Top Brand Ambassadors in India & How to Choose the Right One?

A few years ago, picking a brand ambassador felt like a power move.

You went to an advertising agency, signed a Bollywood A-lister and boom. You launched a high-budget TVC and gained massive visibility. 

But today, something has fundamentally changed.

People don’t just watch ads anymore. They skip, scroll, remix, react and sometimes even mock them.

At the same time, attention has fragmented:

• IPL highlights compete with reels
• Movie trailers compete with YouTube sketches
• Celebrities compete with creators

And this is where brand ambassadors have evolved. Apart from being the faces of your brand, they are humans who stand for something. 

So in this blog, we’re decoding who works right now, why they work and how you should think about them strategically.

Table of Contents

1. Bollywood Celebrities
2. Cricketers
3. Influencers & Creators
4. Comedians
5. How to Choose the Right Brand Ambassador
6. Conclusion
7. FAQs

Bollywood Celebrities

Celebrities still bring scale, no doubt. But today, scale without relevance feels forced.

The actors who win are the ones who:

• Stay in conversation
• Feel authentic in brand integrations
• Have momentum beyond ads

So, which Bollywood celebrities are relevant as brand ambassadors? 

1.  Ranveer Singh 

Estimated Fee : 5 Cr ++

Ranveer has always been high-energy, but right now, he’s also timely.

With Dhurandhar generating buzz, his visibility has surged again. He’s everywhere, in the media, memes and conversations. That kind of cultural presence amplifies campaigns without extra media spend. Timing can multiply impact more than budget.

He works best for categories that need attention in crowded spaces, FMCG, youth brands and consumer tech, where memorability matters more than subtlety.

2.  Ayushmann Khurrana

Estimated fee : 1 Cr to 5 Cr

Ayushmann is not your typical “mass” star. And that’s exactly his strength.

He stands for:

• Progressive storytelling
• Real issues
• Urban intelligence

If your brand wants to sound smart, aware and slightly unconventional, Ayushmann fits perfectly.

3. Alia Bhatt 

Estimated fee : Approx. 1 Cr to 5 Cr.++

Very few celebrities move seamlessly between luxury and mass. Alia does.

She appeals to both Millennials and Gen Z while maintaining credibility across:

• global platforms
• premium brands
• mainstream endorsements

This flexibility makes her valuable for brands that want scale without diluting perception.

4. Rashmika Mandanna 

Estimated fee : Approx 2 Cr to 4 Cr ++

Rashmika is not just popular. She’s geographically powerful.

She connects:

• South audiences
• Hindi belt
• Younger demographics

If you want true pan-India reach, she’s one of the strongest bets today.

5. Allu Arjun 

Estimated fee : ₹4-6 crore

After Pushpa, Allu Arjun became more than a star. He became a phenomenon. His style, dialogue delivery and attitude have massive recall.

For brands that want mass, style and attitude, he delivers unmatched impact. He’s particularly effective when the goal is dominance, not nuance.

Cricketers

Cricketers still dominate trust.

But here’s what’s changed.

Brands are no longer waiting for players to become legends.
They are investing in them while they are rising.

Virat Kohli

Estimated fee : Approx. 7 Cr to 10 Cr

Virat Kohli is among the highest-paid brand ambassadors in India as of 2026. He doesn’t just endorse brands, he shapes entire categories through authentic personal adoption. Fitness, fashion, nutrition, luxury goods all align with visible lifestyle choices. His portfolio remains tightly curated; selectivity makes associations valuable. Virat Kohli is the most sought-after celebrity brand ambassador among athletes. Works best when the brand already has a strong identity. Premium fitness, luxury fashion, automotive and global sports brands benefit most. 

Shubman Gill

Estimatd fee : Approx. 1 Cr+

Shubman Gill represents the next phase of Indian cricket, calm, focused and incredibly talented, reflecting a new generation of cricketers. Digitally native with an authentic personality, not sterile cricketer branding. Ideal for brands wanting long-term associations, younger audiences and rising-talent positioning. Tech, youth fashion, digital payments, gaming and FMCG targeting Gen Z all benefit. Lower cost than established legends with potentially higher long-term ROI due to career arc.

Hardik Pandya

Estimated fee : 1.5 Cr to 3 Cr 

Hardik brings flair, confidence and individuality. He doesn’t try to fit into a mould and that’s exactly why he stands out.

What makes him interesting for brands is his polarising yet magnetic personality. People either admire his swagger or debate it but either way, he stays in conversation. And in today’s attention economy, that’s a huge advantage.

He’s ideal for brands that want to stand out and are comfortable taking creative risks. Categories like fashion, lifestyle, grooming and youth-first platforms benefit the most from his bold image and style-led recall.

Vaibhav Sooryavanshi 

Estimatd fee : Approx 75 L – 80 L 

At just 15, Vaibhav has already started grabbing attention with standout IPL performances.

Audiences love discovering talent before it peaks. Brands that enter at this stage benefit from first-mover advantage, emotional goodwill and long-term association potential. 

Rohit Sharma 

Estimated fee : 2 Cr – 4 Cr 

His captaincy, leadership and elegant playing style made him aspirational. Works for premium brands, leadership-focused positioning and serious product categories. Cricket-linked long-term associations benefit from his steady, respected position. Strong with male audiences aged 25-50. While engagement numbers may be lower, credibility and consideration metrics among affluent professionals are exceptionally high. Good for legacy and stability-focused brands.

Influencers & Creators

Let’s be honest.

This is where most of the actual engagement is happening.

But here’s the mistake brands make.

They pick influencers based on followers.

Smart brands pick based on:

• Content format
• Audience behaviour
• Platform relevance

1. Prajakta Koli 

Estimated fee : Estimate not publicly disclosed

With a strong online presence balancing humour, social commentary and authenticity, Prajakta Koli has become one of India’s most endearing digital personalities. She has ventured into scripted projects and collaborations with major global platforms and brands, highlighting crossover potential for digital creators. Starting as a YouTuber creating relatable comedy videos, she has grown into a global digital personality, actor and UN Youth Climate Champion. Her content focuses on everyday life experiences, mental health awareness and youth empowerment. Her audience is highly protective of authenticity. Her credibility is an asset.

2. Apoorva Makhija

Estimated fee : Estimate not publicly disclosed

Apoorva represents a fundamental shift in what audiences value.  She shows real-life, unfiltered thoughts and genuine reactions. For Gen Z audiences especially, this authenticity is extraordinarily valuable. They’re deeply sceptical of polished, produced content and gravitate toward creators who feel like real people. Ideal for brands wanting genuine positioning, Gen Z reach and authentic lifestyle integration.

3. Tanya Khajinow 

Estimated fee : Estimate not publicly disclosed

Tanya Khajinow brings a unique combination of travel & lifestyle content with great storytelling. She creates content that resonates with young professionals.  Her authenticity in documenting everyday moments, telling about the new countries she visits, feels like a friend giving travel tips. Works for brands targeting travel, snacking, lifestyle, tech products. 

4. Abhi & Niyu

Estimated fee : Estimate not publicly disclosed

Abhi and Niyu are a husband-wife content creators duo who started their journey with the purpose of making the internet positive and put positive news in front of people. Their series 100 Reasons to Love India brought out positive stories about India, India’s changemakers, our history, culture and created an army of people who work to find solutions to everyday problems. Their content spans environmental sustainability, economic policy, historical perspectives and contemporary social issues, helping young Indians develop a nuanced understanding of their country. Their videos span different genres like history, environment and sustainability, policy discussions, social commentary, economics and personal finance. Perfect for brands positioning around positive impact, education, sustainability and nation-building narratives. Works for edtech, fintech, sustainable brands and purpose-driven organisations wanting authentic alignment with civic engagement.

5. Tanmay Bhat 

Estimated fee : Estimate not publicly disclosed

Tanmay understands online culture, meme dynamics and platform behaviour like few others. He’s a translator between internet culture and mainstream consciousness. Tanmay Bhat is a comedian-turned-entrepreneur who shares thoughtful, humorous content on YouTube and Instagram. Essential for brands wanting cultural relevance online. Tech, social platforms, fashion and lifestyle benefit from his positioning. His audience respects his cultural commentary, not just entertainment. Smart brands involve him in creative development. Strong reach among Gen Z with exceptional social sharing and cultural conversation around the brand.

Comedians

Humour is not just about laughs. It’s about lowering resistance, increasing shareability and driving recall. Yet most brands underuse comedians. In 2026, comedians are becoming conversion tools.

1. Samay Raina 

Estimated fee : Approx 15 L to 20 L Per Campaign 

Samay Raina co-won Comicstaan 2 (2019) and, in 2026, became one of the youngest Indian comedians to perform at Madison Square Garden, closing his global leg. On March 7, 2026, he released his debut comedy special, Still Alive, on YouTube and all of a sudden, it became a moment. Brands were talking about him, people were talking about him.  He represents the intersection of comedy, gaming and internet culture. Perfect for brands targeting gaming audiences, internet-first consumers and communities valuing personality-driven content. His edgy, unfiltered approach resonates strongly with Gen Z.

2. Abhishek Upmanyu 

Estimated fee : Estimate not publicly disclosed

Abhishek Upmanyu has 5.26M YouTube subscribers and 2.7M Instagram followers. His comedic style is fast, furious and frequently leaves audiences gasping for breath. He highlights everyday chaos like cramped public transport, nosey aunties and Delhi vs Mumbai banter. Viewers gravitate to his rapid-fire pace and easy blending of Hindi and English. His energy is infectious, transforming mundane city life into side-splitting anecdotes. Works for FMCG, tech, lifestyle brands needing an authentic urban connection. His quick-fire delivery and relatable commentary make brand integration feel natural. Strong with audiences aged 18-35 in metros. His approach to comedy feels like chai-time banter amplified with humour.

3. Aakash Gupta

Estimated fee : Estimate not publicly disclosed

Aakash Gupta has 4.67M YouTube subscribers and 1.6M Instagram followers. He’s a high-octane performer known for mocking the madness of Delhi Metro and gym-show-offs. He brings electrifying energy with impassioned facial expressions and exaggerated storytelling. He co-won Comicstaan and has kept audiences laughing with sold-out tours and viral YouTube videos. His energy is unmatched; watching him feels like a roller coaster that cracks jokes. Perfect for brands wanting dynamic, high-energy positioning. Works for youth-focused FMCG, sports, gaming and energy drinks. His intensity drives shareability and recall. Strong performance across Tier 1 and Tier 2 markets.

4. Zakir Khan 

Estimated fee : Estimate not publicly disclosed

Zakir Khan is known for signature storytelling and small-town nostalgia. Zakir blends storytelling and emotion beautifully. He creates moments where audiences laugh and feel simultaneously, remarkably rare. His audience is slightly older (25-45) and more introspective, actively seeking meaning and connection. Works for wellness, mental health, personal development, relationships and lifestyle brands. Perfect for brands wanting depth beyond reach. His ability to weave emotion into narrative makes brand stories more resonant and memorable.

5. Anubhav Singh Bassi 

Estimated fee : Estimate not publicly disclosed

Anubhav Singh Bassi has 5.27M YouTube subscribers and 3M+ Instagram followers. His homesick stories based on college and school memories have made him a name in anecdotal comedy. Bassi feels real; that’s his edge. His comedy stems from everyday observations and relatable situations that resonate across demographics. His ability to find humour in universal human experiences makes him valuable for mass-market brands. Works for FMCG, retail, quick commerce and lifestyle brands targeting broader audiences. His comedy naturally integrates messaging without disrupting authenticity. Strong in Tier 2/3 markets where relatability drives consumer connection.

How to Choose the Right Brand Ambassador

Most brands still get this wrong.

They chase popularity instead of alignment.

Here’s a simple way to think about it.

Step 1: Start with Your Brand

• What emotion do you want? (Trust, aspiration, belonging, innovation?)
• What position do you own? (Premium, accessible, bold, intelligent?)
• What’s your growth challenge? (Awareness, consideration, trial, retention?)

Step 2: Map Your Audience

• What do they watch daily?
• Who do they trust?
• Where’s your unmet need?

Step 3: Match Ambassador to Role

Celebrity → Scale, cultural signals, mainstream credibility Cricketer → Trust, authority, aspirational positioning Creator → Engagement, community, authenticity, conversion

Any good digital marketing agency can help you with it. 

Conclusion

The biggest mistake you can make today?

Treating brand ambassadors like a checklist item.

Because they’re not.

They are your:

• Content strategy
• Distribution strategy
• Cultural relevance strategy

And if you get this right, your brand gets visibility and becomes part of the conversation in ways you may not even imagine. 

While this may seem complex, the right approach can simplify it significantly. You can build this strategy in-house or partner with an experienced advertising agency that understands culture, creators and audience behaviour deeply.

Vasim Samadji

Vasim Samadji is a partner at Flora Fountain, where he leads the Business and Marketing Strategy divisions. In a world where everyone is used to sugarcoating, his directness is often considered rude. But that shouldn't be a problem if you like the no-nonsense approach. Because he is a seasoned professional...