For over two decades, Katrina Kaif has remained one of Bollywood’s most bankable stars, not just at the box office, but also in the world of advertising. While celebrity endorsements have evolved with changing consumer preferences and the rise of influencer marketing, Katrina has managed to stay relevant across generations, making her a trusted face for brands spanning beauty, fashion, technology, luxury, fitness, and FMCG.
What sets her apart is her versatility. She has seamlessly transitioned from being the glamorous face of mass-market brands to representing premium luxury labels, while also taking the entrepreneurial route with her own beauty venture. Whether it was the unforgettable Slice campaigns that became a part of pop culture or Kay Beauty’s rise as one of India’s leading celebrity-founded beauty brands, Katrina has consistently aligned herself with brands that complement her image of elegance, authenticity, and sophistication.
As Katrina Kaif celebrates her birthday, here’s a look at ten brand partnerships that have defined her journey as one of India’s most influential celebrity endorsers.
Kay Beauty
While Katrina Kaif has been the face of some of India’s biggest brands, she also made the leap from brand ambassador to entrepreneur. In 2019, she co-founded Kay Beauty with Nykaa, marking her entry into India’s fast-growing beauty industry. Built around the idea of inclusive, high-performance makeup, the brand has become one of the country’s most successful celebrity-led beauty labels. More than just lending her name, Katrina has played an active role in shaping the brand’s products and vision. It’s proof that her influence goes beyond endorsing brands, she has built one that consumers trust.
Slice
Few celebrity-brand partnerships have enjoyed the cultural impact that Katrina Kaif and Slice have. For years, she became synonymous with the mango drink through a series of glamorous campaigns that positioned the beverage as indulgent, premium, and irresistible.
The advertisements, remembered for their cinematic storytelling and Katrina’s screen presence, helped Slice carve a distinct identity in the crowded beverage category. Even today, many consumers continue to associate the brand with her, making it one of the longest-lasting and most iconic endorsements of her career.
L’Oréal Paris
When Katrina joined L’Oréal Paris, it marked her entry into the league of globally recognised beauty ambassadors. Representing one of the world’s biggest beauty companies reinforced her position as an international fashion and beauty icon.
The partnership aligned perfectly with Katrina’s polished image, allowing her to appear alongside global ambassadors while strengthening her presence in luxury beauty. It also reflected how Indian celebrities were increasingly becoming part of international brand narratives.
Rado
Luxury watchmaker Rado selected Katrina Kaif as its global ambassador to represent elegance, precision, and timeless style. The collaboration elevated her premium positioning and highlighted her appeal beyond Bollywood audiences.
For Rado, Katrina brought sophistication and aspirational value to consumers across key Asian markets, while the association further cemented her image as a celebrity who effortlessly fit into the luxury segment.
Xiaomi India
Technology brands have increasingly relied on celebrities to make innovation more relatable, and Katrina Kaif’s partnership with Xiaomi India reflected that strategy. As smartphone adoption expanded rapidly across the country, Xiaomi leveraged Katrina’s mass appeal to reach younger and aspirational consumers.
Her association added a lifestyle dimension to the brand’s communication while reinforcing Xiaomi’s efforts to appeal to audiences beyond its tech-first identity.
Kalyan Jewellers
Jewellery advertising demands ambassadors who inspire trust, grace, and emotional connection, qualities Katrina Kaif has consistently projected throughout her career. Her partnership with Kalyan Jewellers complemented the brand’s storytelling around celebrations, weddings, and family traditions.
The campaigns showcased Katrina in elegant traditional settings while strengthening Kalyan Jewellers’ premium and aspirational positioning in India’s competitive jewellery market.
Veet
Among Katrina’s longest-running beauty endorsements is Veet, where she became the face of campaigns centred on confidence, self-care, and modern femininity.
Rather than focusing solely on product functionality, the campaigns highlighted confidence and empowerment, resonating strongly with young women. Her enduring association helped Veet maintain familiarity and consistency in the personal care category.
Etihad Airways
Katrina Kaif’s partnership with Etihad Airways extended her endorsement portfolio beyond traditional consumer goods into the global travel industry. The collaboration reflected her international appeal and cosmopolitan image, making her an ideal representative for a premium airline.
The association reinforced her positioning as a global celebrity while highlighting the growing importance of Indian personalities in international brand campaigns.
More Than A Brand Ambassador
Katrina Kaif’s endorsement journey mirrors the evolution of celebrity marketing in India. She has represented mass-market FMCG products, luxury watches, smartphones, beauty brands, airlines, jewellery labels, and sportswear companies, all while maintaining a consistent personal image built on elegance, professionalism, and authenticity.
Perhaps the biggest testament to her influence is that she eventually transitioned from endorsing brands to building one. With Kay Beauty, Katrina proved that celebrity equity can extend far beyond advertising campaigns and translate into long-term business success.
As she celebrates another year, her brand portfolio serves as a reminder that lasting influence in marketing isn’t just about signing endorsement deals, it’s about building credibility that consumers continue to trust over time.
