social media presences. They post daily on Instagram and YouTube, sharing personal stories, causes, and style inspiration. For example, Shanaya Kapoor and Ananya Panday have landed deals with global brands like Puma and Jimmy Choo by leveraging their social profiles. These young stars resonate with youth culture and set trends directly through their online presence.

3. Authenticity and values

Gen Z consumers want more than a glitzy face in an ad; they look for authenticity. Marketing experts note that Gen Z follows creators and celebs who “have points of view” and stand for causes. They favour brand ambassadors who share their values, whether it’s social causes, sustainability, or body positivity. As Lloyd Mathias, a brand strategist, explains, “Brands now seek celebrities who not only have a strong social presence but also reflect their values." When a Gen Z star openly supports a cause, it helps build trust and community loyalty that traditional ads often lack.

4. Relatability and engagement

Many Gen Z actors and influencers grew up online and talk in a peer-like tone. They can connect with viewers directly through live chats, fan events and candid posts. As Aviral Jain (CFO at Kroll) notes, Gen Z stars are very active on social platforms, which makes them a better fit for this audience than some “elite celebs” who may be less present online. This active engagement turns fans into followers of the brand as well.

At the same time, legacy celebrities still have value, especially for broad reach. Industry analysts say the rise of creator culture hasn’t made big-name stars obsolete. Rather, brands are mixing strategies: they use icons to get wide visibility and Gen Z stars to add relevance. In a fragmented media landscape, one ad says, "The strongest approach is often celebrity-led, creator-amplified," using the celebrity to draw attention and niche creators to make the message feel current. In short, a star must add meaning (beyond just reach) to justify high-profile endorsement deals.

How Gen Z Celebrities Are Changing Brand Endorsements

Gen Z celebrities are changing how brands use celebrity endorsements. Instead of relying only on TV commercials, print ads, or a single campaign film, brands can now build ongoing content around a celebrity's digital presence.

• Short-Form Videos and Reels - Reels and short videos let celebrities showcase products through styling videos, quick tips, trends, and campaign content. These formats are easy to consume and share, helping campaigns reach audiences beyond the main advertisement.

• Behind-the-Scenes Content - Behind-the-scenes clips from shoots, events, and campaign preparations give audiences a more personal view of the celebrity and the product. They also provide brands with additional content to keep the campaign active.

• Celebrity-Led Challenges - Simple challenges and interactive formats can encourage followers to participate. Whether it is recreating a look or trying a product, these activities can turn a celebrity campaign into audience-generated content.

• Product Integration Into Everyday Posts - Products can now appear naturally in a celebrity's regular social content. A fashion piece, beauty product, or accessory can become part of an outfit, routine, or personal post instead of appearing only in a formal advertisement.

• Stories and Live Interactions - Instagram Stories, polls, Q&As, and live sessions allow celebrities to interact directly with followers. This gives brands a way to create two-way communication instead of relying only on a one-way advertising message.

• Launch Events and Creator Collaborations - Celebrity-led launches, pop-ups, and events can create both offline experiences and social media content. Brands can also work with creators alongside the main celebrity to reach smaller, highly engaged communities.

• From Advertisement Face to Content Partner - The biggest change is that a Gen Z celebrity is no longer just the face of an advertisement. They can become part of the brand's ongoing content, appearing across videos, Stories, events, challenges, and creator collaborations. This makes the endorsement more continuous and better suited to how younger audiences discover and engage with brands.

Which Brands Benefit Most From Gen Z Celebrities?

Gen Z celebrities can work across many industries, but they are especially useful for categories that depend on visual content, social media engagement, and changing youth trends. Their influence can help brands present familiar products in ways that feel current and relevant to younger consumers.

1. Fashion and Apparel

Fashion is one of the strongest categories for Gen Z celebrity endorsements. Young actors can promote streetwear, footwear, athleisure, casual clothing, and seasonal collections through photos, Reels, styling videos, and event appearances.

Their personal fashion choices also give brands opportunities to show how products can be worn in everyday life. This makes the celebrity part of the style conversation rather than simply appearing in an advertisement.

2. Beauty and Skincare

Beauty brands can use Gen Z celebrities to demonstrate products through makeup looks, skincare routines, GRWM videos, and short-form content. A celebrity can show how a product fits into their regular routine, making the promotion easier for young audiences to understand. This category also works well with product launches, tutorials, event looks, and social media content that encourages followers to try the same look.

3. Technology

Smartphones, audio products, gaming devices, and wearable technology can benefit from a young celebrity's digital-first image. Gen Z stars can present technology as part of entertainment, travel, work, fitness, or everyday communication. Their online presence also gives brands opportunities to create short videos, product demonstrations, launch content, and interactive campaigns around new devices.

4. Food and Beverages

Food and beverage brands can use young celebrities to make new products, seasonal launches, and limited-edition offerings more visible on social media. Celebrity-led videos, event appearances, challenges, and casual posts can give a product more opportunities to enter conversations among younger consumers.

5. Jewellery and Accessories

Gen Z celebrities can help traditional categories such as jewellery and watches connect with younger buyers. Their red-carpet appearances, festive looks, and everyday styling can show how jewellery fits into both special occasions and modern fashion.

Young stars can also give brands a fresh way to communicate products such as rings, bracelets, watches, handbags, and sunglasses without making the category feel too formal.

6. Travel and Lifestyle

Travel and lifestyle brands can use the aspirational side of Gen Z celebrity content. Young actors can feature destinations, hotels, experiences, events, and activities through travel videos and social media posts. Their content can show the experience from a personal point of view, helping younger audiences picture themselves taking the same trip or trying the same activity.

Why Category Fit Matters

The strongest Gen Z endorsements happen when the celebrity naturally fits the product. A fashion-forward actor may be right for apparel, while a celebrity known for beauty and styling may work better for cosmetics.

For brands, the goal is not simply to choose the youngest or most popular face. It is to find a celebrity whose audience, personality, content style, and public image match what the product wants to communicate.

Key Generations of Gen Z Brand Ambassadors

The new wave of Indian celebrities are approaching endorsements in fresh ways. Many of them became known through popular films or web series (for example, The Archies, Jigra, Homebound, and Tu Yaa Main) and quickly gained large online followings. Instead of immediately starting personal brands or heavy equity ventures, they leverage their digital clout. This has led them to top-tier ambassadorships and collaborations with both global luxury labels and fast-fashion direct-to-consumer brands.

1. Young Stars Breaking Into Luxury

These young stars are first among the Gen Z cohort to land big luxury deals. They use curated feeds and global aesthetics to win international campaigns, often beyond traditional TV ads.

• Ananya Panday: A leading youth icon, Ananya became the first Indian ambassador for Chanel. She also fronts campaigns for Swarovski, Puma, and luxury names like Jimmy Choo. Brands note she balances glitz with a grounded persona. For instance, her global deal with Jimmy Choo and other fashion houses positions her as a style figure that appeals to Gen Z’s fashion sense.

• Suhana Khan: After debuting in The Archies, Suhana’s online popularity translated into major partnerships. She is now a face for Maybelline New York, Adidas India, Lux, and smartphone maker Vivo. Suhana’s digital engagement (millions of followers) and her modern, international style give luxury and fast-fashion brands fresh cachet among young shoppers.

Each of these stars helps luxury brands reach younger buyers. They attend global events (like Cannes) and showcase the products on social media, giving the brands aspirational yet relatable visibility.

2. The Faces Shaping Everyday Youth Fashion

Gen Z actors who are trendy on and off screen are leading youth-focused fashion and lifestyle campaigns. Brands tap into their on-screen chemistry or real-life friendship to market everyday wear.

• Vedang Raina & Khushi Kapoor: This on-screen pair from The Archies has become hugely popular among young viewers. They jointly represent Reliance Retail’s Azorte youth apparel line and Arvind Fashions’ Arrow brand (for menswear). Individually, Vedang Raina is the Gen Z face of beauty brand Garnier and Crocs in India, while Khushi Kapoor fronts fast-fashion lines like Myntra’s FWD collection. Together, their youthful vibe and sibling-like camaraderie make them ideal to sell casual and contemporary clothing.

• Shanaya Kapoor & Palak Tiwari: Both actresses built strong digital followings and have become familiar faces in youth-focused fashion and lifestyle advertising. Shanaya's Puma campaign showcased athleisure looks aimed at Gen Z consumers, making her a natural fit for sportswear and casual fashion. She has also appeared in campaigns for skincare and beauty categories. Palak, meanwhile, became the first Indian womenswear ambassador for U.S. Polo Assn. and has fronted campaigns for its women's collections. Its Autumn-Winter 2024 campaign used her youthful image to introduce the womenswear category to younger women.

These trendsetters bridge brand and audience by integrating products into everyday stories. For example, a social media challenge showing Vedang and Khushi styling an outfit turns a single campaign into shareable content that fans love.

3. When Acting Credibility Becomes Brand Appeal

A third group of young stars is known more for their craft than their online feeds. They choose roles with grit and edge and often collaborate with indie or upmarket brands that value “street credit".

• Ishaan Khatter: Ishaan's work in films such as Pippa and Homebound has been matched by a growing presence in fashion campaigns. He became the first Indian face of Hugo Boss' global Fall/Winter 2025 “Be the Next” campaign, which positioned him alongside a new generation of talent representing ambition and individuality. Ishaan Khatter has also featured in campaigns for grooming and fashion categories, including Indē Wild and Bewakoof. His recent association with KALKI for its Bride & Groom Couture '26 campaign also shows how his image can move from contemporary fashion into premium occasion wear.

• Adarsh Gourav: After gaining international attention with The White Tiger, Adarsh developed an image that works well for brands looking for a more individual and unconventional personality. His recent association with sportswear brand SG is a strong example. In the “Ready Is Overrated” campaign, Adarsh Gourav appears across football, tennis, and basketball settings, connecting his energetic screen presence with performance and everyday movement. His work with KFC alongside Ananya Panday and Siddhant Chaturvedi also shows how his screen personality can work in youth-focused campaigns.

• Alaya F: Alaya has built a strong connection with fashion, beauty, and lifestyle categories through campaigns that match her modern and experimental style. She became the face of Nykaa Fashion's “Nakhrewali” campaign, which presented her as a young fashion consumer who enjoys experimenting with different looks. She later appeared in Lenskart's “Shape Up Your Fashion” campaign, where eyewear was positioned as part of personal style rather than simply a functional product. More recently, Max Fashion featured her in its #IYKYDK campaign, which focused on Gen Z individuality and self-expression. These campaigns make her a strong fit for fashion, beauty, accessories, and lifestyle brands.

This “cult” segment shows that not all Gen Z endorsers need to be pop icons. Their credibility comes from craft and trendsetting style, which lets them endorse brands that care more about image than mass appeal.

Summary

India’s Gen Z celebrities have become valuable brand partners for good reason. They represent the tastes and values of a generation that now controls a huge slice of consumer spending. Their constant social media activity and relatable image help brands feel relevant to young shoppers. Campaigns with Gen Z stars often revolve around personal stories, fashion, and tech, everything this cohort cares about.

For brands, the message is clear: pick ambassadors who genuinely fit the youth identity. A well-chosen Gen Z face can bring instant interest and authenticity. But it’s not only about star power; campaigns work best when they tie the celebrity’s known personality or style to the product. In short, the best endorsements are those where the Gen Z actor, the brand, and the campaign setting all connect naturally.

When it all lines up, a hit young star with a large following paired with a product that fits their image, the result is more than a one-off ad. It becomes a conversation with the new generation, extending from social feeds to store shelves. That is why Gen Z celebrities are fast becoming the new faces of brands in India.