The unprecedented blockbuster success of Mohit Suri’s Saiyaara has not only revived the romance genre but has also catapulted its debut leads, Ahaan Panday and Aneet Padda, into the limelight. With the film crossing a worldwide gross of ₹500 crore, the question now is whether this overnight stardom can translate into a lasting career in the highly competitive brand endorsement space. While the box-office triumph is a powerful launchpad, marketing experts are divided on whether the duo can stand out in a market already crowded with established stars and a new generation of digital influencers.
The film’s success is particularly remarkable given its unconventional marketing strategy. Instead of the typical promotional blitz of reality TV appearances and paparazzi stunts, Yash Raj Films (YRF) opted for a “controlled silence,” letting the film’s music and a strong word-of-mouth campaign do the talking. This strategy successfully built a sense of mystique around the newcomers, allowing audiences to discover them through their performances rather than pre-release hype. This approach, which a brand expert called a “masterclass” in marketing, has made Ahaan and Aneet feel authentic and relatable, a quality highly valued by today’s Gen Z consumers.
However, the brand endorsement landscape has evolved far beyond traditional celebrity power. As one expert, Harish Bijoor, notes, “A box office success is always a route for big stars to hit the brand endorsement gravy train.” Yet, another expert, Kamdar, presents a conflicting view, suggesting that a single film’s success may not be enough. Today’s brands look for more than just visibility; they seek authenticity, a distinct worldview, and a consistent voice. The new-age endorsement criteria are: “Are they part of the current conversation? Do they represent a worldview that audiences aspire to? What do they post? How do they engage? Do they have a distinct voice or are they just another face?“
Despite their limited promotional footprint pre-release, both Ahaan Panday and Aneet Padda have shown potential. Padda, who has previously appeared in brand campaigns for Paytm, Cadbury, and Tata Neu Pass, now finds herself in a position to graduate to marquee brand ambassadorships. Panday, who has yet to headline a national campaign, now has a powerful box-office hit to his name. Angel investor and independent director Lloyd Mathias is optimistic, stating, “After a long time, Bollywood has seen a fresh-faced couple hit it off so well in their debut film. I think this is going to work brilliantly for the two actors and they’re going to become huge hot brand properties starting now.”
The path forward for Ahaan and Aneet will require a strategic approach. They must carefully curate their brand partnerships, choosing endorsements that align with their emerging public personas and avoid oversaturation. As another industry observer noted, “Every movie has a lead time of up to eight months when its entire theme, tone, tenor and decibel captivates the market. And, when one has those eight months as a window, they need to be used well. Hence, one must be careful of what they participate in. Don’t do everything.” The duo’s authentic, fresh appeal, combined with their record-breaking debut, gives them a unique opportunity to navigate the saturated brand endorsement market and emerge as long-term brand assets.
Key Highlights:
- Ahaan Panday and Aneet Padda, the stars of the blockbuster film Saiyaara, are at a critical juncture to leverage their success for brand endorsements.
- The duo’s unique “controlled silence” marketing pre-release, which focused on their performance and music, has given them an authentic and relatable image valued by modern brands.
- While box-office success is a strong catalyst for brand deals, experts are divided on whether a single hit is sufficient in a market that now prioritizes authenticity, a distinct worldview, and sustained engagement over sheer visibility.
- To succeed, the actors must be strategic in their choices, carefully selecting brand partnerships that align with their emerging personas to build long-term trust and stand out from the crowded market.