Developers sign up top Bollywood stars to push luxury projects

Celebrities with wide appeal and strong social media presence are being chosen for endorsing housing projects

- Madhurima Nandy & Pratishtha Bagai

Property developers are signing up Bollywood stars such as Shah Rukh Khan and Kareena Kapoor Khan for hefty endorsement fees, as they seek to carve a distinct brand identity and attract affluent customers in a highly competitive market.

Realty firms are associating with celebrities having a wide appeal and strong social media presence that enable them to also double as influencers for the firms and luxury projects.

Developers that onboarded Bollywood A-listers this year are Elan Group-Shah Rukh Khan, Runwal Realty-Sonam Kapoor, Casagrand-Hrithik Roshan, and JP Infra Mumbai-Kareena Kapoor Khan, among others.

Gurugram-based Elan Group has signed a Bollywood celebrity for the first time, and expects Khan's presence to amplify the aspirational value across its project portfolio.