Dubai Developers Leverage Bollywood Stars to Boost India Real Estate Sales
Bengaluru: Dubai's real estate developers are increasingly turning to Bollywood star power to market projects, deepen reach into India and overseas Indian buyers, and cushion the market against concerns of rising supply over the next few years.
From luxury waterfront homes to mid-income housing, celebrity tie-ups have become a key branding and demand-creation tool as the Emirate braces for a large pipeline of residential completions.
In recent months, several prominent developers have signed on leading Hindi film actors as brand ambassadors, blending aspirational lifestyles with property sales. DAMAC Properties, one of Dubai's largest private developers, has tied up with actors Alia Bhatt and Ranbir Kapoor to front its luxury residential portfolio, particularly projects aimed at international buyers. The association is designed to strengthen DAMAC's visibility in India, a critical source market for Dubai real estate, and to position its developments as lifestyle-driven global assets rather than pure property investments.
Harish Bijoor, founder of Harish Bijoor Consults, says real estate often capitalises on the virtual fame of film stars, while sports stars are increasingly distancing themselves from property development. 'Today, I believe that a property does not hold much value without the endorsement of a celebrity. The 'dog tag' a property bears is essentially its endorsement from a film star. Many properties promoted abroad, appealing to the Indian diaspora, are associated with two major 'religions': cricket and Bollywood. While cricketers tend to avoid real estate endorsements, actors often promote properties because their involvement helps expand the property's reach further and wider,' he said.
Danube Properties has roped in Shah Rukh Khan as its global brand ambassador for a recent commercial project. The association aligns with Danube's strategy of targeting end-users and investors from South Asia where Khan's mass appeal cuts across income segments and geographies.
Rizwan Sajan, founder and chairman of Danube Group, said over the years, Danube has actively collaborated with several prominent personalities, including Sanjay Dutt, Kartik Aaryan, and more recently, with international cricket legend Brett Lee as our global brand ambassador. 'The objective behind these collaborations has always been to connect with customers who aspire to invest in Dubai and benefit from its rapidly growing market and increasing rental yields. We have a diverse mix of nationalities, which is why it makes sense to engage both Indian and international brand ambassadors,' said Sajan.
Experts say for a developer operating in a price-sensitive segment amid intensifying competition, celebrity endorsement offers instant recall and trust, especially among first-time overseas buyers. Imtiaz Developments has partnered with actor Hrithik Roshan, positioning its projects as design-led, premium lifestyle offerings.
'The collaboration reflects how high-end developers are seeking to differentiate themselves as more branded residences enter the Dubai market, in areas such as Downtown Dubai, Business Bay and emerging waterfront corridors. With buyers becoming discerning, developers are betting that aspirational branding will help command pricing power and faster absorption,' said Sankey Prasad, chairman of Sterling Ark, a realty management and technical advisory firm catering to Dubai and the Middle East.
