Known for her elegance, modern sensibility, and strong connection with Indian households, Kareena embodies the BISSELL® promise of a cleaner, more effortless lifestyle. Through this partnership, BISSELL® aims to deepen its footprint in India, offering cutting-edge cleaning solutions tailored for the modern Indian home.

Commenting on the brand ambassador announcement, Max Bissell, President Global Markets, BISSELL® Homecare Inc. said “Kareena embodies the modern Indian consumer—discerning, forward-thinking, and deeply committed to creating a warm, healthy home environment. Her commitment to quality and her effortlessly elegant aesthetic aligns seamlessly with BISSELL’s vision. We’re incredibly proud to welcome her to the BISSELL family. With her support, we look forward to inspiring more Indian households to embrace smarter, more stylish cleaning solutions as we expand our footprint in the country.”

Adding on to the excitement, Sagar Mehta, Director, Cavitak Marketing said, “This collaboration marks a powerful new chapter for BISSELL in India.  We see this partnership as a turning point in how Indian consumers perceive homecare—no longer as a chore, but as a lifestyle choice. With BISSELL’s global innovation and Kareena’s cultural resonance, we’re excited to bring a whole new energy to Indian homes—where technology, tradition, and elegance coexist effortlessly.”

Speaking about the collaboration, celebrity Kareena Kapoor Khan said, “I am a little obsessive about my space. Clean, clear and calm, that’s my thing. So when I found a cleaning partner that actually works as hard as I do, it was a yes. I partnered with BISSELL because it’s not just about cleaning. It’s about how clean it makes you feel. Ab mera ghar bhi, BISSELL Clean.”

In BISSELL®’s upcoming campaign, Kareena Kapoor Khan steps into a striking new avatar — embodying the perfect fusion of style, strength, and functionality, much like BISSELL’s innovative cleaning solutions. With her fresh, relatable energy, Kareena brings a modern edge to the brand. The campaign reimagines her in a bold, empowering light, reflecting how BISSELL helps today’s households clean smarter, faster, and more stylish than ever before.

The post Legacy brand BISSELL ropes in Bollywood icon Kareena Kapoor Khan as the Brand Ambassador in India first appeared on Approach Bollywood.

With this partnership, Magic Moments is reinforcing its identity as the vodka of choice for a generation that celebrates life unapologetically. Just like Kriti, the brand stands for boldness, individuality, and living life on your own terms — with a vibe that’s always turned up.

Abhishek Khaitan, Managing Director, Radico Khaitan Limited, shared his excitement, “We are absolutely pumped to have Kriti on board. She’s smart, stylish, and fearless, just like the new-age consumer we speak to. With this campaign, we are not just raising a toast to the moment; we are owning it. This is a new chapter for Magic Moments, and we are excited to make it magical.”

The brand’s latest milestone — crossing 7 million cases sold this year — highlights its growing popularity and nationwide resonance as more consumers gravitate toward experiences that are bold, authentic, and high on spirit.

Amar Sinha, COO at Radico Khaitan, added, “Radico is super excited to bring together India’s No. 1 vodka with Bollywood’s No. 1 power-packed face. Kriti Sanon isn’t just a star, she is the whole vibe. She connects effortlessly with today’s bold, fearless generation and totally gets what Magic Moments is all about. As we keep levelling up and expanding our footprint, Kriti’s the perfect partner to take the brand into its next big chapter.”

Kriti Sanon, expressing her excitement about the campaign, said, “Magic Moments is all about owning your vibe and celebrating life as it comes, in its raw and untampered form. I am super excited to join the Magic family. This partnership is fun, it’s fierce, and it’s full of energy, just the way I like it. Here’s to living the moment, one magic at a time!”

From high-energy parties to laid-back evenings, Magic Moments aims to be more than just a beverage—it’s an experience. With Kriti Sanon as the face of the brand, the company is set to enhance its presence in both existing and new markets, elevating its connection with the vibrant, young, and dynamic Indian consumer base.

The post Magic Moments ropes in Kriti Sanon as brand ambassador first appeared on Approach Bollywood.

In a category often seen as clinical and complex, Gabit’s new ad campaign — now live across Instagram, YouTube, OTT platforms, and more — brings humour, style, and relatability. Ranbir Kapoor, known for his private off-screen persona, steps into the spotlight in a refreshingly candid portrayal, showcasing how the smart ring helps users sleep better, move more, recover faster, and manage their health — all without the intrusion of another screen.

“What I liked about GABIT is how effortless it makes staying healthy. No noise, no distractions. Just one smart ring that does it all – and looks good doing it,” said Ranbir Kapoor, who has been personally using the Gabit Smart Ring for the past six months.

The partnership underscores Gabit’s commitment to mainstreaming proactive, preventive health. According to the founders, Kapoor’s alignment with the brand is rooted in authenticity.

Gaurav Gupta, Founder of GABIT, says: “We’re building GABIT as more than just a product. It’s a movement – a shift in mindset. And with Ranbir Kapoor on board, we’re bringing this movement into every home across India — because good health should be accessible to everyone. We believe health should be simple, sustainable, and personalised – something you actually enjoy doing. We hope to inspire millions to take that first step towards better health — with the GABIT Smart Ring.”

Arpana Shahi, Co-founder of Gabit, added, “Health in India has always been reactive. Something we think about only when something goes wrong. With Ranbir on board, we’re changing that story. When someone like him champions rest, recovery, and everyday health, it normalizes a new kind of wellness culture – one that’s proactive, preventive, and here to stay.”

Founded in 2024, Gabit is a longevity-focused health venture backed by $9.5 million in seed funding from Norwest Venture Partners and marquee angel investors including Amit Agarwal, Deepinder Goyal, and Kunal Shah.

What distinguishes Gabit is its full-stack ecosystem—an integration of cutting-edge technology and user-centric design. From the all-in-one Smart Ring that tracks sleep, activity, heart rate, and recovery, to AI-powered tools like PEP (a personal health coach), to science-backed skincare and personalised wellness plans, Gabit delivers tech-powered, deeply human health solutions.

By addressing the four essential pillars of health—fitness, food, sleep, and stress—in a unified platform, Gabit is empowering Indians to take small but meaningful steps toward a healthier, longer life.

The post Gabit ropes in Bollywood Star Ranbir Kapoor as Brand Ambassador first appeared on Approach Bollywood.

Shah Rukh Khan, with his unparalleled star power and deep cultural connect across generations, embodies the essence of Candere’s vision. The celebrated actor will lead the brand’s multimedia campaigns across digital platforms, television, print, and retail experiences.

Ramesh Kalyanaraman, Director, Candere, said, “The Indian jewellery industry is undergoing clear segmentation, with consumers increasingly seeking pieces that reflect their personality, align with their lifestyle, and suit specific occasions. Candere is built for this shift – especially for those who are Gen Z at heart: expressive, individualistic, and digitally engaged. In Shah Rukh Khan, we found a partner whose cultural resonance, timeless appeal, and emotional connect mirror the values we stand for. He bridges generations while remaining powerfully relevant to today’s audience. His presence will help us articulate the idea that Candere’s jewellery is no longer just about adornment – it’s a thoughtful, personal expression of identity and intent.”

Candere has emerged as a distinct voice in the lifestyle jewellery category with its versatile, design-forward collections tailored to evolving consumer tastes. While the brand is well-established in the contemporary women’s jewellery space, it has also built one of the most substantial offerings in the growing men’s jewellery segment.

Shah Rukh Khan, Brand Ambassador, Candere, shared, “Jewellery has always been a powerful expression of love, memories, and identity. I’m excited to partner with Candere, a brand from the House of Kalyan Jewellers, which offers a modern and fresh perspective on how people wear and gift jewellery today. It’s elegant, it’s relevant, and it speaks to those who celebrate meaning in every moment.”

Candere’s omni-channel approach delivers a seamless customer journey across its robust e-commerce platform and expanding retail footprint. Supported by the trusted legacy of Kalyan Jewellers, the brand blends elegance and affordability, with collections starting at ₹10,000, making it accessible for daily wear as well as significant life moments.

With over 75 retail stores and a fast-growing presence across India, Candere is reshaping how lifestyle jewellery is perceived and purchased—offering designs that transcend adornment to become genuine reflections of personal style and sentiment.

The post Candere ropes in Shah Rukh Khan as Brand Ambassador first appeared on Approach Bollywood.

The post Eureka Forbes onboards Shraddha Kapoor to champion a cleaner, healthier India first appeared on Approach Bollywood.

In today’s hyper-competitive market, celebrity endorsements remain a powerful tool for brands to amplify their reach, credibility, and appeal. However, securing a celebrity for your campaign is just the beginning. To maximize ROI and create a lasting impact, brands must strategically optimize every aspect of the endorsement process. Drawing from my experience at Approach Entertainment, Approach Communications, Approach Bollywood, and Go Spiritual, here are key strategies to ensure your celebrity endorsement delivers exceptional results.

1. Align Celebrity with Brand Values

The foundation of a successful endorsement lies in authenticity. Choose a celebrity whose persona, values, and public image resonate with your brand’s ethos. For example, a fitness brand partnering with a health-conscious athlete or a spiritual brand collaborating with a mindfulness advocate creates a natural synergy. Misalignment can lead to skepticism among consumers, diluting the campaign’s impact. Research the celebrity’s audience demographics, social media presence, and recent activities to ensure compatibility.

2. Define Clear Campaign Objectives

Before engaging a celebrity, outline specific goals. Are you aiming to boost brand awareness, drive sales, or reposition your brand? Clear objectives guide the creative process and help measure success. For instance, if the goal is to target Gen Z, a celebrity with a strong TikTok or Instagram following might be ideal. At Approach Entertainment, we emphasize tailoring campaigns to meet measurable outcomes, ensuring every endorsement aligns with the brand’s broader marketing strategy.

3. Leverage Multi-Platform Engagement

A celebrity’s influence extends beyond traditional media. Optimize their reach by integrating endorsements across multiple platforms—TV commercials, social media posts, live events, and even podcasts. Encourage authentic content creation, such as behind-the-scenes videos or personal testimonials, to foster deeper audience connections. For example, a celebrity sharing a genuine story about using your product on Instagram Reels can drive higher engagement than a scripted ad.

4. Negotiate Smart Contracts

Effective contract negotiation is critical to optimizing costs and outcomes. Work with experienced agencies like Approach Entertainment to secure favorable terms, including exclusivity clauses, usage rights, and deliverables (e.g., number of posts or appearances). Ensure the contract allows flexibility for campaign extensions or repurposing content. Clear terms prevent misunderstandings and maximize the celebrity’s contribution to your brand.

5. Amplify with PR and Media

A celebrity endorsement’s impact multiplies when paired with a robust PR strategy. Announce the partnership through press releases, exclusive interviews, or media events to generate buzz. At Approach Communications & Approach Bollywood, we’ve seen how coordinated PR efforts can extend a campaign’s reach, making it a trending topic across news outlets and social platforms. This amplifies brand visibility and reinforces the celebrity’s association with your product.

6. Monitor and Measure Performance

Track the campaign’s performance in real-time using metrics like social media engagement, website traffic, sales uplift, and sentiment analysis. Tools like Google Analytics, social listening platforms, and CRM systems provide valuable insights. Adjust strategies mid-campaign if needed—perhaps shifting focus to a platform where the celebrity’s content is performing best. Post-campaign analysis helps refine future endorsements.

7. Prioritize Long-Term Relationships

One-off endorsements can work, but long-term partnerships often yield greater trust and consistency. A celebrity who evolves with your brand becomes a credible advocate, deepening consumer loyalty. Approach Entertainment has successfully managed enduring celebrity-brand relationships that create a lasting impact, ensuring both parties benefit from sustained collaboration.

8. Stay Ethical and Transparent

In an era of informed consumers, transparency is non-negotiable. Ensure the celebrity genuinely believes in your product to avoid perceptions of inauthenticity. Comply with advertising regulations, such as disclosing paid partnerships on social media. Ethical endorsements build trust, enhancing your brand’s reputation.

Conclusion

Engaging a celebrity for brand endorsement is a strategic investment that, when optimized, can catapult your brand to new heights. By aligning values, setting clear goals, leveraging multi-platform reach, and pairing endorsements with PR, brands can create campaigns that resonate deeply with audiences. At Approach Entertainment, Approach Communications, Approach Bollywood, and Go Spiritual, we specialize in crafting impactful celebrity-driven campaigns that deliver measurable results. Choose wisely, plan meticulously, and let your brand shine through the star power of a well-executed endorsement.

Sonu Tyagi is the Award-Winning Writer / Director / Producer & Founder of Approach Entertainment, Approach Communications, Approach Bollywood, and Go Spiritual. With extensive experience in entertainment, advertising, and media, he leads innovative strategies for celebrity endorsements and brand campaigns.

Visit Approach Entertainment & Sonu Tyagi at www.sonutyagi.com & www.approachentertainment.com

The post Optimizing Engaging a Celebrity for Brand Endorsement first appeared on Approach Bollywood.

The centerpiece of the campaign is a visually arresting TVC titled “The Space You Deserve. The Luxury You Desire,” featuring Samantha Ruth Prabhu. In the commercial, Samantha takes viewers on a compelling journey that showcases the unmatched opulence of Casagrand Belair. Breaking the fourth wall, she explores the project’s standout features—private gardens, personal elevators, exclusive home theatres—immersing the audience in the luxury and elegance the development represents.

Diptakirti Chaudhuri, Chief Marketing Officer, Casagrand, commented on the campaign, “At Casagrand, we believe in creating not just homes, but iconic lifestyles. Our partnership with Samantha Ruth Prabhu for Casagrand Belair is a natural extension of this philosophy. Samantha isn’t just a star; she is a symbol of elegance, ambition, and refinement – qualities that perfectly align with the world of luxury we are crafting at Casagrand Belair. This campaign is designed to transcend traditional marketing, offering an immersive experience that reflects the luxury and sophistication of the project. With her captivating presence, we are confident that Samantha will connect with our audience on a deeper level, making Casagrand Belair not just a place to live, but a statement of the life you’ve always aspired to.”

Spanning 9.35 acres, Casagrand Belair comprises 79 meticulously designed 5 BHK bungalows, each featuring private lifts and home theatres. Over 75% of the project (6.8 acres) is dedicated to open green spaces, and every villa comes with a minimum 1000 sq. ft. private garden, ensuring ventilation, light, and serene views. The project also offers two grand clubhouses and 85+ luxury amenities, including a rooftop swimming pool, spa, gymnasium, co-working spaces, yoga zones, and more.

Located in Gowdavelli, Casagrand Belair is part of the company’s expanding footprint in Hyderabad’s residential segment, alongside other developments such as Casagrand Hanford in Mamidapally and Casagrand Windsor Court in Mankhal.

The post Casagrand Ropes in Samantha Ruth Prabhu as Brand Ambassador for Casagrand Belair first appeared on Approach Bollywood.

To further enhance its presence and connect with regional consumers, Anchor Oral Care has rolled out two new campaigns tailored specifically for West Bengal—”Laal. Kamaal. Bemisaal.” and “Naye Zamane Ki Nayi Suraksha”—designed to showcase the brand’s trusted oral care solutions.

The campaign “Laal. Kamaal. Bemisaal.” highlights the benefits of Anchor Red Toothpaste, a herbal formulation enriched with 10 Ayurvedic benefits and 6 core Ayurvedic ingredients. Through a relatable in-store shopping scenario, the TVC emphasizes the toothpaste’s superior effectiveness and family-friendly appeal.

In “Naye Zamane Ki Nayi Suraksha”, featuring Subhashree Ganguly, the focus shifts to the brand’s scientific innovation and ethical values. The ad underscores the CalFlo formulation that delivers whiter, stronger, and healthier teeth—all within a 100% vegetarian and trusted solution for modern families.

Speaking on the announcement, Karan Shah, Director of Anchor Consumer Products, stated:
“At Anchor Oral Care, we are committed to providing high-quality, effective, and natural oral care solutions. West Bengal is a priority market for us, and our investment in this region reflects our dedication to serving consumers with superior products that meet their needs. Partnering with Subhashree Ganguly marks a significant milestone in our journey, and she will play a crucial role in raising oral health awareness across West Bengal. With a legacy of trust and quality, Anchor Oral Care remains devoted to offering innovative solutions tailored to the evolving needs of West Bengal consumers.”

Kunal Shah, Creative Director, further added, “With ‘Laal. Kamaal. Bemisaal.’ and ‘Naye Zamane Ki Nayi Suraksha,’ we aimed to create a fresh and culturally relevant narrative that resonates deeply with West Bengal consumers. Anchor Oral Care is more than just a product—it’s about building trust and reinforcing the importance of holistic oral health.”

Expressing her excitement, Subhashree Ganguly shared, “I am really excited to join hands with Anchor Oral Care – a brand known for trust, innovation, and complete oral care. Good oral hygiene is so important for overall health, and I truly connect with Anchor’s commitment to making effective and modern solutions for families.”

Asit Roy, Sr. Vice President – Sales, emphasized the region’s potential, “West Bengal is a high potential market and we are one of the leading brands in Oral Care. Our partnership with Subhashree Ganguly, along with our new campaigns, will enable us to deepen our engagement with consumers, expand our distribution, and strengthen our position in the oral care category.”

Sandeep Abbhi, Marketing Head, highlighted the strategic fit, “Subhashree Ganguly is trusted, admired and culturally rooted personality in West Bengal. Her strong credibility and connection with West Bengal families make her the perfect choice to represent Anchor Oral Care. Beyond the TVC, she will be actively involved in digital campaigns, in-store promotions, and consumer engagement activities. Our creative approach leverages her real-life personality to establish a genuine and personal connection with our audience.”

West Bengal consumers show a distinct preference for herbal oral care products, often gravitating toward trusted ingredients like Tulsi, Laung, and Pudina. The increasing awareness of dental hygiene has elevated demand for solutions that offer both natural protection and proven effectiveness.

Anchor Red Toothpaste stands out with its blend of 10 herbal benefits, delivering long-lasting protection, cavity prevention, gum health, and a refreshing taste. As a 100% vegetarian and globally certified product, it aligns with the modern consumer’s values around safety and sustainability.

The post Anchor Oral Care ropes in Subhashree Ganguly as Brand Ambassador first appeared on Approach Bollywood.

The collaboration marks the launch of the Indian edition of Crocs’ global campaign, ‘Your Crocs. Your Story. Your World.’, with Rashmika as the face of this localized storytelling effort. The campaign highlights Crocs’ iconic Classics collection and customizable Jibbitz charms, inviting consumers to turn their everyday fashion into a celebration of personal identity and creativity.

As Crocs continues its expansion in India, this partnership is poised to strengthen consumer connections and drive growth across diverse and emerging markets. Rashmika’s widespread appeal and cultural relatability make her the ideal voice for the campaign, which focuses on encouraging fans to explore style as a form of storytelling.

Set in Rashmika’s world, the campaign film brings an immersive twist by blending CGI and surreal visuals to reimagine everyday settings—from film sets to red carpets and quiet moments at home—as dreamlike portals of creativity. Each Jibbitz charm is brought to life with vibrant animation, turning her Crocs into symbols of her personal passions and moods.

“Crocs has always been a brand I’ve felt connected to — I love the fun colors, quirky silhouettes, and the unapologetic individuality they stand for,” said Rashmika Mandanna. “If you know me, you know I never shy away from expressing myself. Whether it’s my love for K-pop, Korean snacks, or sunflowers — I wear my heart on my sleeve. With Crocs and Jibbitz, I get to bring that side of me to life and create something that’s completely my own. I’m so excited for my fans across India to experience the ‘Your Crocs. Your Story. Your World.’ campaign and discover how they can express their own unique style with Crocs.”

Yann Le Bozec, Head of Crocs International Marketing, shared, “Rashmika embodies everything Crocs stands for—authenticity, confidence, and personal expression. Her incredible reach across India, especially among young audiences, makes her the perfect ambassador to amplify our connection with the local consumer. With Rashmika leading our campaign, we’re excited to inspire a new generation to celebrate their individuality with Crocs.”

Akshat Gupt, CCO & Co-Founder, Kulfi Collective, added, “Crocs has always been about self-expression. Through this campaign, we wanted to elevate Jibbitz as a storytelling device—one that visually captures how our experiences shape us. It’s about owning your world, your way, and Rashmika brings this to life beautifully.”

This 360-degree campaign will run across digital platforms, social media, retail touchpoints, and immersive brand experiences, featuring newly introduced elevated silhouettes such as the Bae Clog, and vibrant new colorways like Mystic Purple and Daylily. Fans can explore these styles at select Crocs stores or online at crocs.in and Myntra.

The post Rashmika Mandanna joins Crocs as Brand Ambassador for India first appeared on Approach Bollywood.

This celebrity collaboration is another benchmark in Thermocool’s thrust toward community engagement through an immersive, culturally meaningful narrative. The Thermocool ad with Ajay Devgan is already running on Multiple platforms like Television, streaming on YouTube, and hitting audiences on social media platforms. Moreover, huge hoardings and posters have been placed in major cities of India to ensure maximum exposure. This one-of-a-kind campaign brings together film storytelling and real-world summer relief.

Mr. Tanuj Gupta, Director Sales & Marketing, Thermocool Home Appliances Ltd., said, “We are thrilled to be associated with ‘RAID 2’—a film that talks about courage, integrity, and doing the right thing. These are values that we at Thermocool highly admire and mirror in our products and brand philosophy. Joining forces with a dominant star like Ajay Devgn, who has made a significant mark with his performances and influential presence on screen, also helps our efforts reach and engage with homes all over India.”

He further added, “This partnership also showcases our changing marketing strategy, which is centred around high-recall partnerships and more meaningful audience interaction. From in-cinema branding in Tier 1 and Tier 2 cities of North India to curated content and contests on digital media, we are looking forward to bringing Thermocool closer to the people in a memorable manner.”

Ajay Devgn’s alignment with strong, justice-oriented characters goes well with Thermocool’s commitment to being a strong and effective brand, particularly in the lives of families who crave long-lasting, value-based home solutions.

In the future, Thermocool expects this tie-up with “RAID 2” to not only increase its visibility and market penetration but also create emotional appeal with consumers, triggered by the film’s gripping storyline and nationwide reach.

The post Thermocool Announces Strategic Partnership with Bollywood Blockbuster “RAID 2” for All-India Brand Advertising first appeared on Approach Bollywood.