Celebrity partnerships allow brands to leverage the popularity and influence of well-known individuals, gaining visibility with their audience. Sharing his opinion, P. Rajendran, Chief Sales and Marketing Officer, Shapoorji Pallonji Real Estate, stated, "Brand-celebrity partnerships work when there's a strong alignment between the brand's values and the celebrity's persona, whether for short- or long-term impact. When that alignment exists, they add credibility, relatability, and deeper customer engagement."
As Shraddha Goradia, Director, Dosti Realty, states, "I truly believe brand ambassadors play a key role in defining a brand; they're like the brand's facade, shaping its image. A strong brand tells the company's story, reflects its culture, and stands as one of its most valuable assets and a brand ambassador should reflect the same."
Shweta Rangra, Head of Marketing, Hafele India Private Limited, added, "A year and a half ago, I might have been unsure, but today, I completely agree that celebrity marketing is very effective to mark a major change for a brand, like the introduction of a new product, market expansion, or brand repositioning. As Hafele shifted from a B2B to a B2C focus, we realised that humanising the brand is key, and a celebrity can play a powerful role in shaping its personality."
Sharing a cautious approach, Abhijit Bhattacharya, Chief Marketing Officer & Senior VP, DLF, said, "Whether a celebrity works for a brand depends on its context, stature, and objectives. In FMCG, celebrities help build credibility and trust or simply break the clutter, but in sectors like real estate, the connection needs to be deeper; sometimes, the product itself is the celebrity. With consumers seeing the same faces across multiple brands today, the trust and authenticity celebrities once brought aren't always guaranteed, making it crucial for brands to evaluate whether a celebrity truly adds value or if other brand assets can do the job better."
Deepak Nair, Head of Marketing, JP Infra (Mumbai) Pvt Ltd, agreed, "Celebrities have been incredibly effective for us, and I strongly advocate for their role in campaigns. When their reel and real image align with a brand's story and goals, they can create a strong impact both short- and long-term."
Manish Porwal, Managing Director of Alchemist Marketing & Talent Solutions, summarised, "According to my team's report, 32% of TV ads last year featured a legitimate celebrity, and over 50% included a recognisable name. This shows the massive impact familiar faces have in advertising."
A common pitfall of brand ambassadors is when audiences remember the celebrity but not the brand, making it essential to ensure strong alignment and message clarity.
CELEBRITY EXPERIENCES
Celebrity endorsements are an important aspect of marketing that helps brands gain attention and improve their brand image. Marketers and PR experts share their unique experiences of interactions with celebrities and their engagement with the brand.
Articulating one of his celebrity endorsement stories, P. Rajendran said, "I've worked on two celebrity campaigns in real estate, and one of them had an interesting twist. During the shoot in Pune, word spread quickly, leading another brand to attempt an unscheduled collaboration with the celebrity, but fortunately, we managed to handle it smoothly."
Shweta Rangra shared her story, "The overall experience with Sachin Tendulkar was incredible his presence alone carries an overwhelming aura. Despite not being a cricket fan, I was struck by his sincerity, humility, and dedication, as he even stayed an extra hour on set to perfect the shoot, showing his deep commitment to authenticity."
Deepak Nair recounted, "Working with Sunil Shetty was incredible because he was deeply invested in the script. He even modified the costume and dialogue to stay true to his original on-screen persona, adding immense value to the campaign."
Abhijit Bhattacharya shared an interesting interaction, "I recently met with a tennis legend, and what stood out was his humility and personal connection. He forgot my name but remembered our shared connection to his childhood tennis club, showing how even legends value meaningful, personal bonds."
Shraddha Goradia stated, "Our collaboration with actor Anil Kapoor has been so seamless and enriching that both sides are now eager to explore a long-term partnership."
Manish Porwal, who made a directorial debut with none other than Superstar Amitabh Bachchan, shared his experience, "During a photo shoot, I quietly told my assistant not to ask him for action shots because, at 85, I thought it might be too much. But Mr. Bachchan, hearing everything, called me over and said, 'Did you just say I can't jump?' Then, after seven and a half hours of shooting, he jumped two and a half feet in the air, landed smoothly, and with a smile said, 'Wanted to say something?'"
HOW BRANDS CAN LEVERAGE CELEBRITY ASSOCIATIONS
Shweta Rangra recounted, "For over a century, our company never ventured into celebrity endorsements. As a family-run business with deeply rooted values, it was initially unsure if an external face could truly represent its brand. When considering Sachin Tendulkar, we saw that his core values, attentiveness and determination, perfectly aligned with the founding family. To ensure authenticity, we introduced him to our ecosystem, and his genuine curiosity and engagement made it clear he was the right fit."
Shraddha Goradia shared, "Dosti is a brand built on transparency, integrity, and ethical values, so we wanted a celebrity who truly aligned with our culture. After careful consideration, we chose Anil Kapoor, his modesty, professionalism, and genuine personality made him the perfect fit. Our collaboration has been so seamless and enriching that both sides are eager to explore a long-term partnership."
P. Rajendran said, "At Shapoorji, Sourav Ganguly was chosen for the Joyville project to embody trust and leadership across multiple projects. For the Vanaha luxury golf-facing township, Shahid and Meera Kapoor were selected to highlight aspirational living, making the project stand out. When introducing a residential segment, the right celebrity helps break the clutter and elevate the brand's positioning."
Deepak Nair stated, "JP Infra's approach to celebrity endorsements was not about long-term associations but about solving specific challenges and driving immediate impact. For our Mira Road project, we needed to shift perceptions, create aspiration, and offer a compelling lifestyle upgrade. After a detailed analysis, we chose Karan Johar, aligning his star-making persona with our vision and rebranding the project as 'Starlife.' This not only created buzz but also equipped our sales team with a strong narrative, making it easier to build trust and drive conversions."
While influencers execute short-term, tactical campaigns to boost engagement, promotions, and product launches at a more localised level, their engagement should be strategic to drive long-term brand storytelling.
ROI MATRIX OF CELEBRITY MARKETING
- Around 20-30% of the budget is typically allocated for celebrity endorsements and production. Once the goal and budget are set, ROI is measured through key metrics like social media engagement, website traffic, site walk-ins, or premium pricing.
- Cash flow and campaign budgets, including celebrity endorsements, are planned well in advance and are adjusted based on market trends.
- Details, from cost per lead and walk-in to the premium, are calculated per square foot & are closely monitored while endorsing a celebrity.
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