Alia Bhatt’s global domination continues as endorsement fee skyrockets
Actor and entrepreneur Alia Bhatt has continued to make waves on the silver screen and in the world of global brand endorsements. The actress has recently been appointed as the global brand ambassador for L'Oréal Paris, adding to her already impressive list of international partnerships. Alia Bhatt's latest collaboration with L'Oréal comes on the heels of her successful stint as the first Indian global ambassador for Gucci. Her association with these prestigious and premium brands solidifies her position as a sought-after celebrity endorser and a global icon. This trend of Bollywood celebrities becoming brand ambassadors for international brands is a testament to the growing influence of Indian entertainment on a global scale. Bhatt's star power, coupled with her relatable image, has made her a natural fit for luxury brands looking to tap into the vast Indian market, believe experts. According to Kroll’s Celebrity Brand Valuation Report 2023, Bhatt’s brand value stands at $101.1 million, as she continues to lead the chart when it comes to female actors in the industry. Bhatt’s roster of brand associations include Cabdury, Rungta Steel, JioCinema, MakeMyTrip, Lays, Caprese, Manyavar, Corneto, FabriCare, Titan Raga among several others. Chandramouli Nilakantan, CEO - TRA Research attributes Bhatt’s brand value growth to the authenticity she brings with her. “She is so intrinsically true to her personality, it is like a brand which is true to its vision. Abhishek Sarwate, CEO and Brand Strategist, Utopian Drinks adds that Bhatt’s extensive networking helped her with respect to brand value. “Reaching out to the right people and developing good network leads led to getting access to good opportunities,” he said. Bhatt also launched her own kids wear brand called Ed-a-Mamma in 2021, which was acquired by Reliance Retail in 2023. The company acquired a 51% majority stake in Bhatt’s brand and the valuation of Ed-a-Mamma for this deal was reported to be around Rs 300-350 crore. However, Nilakantan shared that while the brand might have added to Bhatt’s monetary value, it hasn’t had any significant impact on the overall brand value. Sandeep Goyal, Managing Director, Rediffusion however, pointed out that if 80% is about hard work, then 20% is about luck. “The index of competition is a very big determinant of where your career is likely to go. In the last couple of years, Alia’s biggest competitor, Deepika, has dropped out of active competition. Right now, there’s no other actress in the A+ league as Alia Bhatt,” he mentioned. Goyal further explained that if one went back a decade and looked at the likes of Kareena Kapoor Khan and Priyanka Chopra Jonas, the index of competition was far higher. “So, luckily for Alia, it is very low.” Experts also pointed out that with Bhatt’s contemporaries slowing down, there has been quite a hike in her endorsement fees. Some told exchange4media that the fee has gone as high as Rs 9 crore per endorsement. “She used to associate with brands for Rs 3-4 crores a few years ago. That has now tripled,” an expert noted. Bhatt also reportedly charges Rs 15 crore per film, and is the second highest-paid actress in Bollywood, after Deepika. “Amongst the opportunities, engaging with the right ones, keeping in mind the larger career path has made sure that the brand value is consistent and increasing,” Sarwate added. Speaking about top brands associating with Bhatt on a global level, Nilakantan explained that the reason behind these partnerships is more inclined towards the geography and location than the actress. “She is not a global face in the USA, for example, but India is a growing market with good scope for L’Oreal. When the brand sees a country of growth, which is going to be very important for them soon, probably top three in their global list of growth, then they would choose an ambassador from that country. So even if Alia Bhatt is not internationally relevant, for L’Oreal, India is,” he said. While celebrity brand valuation reports highlight Bhatt as the top female actor, she still ranks fifth compared to her male counterparts in the industry. Unfortunately, industry experts are not hopeful of her brand value surpassing the male actors’ in the near future. Goyal feels that she may stand shoulder to shoulder with them but won’t be able to beat them anytime soon. Nilakantan also expressed that in India, the feat looks unlikely: “Female brand ambassadors are fewer and their fee in the film industry is lesser,” he said. While gender gaps remain to be a striking case in the film industry, Bhatt’s growth trajectory has been nothing short of impressive. She has Jigra, Love and War, and Alpha in her kitty at the moment.
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