How H&M Uses Bollywood Stars to Boost Its Market Presence?

H&M uses Bollywood stars to stay visible, relatable, and influential in India’s fast-moving fashion space. With popular actors leading their campaigns, the brand taps into massive fan followings and trend-setting power. In this article, find out how celebrities build a stronger connection with shoppers who look to Bollywood for fashion inspiration.

H&M first entered India in 2015, opening its flagship store in Delhi as it tapped into a fast-growing and highly competitive fashion market. 

Since then, the brand has rapidly expanded, adding stores and launching online channels to meet rising demand. In India, celebrity marketing plays a big role in fashion retail. People look to stars for style ideas. Ads with well-known faces make brands feel familiar and trustworthy. And Bollywood is the heart of that influence. Actors have wide reach, deep fan followings, and an aspirational appeal that connects with many shoppers. 

By working with popular Bollywood stars in campaigns and store launches, H&M uses their visibility to strengthen its presence. This approach helps the brand stand out in a crowded market. It also makes H&M feel more local even as it remains a global fashion name.

Popular Celebrity Endorsements/ Event Appearances for H&M in India

1. Shriya Pilgaonkar x H&M - Conscious Collection

 

 

 

 

 

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A post shared by Shriya Sachin Pilgaonkar (@shriya.pilgaonkar)

H&M’s “Conscious Collection” campaign featuring Shriya Pilgaonkar shows her modelling clothes made from eco-friendly and recycled fabrics – think airy dresses, sustainable basics and conscious-fashion staples rather than fast fashion. The ad emphasises H&M’s shift toward mindful, planet-friendly clothing.

H&M likely chose Shriya Pilgaonkar because she has a fresh, relatable image and resonates with younger, urban shoppers. Her involvement helps make sustainable fashion feel accessible and aspirational. Through her appeal, the campaign speaks to an audience that cares about style and values, making H&M’s conscious line more believable and desirable.

2. Ahan Shetty, Shanaya Kapoor x H&M - United by Fashion

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H&M’s “United by Fashion” ad campaign stars Ahan Shetty and Shanaya Kapoor to mark the brand’s collaboration with Myntra and celebrate a special collection. In the ad, the two are shown modelling trendy outfits, walking through colourful, modern settings and highlighting the idea that fashion can bring people together. It feels youthful, fun, and stylish.

H&M picked Ahan and Shanaya because they are fresh faces with growing fan bases and a strong social media presence. Their youthful image helps H&M connect with young shoppers who follow their style. Using these stars makes the brand feel current and relatable, boosting interest and engagement among the target audience. 

3. Samantha Ruth Prabhu, Neha Dhupia & Khushi Kapoor - Anamika Khanna x H&M Collaboration Event

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H&M’s “Anamika Khanna x H&M” event brought Bollywood stars Samantha Ruth Prabhu, Neha Dhupia, and Khushi Kapoor together to celebrate the launch of a designer-driven collection. At the event, they walked the carpet in standout pieces from the new line, showing off its mix of traditional Indian craft with modern style.

H&M picked these stars because they are fashionable, influential, and loved by young, urban shoppers. Their presence made the brand feel more aspirational and relatable. Seeing familiar faces wearing the collection helped fans connect with the designs and imagine themselves wearing similar outfits, boosting interest among H&M’s target audience. 

4. Aditi Rao Hydari, Diana Penty, Amyra Dastur, Harsh Varrdhan Kapoor - H&M Now on Myntra

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H&M’s “Now on Myntra” ad features Aditi Rao Hydari, Diana Penty, Amyra Dastur, and Harsh Varrdhan Kapoor showcasing H&M’s trendy clothes now available on Myntra. In the ad, they model casual, chic outfits while highlighting how easy it is to shop H&M’s latest looks online.

H&M chose these young Bollywood faces because they appeal to India’s fashion-conscious youth and digital shoppers. Their popularity makes the brand feel relatable and stylish. Seeing familiar stars wear H&M’s collection helped connect the brand with young shoppers who follow celebrity style, boosting interest and making online shopping feel exciting and accessible. 

5. Jim Sarbh, Manushi Chillar x H&M - #BrighterThanEver

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H&M’s “#BrighterThanEver” ad stars Jim Sarbh as a mysterious liftman who takes characters, including Manushi Chhillar, to their personal festive dreams inside an old-school elevator. The storyline blends magic and emotion, showing how each person reaches their special celebration moment.

H&M chose Jim for his quirky charm and Manushi for her relatable, youthful appeal. Their presence makes the brand feel both aspirational and down-to-earth. Using familiar faces helped H&M connect with young, festive shoppers who value both style and storytelling, making the campaign more memorable and relatable.

6. Armaan Malik x H&M - Linen Collection

 

 

 

 

 

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A post shared by ARMAAN MALIK (@armaanmalik)

H&M’s “Linen Collection” ad with Armaan Malik shows him enjoying a relaxed, breezy day wearing light linen outfits. The visuals focus on comfort, cool vibes, and easy summer style. The vibe is simple; great clothes for warm days that feel natural and stylish.

H&M chose Armaan because he’s liked by young fans and has a calm, relatable image. His music-star persona fits the easygoing feel of linen. Using him helped H&M reach young shoppers who want both comfort and style. Seeing a popular face wear the collection made the brand feel more personal, relevant, and appealing to people who follow trends set by youth icons.

7. Mehreen and Gurfateh Pirzada - Celebration Of H&M Event

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H&M’s “Celebration of H&M” event ad stars Mehreen and Gurfateh Pirzada as they host and present a vibrant fashion showcase. The ad captures them exploring fashion displays, greeting guests, and highlighting H&M’s latest styles at a fun red-carpet event. The overall mood is festive, youthful, and social, showing how H&M celebrates style and togetherness.

H&M chose Mehreen and Gurfateh because they are trendy, familiar faces for India’s young crowd. Their relatable, modern image helps H&M connect with trend-driven shoppers who follow celebrity style. Seeing them enjoy and explore H&M fashion made the brand feel closer and more appealing to its target audience. 

Why Bollywood Stars Work for H&M in India?

Curious why H&M leans so much on Bollywood faces in India?
In this piece, you’ll see how star power helps the brand stay visible, relatable, and in sync with what young shoppers want.

1. Bollywood Helps H&M Stand Out in a Crowded Market

H&M entered India with a clear goal: stay visible in a crowded fast-fashion market. And in India, one thing always helps brands stand out–Bollywood. People follow actors closely. They watch what they wear, how they style themselves, and what trends they choose. So when H&M works with Bollywood stars, it instantly becomes easier for the brand to connect with everyday shoppers.

2. A Wide, Ready-Made Audience

Bollywood gives H&M access to a wide audience. These actors have fans across cities, ages, and backgrounds. A single campaign with a known face can reach millions. And because people already trust these stars, the clothes they promote feel more familiar and believable. It’s less about fame and more about connection.

3. Strong Influence on Fashion Trends

Actors shape fashion conversations in India. A look seen in a movie or an Instagram post quickly becomes part of street style. So when H&M features stars like Samantha, Manushi Chhillar, Jim Sarbh, or Shanaya Kapoor, the brand taps into that influence. It helps H&M stay in tune with what young shoppers want.

4. Different Stars Speak to Different Audiences

Each actor brings a unique style. Some feel relaxed, some bold, some relatable. H&M uses this variety to reach different groups. Armaan Malik appeals to music lovers. Ahan Shetty and Khushi Kapoor connect with Gen Z. Samantha and Neha Dhupia reach urban working professionals. It’s about matching the face to the message.

5. Familiar Faces Make the Brand Feel Closer

People like seeing celebrities they know. It makes the brand feel more approachable. When someone sees their favourite actor wearing H&M, it becomes easier to picture themselves in the same look. That emotional comfort matters in fashion.

6. A Simple Formula That Works

H&M keeps choosing Bollywood because it helps the brand stay relevant, relatable, and visible in India’s fast-moving fashion scene. It’s a simple mix–star power and everyday style–and it works.

What’s Next for H&M & Bollywood Collaborations in India?

1. More Digital-First, Short-Format Collaborations

H&M will likely shift even more toward digital-first campaigns. Short reels, quick edits, and behind-the-scenes moments with Bollywood stars will become the norm because that’s where young shoppers spend most of their time. And we may see hybrid collabs too — celebrities paired with influencers who already shape everyday fashion trends online. This mix keeps the brand fresh, fast, and always in front of the audience.

2. Reaching Beyond Metros With Regional Celebrities

The brand may also look beyond big-city stars. India’s fashion market is growing outside metros, and people in these regions follow their own local icons. So future campaigns might include regional actors, rising stars, and micro-influencers with strong community influence. Pairing them with Bollywood names can help H&M reach a wider base while keeping the brand inclusive and relatable.

3. Sustainability-Driven Messaging and Lifestyle Positioning

As Indian shoppers become more aware of sustainability, H&M might lean into campaigns that talk about conscious fashion, recycling, and mindful choices. Using Bollywood stars to highlight these themes can make the message easier to understand and more aspirational. And instead of just promoting outfits, future ads may focus on lifestyle storytelling — comfort, wellness, mindful living, or everyday ease.

4. Where the Future Is Heading

So what’s next for H&M and Bollywood? More digital, more local, more conscious. The goal won’t just be visibility but building a meaningful connection that feels modern and socially aware. This shift will help H&M stay relevant in India’s fast-changing fashion landscape.

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