Is Zeenat Aman's Authentic Storytelling Rewriting Branding & Engagement Rules?
Industry Experts weigh in on whether authenticity, relevance, and cultural resonance are the new formula for successfully capturing young audiences
In the times of short-lived trends, surprisingly, the real head-turner on social media for quite some time isn't some Gen Z influencer but Bollywood royalty Zeenat Aman. At 71, she made her Instagram debut driven by a desire to share her experiences and connect with a wider audience.
One of her very initial posts was a reflection on the male-dominated film industry of the 1970s. Aman’s Instagram presence is a refreshing departure from the noise - a story that transcends generations and leaves you wanting more. Her content is articulate, personal, and relatable which feels anything but dusty. Without trending reels or filters, her signature wit and thoughtful musings have garnered her around 686K followers. She gets incredible engagement - especially from Millenials & GenZ - making the ‘attention deficit’ narrative surrounding this demographic look a little fishy.
Brands Take Note
Initially, brands like CRED, OPPO, and Forest Essentials collaborated with her, realizing that icons like Aman offer more than just vintage vibes. They represent an era of authenticity, cultural significance, and narratives that resonate deeply with today's value-driven consumers. CRED leveraged her appeal for their quirky, off-beat campaign; OPPO could align with her timeless elegance to promote their latest launch with a classic touch, while Forest Essentials could resonate with her natural, graceful ageing, appealing to a demographic keen on sustainable beauty. Naturally, more brands like Pears, Leap Club and Tinder followed suit.
