Blogs

The Ripple Effect: How Celebrity-Owned Brands Are Changing Endorsements in India

Celebrity endorsements have long been a goldmine for brands. From Bollywood stars to cricket legends, familiar faces have helped companies sell everything from soft drinks to luxury watches. But a big shift is happening—celebrities are no longer just endorsers; they’re turning into brand owners themselves. In India, this trend is gaining momentum. Virat Kohli’s One8 (a sportswear brand), Deepika Padukone’s 82°E (a skincare brand), and Alia Bhatt’s Ed-a-Mamma (a sustainable kids’ fashion brand) are just a few examples of stars capitalising on their massive fan bases. According to a 2023 report, Virat Kohli’s brand value stands at $176.9 million, proving that personal branding is more powerful than ever. As more celebrities launch their own brands, traditional endorsements are being disrupted. Brands are facing a tough question: should they hire a celebrity who already owns a competing business? This shift is forcing companies to rethink their marketing strategies, leading to the rise of influencer collaborations, equity deals, and a greater focus on digital marketing. In this blog, we’ll dive deep into how celebrity-owned brands are changing the endorsement landscape and what this means for the future of marketing in India.