00:00Why Gucci Needs Alia
00:02That is Alia Bhatt channeling a mob wife look for the Gucci showcase at the Milan Fashion
00:07Week on September 23. For the record, it's been two years since Alia became Gucci's
00:12first-ever Indian Global Ambassador. If you recall, just a few months back,
00:16Alia was also at Cannes in a confusing look that many labelled as Gucci's first-ever saree.
00:21But the Italian fashion house described it as a gown.
00:24In a way, it started in 2020, when Deepika Padukone was announced as
00:28Louis Vuitton's first-ever Indian Global Brand Ambassador.
00:32Then came Priyanka Chopra for Bulgari, Ananya Pandey for Chanel, Sonam Kapoor for Dior,
00:37Princess Gaurvi Kumari for Jimmy Choo, Ranveer Singh for Tiffany, and the list goes on.
00:41Bollywood icons still mostly dominate the list, with some sports personalities also in the fray.
00:47Think Olympian Neeraj Chopra for Omega.
00:49But why is it that luxury big wigs suddenly love Indian faces?
00:53Well, the humongous social media following of Indian stars results in huge earned media
00:58value or EMV for these brands. Also, their influence extends globally thanks to the power
01:03of the Indian diaspora in hot-selling locations such as Dubai and the UK.
01:08For context, most Indian icons have more than a whopping 50 million followers,
01:12which rivals the following of even the ultra-famous in Hollywood and likewise.
01:17Social media collabs with Indian stars routinely become the top-performing and most engaged with
01:22content for even the biggest houses. Remember when Deepika's collab with Hilton became the
01:26most watched reel of all time. As India becomes a consumer market for luxury,
01:31brands also hop on the bandwagon to pick the right fit. As it turns out,
01:35it's a numbers game when it comes to India.
01:37What do you think about these partnerships? Share your thoughts in the comments below.
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