Bollywood celebrities have become a staple in India’s real estate marketing, with star-studded billboards and glitzy launch events now a familiar part of the industry’s promotional playbook. From Shah Rukh Khan endorsing Gurugram’s Elan Group and Gera Developments making Amitabh Bachchan its realty brand ambassador to Hrithik Roshan fronting Mohali-based Evoq Realtech and Ekta Developers roping in actor Anil Kapoor to promote its project, developers are roping in A-list actors to add instant glamour and credibility to their ventures. in 2023, and Mumbai’s ambassador for Mumbai’s JP Infra, while Rashmika Mandanna was signed by developer DRA in Chennai for its “Home of Pride” campaign. Such partnerships do grab headlines and eyeballs – but what do they deliver anything beyond star-powered buzz?
Developers are spending crores on movie stars faces, for a simple reason - a famous endorser instantly boosts visibility and aspirational appeal of the project.
WHY CELEBRITIES ENDORSEMENTS ENDURE
Celebrity advertising is a time-tested marketing method in India – from shampoos to smartphones, movie stars have long been used to trigger consumer excitement. Real estate too is catching up with the frenzy.
This surge is driven by fierce competition and a desire to stand out. As per property consultants, movie stars help create buzz and build credibility for real estate brands and projects, making it easier to draw in customers. The credibility afforded by a beloved celebrity is assumed to reassure potential buyers and accelerate decision-making. Marketers agree that a celebrity association can elevate a project by wrapping it in the star’s aura of success and trust, lending it an added layer of appeal.
Developers also view these tie-ups as brand-building investments. In an era of social media, many film stars double as influencers with massive followings. Realty firms often seek out celebs with wide appeal and strong social media presence so that the brand ambassador can amplify marketing across channels. It’s not just one-off ads – often it’s a multi-year association to shape a distinct brand identity. For example, Elan Group of NCR brought in Shah Rukh Khan as a long-term “strategic alignment” to underline the ultra-luxury image of its projects, rather than a single campaign gimmick
BUT DO SALES TRULY SPIKE AFTER A STAR COMES ON BOARD, OR IS IT MORE ABOUT POSITIONING?
The impact can be immediate in terms of enquiries and site visits – the initial traction is real. Celebrity endorsements help cut through the clutter, creating a marketing push that leads to increased footfalls.
However, the use of Bollywood celebrities in real estate marketing plays out differently across metropolitan and Tier-2/3 markets.
In metros like Mumbai and Gurgaon, luxury developers tap star power to stand out in a crowded field, using celebrity associations to craft a premium, lifestyle-driven narrative for a well-informed audience. Runwal Realty’s decision to appoint Sonam Kapoor as its first brand ambassador, for instance, signalled a strategic move into upscale housing while adding a fresh, glamorous edge to its established reputation.
In contrast, developers in emerging cities increasingly turn to national stars to boost visibility and build credibility beyond their local reach—Evoq Realtech of Mohali partnered with Hrithik Roshan, while Chennai’s DRA Homes signed Rashmika Mandanna to connect with younger, aspirational buyers. In these smaller markets, a familiar popular star face can make a brand feel more trustworthy and aspirational.
Celebrity appeal might attract attention, but location, price, and quality still close the deal. Many industry experts candidly admit that while a mega-star endorsement generates buzz, it may not translate into long-term conversions if the project itself lacks merit.
THE ROI DEBATE: BOLLYWOOD ENDORSEMENTS VS. DIGITAL ADS
Are these star-studded campaigns really worth the bang for the buck compared to other forms of marketing? Opinions among marketing professionals are divided.
On one side of the debate, many real estate marketers firmly believe in the power of celebrity endorsements.
Deepak Nair, Head of Marketing at JP Infra, says stars have been highly effective, especially when their public persona aligns with a brand’s story and goals.
Rajendran of Shapoorji Pallonji Real Estate echoes this view, noting that a well-matched celebrity can bring credibility, relatability, and stronger customer engagement. With over 50% of Indian TV ads featuring a recognizable face and 32% starring celebrities, the industry clearly sees value in star power to boost brand recall. For developers building their brand identity, a film icon can act as a powerful storytelling tool—humanizing the company and instantly conveying its values.
Still, the equation isn’t always clear-cut. Not all marketing leaders are convinced that celebrity endorsements deliver consistent returns in real estate.
Abhijit Bhattacharya, CMO at DLF, warns that a star’s impact depends heavily on context, brand stature, and campaign objectives. While a film star might quickly boost sales for FMCG products, real estate buyers seek deeper connections—sometimes, the property itself becomes the star. Bhattacharya also raises a concern: when celebrities endorse too many brands, their credibility erodes.
A word of caution - If people remember the actor but not the project, the marketing fails. This has led many developers to reassess where their budgets are best spent, especially as digital marketing gains ground. Today, over 70% of developers prefer digital platforms due to better lead tracking and cost efficiency. Micro-influencers often outperform big names in engagement and trust, offering hyper-local appeal. However, Bollywood ambassadors bring unmatched reach and prestige, especially valuable during major launches or for new entrants.
The most effective strategies combine both worlds using celebrities for broad brand appeal and digital channels for targeted conversions.
DO CELEBRITY ASSOCIATIONS MAKE HOME SELL
Now comes the big question – Do Celebrity Associations Impact Buyer’s Decision?
For homebuyers, a celebrity endorsement may grab attention and spark initial interest, but it’s true value is often superficial. Many admit that seeing a favourite star associated with a project creates a momentary sense of trust or aspiration, and developers rely on this to enhance brand appeal.
In markets with low buyer confidence, a star’s presence can offer a temporary sense of legitimacy. However, experts caution that this perception is misleading—celebrity ads do not guarantee timely delivery, quality, or transparency. As Sameer Jasuja of PropEquity point out, celebrities are often unaware of the developer’s track record and should not be seen as a stamp of credibility.
Nevertheless, for some buyers, there’s a psychological boost—seeing a star at a project launch can feel validating. But this kind of emotional appeal must be backed by hard facts. Buyers are discerning and well informed. Builder credibility, legal compliance, and construction progress are their primary concerns. Regulators have also tightened rules to hold celebrities accountable for misleading endorsements.
WHAT BOLLYWOOD DOES SELL – IS LUXURY HOMES
Yes, Bollywood branding is used for marketing luxury homes. Luxury real estate developers leverage Bollywood stars to enhance their brand image and attract high-networth individuals (HNIs).
Glamour and Exclusivity: Bollywood’s association gives the project city a global glamour that appeals to foreign buyers. The association also evokes a story that transcends the physical aspects of a property. Bollywood stars are used to showcase the luxurious lifestyle associated with owning a property in the project, emphasizing aspects like exclusivity and prestige.
Increased Brand Visibility: More importantly, celebrity endorsements help increase brand awareness and recall among rich homebuyers. Bollywood stars are specifically chosen to target affluent customers who appreciate luxury. These brand ambassadors’ presence at exclusive launch events showcasing the project, prompts the HNIs to invest in the property.
CELEBRITY ENDORSEMENTS HAVE LAYERED OUTCOMES
- When it comes to Bollywood brand ambassadors in real estate, the verdict is layered.
- For developers and marketers, celebrity partnerships offer clear strategic value generating instant buzz, elevating brand perception, and distinguishing projects in an increasingly saturated market.
- Especially in the luxury segment, a star’s presence reinforces exclusivity and aspirational appeal, often becoming a symbol of the lifestyle the project claims to offer.
- For the buyer’s, celebrity endorsements are I viewed with a discerning eye. Homebuyers treat them as glossy ads not irrelevant, but far less important than the builder’s track record, pricing, location, and legal clarity.
- There’s also an ethical angle developers and celebrities share a responsibility to promote honestly, especially given the emotional and financial weight of homebuying.
- A celebrity might lure a buyer into the sales office, but only quality closes the sale.
In the end, a star may get you to notice a project, but only real due diligence will make him sign on the dotted line.
