Global Luxe, Indian Stars

With India emerging as a luxury hotspot, global brands are roping in Indian celebrities for a slice of the pie.

- BY VINOD NAIR

IN THE NOT too distant past, brands shot global campaigns using either Hollywood stars or western supermodels. Think, for instance, John Travolta for Breitling, George Clooney for Omega, Keira Knightley in Chanel and Jennifer Lawrence in Louis Vuitton.

But nowadays, Indian celebrities have started making their presence felt in global campaigns. In recent times, some of the most recognisable faces representing global luxury brands are those of Indian celebrities such as Alia Bhatt, Priyanka Chopra, and Deepika Padukone. While Indian stars featuring in high-profile international campaigns is not new, their numbers are steadily growing, and with good reason.

Rising wealth—both among residents and the vast Indian diaspora—coupled with a young, tech-savvy population that forms the bulk of its 1.4 billion citizens, positions India as one of the most promising markets for luxury brands. In fact, according to ‘Mercedes-Benz-Hurun India Wealth Report 2025’, between 2017 and 2025, dollar-millionaire households in India grew by 445%. This is a welcome trend for luxury brands as it comes at a time when global consumption is slowing—particularly in China—and trade tensions, such as the U.S. tariffs, continue to create headwinds elsewhere. For many luxury brands, the answer is clear: India is the market to watch.

To capture this opportunity, brands are turning to a tried-and-tested strategy: celebrity endorsements. But this time, there's a refreshing shift. Unlike earlier, global luxury brands are now moving beyond Bollywood, enlisting Indian sports icons and even members of erstwhile royal families.

For instance, Olympic gold medallist Neeraj Chopra represents both German luxury carmaker Audi India and Swiss watch brand Omega. Meanwhile, luxury footwear brand Jimmy Choo has picked Gauravi Kumari—a member of the Jaipur royal family—as its newest ambassador.