The Evolution of Luxury Brand Ambassadors in India
Beyond Bollywood
Although nobody can refuse the power and reach of Bollywood stars, they may not be the right choice for all luxury brands. If the target group of a brand only partially aligns with a Bollywood actor, the return on investment cannot justify the expenses. Moreover, the Instagram aesthetics of some actors do not always match the values of brands.
Diversification of Influencers
Brands are increasingly waking up to the fact that India has more to offer than just Bollywood. Musicians, sports icons, and tech disruptors now shape the country’s cultural conversation. For instance, a men’s fashion brand recently appointed a cricket player as its ambassador, marking a shift towards diverse representations.
Exploring Deeper Facets of Indian Culture
International brands that truly understand India will look beyond Bollywood and explore deeper facets of the country’s culture. There was a time when brand representation in India was almost synonymous with Bollywood, but there is a growing appetite for diversity. Global luxury brands are seeking different voices that reflect various aspects of Indian identity, including heritage, art, and philanthropy.
The Rise of Royals as Luxury Ambassadors
The involvement of royals in luxury brand representation could pave the way for others to follow, including those with a background in philanthropy and art. With their rich, rooted, and naturally luxurious heritage, India’s royal families have a story to tell that resonates globally. Someone with a strong sense of legacy and refinement can effortlessly evoke this heritage, making them a natural fit for luxury brands.
Long-Standing Relationships Between Royals and Luxury Brands
Established luxury brands have long-standing relationships with Indian royals, dating back to the country’s independence. These relationships are built on a deep understanding of the country’s rich cultural heritage and the values that luxury brands embody. As a result, luxury brands are increasingly looking to partner with individuals who can authentically represent the nuances of Indian culture and heritage.
