Kartik Aaryan has emerged as the torchbearer for the next generation of Bollywood actors, not only because his films have been successful blockbusters but also because he’s a formidable name in the world of brand endorsements.

Aaryan, who debuted on the ‘Forbes India Celebrity 100 list’ in 2019, today boasts of an impressive portfolio of brand associations that transcend international boundaries.

Aaryan entered the industry as an outsider, but with his boyish charm, relatability and effervescent energy, has climbed up the pedestal to become a favourite among corporates.

One of the key factors contributing to Aaryan’s unparalleled success when it comes to signing up brands is his discerning choice of films and the diverse characters he brings to life on screen.

Neeraj Joshi, marketing head at Zee Studios, said, “Aaryan’s is a story that brands love. A boy-next-door from central India making it big with sheer determination, undeniable talent and ‘in-your-face’ attitude. His appeal cuts across age, gender and orientation, which is something most big stars still covet.”

His recent successes, including Bhool Bhulaiyaa 2, Satyaprem Ki Katha, Freddy and Dhamaka, have skyrocketed his brand value and demand. His upcoming roster includes the muchanticipated horror-comedy Bhool Bhulaiyaa 3, the youth-centric Aashiqui 3, and Chandu Champion, a real-life-inspired tale targeted at audiences across demographics. He also has a collaboration with Dharma Productions coming up on an untitled war film, which further solidifies his status as a versatile actor.

“Aaryan is known for portraying characters that resonate with the youth. Gen Z appreciates humour that aligns with their sensibilities, and through his fashion choices, movie roles and social media visibility, Aaryan is massively popular among youngsters,” said Joy Chatterjee, AVP sales and marketing, Mankind Consumer Business Unit.

Even within these factors, his active social media persona stands out as a robust advantage. “For advertisers, social media presence can be a valuable asset. While collaborating with a celebrity or influencer, the first metric a brand looks at is the ‘reach’ they have and what kind of a target audience follows them,” Chatterjee added.

Proof of Aaryan’s magnetism lies in the extensive list of brands he endorses, which spans diverse categories: From FMCG giants like McDonalds, Dabur Red and Cadbury Silk to technology and lifestyle brands like Superdry, Boat Speakers, GTPL and Armani Exchange watches, Kartik’s brand spectrum is as vast as it is impressive. In 2023, his campaigns including #ApnePartnerSePucho (Manforce Condoms), #TheKartikAaryanMeal (McDonald’s) and #YaaronWaaliBaat (McDowell) have been the talk of the brand world.

Today, Aaryan’s commercial value is such that he commands fees between Rs. 3 crore and Rs. 5 crore per brand. He also earns Rs. 40-50 crore per film. These figures are testament to his box office prowess and the immense draw he has for audiences and brands alike.

In Kroll’s Celebrity Brand Valuation Report 2022, Aaryan held the 17th position with a brand value of $36.5 million. This not only underscores his popularity but also highlights his ability to resonate with diverse audiences, often through the infusion of humour into his brand associations.

Renowned trade analyst Joginder Tuteja called Aaryan the new face in brand world. “He is a driving force in the world of endorsements. With more than two dozen brands in his kitty, he’s among the top three celebs in the country. It’s indeed a remarkable feat for a person who comes from the heartland, to not just make it big in the glamour world but also retain high levels of popularity among such a large chunk of the audiences. He is one of the leading faces in Bollywood and the brand world,” Tuteja said.