The dominance of male celebrities in brand endorsements

Dr. Ramki Y, Professor - Marketing and International Business, KJ Somaiya Institute of Management, shared his perspective with Mint Lounge on the dominance of male celebrities in brand endorsements across India’s entertainment and sports landscape. In the feature, he explains that India’s enduring fascination with Bollywood and cricket has positioned male actors and cricketers as dominant endorsers due to their extensive fan base and perceived longevity. 

He highlights that while male celebrities are often viewed as more bankable assets, female celebrities continue to face constraints shaped by age and stereotypical roles. His insights invite reflection on the structural biases within celebrity marketing and how shifting cultural narratives can open space for greater representation and equity in brand storytelling.