Did you know that the fearsome dacoit Gabbar Singh had a soft spot for Glucose-D biscuits? At least, that’s what the famous 1976 Britannia commercial suggested. The use of celebrities in Indian advertising began long before this iconic ad, even predating our independence. In 1941, Lux featured actor Leela Chitnis in a campaign, marking the beginning of a trend that would grow significantly in the following decades. The 1950s saw legendary singer Kishore Kumar endorsing Brylcreem in an ad showcased in Filmfare. Numerous celebrity endorsements followed. However, the Britannia commercial stood out because it was likely the first instance of a character, rather than an actor, being used in an advertisement. This marked the beginning of a new era—leveraging fandoms for advertising.
The Gabbar ad demonstrates that India is no stranger to leveraging fandoms for advertising. However, the novelty lies in the scale and frequency of this practice today. Industry experts believe that brands use fandoms to create emotional connections, target specific groups, and increase engagement. This strategy significantly boosts brand awareness, enhances brand image, drives sales, and capitalises on fan-generated content.
To generate intrigue about the Reno11 series, this year OPPO decided to collaborate with the cast of ‘Wake Up Sid’ for a campaign. This nostalgia campaign, which based itself on the 2009 movie, was very well received and garnered over 73 million views on OPPO’s social media platforms. Similar to OPPO, several brands like Bisleri, The Sleep Company, Luminous Power, Himalaya Wellness and Fibe are actively leveraging fandoms in their marketing initiatives.
Talking about the thought that went behind the campaign, Karan Dua, Head of Product Marketing, OPPO India shares, “Our #SidWakesUp campaign created a deep sense of nostalgia for audiences, especially millennials. By leveraging fandom’s cultural power, we’re able to create experiences that go beyond regular advertising. Such campaigns turn into cultural moments that capture people’s hearts and minds.”
Considering the long-standing affinity towards Bollywood and its stars, tapping into this fandom makes for a good and safe choice. Movies and shows have a high cultural impact and come with a loyal fanbase. Furthermore, they allow for avenues such as merchandising and event marketing. The Sleep Company is one brand that has heavily harnessed the power of Bollywood in their communication, having partnered with Big Boss OTT’s latest host Anil Kapoor.
Throwing light on the brand’s approach, Ripal Chopda, Chief Marketing Officer, The Sleep Company says, “We strategically leverage different kinds of fandoms, particularly those centred around celebrities, to enhance our brand presence. From our first-ever celebrity ad launch, we have recognised the influence of celebrities and their fan bases in expanding our reach and engagement. This strategy accelerates brand familiarity and trust among new as well as existing customers thereby enhancing our market presence significantly.”
There are some sectors like lending and financial services where trust is a huge factor, and therefore partnering known franchises and stars can help transfer this trust. Furthermore, spaces like lending are not only super competitive, but the cost of acquiring customers is also relatively high. To showcase the company’s easy application process and smooth customer services, Fibe partnered with Bollywood’s Vikrant Massey, banking on the authenticity of his ‘12th Fail’ character.
Speaking about how fandom is opening doors for his brand in the landing space, Sudesh Shetty, Founding Member & Director of Marketing, Fibe mentions, “Lending is indeed a highly competitive industry, particularly when it comes to digital advertising. This competitiveness often results in steep customer acquisition costs (CAC). Fandom is one of the ultimate forms of customer engagement and hugely important to marketers. It benefits us in several ways because it not only provides free advertising, but also gives brands like ours a treasure trove of creative ideas and insights into what resonates with the audience.”
India is largely dominated by its 100cr plus GenZ population who wear their fandoms on their sleeves. According to a 2023 Instagram and WGSN report, nine out of ten GenZ in India consider themselves part of a fandom, which makes India a perfect place for leveraging fandoms. What is even more interesting is that the same report highlights that India has the highest percentage of GenZ sports superfans. This year itself, the IPL was watched by 620 million viewers on Jio Cinemas. No wonder brands like Bisleri, Luminous and Himalaya Wellness are embracing this approach, which is ostensibly fetching them great results.
Himalaya Wellness has collaborated with Royal Challengers Bangalore (RCB) and Women’s Premier League for its marketing initiatives. Sharing her insights, Ragini Hariharan, Marketing Director of Personal Care & Hygiene, Himalaya Wellness, notes, “At Himalaya, we recognise the power of passionate communities. Using fandom allows us to connect with consumers on a deeper level, beyond just product features. Our recent successes with the Royal Challengers Bangalore (RCB) and the Women’s Premier League (WPL) demonstrate the effectiveness of sports fandoms, specifically cricket in India.”
Similarly, Luminous Power Technologies has taken ample steps to form an association with cricket and its big stars. Speaking about her brand’s association with the sport, Neelima Burra, Chief Strategy Transformation and Marketing Officer, Luminous Power Technologies states, “We started our year-on-year collaboration with Rajasthan Royals in 2023 to build lasting brand loyalty. This partnership is about creating content that fosters a strong fan base. We also have brand ambassadors like Sachin Tendulkar and Virat Kohli who help extend our reach beyond IPL, showcasing our products.”
While the fervour of sports, especially cricket, is very high, some brands like Bisleri are trying to collaborate with multiple sets of fandoms in different ways. Bisleri, which is a hydration partner of five IPL teams, six ISL teams, Ultimate Table Tennis League, MotoGp Bharat, and other big sports franchises, has also partnered with top movies like ‘RRR’, ‘Jawaan’, ‘Jailer’, and ‘Dunki’, and big music events like Lollapalooza. Along with using different fandoms in communications, the brand has also used the avenue for its packaging initiatives, under which they come up with limited edition bottles.
Putting forward some benefits of this practice, Tushar Malhotra, Director, Sales and Marketing, Bisleri International remarks, “Fandom is a powerful emotion and a significant passion point. It offers a positive and credible way for brands to connect with consumers. Popular figures or franchises in sports, entertainment, the arts, and other fields have millions of followers, providing brands with a broad platform to reach consumers. This connection also facilitates imagery transfer and forges a deep emotional bond with the audience.”
It’s also being seen that in addition to channelising the usual suspects– sports and movies– brands have also started incorporating niches like Hip-Hop and K-Pop. While rap stars ‘Seedhe Maut’ were singing tunes for a Knorr commercial, ITC Bingo rode on a K-Pop wave. Notably, the advent of Digital has paved the way for brands to directly engage with these passionate communities, even the niches.
Continuing with the thought, Mrunali Dedhia, Vice President, Chtrbox puts forward, “While established fandoms like Cricket, OTT and Bollywood have dominated in the past & continue to do so, niche fandoms like anime, gaming, and K-pop are gaining traction owing to increased visibility on social media in India & globally. Brands are starting to explore partnerships with these communities in order to send out increasingly targeted & specific communication.”
The integration of fandoms into advertising has transformed the marketing landscape in India. By tapping into the fervent passion of diverse fan communities, brands are creating more than just advertisements– they’re crafting cultural touchstones that resonate deeply with audiences. This strategy not only amplifies engagement but also builds lasting emotional connections, ensuring that brands remain an integral part of the cultural conversation in India’s vibrant market. And with niches picking up, the avenue looks only brighter.
INDUSTRY ON USING FANDOMS
Tejveer Bhamb, Executive - Digital Planning, Carat India “In marketing, popular fandoms harness the passionate followings of various domains. Sports, particularly cricket in India, captivate with their broad appeal and fervent fanbase. Bollywood movies evoke strong emotional connections and enjoy widespread popularity. Music, spanning regional genres and Bollywood hits, resonates universally, eliciting deep emotional responses. Additionally, TV and web series cultivate engaged communities, especially on streaming platforms, driving robust audience engagement and loyalty.”
Chaithali Rai, Content Manager, Carat India "Effective brand-fandom partnerships are built on a foundation of aligning audience values and negotiating clear terms. Through strategic activation and engaging campaigns, including product placements and interactive social media content, brands foster deeper connections. Sponsorships of live events and unique fan experiences further enhance engagement. Rigorous metrics, tracking brand awareness, engagement, and sales, ensure continuous improvement and success."
Iraj Fraz, Creative Head, DDB Tribal "Today, brands are leveraging their own fandoms like never before, as seen with McDonald's and Heinz. This phenomenon thrives on genuine fan loyalty, cultivated over years, evident when brands become synonymous with actions like 'PayTM money' or 'ordering McDonald’s.' For newer brands, building such deep engagement is crucial before attempting similar strategies, ensuring they resonate authentically."
In today’s era, capturing and keeping consumer attention is a real challenge for brands. That’s why tapping into fandoms can be so powerful. By aligning with the passionate communities built around beloved franchises or personalities, brands can instantly grab attention and create a deeper connection with their audience. Sudish Balan, Co-founder & Chief Creative Officer, Tonic Worldwide
Hima Bulusu, Director - Key Accounts, TheSmallBigIdea “Brands have always used pop culture to seem relatable to the audience. Bollywood and cricket, arguably two of the biggest fandoms in India have been integrated into advertising for decades. However, recently, brands have been tapping into more specific and niche fandoms in an attempt to get a more precise reach into the consumer base.”
Mrunali Dedhia, Vice President, Chtrbox “While established fandoms like Cricket, OTT and Bollywood have dominated in the past & continue to do so, niche fandoms like anime, gaming, and K-pop are gaining traction owing to increased visibility on social media in India & globally. Brands are starting to explore partnerships with these communities in order to send out increasingly targeted & specific communication.”
Shivashish Tarkas, Founder, The InterMentalist “Certain brands in today’s scenario are keen to engage fandoms in order to drive their campaigns in digital space in an organic way. Fandoms are passionate folks in large numbers who ensure that the motive of the campaign can become the talk of the town. It has led to an enhanced engagement rate, higher interaction percentage and amplified reach.”
Yash Chandiramani, Founder & Chief Strategist, Admatazz “While fandom has entered mainstream now thanks to social media and digital platforms. It has always been a part of marketing brands in India. Pepsi leveraged the cricket category and created niche campaigns year on year and world cup after world cup leveraging the cricket fan community from the 90's till date.”
Rukhseen Palia, Vice President - Business and Strategy, Social Panga states, “Fandoms create several collaborative opportunities, from sponsorships where brands support individuals or teams, to event partnerships that spotlight brands in sports and tournaments. Endorsements merge celebrity influence with advertising, while promotional campaigns unite brands with the entertainment world. Lastly, innovative campaigns blend brand creativity with the dynamism of tech communities.”
