India is the flavour of the season

When Alia Bhatt made her debut at New York’s famed Met Gala clad in a pristine ivory gown bedecked with pearls, she caught the attention of the world’s leading designers for her confidence and poise. Merely ten days later, Italian fashion label Gucci signed her on to be their global brand ambassador, making Bhatt the first Indian to ever be selected in this role. She then attended the Gucci Cruise 2024 show held in Seoul, South Korea as their official representative.

Last year, Deepika Padukone earned a similar accolade, when she was selected to be the global brand ambassador for French fashion house Louis Vuitton. In this capacity, she has worn the label to many noteworthy events including the Cannes red carpet in her role as jury member last year, the final of the FIFA World Cup 2022, and while presenting an award at the 95th Academy Awards earlier this year. She also donned stunning Cartier jewels in addition to her custom Louis Vuitton outfit, as ambassador for the French jewellery house.

Others who have recently joined the brand ambassador bandwagon include actor Samantha Ruth Prabhu for American label Tommy Hilfiger women’s watches, former Miss World Manushi Chhillar for beauty giant Estée Lauder and Athiya Shetty for popular K-beauty brand Laneige.

Mayanka Goel, a screenwriter in Hollywood and former copywriter at a prestigious ad agency feels this change has been a long time coming. She says, “The availability of international content has boosted our exposure to alternatives to white Euro-centric imagery. The US has a large non-South Asian population that is very invested in the Indian film industry. This may not be a very recent phenomenon, but the current social media landscape has helped brands pick up on these sentiments more clearly and give audiences what they want.”

She adds that globally consumers are waking to the diverse charms of Bollywood and other Indian creative spheres. This is evident in the selection of Indian actors for a variety of roles in Hollywood and American OTT series. Social media allows exposure to new markets and shows the marketing potential of those with a large following.

“In recent years, Bollywood actresses have gained significant international recognition, thanks to the widespread accessibility of Indian films and series across various platforms,” says Pretty Singh, co-founder and managing director of influencer marketing and networking agency Boomlet Group. “This accessibility has paved the way for a surge in women-centric narratives, which play a crucial role in shaping a favorable perception of Indian actresses and attracting brands to collaborate with them.”

Singh highlights India’s burgeoning market potential which attracts renowned luxury brands like Gucci and Louis Vuitton who are keen on capitalize on this lucrative opportunity. “Additionally, the rich diversity and cultural elements present in the Indian market make it even more enticing for brands to establish a strong presence here,” she adds.

The immense growth potential of the Indian market is indeed a huge attraction. The global luxury market was estimated to be worth $1.6 trillion in 2022, according to a report by Bain & Co. Currently, India’s valuation in this field is relatively small with its luxury sector contributing only $6 billion in 2021. Yet, the report suggests that by 2030, India’s luxury market could reach an impressive $200 billion, if it continues at its present growth rate. This fast pace of growth was determined in a report by Euromonitor International, which projected the value of India’s luxury market at $8.5 billion in 2023 — a terrific jump of $2.5 billion from the $6 billion it made in 2021.

With increasing global exposure, the spending appetite of Indians has also risen in recent years. Hence, there are many reasons for luxury brands to expand their presence in India. On this road to expansion, what advice can Indian marketing gurus offer brands as they select more brand ambassadors from a talented Indian pool?

Goel advises, “Don’t be afraid to take risks with newer talent. It’s an opportunity to rebrand your communication. Every time a campaign comes to a viewer’s attention, it is because it was radically different from anything they had seen before.” Singh highlights three things to keep in mind: the brand’s vision, effective communication methods to convey its message to the market, and most importantly, compatibility between the brand and its ambassador.