If my core values don’t sync with the brand's, it's an instant turn-off: Manushi Chhillar

“In a world led by digital marketing, it is not easy to find long-term brand associations,” says Indian actress, model and the winner of Miss World 2017 pageant Manushi Chhillar as she engages in a chat with exchange4media. Chhillar shared that she has grown up watching legacy brands, with whom she has seen associations lasting for a very long term. However, she added that for her to associate herself with a brand, the values need to match. “Those associations only work when you both have a similar outlook and you both have a similar story,” Chhillar said.

She feels that it would not make sense for her to promote a brand where her story doesn't resonate with theirs and vice versa. In 2023, Chhillar was signed by global beauty brand Estee Lauder as their brand ambassador. Speaking about the same, she said that this was one such association that got her really excited. Chhillar feels that the brand portrays the message that she as a person would like to portray.

“If you see my journey, I started with nothing as compared to what I am doing today. It's not like I had access to films or I knew someone from the industry. So when people see me, I really hope they get the message ‘life is what you make it’,” she said. Sharing the example of Estee Lauder, Chhillar pointed out how it was a brand started by a woman and stands for women paving their own way in society.

Similarly, she has also been associated with the hospitality brand Leela and points out how the way they represent Indian hospitality resonates with her. “They've stayed true to their Indian roots,” she added.

To Chhillar, an instant turn-off for a brand association happens when her core values don’t sync with the brand values.

She also feels that being purpose-driven is extremely important for brands today. Sharing an example of Leela, Chhillar said, “I was at their to Udaipur property, and over there whatever flowers are used on the property, they're all dried and they're sent to be turned into incense sticks or packaging for gifting, so whenever people from other countries come to India these little gifts are prepared for them so they can take a little bit of the country, back home.” She highlighted that the hospitality industry does generate a lot of waste and these sustainability practices should be the way forward.

Panning out and looking at it more holistically, Chhillar mentioned that it is even more important because brands have that platform to make a change. “Brands have celebrity associations and access to media. It's important for them to also incorporate these little things, no matter how insignificant it might feel, but it's important for all of them to contribute in some manner,” she said.

Shifting gears, Chhillar recalls how she used to be in awe of the beauty brand ads back in the day. To her, the Estee Lauder association was almost like a dream come true. “I probably manifested it!” she jokes.

She also expressed her love for chocolates and how someday, she’d want to be associated with a chocolate brand as well. “We have had some really cute ads, be it Cadbury Dairy Milk Silk’s Valentine ads, or Kitkat’s Take a Break ads. Simply love them, it’d be fun to do these,” Chhillar shared.

Rapid Fire with Manushi Chhillar

Your favourite ad film?

My very first ad with Estee Lauder, when I was introduced as their brand ambassador, for their Advanced Night Repair serum. I had to walk the ramp, pose in the front and then just feel so good about myself applying the serum.

Your favourite snacking brand?

Chocolates! Probably, Kitkat and Dairy Milk, I love both of them

Your favourite beauty brand?

Estee Lauder, of course!

A brand whose Instagram game is on point?

All the Coca-Cola brands, I like what they do on their social media, they have really great campaigns

Any advice for upcoming social media influencers?

I think it's very important for influencers to realise the impact and the following that they have and to use it responsibly. So they need to do a good amount of brand research and realise that whatever they are promoting. people will follow. That sense of responsibility is important and to only associate with brands that they can feel proud of tomorrow.