When social media and smartphones weren't a thing, people relied on their television set, without the ability to pause or skip an ad or an ongoing scene. Scary, right? But in hindsight, it was bliss. 90s kids grew up in this world, and many claim it to be the last of its kind.

Memorable shows, advertisements and their hook lines made lunch break hum-worthy. Be it Nirma's iconic line "Washing powder Nirma" (you are already singing it), Action's "School time, action ka school time", or Airtel's 2011 iconic tune "Har ek friend Zaroori hota hai", these are not just some trips down the memory lane but an ode to a time when advertisements appealed to the audiences.

Brand endorsements went a step further. In 1941, Actress Leela Chitnis, known for Awaara, Azaad, and Guide, became the first Indian actress to appear in an advertisement. The Lux advertisement, with the hook line "Your skin will be fresh and smooth," was well received. The bar was then selling at two annas (about 15 paise) a bar. Soon after, Madhubala endorsed Lux in the 1950s.

Thereafter, names like Meena Kumari, Sharmila Tagore, Hema Malini, Shabana Azmi, Sri Devi to Juhi Chawla, Raveena Tandon, Madhuri Dixit, Karisma Kapoor, Rani Mukherji, Aishwarya Rai, Shah Rukh Khan, Kareena Kapoor, Priyanka Chopra, Deepika Padukone, Alia Bhatt, and now Suhana Khan became ‘Lux Stars.'

Many brands followed suit and cast well-known faces as ambassadors, but only a few stood out. For instance, Shah Rukh Khan's collaborations with Hyundai, Lux, and Tag Heuer or Aishwarya Rai's L'Oréal Paris ads are still in the audience's memories.

Fast-forward to the age of social media, and everybody is endorsing some well-known brands. Endorsements have become critical tools for brands seeking to expand their reach, gain credibility, and influence consumer behaviour.

However, endorsements with Bollywood celebrities hit differently as they command unparalleled admiration and influence. People who watch their ads are instantly swayed; their next stop is purchasing the product.

The Hindi cinema has produced many cinematic superstars, with multiple influential brand ambassadors who have driven some of the biggest brand success stories. Bollywood actors have played an undeniably important role in transforming brands into household names. They have promoted opulent fashion labels, multiple consumer goods, and companies catering to fundamental everyday needs.

This article thoroughly explores how Bollywood stars have strikingly transformed brands into immensely important empires through strategic endorsements that were planned out. We will analyse case studies of successful collaborations and their effects on consumer behavior to uncover the key factors contributing to success in India's celebrity-brand partnerships.

The Power of Celebrity Endorsements in India

Because of our country's intense obsession with cinema, Bollywood actors are some of India's most recognisable and exceptionally trusted public figures. Their pervasive influence stretches much further than simply movies, powerfully affecting current fashion trends, popular lifestyle choices, and overall brand views. A report discussed how celebrity endorsements affect India, which details that ads featuring the celebrities tend to have higher recall rates, more credibility, and more significant influence on consumer buying choices than ads without celebrities.

Consumers tend to trust a brand that a favourite actor fully supports and believe that the celebrity uses and approves of the product. Consumers often develop deep emotional connections with celebrities, so they are inclined to purchase items associated with those celebrities. Countless people wish to copy the lives of certain famous people. Therefore, they feel thrilled about using every brand their favourite actors promote.

According to a study on celebrity endorsements, brands often see increased sales and brand value from collaborations with Bollywood actors. Companies see average sales increase of 20% to 30% with well-known celebrity partnerships, though this depends on the industry and product type.

How Celebrity Endorsements Drive Brand Success

When a brand partners with Bollywood celebrities, its awareness considerably increases, significantly improving its visibility. Social media also greatly increases reach, as many fans interact with every content featuring their favourite celebrities.

A thoroughly chosen brand ambassador helps establish a deep emotional connection with consumers. For example, Virat Kohli and Anushka Sharma's real-life chemistry added believability to the Manyavar advertisements they appeared in.

A brand can stand out due to a powerful celebrity endorsement in competitive fields such as fashion, beverages, and personal care. For example, L’Oréal Paris improved its upscale image and gained an advantage over competitors by affiliating with Katrina Kaif in 2013, until she mutually agreed to end her contract in 2016.

Celebrity endorsements stretch far past advertising to a great extent. The perpetual expansion of social media is also considered a boon. Many celebrities use platforms like Instagram and X (formerly Twitter) to engage with all of their audience actively, and this makes celebrity endorsements quite a bit more interactive and personal.

Bollywood Stars Who Transformed Brands

Shah Rukh Khan & Hyundai + Lux + Nokia + Pepsi + Tag Heuer

For many decades, Shah Rukh Khan has been Hyundai's long-standing brand ambassador, substantially helping the brand become one of India's most exceedingly trusted car brands. His presence has helped Hyundai connect with countless Indian families, contributing to its overall market leadership. The long-term partnership has strengthened Hyundai’s credibility and positioned it as a household name, affecting its sales and consumer trust.

Shah Rukh Khan made history by becoming Lux's first-ever male ambassador, a brand typically known for women, breaking new ground. His endorsement during the early 2000s thoroughly challenged those stereotypes, thereby reinforcing the idea that luxury and also self-care are for everyone. In a memorable campaign that stressed glamour, elegance, and ageless beauty, SRK was seen with top Bollywood actresses in a fancy bath setting. His priceless association gave Lux a fresh, remarkably bold appeal; it made Lux far more all-embracing and appealing to an even wider audience. SRK used his undeniable charm and immense mass appeal to improve the brand image, effortlessly promoting masculine charisma with highly conventional beauty ideals. In May 2024, Lux announced Khan's daughter, Suhana Khan, as its next brand ambassador, who was appointed as the brand's 100th anniversary celebration to represent its body wash range.

Shah Rukh Khan was the face of Nokia in India for several years, endorsing its mobile phones with the tagline "Connecting People." As one of Bollywood’s biggest superstars, SRK brought immense credibility and mass appeal to the brand. His association with Nokia extended beyond advertisements, as he also promoted the brand in his 2013 action-comedy film, Chennai Express. The movie featured prominent product placements, showcasing Nokia phones in key scenes. In a scene that takes place in a moving train, SRK's character Rahul Mithaiwala tells a distraught Meenamma, played by Deepika Padukone, all the impressive features of Nokia Lumia to which she asks "Isse call kar sakti na?" This strategic integration reinforced Nokia’s market presence, making it a discernible and aspirational brand. Though Nokia eventually lost its dominance, SRK’s endorsement remains one of its most iconic collaborations.

Shah Rukh Khan's connection with Pepsi throughout the late 1990s and early 2000s is among the most successful brand endorsements in Indian advertising history. Several people consider it to be an achievement. Pepsi positioned itself as the brand of the youth because Khan’s charisma, wit, and pan-India appeal made him the perfect ambassador. His Pepsi commercials, particularly the 'Yeh Dil Maange More' campaign, became massive cultural phenomena, increasing Pepsi’s sales and strengthening its dominance over its rival Coca-Cola in the Indian market.

Shah Rukh Khan considerably transformed the view of luxury watches in India through his collaboration with Tag Heuer. Before he endorsed premium watch brands, the typical Indian consumer generally saw them as unattainable. With SRK serving as its face, Tag Heuer acquired immense visibility and became a more aspirational brand. In March 2007, SRK and then ambassador Priyanka Chopra bared their wrists, who donned their limited editions Tag Heuer.

Amitabh Bachchan, Kalyan Jewellers + Boroplus

Amitabh Bachchan's endorsement of Kalyan Jewellers was a carefully planned move focused on building meaningful trust in the brand, especially in South India, where he is greatly respected. Since the jewelry market relies on credibility, Bachchan’s dignified, honest persona helped Kalyan Jewellers expand its reach significantly. His involvement increased footfall in the brand's stores and increased sales substantially.

Amitabh Bachchan’s endorsement of Boroplus has established the brand as a highly trusted skincare solution in India. Bachchan has established credibility in rural and urban markets through his authoritative voice and strong screen presence. His campaigns often highlight standard Ayurvedic treatment, strengthening Boroplus' reputation as a reliable solution for skin infections, cuts, and dryness. Because Bachchan's image suggests profound knowledge and dependability, Boroplus is preferred for families wanting safe and effective skincare. The endorsement is a good fit.

Aishwarya Rai Bachchan & L’Oréal

Aishwarya Rai Bachchan, working as a global ambassador for L’Oréal for over two decades, represents the brand’s tagline, "Because You’re Worth It", furthermore, her connection with L’Oréal has made the brand a symbol of sophistication as well as confidence. Aishwarya has ardently backed multiple products, such as hair colour, skincare, in addition to makeup, through campaigns celebrating diversity along with beauty; also, her stunning elegance, noticeable grace, and enormous credibility in the beauty industry helped L’Oréal in decidedly strengthening its position in the Indian cosmetics market.

Rai was one of the initial Indian representatives at the Cannes Film Festival through L’Oréal. She has reinforced the brand’s luxury and glamour appeal. Because of Aishwarya's name, many beauty-conscious consumers worldwide favour L'Oréal.

Deepika Padukone Levis + Louis Vuitton

Deepika Padukone, known for confidence and effortless style, was the face of Levi’s in a campaign that celebrated individuality and self-expression. Her endorsement presented a rather substantial and modern perspective on the brand’s legacy; additionally, the “When You Take a Step, We All Move” campaign stressed her dynamic energy and fashion-forward persona. Deepika’s connection with Levi’s truly redefined India’s brand image. The connection also made the brand incredibly relatable and aspirational for young consumers. Whether she wore classic 501s or modern fits, she brought flexibility and elegance to the campaign, reinforcing Levi’s position as a stylish, comfortable, and empowering denim brand.

Deepika Padukone made history by becoming the only Indian actor officially named a worldwide brand ambassador for Louis Vuitton. This collaboration was meaningful for the brand and the Indian luxury market. Louis Vuitton used Padukone’s international appeal to grow in India and make luxury fashion more easily accessible to Indian consumers. Louis Vuitton's sales in India rose remarkably, especially among young aspirational buyers.

Anushka Sharma, Virat Kohli & Manyavar: Revitalizing Traditional Wear

Indian power couple Anushka Sharma and Virat Kohli have represented Manyavar as its key brand ambassadors, a leading ethnic wear brand in India. Their tie-in with the brand points out love, tradition, and togetherness themes. It entirely aligns with Manyavar’s wedding and festive collections, too.

The pair have been in several campaigns, like the popular Shaadi Grand Hogi and Pehno Apni Pehchaan, presenting fashionable wedding attire and advertising the brand's goal of celebrating Indian culture. Being ideal representatives, their natural chemistry and vast popularity appeal to young couples and families equally.

Through this incredible partnership, Manyavar strengthens its standing as a go-to wedding fashion brand, utilising Virat and Anushka’s wide-ranging influence to connect with a far larger audience throughout India.

Katrina Kaif & Slice

Katrina Kaif's endorsement of Slice became an iconic brand association throughout India. For well over a decade, she alone represented that mango drink, leading countless people to link the brand to luxury and indulgence. Her exceptionally sensual and undeniably elegant advertisements and the "Aamsutra" campaign stressed Slice's richly wealthy, incredibly pulpy texture and developed a strong aspirational connection with consumers.

Katrina savoured the drink with an almost poetic charm, often in glamorous settings in the visually stunning ads, reinforcing Slice's premium appeal. In addition to that, it stood out in the competitive fruit beverage market because of her association with it. In Kaif's 2022 film PhoneBhoot, the makers didn't shy away from integrating a scene which mimicked one of the brand's ads that was crucial to the film's plot. Even though she was replaced by Kiara Advani in 2023, her legacy remains memorable, powerfully shaping how fruit drinks are marketed in India.

Priyanka Chopra and Appy + Blender's Pride + Pantene

Priyanka Chopra, who has been the face of Appy Fizz and Blender’s Pride, represents the confidence, glamour, and sophistication that both brands stand for. As Appy Fizz's brand ambassador, she thoroughly gave the carbonated apple drink a completely new, stylish, and youthful vibe, which comprehensively strengthened its image as a cool and trendy drink for all trendsetters. Every element of her campaign, along with all the sleek visuals, catchy taglines, and consistently confident persona, made Appy Fizz synonymous with that aspirational lifestyle.

Blender's Pride seemed more exclusive and luxurious because of its association with Priyanka, which propelled the brand. She ultimately represented the brand’s philosophy of “Pride Comes in Every Bottle,” championing individuality, success, and high fashion. The campaigns frequently featured exceptionally glamorous settings and almost always presented her as a considerably powerful and independent icon, relating to countless aspirational consumers.
Priyanka Chopra's endorsement of Pantene cemented her place as an absolute haircare icon, perfectly representing strength and beauty. Priyanka was an ideal fit for the "Strong is Beautiful" campaign because her hair was voluminous and luscious. Her assured persona and international presence related to many women wanting soft, very strong, and exceptionally resilient hair. Priyanka Chopra launched her haircare brand in 2021 in the US & 2022 in India called 'Anomaly', which is at the second position worldwide concerning revenue earned.

Aamir Khan & Aishwarya Rai for Pepsi

Aamir Khan and Aishwarya Rai's advertisement for Pepsi remains an especially popular and a memorable celebrity campaign throughout India. The ad ideally expressed Pepsi's youthful energy with Aamir acting as a mischievous but charming young man and Aishwarya acting as the stunning dream girl. Because their star power and on-screen chemistry made the brand more aspirational, many youths first preferred it. The campaign played on humour, romance, and fun, mirroring Pepsi's energetic personality. Pepsi made its image stronger as a fashionable and exciting drink that appealed to the young and ambitious generation by effectively using both Bollywood's biggest stars.

Vidya Balan as the National Sanitation Brand Ambassador

Vidya Balan was appointed the National Sanitation Brand Ambassador by the Government of India to promote hygiene and sanitation under the Nirmal Bharat Abhiyan, now known as the Swachh Bharat Abhiyan. She strongly advocated for social change by encouraging the complete construction and universal use of toilets in all rural areas to combat open defecation fully.

Vidya’s television and radio campaigns delivered exceptionally strong, highly impactful messages. The slogan "Jahan Soch, Wahan Shauchalaya" stressed the importance of sanitation, which is vital for dignity and health. She helped break nearly all the hygiene taboos of the time and encouraged many communities to practice better cleanliness.

Malaika Arora & Zandu Balm

The legal case that was filed against the incredibly popular song 'Munni Badnaam Hui' which featured Malaika Arora in the 2010 action film Dabangg served to make it much more famous. Zandu Balm's makers filed a legal suit against Arbaaz Khan, the film's producer; they eventually reached a compromise that involved Malaika endorsing the product. Arbaaz stated the song turned into a complete anthem on the dance floor, and countless people were driven wild by the Zandu Balm line. Therefore, it was only fair that Arora endorsed the product.

Soon enough, Malaika Arora's practical endorsement of Zandu Balm catapulted the brand into the immediate limelight, noticeably because of its intimate association with Bollywood dance anthems. Her energetic persona and fitness-oriented image helped Zandu Balm connect with many younger consumers. Also, it became a relevant and sought-after pain relief solution for many people.

Pierce Brosnan & Pan Bahar

Hollywood star Pierce Brosnan, known as James Bond, surprised audiences in 2016 by endorsing Pan Bahar, an Indian pan masala brand. The advertisement presented Brosnan in a suave, Bond-like avatar and promoted Pan Bahar’s “class and sophistication”. The endorsement ignited controversy since pan masala products are frequently linked to many health risks, such as oral cancer.

Brosnan later said he felt misled about the product's quality because he believed it just freshened breath. He voiced deep disappointment over the decidedly misleading association and promptly distanced himself from the brand. Even though the campaign was undeniably short-lived, it generated colossal publicity and became one of the most controversial and completely unforgettable endorsements in advertising history.

Shah Rukh Khan, Akshay Kumar, Ajay Devgn & Vimal Elaichi

Bollywood superstar Shah Rukh Khan, Ajay Devgn and Akshay Kumar's endorsement of Vimal Elaichi created a significant buzz. Ajay Devgn was initially associated with that brand, later joined by Shah Rukh Khan. The campaign gained momentum when Akshay Kumar, known for his fitness-conscious image, joined the lineup.

Though the advertisement presented the trio in a grand cinematic style and promoted Vimal’s tagline, “Bolo Zuban Kesari,” it received backlash as the brand is associated with a broader range of pan masala products often linked to health risks. Akshay Kumar withdrew from the endorsement in 2022, apologising to his fans regarding the association.

Despite the controversy, the campaign remains among the most extensively discussed collaborations in Indian advertising history. It united all three Bollywood icons in a surprisingly impactful partnership that resonated with millions.

Kareena Kapoor Khan and Magnum

Bollywood diva Kareena Kapoor Khan has been a brand ambassador for Magnum, the premium ice cream brand celebrated for indulgent treats, since 2015. Her connection to Magnum thoroughly spotlights luxury, pleasure, and sophistication, consequently fully matching the brand’s international image.

Kareena has starred in many campaigns, further illuminating Magnum ice creams' exceptionally velvety, wealthy texture. Her impressive elegance and ample star power certainly improve the brand’s appeal. This makes the brand a symbol of indulgence for Indian consumers. Through this partnership, Magnum strengthened its premium image, enticing chocolate aficionados to sample its original Belgian chocolate-coated ice creams with a touch of Bollywood glitz.

Akshay Kumar & Dollar + Policy Bazaar

Akshay Kumar's endorsements of Dollar Industries and Policy Bazaar show how effortlessly he collaborates with brands. As the Dollar BigBoss face, he made meaningful contributions to the brand’s innerwear, presenting a consistently rugged and confident appeal that further improved its overall durability and comfort. His work with Policy Bazaar, a digital insurance platform, demonstrates thoughtful planning.

Financial security was also mentioned. Because of his supremely disciplined lifestyle and deeply responsible public image, Akshay gave both brands considerable credibility. His influence in assisting Dollar to connect directly with ordinary consumers and his status as a realistic decision-maker benefited Policy Bazaar, making financial planning much more approachable and relatable for Indian households.

Rani Mukerji & Titan

Rani Mukerji turned into the ultimate face of Titan Raga, a brand widely known for its ageless elegance and tremendous sophistication. Her endorsement, which presented plenty of grace, confidence, and modern femininity, particularly complemented Titan Raga’s image as a watch brand made for quite stylish, independent women. Rani Mukerji's presence in ads strongly supported the ideas of deep self-love, authentic empowerment, and inner beauty. Her association with Titan Raga universally made it a symbol of achievement and individuality. This strengthened its appeal among all working professionals and young women. The actress gave Titan Raga depth and made it easy for women to relate to, with Rani's charm and powerful on-screen presence, it became a top choice.

Salman Khan & Pepsi

Salman Khan's association with Pepsi helped the brand better connect with young people and the majority audience in India. With a vast persona and a wide-ranging fan base, Salman brought a definitively edgy, rebellious vibe to Pepsi’s campaigns. His advertisements often presented energetic and highly entertaining narratives that strongly resonated with young consumers.

The partnership aimed to make Pepsi seem like an exciting, daring drink for many young people. Salman’s appeal guaranteed Pepsi stayed very relevant in the competitive soft drink market, despite controversies related to the actor's personal life. His endorsement considerably increased the brand's visibility among fans, who appreciated every aspect of his charisma, confidence, and action-hero image.

Rekha & Snickers

Legendary actress Rekha flawlessly turned into the unmatched face of Snickers with an incredibly clever and unforgettable campaign that smoothly combined her specially elegant image with the brand's wonderfully funny message. Playing on the universally known “You're not you when you're hungry” Snickers tagline, the advertisement depicted Rekha going from an irritable young man to her consistently self-assured, elegant self and consuming a Snickers bar. The campaign stood out because her association brought sophistication, nostalgia, and humor to the brand. Snickers targeted to show that a simple candy bar can give you back your true self and energy.

Lara Dutta & Colgate

Lara Dutta endorsed Colgate Active Salt, a toothpaste variant promoting many benefits of salt for oral health. The campaign used the customary Indian belief that salt strengthens teeth and stops cavities. Because of that association, Lara, a former Miss Universe and Bollywood actress, brought elegance and credibility to the brand. Many Indian households understood the brand’s benefits because of her famous line for Colgate, "Kya aapke toothpaste mein namak hai?"

Because her endorsement supported the message of genuinely strong teeth and a confident smile, Colgate Active Salt became an exceptionally popular choice among many Indian consumers. The campaign combined scientific backing with cultural relevance. It also used every bit of Lara's charm to highlight the product's many benefits in an engaging and relatable way.

Alia Bhatt & Gucci

In 2023, Alia Bhatt was appointed Gucci's first Indian global ambassador. This appointment demonstrates that the brand's marketing strategy is evolving to connect with a younger demographic. Bhatt's youthful charm was particularly relatable, allowing Gucci to engage more effectively with millennials and Gen Z demographics, increasing its market presence in India.

Kajol & Knorr Soup

Kajol's association with Knorr Soup made the brand seem warm and healthy for many families. Her endorsement stressed the importance of home-cooked comfort meals for all households, matching the brand’s overall vision of quickly providing nutritious options to Indian households. The campaign significantly improved Knorr Soup's visibility and sales, turning it into a genuine staple in Indian kitchens.

Bipasha Basu & McVitie’s

Widely known for a supremely fitness-conscious lifestyle, Bipasha Basu became the main face of McVitie’s Digestive Biscuits, firmly cementing the brand’s firm focus on complete health and wellness. Appealing to health-conscious consumers, her endorsement pointed out the biscuits' digestive benefits and whole wheat goodness. As Bipasha was a fitness icon, her collaboration with McVitie’s made the brand seem like a reliable and healthy snack choice. The campaign stressed nutrition and maintained a pleasing taste, aligning with her deep support for thoroughly balanced eating. Her presence helped McVitie strengthen its market appeal, especially among many urban consumers who want a healthy and delicious snack.

Sunny Leone & Manforce

Sunny Leone's presence as the face of Manforce Condoms made it among the widely discussed endorsements throughout India. Her involvement with the brand was incredibly important as it thoroughly normalised discussions about safe sex in addition to contraception. Manforce used Sunny’s fame to connect with young, urban people. Manforce’s many bold campaigns encouraged awareness of protection and pleasure. Even after some initial arguments, her endorsement helped shift the view of condoms from a forbidden thing to a responsible choice. Sunny Leone's confident and glamorous presence strengthened Manforce’s brand identity, representing it as modern, bold, and socially responsible, which helped it become India’s top condom brand.

Ranbir Kapoor & Asian Paints

Ranbir Kapoor became the main face of Asian Paints to actively promote its interior and exterior paint solutions. He is widely known for his incredible youthful charm and impressive flexibility. His endorsement highlighted the brand's ability to innovate, maintain quality, and transform spaces.

This relates to modern homeowners. Spotlighting Ranbir, the campaigns presented the wide-ranging Royale Play range from Asian Paints while stressing creativity and elegance in home decor. His energetic personality and his strong connection with the youth population greatly helped him reinforce the brand's message, which was to make many homes energetic and stylish. Ranbir's engaging advertisements made Asian Paints seem trendy, premium, and aspirational for many Indian households.

The Supreme Court Reprimands

In May 2024, the Supreme Court of India announced that celebrities and social media influencers are fully responsible for every endorsement of services or products that misleads the general public. According to the court, those who push these claims must fully answer for them, as they sway the public's thinking.

The Apex court's ruling stressed that each celebrity and influencer should conduct due diligence before associating with any brand. According to the Consumer Protection Act, 2019, and Advertising Standards Council of India (ASCI) guidelines, serious legal consequences may occur for the brand and the endorser if a product is falsely advertised. This applies to each misleading claim about health, beauty, financial services, and other essential products.

This decision was seen as a harsh reprimand to celebrities and influencers who promote products without confirming their authenticity. This causes consumers to suffer financially and potentially face health risks. The court stressed that fame does not excuse anyone from being held accountable.

This judgment guarantees accountability in endorsements. Each time public figures endorse brands, they will act responsibly. In addition, it warns social media influencers because they affect each consumer's choices.

The Takeaway

Bollywood actors have been key to the Indian advertising industry, building brands into sizable empires through their influential endorsements. Tactically used celebrity endorsements have been a powerful stimulus for brand transformation in a country like India. These partnerships use cultural effect and an emotional link that Bollywood stars have on the people of India, going well beyond simple advertising. Be it the long-standing partnership between Shah Rukh Khan and Hyundai or Deepika Padukone's worldwide ambassadorship for Louis Vuitton, such endorsements have increased brand awareness in many ways. Credibility and market penetration have also increased because of these partnerships.

The brand collaborations explored earlier in the article highlight the wonderfully diverse ways Bollywood actors have truly shaped brand narratives, effectively revitalised customary wear, and thoroughly normalised critical social issues, such as sanitation and safe sex. Brands experience noticeable financial gains and significant rises in sales figures and brand value, but a certain degree of trust and aspiration psychologically affect consumers.

Ad makers and consumers alike know the power of advertisements. Meghan Markle, known for playing ‘Rachel Elizabeth Zane’ on the American legal drama television series ‘Suits’, and now as The Duchess of Sussex, took a stand against the ‘sexist' language Procter & Gamble used to promote its Ivory dishwashing soap. When Markle and her friends saw the commercial, they were shocked and angry by their portrayal of gender roles and the line, "women all over America are fighting greasy pots and pans." Boys in her class even joked that women "belonged" in the kitchen. She then sent an impassioned letter to Procter & Gamble. Her activism was highlighted in a 1993 interview with Ellerbee for Nick News. Three months after she sent the letter, Procter & Gamble changed the ad’s hook line to "people are fighting greasy pots and pans."

India lacks this level of accountability. However, the Supreme Court's recent judgement on answerability makes it quite clear that endorsements do sway people and the brand, along with the celebrities and influencers who are now held accountable for the veracity of their endorsements. This indeed emphasises the requirement for proper diligence in conjunction with upstanding practices. This judgement aims to safeguard consumers from incredibly misleading advertisements and guarantee that fame does not absolve anyone from any level of responsibility whatsoever.

The Apex Court's decision guarantees that consumer rights are paramount and ensures that enterprises safeguard their consumer interests while promoting their products and services. Previous attempts have undoubtedly been made to incorporate advertisers, endorsers, celebrities, and social media influencers into the scope of misleading advertising regulations. Having courts acknowledge the matter would aid in tackling non-compliances and increase consumer welfare.

Even if the world we live in has become complex, the ads that we once used to hum passionately will always be a stark reminder of how advertisements should be made.