Deepika Padukone turns 38: A look at her global brand journey

With her upcoming movie ‘Fighter’ (releasing January 25) alongside Hrithik Roshan, Deepika Padukone is all set to give the box office a boom right at the beginning of 2024. Last year as well, Padukone and Shah Rukh Khan starrer Pathaan released on January 25 which went on to become one of the highest grossing movies of the year.

The actress, who is turning 38 today, made her film debut with the 2006 Indrajit Lankesh directorial Aishwarya, where she shared the screen with Upendra and Daisy Bopanna, post which she went on to make her big debut in Bollywood alongside Shahrukh Khan in Om Shanti Om. Padukone garnered worldwide success for her roles in critically acclaimed films such as Padmaavat, Goliyon Ki Raasleela Ram-leela, and Piku and also ranked 3rd on IMDb Top 10 Most Popular Indian Stars of 2023.

However, she has so much more to her journey, than just the big screen. Padukone earns a huge amount of her income from brand endorsements and other projects. She also has her own beauty line called 82°E, which she launched in 2022. 82°E earned approximately USD 12 million in annual revenue rate (ARR) in the first six to eight months of its launch.

According to Duff & Phelps’ Celebrity Brand Valuation list, Padukone rejoined the league of India’s top five celebrity brand endorsers in 2022 with a brand value of USD 82.9 million. Some media reports say that the Pathaan actress charges USD 975,466 (INR 8 crore) for one endorsement. She has been associated with iconic brands for endorsements, such as Lloyd, Adidas, Asian Paints, Levi’s, Pottery Barn, NUA, Louis Vuitton, Dyson, Qatar Airways, Cartier, Dabur Amla, and many more.

The most recent collaboration for her was with automobile brand Hyundai. The company’s COO Tarun Garg said in a press statement that Padukone’s magnetic charm and illustrious career perfectly aligns with Hyundai Motor India's young and dynamic brand. “In this exciting partnership, we envision Deepika as the perfect catalyst to bridge the gap between our cutting-edge automobiles and the aspirations of the young and dynamic demographic. Her spirit mirrors the essence of Hyundai Motor India, where innovation meets passion. We believe this collaboration will elevate our brand presence and create a profound connection with the energetic and forward-thinking audience we aim to reach,” Garg added.

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Padukone was also in fact the first Indian to be an ambassador for luxury house Louis Vuitton. Reports suggest that she accounted for more than 25 percent of the media impact value generated for the brand during the Cannes Film Festival, as calculated by the marketing and analytics agency 'Launchmetrics.'

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In December 2023, Bisleri roped in Padukone as its first-ever global brand ambassador in the new campaign Bisleri #DrinkItUp. Jayanti Chauhan, Vice Chairperson, Bisleri International had said at the launch of this campaign, “We are thrilled to have Ms Padukone as our first global brand ambassador as her work and values align with our brand philosophy. With her we are able to show our brand evolving with modern times. We are confident that everyone will love this campaign and enjoy hydrating with Bisleri." This association was managed by Wavemaker and GroupM ESP for the campaign.

2023 also saw the actress partnering with UK-based Dyson Hair Care technologies as its brand ambassador. Through this partnership Dyson aims to increase awareness around the importance of maintaining hair health, and who better than DP to endorse a glossy mane, the company shared in a press statement.

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Sportswear retailer Adidas roped in Padukone as its brand ambassador in 2021. The move came with a motive to build a stronger brand salience among female shoppers. Adidas aimed at strengthening its focus on democratizing and diversifying sport for women through inspiring personalities, it said in its statement announcing the association.

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