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Bollywood’s Bhaijaan Celebrates 58: Exploring Salman Khan’s Journey In Brand Endorsements

On Khan's 58th Birthday, Let's Recap Some of His Notable Brand Endorsements and TV Commercials.

Priyanka Kesarwani by Priyanka Kesarwani
December 27, 2023
in What’s Buzzing
A A

HAPPY BIRTHDAY SALMAN KHAN

Celebrating his 58th birthday, Bollywood icon Salman Khan boasts a remarkable three-decade journey in the film industry. Beyond his acting prowess, Khan is renowned for endorsing a diverse array of brands spanning innerwear, footwear, smartphones, soft drinks, and more.

Salman Khan
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Salman Khan remains one of India’s leading actors. Delivering timeless classics like Maine Pyaar Kiya, Hum Aapke Hain Kaun, Dabangg, and Wanted, Khan has etched his name in Bollywood history. Beyond his successful film career, he wears multiple hats, serving as the host of India’s premier reality show, Bigg Boss. Additionally, he demonstrates his humanitarian side, championing charitable causes through the Being Human Foundation.

View this post on Instagram

A post shared by Salman Khan (@beingsalmankhan)

Let’s explore Salman Khan’s impactful journey in celebrity brand endorsements, exploring the diverse spectrum of products he has promoted through engaging TV commercials.

Ads featuring Salman Khan

Campa Cola

In 1983, Khan made his debut in advertising by featuring in an advertisement for the indigenous cola brand, Campa Cola. At the time, he was a teenager, appearing alongside other aspiring models. This is widely recognized as his inaugural television commercial. Throughout his career, he went on to become the face of various soft drink brands, including Pepsi, Appy Fizz, Limca, Mountain Dew, and Thums-Up.

Relaxo

Khan’s association with the Relaxo footwear brand extends beyond a mere endorsement; he served as its brand ambassador for an extended period, actively contributing to the brand’s representation and promotion over the course of several years.

Revital

The celebrity has additionally lent his support to the men’s nutraceutical brand Revital. This collaboration sparked various memes after he garnered attention by making a controversial statement about his virginity during an appearance on Koffee with Karan a few years ago.

Chlormint

Khan showcased his humorous side in a series of advertisements for Chlormint mint candy. The ad campaign featured him engaging in comical situations, highlighting his playful and entertaining personality. Additionally, a memorable moment included Khan sharing the screen with his brother, Sohail, in one of the brand’s advertisements.

Pepsi

Khan’s latest commercial spotlights Pepsi as Pepsico India unveils a new film centered around its philosophy of ‘More Fizz, More Refreshing,’ showcasing the brand ambassador Khan. The campaign, emphasizing Pepsi as the preferred choice of the swag generation, will be extensively promoted through a 360-degree approach. Encouraging the youth to indulge in the enhanced Pepsi experience, the campaign underscores the beverage’s increased fizz.

Realme

Khan has recently entered into a new brand collaboration with the smartphone brand Realme. This marks his inaugural partnership with a smartphone brand in the Indian market, signifying a noteworthy development in his brand endorsements.

Which one is your favourite ad by Salman Khan? Let us know in the comments below!

Also Read: How Festive Season Strategies For D2C Brands Maximize Impactful Outcomes

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Every marketer talks about building awareness, few have to build it without talking about the product. India's alcobev industry has spent decades navigating that paradox. Direct product advertising isn't permitted, making surrogate advertising only one part of the marketing equation. The bigger challenge has always been earning something no media budget can buy: consumers who become advocates for the brand. For Debasree Dasgupta, Chief Marketing Officer, Pernod Ricard India, that's the category's biggest truth. “Consumers will always be your biggest advertisers,” she said. It's a philosophy born out of necessity. But it has also shaped how alcobev brands think about marketing itself. “The principles of marketing are the same whether it's personal care, beauty or alcobev. What changes is the complexity.” That complexity, according to Dasgupta, isn't just about navigating regulations. It's about understanding consumers, managing a diverse portfolio, and ensuring brands continue to grow despite having fewer traditional marketing levers than almost any other consumer category. India remains one of the world's most tightly regulated alcohol markets, where brands have to navigate different state regulations, on-trade and off-trade ecosystems, and restrictions on advertising products directly. For marketers, that has meant learning an entirely different language of brand building. Marketing hasn't changed, The rulebook has Dasgupta's own career has prepared her for exactly that. Rather than following a straight path, she has moved across FMCG, health and hygiene, beverages and now alcobev, picking up different lessons along the way. “I think the beauty is that I didn't have a linear career path, and I think it was very deliberate and intentional.” Each company, she said, has added a different layer to her understanding of marketing. “Unilever taught me to be extremely consumer-centric and always keep the consumer at the heart. Reckitt taught me commercial discipline, that marketing needs to lead to commercial and business growth. PepsiCo was about how brands stay relevant in culture.” Bringing those experiences together at Pernod Ricard has reinforced one belief. “The principles of marketing remain the same.” The environment, however, certainly doesn't. While referring to India as one of the markets where alcohol advertising is prohibited, she said, “The regulatory landscape is quite complex. That's the piece that one needs to wrap their minds around as you navigate and ensure that you're able to drive business growth.” That complexity extends well beyond regulation. “At a portfolio level, it's important for us to understand what is delivering the present and what will deliver tomorrow,” she said. “Where is growth coming from today, and where will growth come from in the future?” When consumers become the media channel Perhaps the biggest difference between alcobev and traditional consumer goods lies in how brands create awareness. Unlike an FMCG company, Pernod Ricard cannot advertise its alcohol products directly. “So the disadvantage that we have versus CPG is we cannot advertise products,” Dasgupta said. “We are in compliance with the guidelines that exist today.” Instead, the company builds visibility through compliant brand extensions such as packaged drinking water, while investing in passion points like cricket, music and digital platforms. “For us, the brand extension is a compliant business in itself and we can advertise that. We continue to double down on social, digital and influencer marketing for those businesses.” Furthermore, Dasgupta went on to say, “What we rely on is on-premise advocacy. We rely on sampling. We ensure that our liquids are extremely high quality so that when the moment of truth happens, consumers really love the product.” That has also meant new launches take longer to build. “Awareness build-up is much slower because consumers discover the product at the point of sale. That's very different from an FMCG brand.” Which naturally raises another question: if brands can't advertise products, who does the selling? “The consumers will always be your biggest advertisers,” Dasgupta said. “If you walk into an outlet and see someone drinking, it gives you confidence in the brand.” Word of mouth, she believes, becomes one of the category's most powerful marketing channels. “In a category where you can't advertise the product, consumers become your champions.” That consumer-first philosophy also shapes how global brands are adapted for India. For marketers outside the alcobev industry, the constraints may seem daunting. For Dasgupta, they've simply reinforced a timeless lesson. When the product can't do the talking, the brand, and ultimately the consumer, has to.

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