I only endorse what I believe in: Actor Sonam Kapoor

Bollywood: It's a realm where dreams are spun and destinies are forged, pulsating with the vibrancy of India's myriad dialects, religions, and cultural nuances. This iconic film industry not only resonates within the vast borders of India, but also casts a wide net of influence across continents. As the largest film industry in the world by viewership and production volume, Bollywood has transcended traditional entertainment roles to become a formidable force not just in media and entertainment, but also global branding and marketing. From the bustling markets of Indonesia to the cinemas of Europe—it has long showcased its ability to adapt and resonate across different cultures and demographics, and effectively market products and ideas internationally.

At the heart of this branding juggernaut are Bollywood celebrities, whose enormous appeal and widespread recognition transform them into powerful ambassadors for a variety of local and global brands. Among these is Sonam Kapoor. Born into Bollywood royalty, Kapoor has leveraged her cinematic presence and fashion acumen not only to become a significant cultural influencer, but also an ambassador of some of the world’s leading brands. With her 2007 debut in Sanjay Leela Bhansali’s Saawariya to her distinctive Cher Horowitz-inspired impact in Aisha (2010), to the critically-acclaimed Neerja in 2016, Kapoor's influence today extends beyond film.

Photo: Yash Raj Films

From appearances at high-profile events such as the Cannes Film to partnerships with luxury and lifestyle brands including the likes of IWC Schaffhausen, Ralph & Russo, L'Oreal Paris, and Coca-Cola, Kapoor’s mastered the art of the formidable symbiotic relationship between celebrity and brand, where each enhances the value and reach of the other. Her recent appointment to the Tate Modern South Asia Acquisition Committee also lends her passion beyond the silver screen, as she now shapes discussions around contemporary art and cultural representation.

Campaign sat down with Kapoor recently to discuss her journey to success and her multifaceted role as a brand ambassador, delving into the emergence of influencer culture in India, her evolution into a recognised brand icon, the importance of authenticity and alignment in her professional partnerships, and other lessons she's learned along the way. 

Campaign: Sonam, can you start by giving us an overview of what's been happening with you, the projects you're working on, and what you're excited about lately?

Sonam: Lots! So, I had my baby (Vayu Kapoor Ahuja with Indian business mogul Anand Ahuja) and took about two years off. I've recently signed a new project we're announcing mid-year. I can't say much, but it's something new and exciting for me. My brand commitments are in full swing. I'm reading scripts to decide my next steps. I'm considering whether to do one or two projects a year. Typically, projects take six to seven months, and I want time for other work and personal growth. I don't believe in overworking. I'm also trying to understand the digital space and its demands, which are new to me. My life is definitely different now than before—completely dedicated to my child, home, husband, and family. Taking care of my mental and physical health is my top priority. After that, it's my child, family, husband, and then work. If I don't take care of my health, I can't be at my best for these other responsibilities.

Tell us more about your experience adapting to the evolving digital space. Many consider you one of the original ‘influencers’ of the early-Instagram era due to your strong presence in fashion and representing couture brands. Do you identify with this label, or do you lean more towards wanted to be known an artist-actor?

I think we need to consider the term 'influencer' itself. An influencer is anybody who can shape the way people think. Actors and famous people have always had this role, which is why they are brand ambassadors and trendsetters. They influence people’s choices, including what to wear. As actors, we can choose to influence people in various ways; I choose to guide young people in things I believe in—be it through my personality or who I am.

I don't understand why anyone would be offended by being called an influencer. I hope I'm seen as one. I hope I set trends and inspire people in positive ways, in things I believe in and find fun. I like being an influencer. I've worked very hard to be an actor, to be someone who loves my job, and to have a platform. As a woman in India, having this platform is a significant achievement, and I’m proud of it.

Photo credit: Yash Raj Films

One area where you do wield notoriety is fashion. You've been part of the modern cohort of actors blending Western fashion brands with Eastern ideals in a couture way. Was this intentional, or how did it come about?

Honestly, I don't think I brought this kind of fashion into India. What happened was that costume designers typically dressed actors, or they dressed themselves. Even in old Hollywood interviews, actresses would buy or have someone make a dress for them to wear on the red carpet. There weren't stylists or curated outfits.

My mom was very much into fashion; she was a fashion designer. I was exposed to all kinds of fashion, especially Indian fashion. I wore designs by Tarun and Sandeep, which actors weren't typically wearing. They usually wore costumes or clothes by a few Bombay designers. There wasn't broad exposure to Indian or Western fashion.

I just wanted to wear what I liked from the designers I knew. It was just me being myself, influenced by the education I got from my mom and my passion for fashion. I considered fashion designers, both international and Indian, as stars because I grew up admiring them through my mom. This wasn't about projecting an image; it was about my genuine love for fashion.

I realised people didn't often borrow clothes, so I started borrowing them. It didn't make sense to buy everything all the time. I did buy a lot, but borrowing was more practical. This practice was common internationally but not in India, so I just did what felt right at the time. I was a 20-year-old girl, just following my passion for fashion without any strategic intent.

Are you seeing more of a prevalence in the representation of global luxury brands on Indian red carpets?

Yes, with global exposure, it's happening more. India is a growing economy with spending power. Brands are absolutely more interested in us now, especially as Indian faces are also representing them on international platforms.

So, as a brand ambassador trying to reach an ever-evolving consumer base in India (especially Gen Z), how do you choose brand deals today compared to five years ago?

My moral compass hasn't shifted. I only work with reputable brands that align with my values. I believe in long-term commitments and authenticity. My team and I do thorough research before signing any brand. [And] the culture is changing in how brands also approach celebrities.

Do you think many brands can fall into the trap of lazy marketing by simply picking a celebrity to be the face of their products without establishing a genuine and authentic connection first?

Well, today, social media engagement often drives brand decisions, sometimes leading to inauthentic partnerships. However, smart brands are becoming pickier again, and they are looking for true connections.

For example, I admire the way brands work with my father and the brands he chooses. Everything he does is so synonymous with his identity. For instance, his partnership with Google was amazing. The way they worked together was fantastic. My father has some of the best brand partnerships in the country because he is very choosy and picky. Brands know that only Anil Kapoor can represent certain values. And while my dad may not be an influencer in the social media sense, he is a brand in himself. He is believable, genuine, and has longevity and credibility, so he's an amazing example.

Similarly, some brands specifically want to work with me because I may represent luxury, beauty, or wholesomeness to them. I feel that brands that believe in the importance of an authentic partnership tend to be the most successful, because they understand the intelligence of their audience.

Kapoor representing L'Oreal at Cannes. Photo: Getty Images.

Do you find it difficult to navigate the pressure of being a brand ambassador, especially during times of potential brand failures that may have nothing to do with you? How do you handle it?

Navigating the space of brand ambassadorship can be very challenging. One of the benefits of being affiliated with a brand is the positive recognition you receive when things go well. However, there are times when you may face difficulties or failures, or a negative story may break, affecting the brand's perception. 

What are three things a brand should consider before approaching you?

The three things are: A long-term proposition, as I believe in commitment; a good moral compass; and glamorous and beautiful branding.

In the same vein as branding, you also run businesses and were part of a label with your sister. Is that still something you do?

We still own the label, but we decided to end our partnership. The label did really well, and there's a lot of interest in starting it again, which is something we want to do. I also work with my husband on his brand. We run Nike stores, the Converse business, and the NBA style stores in India. We also have an amazing brand called Bhaane, a sustainable fashion brand. My husband is the creative director, and it's a lovely brand focused on sustainability.

Has being on the other side of owning and running businesses changed your perspective on being a brand ambassador?

In many ways, it reinforces my beliefs. Running a brand has shown me that a genuine, honest story is the only way to sell a product. Authenticity is crucial. Whether it's a film or a brand, an authentic story and good people make all the difference. The audience and consumers can see through disingenuity.

You mentioned Bhaane—you’re a well-documented advocate for sustainable fashion and the importance of embracing it. How difficult is it to balance that advocacy with having to wear non-sustainable brands in the capacity of an actor and public figure?

I believe in conscious consumption. I prefer buying vintage or second-hand designer items, which are more sustainable. This includes Indian couture brands like Anamika Khanna, Abu Sandeep, and others like them, as they produce heirlooms. I do thorough research before buying new items and prefer high-quality pieces that last long. For instance, Dior and Hermès are known for their sustainable and durable products. It's about making informed and authentic choices. I buy a lot of things from Vestiaire Collective (the second hand site), 1stDibs, and other second-hand shops. I think buying old things is one of the best things you can do for sustainability. Reusing and repurposing items, like making a dress out of my mom's old sarees, is something I practice. I also believe in buying one high-quality item rather than multiple cheap ones. It's about making choices that are authentic to yourself and your values.

Kapoor at the Dior fashion show. Photo: Getty Images.

You were inaugurated to the South Asian committee at the Tate Modern Museum this year. What drew you to this opportunity and what representation do you hope to put forward for India?

I'm very proud to be of Indian descent and love representing my culture. India is a hub of creativity and craftsmanship, from fashion to art and architecture. Being part of the Tate Modern committee allows me to showcase South Asian art on a global stage. It's a privilege to represent the richness and diversity of Indian culture, whether through art, cinema, or fashion. Everything starts in India, from embroidery to diamond cutting, to manufacturing high-quality products. To represent India to the world is something I am very proud of. South Asians I've met abroad also love representing their culture and appreciate when people recognise and understand it. Whether it's through museums, red carpets, or any platform, I take every opportunity to showcase the beauty and richness of Indian culture.

I don't see it as pressure but as a privilege. I'm proud to represent India and always add an Indian element to my appearances. I feel equally beautiful in Indian outfits and Western gowns. I think Indian girls look great in both, which is unique. It's about being true to yourself and flaunting what you feel best in.

Finally, what’s your take on the next generation of Indian creators, ambassadors and artists, and what advice do you have for them?

Each generation offers something unique. My advice to the new generation is to be true to themselves and not get carried away by likes and clicks. Have a moral compass, speak about things you believe in, and avoid extreme views. Moderation and open-mindedness are crucial. Social media has made things very polarised, and it's important to listen to all sides and understand them.

This interview has been edited for brevity and clarity.