Express News Service
Actors like Deepika Padukone, Alia Bhatt, Priyanka Chopra and Anushka Sharma have made heads turn in recent times with their international presence. Experts spill the beans about why global luxury brands are showing a sudden interest in featuring Indian faces
It was a big deal for the Indian community when Bengaluru girl Deepika Padukone was on the billboards as the face of the French global brand, Louis Vuitton. Most recently, she was featured in the global campaign of Cartier. Alia Bhatt, who starred in the Telugu blockbuster RRR, became the first Indian global ambassador for Gucci. Another Bengalurean, Anushka Sharma also debuted at the Cannes Film Festival for her brand endorsement. Indian actors with a south Indian connection have been head-turners on global platforms in recent times.
Fashion guru Prasad Bidapa, who has closely worked with Padukone and Sharma, says both the girls have it to be where they are today. “Deepika Padukone’s trajectory to becoming an international superstar is defined by the super luxury brands in her kitty, as we say in Bollywood! From Louis Vuitton, arguably the world’s top luxury brand, to iconic jewellery brand Cartier — Deepika fits the bill. Brands like Levi’s and Adidas, Pottery Barn and now even Qatar Airways pitch Deepika as their global ambassador, recognising her ability to connect with a global audience. She definitely adds lustre to the city’s international status,” says Bidapa, who had trained Sharma in her modelling days.
If we are speaking about Indian ladies making the right noises, how can we forget Priyanka Chopra, who was the first Indian woman to be the face of the fashion brand Guess in 2013. Now PC, who started her acting career with the Tamil movie Thamizhan, is a common face alongside Anne Hathaway and Zendaya promoting the luxury brand Bvlgari. Model Sangeetha Ramesh points out that Chopra’s presence in the international scene surely brought a lot of attention to the Indian market. “She might have started it all, since we had a few supermodels, in the international space, but definitely after her a lot of attention has come to the Indian market. Not just luxury brands, the west’s interest in Indian faces have gone up. For example, we have Indian actors in shows like Bridgerton,” says Ramesh.
When it comes to the luxury market, it’s not all about beauty. According to brand guru Harish Bijoor, there is a huge strategy in terms of marketing. “International luxury brands have a penchant for the different and the exotic. India is both. Indian actors are really representative icons that define this. In addition, India is a brand new brand story. It is a market waiting to lap up luxury products and services. A popular Indian face on a luxury brand is imperative to use. For the Indian consumer, it means recognition, reliability and a pull,” explains Bijoor.
These actors are not just promoting the brand but are also representing the country. Bia Sandhu Taneja, an image stylist, says the best thing to carry on global platforms is confidence. “Be it Deepika Padukone or Priyanka Chopra, their body language has always represented what’s on their minds. And this is the confidence that brands are looking for,” says Sandhu Taneja.
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