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Indian Brands Shift Away From Celebrity Ads to Confident, Capable People
Indian brands are shifting away from celebrity endorsements in favour of portraying ordinary people in advertisements. Kantar analysis indicates that Indian audiences react better to ads presenting individuals as confident, capable, and socially conscious.
According to Soumya Mohanty MD & CCO, South Asia, Kantar, Indian advertisements are moving away from celebrity endorsements. Kantar's analysis highlights a preference among Indian viewers for advertisements featuring confident, capable, and socially relevant individuals. Mohanty notes that younger viewers especially respond positively to portrayals of confidence that are not limited by age or life stage. This reflects a distinctly Indian concept of aspiration, according to Mohanty.
Key Facts
- Indian brands are increasingly moving away from celebrity-focused advertising.
- Kantar suggests that Indian audiences respond favourably to ads showing confident and socially conscious people.
- Younger audiences particularly appreciate portrayals of confidence that are not limited by age.
- Soumya Mohanty is MD & CCO, South Asia, Kantar.
- Kantar's analysis showed that people want to see themselves represented in advertising.
- The shift reflects an Indian idea of aspiration.