From charming the audience on the silver screen via his acting in Satyaprem Ki Katha, Lukka Chuppi, Sonu Ke Titu Ki Sweety and Pyaar Ka Punchnaama amongst others, to leaving a lasting impression in the advertising realm for brands such as Doritos, Skybags, McDonald’s, boAt, Cadbury, Lux Inferno, Fanta, Oppo, Emami, Veet, Mufti, Superdry, etc. Kartik Aaryan has truly become a sought-after face for various brands today.
Born on November 22, 1990, in Gwalior, Madhya Pradesh, he embarked on his journey in the entertainment industry with the film "Pyaar Ka Punchnama" in 2011, post which his monologue in the movie became an instant sensation, earning him widespread recognition. On top of it, beginning right from electronics to fashion, skincare to snacks, and whatnot, it is Aaryan’s brand associations that reflect not only his popularity but also his ability to resonate with diverse audiences, which many times is via the humorous aspects.
As per Kroll’s Celebrity Brand Valuation Report 2022, Aaryan ranks 17th on the list of Top 25 Celebrity brands for the year along side Bollywood’s Bebo- Kareena Kapoor with a brand value of $36.5 million.
That being said, Aaryan today has been serving the role of the brand ambassador of a slew of brands such as Drools, McDonald’s India, Dabur Red Bae Fresh Gel, Doritos, Superdry India, Lava, Nestle Munch Max, Wow Skin Science, Fanta, Mufti, Bata and Bombay Shaving Company amongst others.
Reports also suggest that the ‘Shehzada’ actor charges somewhere between Rs 1 and 5 crores for brand endorsement deals in today’s times.
Here is a list of brands that ‘Guddu’ or ‘Koki’ has endorsed in the past:
In 2018, when fashion wear brand Mufti decided to expand its product portfolio and foray into the footwear segment, it onboarded Aaryan as its very first brand ambassador to capitalise on his young, fun and easygoing persona to enhance the brand’s visibility and reach amongst the youth.
The brand made the announcement via an ad campaign starring the celeb and leveraged the same to showcase their autumn winter collection for the year.
Cadbury Dairy Milk Silk
In 2019, premium chocolate brand Cadbury Dairy Milk Silk also roped in Bollywood’s Guddu as a new entrant in the Silk family to strengthen the brand’s connection with the youth and take Silk’s appeal to the next level.
Aaryan took to his Facebook handle to post about how he is a Silkaholic and leaving the public with one question- ‘How do you Silk?’
As a brand which primarily dealt in depilatory products and only forayed into the male grooming segment in India with the launch of Veet Men Hair Removal Cream in 2019, Veet also roped in the Lukka Chuppi actor as its brand ambassador.
The brand made the announcement with the launch of a new campaign- #FindYourSexy and showcased the new product as a one-stop solution for men who aspire for a clean and smooth look for their body without any hassle.
Here is the campaign-
When ITC’s fragrance brand Engage announced the launch of its new range of fragrances, it did so with Bollywood actors Kartik Aaryan and Tara Sutaria who embodied the brand persona of Engage and emphasised on its positioning of playful romance.
As Engage’s first brand ambassadors, the two brought to life a magical and irresistible moment of love and desire and weaved in the tease yet the passionate chemistry of young love in a brand film conceptualised by Wunderman Thompson.
Bombay Shaving Company
In January 2020, men’s grooming brand, Bombay Shaving Company, also onboarded Aaryan as its new brand ambassador to strengthen the brand’s appeal and induce trials from soft customers. As part of the same, the actor was tasked with endorsing Bombay Shaving Company’s shave and facial grooming range.
In 2021, PepsiCo India’s Nacho chip brand Doritos also named the Shehzada actor as its first brand ambassador in India and since then the brand has been on a roll with campaign films starring Aaryan.
In one of the ads for Doritos, ‘For The Bold' campaign that celebrates the bold self-expression of today’s generation, the actor starred along side Sanjana Sanghi, with whom he was sharing his mobile number.
Footwear major Bata India also announced the Bollywood actor as the company’s new brand ambassador in 2021 for carrying forward Bata’s fashion-forward narrative and promoting the popular brands under the Bata umbrella.
The association began with the launch of a new campaign by Bata which was aired across television, digital and other mediums.
A year back, Coca-Cola India announced the launch of Fanta’s new flavour, Apple Delite, further expanding the brand’s portfolio with a fruit-flavoured variant by taking live a new commercial with its brand ambassador- Aaryan.
In the commercial, Aaryan can be seen enjoying Fanta Apple Delite, which marks the beginning of his association with the brand. This new campaign with Apple Delite aims to act as a nudge to stay colourful despite the conformities of their modern lives.
Wow Skin Science
In September 2022, D2C beauty and wellness brand Wow Skin Science also announced actors Aaryan and Rashmika Mandanna as the new faces of Wow Hair care range. The roping in of the two celebrities is part of their on-going endeavour of bringing consumers closer to nature through products in the personal care and wellness space.
Watch the ad here-
Nestle Munch Max
It was in September last year that Aaryan also became the new face of Nestle Munch Max, a chocolate and confectionary brand, owing to his appeal, much like the brand itself, which cut across age, town and class.
Taking to his social media the actor also shared his happiness to be the face of the brand.
In the same month as Wow Skin Science and Nestle Munch Max, the Pyar Ka Punchnaama actor was also onboarded as the brand ambassador of Lava International. His association with the brand, as per him, was based on the resonance of the two’s shared ethos of being ‘Proudly Indian’, and standing apart from the crowd with a unique proposition.
Leveraging the World Cup fever, Skybags launched an official FIFA licensed luggage range and to promote the same it roped in Aaryan as its brand ambassador. It was after this, that Aaryan featured in the brand’s new campaign called ‘Let’s Get Loud’ which captured the aesthetics of the luggage range and the vibe of the FIFA World Cup season.
Keeping in mind Gen Z travellers’ aspirations for individuality and style, the campaign featured Aaryan at his expressive best with the bold, colourful, World Cup-themed designs of the FIFA licenced bags with him urging youngsters to ‘Get Loud’.
In December 2022, McDonald’s India – North and East also roped in Aaryan as its brand ambassador hoping to utilise the actor’s youth connect to further strengthen the bond between McDonald’s and its fans and to foster consumer outreach across all platforms in an appealing way.
A few months later, the brand also came up with a new range- The Kartik Aaryan Meal with an ad campaign conceptualised by DDB Mudra Group which took the fans on a laughter-filled roller coaster with his signature monologue style in a unique McDonald’s way.
In November 2022, Superdry also announced a partnership with the actor as its newest brand ambassador for the Indian market with a campaign titled- ‘You Got This’ which takes inspiration from anime animation to channel the consumers inner super-self.
The newly launched 'You Got This' campaign was curated on the concept of everyone having a ‘super’ side to themselves, with an accompanying tagline that reassures and encourages the consumer to be confident in their ability to be a ‘super’ individual.
In a first, Aaryan also joined forces with Disney+ Hotstar and released their ad film, conceptualised by the OTT platform’s internal marketing team, focusing on the platform’s ‘free on mobile’ offering of the tournament along with free first-class entertainment via its #ItnaSabFreeKa campaign.
The film starring Aaryan turns the table on the relationship between the star and his fans in a funny, light-hearted way. In his style, Aaryan interacts with his fans only to find out that his limelight has been stolen by Disney+ Hotstar and its free content offerings of ICC Men’s Cricket World Cup 2023- and first-class entertainment such as Freddy, Brahmastra Part One: Shiva, Cuttputlli, Vikram and many others.
It is also to be noted that when Aaryan decided to turn down a Rs 8-9 crore endorsement deal offered to him by a Pan Masala Brand, last year, as he consciously understood his responsibility as a youth icon. It was after this decision of his that he was highly praised by the netizens on social media.