BENGALURU: Dubai’s real estate developers are increasingly leveraging Bollywood celebrity endorsements to promote projects, enhance their outreach to Indian and overseas buyers, and mitigate the impact of rising supply over the coming years.
From opulent waterfront residences to affordable housing, partnerships with celebrities have emerged as a pivotal marketing strategy as the Emirate prepares for a considerable number of residential constructions.
Recently, several notable developers have engaged top Hindi film actors as brand ambassadors, merging aspirational lifestyles with property marketing. DAMAC Properties, one of Dubai’s largest private developers, has partnered with Alia Bhatt and Ranbir Kapoor to promote its luxury residential offerings, particularly targeting international customers. This collaboration aims to enhance DAMAC’s presence in India—a vital market for Dubai’s real estate—positioning its projects as lifestyle-oriented global investments rather than mere property purchases.
Harish Bijoor, founder of Harish Bijoor Consults, notes that real estate frequently capitalizes on the social media fame of film stars, while sports celebrities tend to shy away from real estate promotions. “Today, a property’s value can significantly hinge on a celebrity’s endorsement. Many properties marketed abroad, catering to the Indian diaspora, are often linked to two major ‘religions’: cricket and Bollywood. Cricketers usually avoid real estate endorsements, whereas actors actively promote properties, broadening the property’s appeal,” he stated.
Danube Properties has enlisted Shah Rukh Khan as its global brand ambassador for a new commercial initiative, aligning with their strategy to attract end-users and investors from South Asia—where Khan’s widespread appeal transcends income levels and locations.
Rizwan Sajan, founder and chairman of Danube Group, mentioned that over the years, Danube has collaborated with several prominent figures, including Sanjay Dutt and Kartik Aaryan, and more recently, with international cricket star Brett Lee as their global brand ambassador. “These collaborations aim to connect with customers looking to invest in Dubai and benefit from its growing market with increasing rental yields. Our diverse clientele justifies the engagement of both Indian and international brand ambassadors,” said Sajan.
Experts highlight that for developers in a price-sensitive sector facing competitive pressures, celebrity endorsements provide instant recall and trust, especially among first-time overseas buyers. Imtiaz Developments has partnered with Hrithik Roshan to position its offerings as premium, design-focused lifestyle properties.
“This collaboration exemplifies how upscale developers are striving to differentiate themselves as more branded residences enter the Dubai market, particularly in areas like Downtown Dubai, Business Bay, and emerging waterfront districts. As buyers become more discerning, developers are confident that aspirational branding will enable them to command better pricing and facilitate quicker sales,” remarked Sankey Prasad, chairman of Sterling Ark, a realty management and advisory firm focused on Dubai and the Middle East.
