How Deepika Padukone has been instrumental in shaping India's rise in the global luxury space

In a recent shift, globalisation has taken a very localised turn. With the market for consumers booming, the rise of Indian luxury consumption has prompted global brands to finally look at the Indian markets, realising that the Indian audience is large and increasingly affluent. This demographic shift has made it essential for luxury brands to engage with prominent Indian faces who resonate culturally and socially with their target markets.

A source close to the development adds, “In the year 2017, almost seven years ago, Louis Vuitton did a global campaign with Deepika Padukone. She was the first Indian to be the face of a global luxury brand and it opened the doors to new gateways and markets for these brands. Today, India is a large ticket size market for luxury. India is contributing to a sizeable business apart from China and other saturated markets. The growth is coming from India for these global luxury brands with localisation at heart. Ever since then there has been a race amongst global luxury consumer brands to tap into other faces who have followed suit for being global luxury brand ambassadors.”

When Deepika Padukone became the first Indian celebrity to collaborate with a global brand, that was finally ready to look East, it set a precedent that would change the landscape of luxury marketing for global luxury brands in India. This partnership was not merely symbolic; it accentuated the growing significance of the Indian market, which is projected to reach a valuation of $200 billion by 2025 in the luxury goods sector. Padukone's association with Louis Vuitton was quickly followed by her role as a brand ambassador for Cartier, further solidifying her status in luxury branding. Some other brands that she associated with include Levi’s, Dyson, Adidas, Qatar Airways, and Pottery Barn. Her success has not only opened avenues for her but has also paved the way for other Indian celebrities following the suit now and global brands in a rush to sign them.

Deepika's ability to balance her Indian heritage with a cosmopolitan image makes her an ideal ambassador for brands looking to navigate this complex landscape. As brands aim to establish a strong foothold in India, they are increasingly recognising that culturally relevant celebrities like Padukone can influence and drive brand engagement and loyalty.

Data indicates that campaigns featuring celebrities achieve up to 70 per cent higher engagement rates compared to traditional advertising methods, highlighting the critical role of celebrity endorsements in modern marketing. Padukone’s multifaceted persona allows luxury brands to connect with consumers on a deeper level, positioning themselves as socially responsible and culturally aware.

The Indian superstar’s impact on the luxury brands market has proven how finally, these global luxury brands cannot ignore the Indian market with the appeal for Indian-ness and localisation it brings. Her role as a cultural ambassador has attracted attention from global brands that can no longer afford to overlook India. The influx of collaborations following her initial partnerships signifies a larger trend: the race to sign Indian celebrities has begun. For instance, Alia Bhatt and Ananya Panday have been signed by global brands to be their ambassadors. The shift towards Indians in global marketing not only reflects the changing consumer landscape but also the power dynamics within the luxury sector. 

In conclusion, Padukone’s groundbreaking collaborations with global luxury brands have fundamentally reshaped the narrative around Indian representation in the luxury market. As a trailblazer, she has not only elevated her own brand but has also paved the way for a new generation of Indian celebrities to emerge as faces. Her journey illustrates how Indian voices can resonate on the world stage, compelling luxury brands to embrace the rich tapestry of Indian culture. In an era where authenticity and cultural relevance are paramount, Padukone remains a vital force in the evolution of luxury branding, a true global ambassador for and from India, making it clear that the future of global marketing is inextricably linked to the Indian narrative.

Lead image: Getty