A Collision of Cinema and Branding
Brands in India no longer see ads as separate from cinema. They’re actively borrowing its storytelling techniques. Advertising directors dream of making feature films, while film directors bring cinematic flair into 30-second spots. Think emotional arcs, rich visuals, and music worthy of a short film, designed to engage rather than interrupt.
Today’s ads feel less like traditional commercials and more like mini-movies. The goal is not to hard sell but to spark real interest through character-driven narratives that invite viewers in, whether on TV or social media. That’s the power of film-like branding in advertising.
Why Bollywood Stars Dominate Indian Ads
Bollywood’s pull in Indian ads stems from more than name recognition. It’s cultural resonance. Film stars bring instant credibility, associations with aspiration, success, and lifestyle. That makes them perfect ambassadors for brands seeking emotional shorthand. Ads featuring Shah Rukh Khan, Amitabh Bachchan, Akshay Kumar, Ajay Devgn, Ranveer Singh and others evoke luxury and dreamlike ambition, especially for brands in the surrogate advertising space.
These endorsements aren’t limited to film-related products. They dominate in categories like elaichi (cardamom mouth-fresheners) used as stand-ins for pan masala or tobacco. That’s how these products bypass legal bans and still secure massive reach, often during high-visibility events like the IPL.
The IPL Landscape and Surrogate Ads
IPL ad inventory is now filled with surrogate ads. Brands sell elaichi or bottle gourd juice to promote pan masala or tobacco. These substitutes are required by law, but the underlying branding — packaging, logos, celebrity faces — remains unmistakably tied to the original product.
In IPL 2025, surrogate ads topped the volume charts. Pan masala-linked brands dominated much of the airtime, drawing both criticism and attention. Brands like Vimal Elaichi continued to feature campaign staples such as “Zubaan Kesari,” anchored by big names including Shah Rukh Khan and Ajay Devgn.
The Catch-22: Big Money, Bigger Backlash
These celebrity tie-ups bring massive buzz and meme-worthy social outrage. Akshay Kumar, for example, faced harsh public criticism for his part in the Vimal Elaichi campaign, prompting a public apology and withdrawal despite the high paycheque. Amitabh Bachchan once terminated a contract upon realizing it was surrogate advertising for pan masala.
Still, in Tier 2 and 3 cities, branded celebrity campaigns carry influence. Even if backlash emerges from urban social media, that visibility often translates into credibility and sales in markets where these products sell most.
Storytelling that Sells
At the end of the day, the secret sauce is narrative. Brands hire filmmakers who know how to evoke emotional responses in seconds. Campaigns that touch on identity, aspiration, or belonging — using cinematic techniques — break through the clutter. Viewers share them not because of products, but because they feel genuine, relatable, or entertaining.
What This Really Means
Bollywood’s influence on Indian advertising isn’t surface-level. It’s structural. Film logic, cinematic aesthetics, emotional depth, star power — all feed into a new kind of marketing where ads tell stories, celebrities embody dreams, and regulations push brands into creative loopholes.
The result? Advertising that feels less transactional and more theatrical. It’s not perfect. Ethical concerns around surrogate promotion remain. But the payoff is clear: ads that audiences actually pause to watch.
