Diljit Dosanjh has done what few Indian artists have achieved—he’s cracked the global stage without compromising his Punjabi roots. From making a mark at Coachella to viral hits on streaming platforms, his stardom is only rising. Following the success of Dil-Luminati, which achieved record-high ticket sales, to become the highest-grossing concert tour in India’s history, the question arises: Is Diljit poised to claim the title of India’s biggest pop sensation? And if yes, how will it impact his brand image and value in the advertising world?
Born to Shine
From his humble demeanour to his alluring personality, Diljit Dosanjh has been ruling the hearts of music lovers for more than two decades now. Standing at the intersection of pious spirituality and flamboyant style, he embodies a unique musical essence rooted in Punjab while appealing to a global audience. With a quiet charm that endears him to everyone, he truly represents the perfect boy next door—someone whom everyone loves to love.
Harish Bijoor, Brand Guru & Founder Harish Bijoor Consults Inc comments, “Diljit is a complete package. He is the most endearing boy next door, his entire approach to stardom is different, he is a proud Punjabi and wears the Punjab on his sleeve, and his voice is a delight. And to that extent, Diljit Dosanjh is really that one Indian export who is a huge success not only in the diaspora but even outside of it.”
Mandeep Malhotra, Founder & CEO, Srishti Media, further notes, “As a father, Diljit is a brand that I would easily approve for my daughter. He has a very family-friendly personality. He is someone who appears to be very grounded, humble, nimble, and is supremely successful. He also has a very global mass appeal. A few days ago, I was driving with a friend from Dubai who requested that I played his music in the car. And though he did not understand the lyrics, he was able to vibe to the whole G.O.A.T. album as we made our way from Jaipur to Delhi. I believe he is certainly the biggest pop artist India has produced in this decade.”
Surely, Dosanjh’s music has been an international rage – he has featured in various music charts, including the Canadian Albums Chart, the UK Asian chart by Official Charts Company, and the New Zealand Hot Singles. Numerous Diljeet songs and albums have featured in Billboard Charts, with G.O.A.T. ranking number one in 2020! The Punjabi singer has also enthralled audiences with sold out live shows across Canada, North America, Australia and New Zealand. But what makes Dosanjh’s Punjabi music a global rage?
The Global Punjabi
It is not the first time that an Indian music artist has risen to international fame. In the past, many legendary classical performers, such as Pandit Ravi Shankar and Ustaad Zakir Hussain, have captivated the global imagination with their artistry. Contemporary artists such as AR Rahman and Shreya Ghoshal boast a massive fan base worldwide. Even the Punjabi music scene has had some breakthrough performers who have made the international community groove with their tunes. Who can miss the rage that was ‘Mundian To Bachke’ by Punjabi MC in early 2000s, or the ‘Tunak Tunak’ and ‘Balle Balle’ of Daler Mehndi that became an inseparable part of the global party mix?
What sets Dosanjh apart is not only the unique era in which he operates but also his savvy use of the global stage through enviable international collaborations with artists like American rapper Saweetie, Australian singer-songwriter Sia, and English singer-songwriter Ed Sheeran. What catapulted his fame more was his performance at Coachella – a global music festival in California – in April last year, making him the first-ever Punjabi singer on the stage.
Viren Razdan, MD, Brand-Nomics explains, “It has been over 25 years since India had a big pop star – Daler Mehndi. He, along with few others, were responsible for the Indi-pop movement of the 90s that gave an international stage to independent Indian music. Now, over these years, a lot has changed. India’s soft power is on the rise as our art and artists continue enticing the global audience. Our intellectual domination with multiple CEOs of global conglomerates being of Indian origin is also fascinating people abroad. This entire urge to make India dominate across sectors is quite high. And being a pop sensation in today’s time, when diaspora numbers are high and the global market is looking at India, is quite interesting.”
Jagdeep Kapoor, Founder, Chairman and Managing Director, Samsika Marketing Consultants, further adds, “Diljit Dosanjh is an authentic brand. He has not changed his DNA, accent, dress sense, music or lifestyle to appeal to an international audience. He expects the world to emulate him, he is not one to emulate the world. If anything, he draws inspiration from his local musical heroes, and brings that local flavour to the global stage. In many respects, he mirrors a select group of artists who preceded him, acting as a conduit for popular Indian music to an entire generation of global youth. They get introduced to popular Indian music through artists like him, similar to how Indians and Americans in the 60s and 70s would get introduced to British pop through artists like the Beatles or today’s Indians are introduced to K-pop through BTS. This is a cultural window he has reopened for India.”
Lover Boy of Brands
Dosanjh’s colourful personality and his affability has also garnered him numerous brand partnerships. His active Instagram account, which notably featured his playful flirtation with Kylie Jenner, also showcases his passion for fashion and cooking, creating a unique appeal for brands that sets him apart from his peers. In the past, brands like Coca Cola, Maggi, and Flipkart have used these aspects of his personality to their advantage. At the same time, his grounded Punjabi personality has made him the face of Mario Rusk.
His love for fashion and luxury brands became evident during his appearance on Koffee With Karan. Therefore, in 2021, sportswear brand Fila picked him as one of their Indian brand ambassadors.
Razdan observes that the Dil-Luminati Tour has the potential to significantly elevate his success in the brand landscape, leading to an imminent increase in his brand value. Malhotra also agrees, “If I were a consumer facing brand, I would happily spend about INR 3-7 crores on roping in Diljit,” indicating a possible 50-100X jump in his current brand value.
Sensation in Making
However, despite all this, it is quite early to call him the best pop artist of India, brand experts opine.
Sanjay Tripathy, Co-Founder & CEO, BRISKPE, notes, “Calling Diljit the biggest pop export of India is debatable. Artists, like A.R. Rahman, have arguably achieved greater international recognition in the past. However, Diljit is certainly one of the most successful contemporary Indian artists making waves globally, especially in the pop music scene. His ability to sell out international venues and collaborate with global stars showcases his growing stature. However, Diljit’s unique position as a turbaned Sikh artist achieving mainstream success both in India and abroad is groundbreaking. He’s undoubtedly paving the way for greater representation and diversity in the global music industry. His journey serves as an inspiration to aspiring artists and highlights the growing influence of Indian music on the international stage.”
