Why Vivo Chose Celebrity Endorsements for Growth?

Celebrity endorsements have played a crucial role in Vivo’s rapid rise in the Indian smartphone market. By partnering with popular film stars, athletes, and influencers, Vivo has strengthened its brand identity, expanded its reach, and built trust among consumers. Let's understand how these strategic partnerships accelerate its overall growth.

Vivo entered the Indian smartphone market in late 2014, launching its first models and establishing vivo Mobile India Pvt. Ltd. to build the brand locally.

Globally, Vivo is a Chinese electronics company owned by BBK Electronics, the same group behind Oppo and OnePlus. Vivo has grown fast in India, and a big part of its rise is linked to smart use of celebrity endorsements. 

In this article, we’ll look at why Vivo depends on famous faces, how these partnerships shaped its brand image, why they work so well in India, and what other marketers can learn from this approach. 

A Quick Snapshot of Vivo’s Celebrity Strategy in India

Vivo didn’t take long to understand India’s deep connection with entertainment and celebrity culture. As soon as it entered the market, it began pairing each product launch or campaign with a well-known face. And this wasn’t a random move. Vivo carefully selected actors, cricketers, and youth icons who matched the image of each phone series.  

Some examples include:

• Aamir Khan, who helped Vivo build trust among a wider audience.

• Virat Kohli, who gave the brand strong youth appeal and nationwide reach.

• Sara Ali Khan and Rohit Saraf, who fit well with the brand’s young, urban positioning.

• Brand tie-ins with big events, like the IPL, which amplified visibility across the country.

These endorsements were everywhere – social media, TV, print, store displays, and event promotions. And because Vivo kept refreshing its ambassador list, the brand stayed relevant.

Why Celebrity Marketing Works So Well for Smartphone Brands?

Smartphones are crowded products. Every brand claims the best camera, best battery, and best performance. But people don’t buy phones based only on specs. They buy based on trust, identity, and emotional pull. And that’s where celebrities jump in.

1. Celebrities Build Instant Trust

In India, familiar faces matter. When people see a well-liked actor or sportsperson promoting a phone, it immediately feels more reliable. The audience thinks, “If someone I admire is using this, maybe it’s good.”
This trust effect is strong in a market where dozens of brands are fighting for attention.

2. They Help Brands Reach Large Audiences Easily

You don’t need to explain who a celebrity is. Their reach is already built. A popular actor or cricketer has millions of followers and fans across age groups.

So when Vivo picks a celebrity, it taps into this ready-made audience. Within a few days, the brand gets visibility across TV, Instagram, YouTube, and fan communities.

3. They Add Emotional Appeal to Tech Products

Smartphones can feel technical and boring. Specs don’t create emotional connection. But celebrities do.

When a star shows how they use their phone – whether to capture photos, create videos, or stay connected – the phone becomes part of a lifestyle. This gives the device personality.

And when the lifestyle looks appealing, people feel encouraged to buy.

4. Celebrities Offer Cultural Relevance

India has many regions, languages, and tastes. A single message cannot reach everyone.
But celebrities are cultural symbols. Their style, voice, and personality shape how people see the brand.

This is why Vivo picks ambassadors who reflect current trends and audience moods.

Why Vivo Specifically Chose Celebrity Endorsements?

Now let’s break down why Vivo, out of all smartphone brands, relies so heavily on celebrities in India. 

1. Vivo Targets Young, Style-Driven Consumers

Most Vivo phones focus on:

• Cameras

• Sleek design

• Fun features

• Social-media-friendly tools

These are things young people care about. And young people follow celebrities closely. So it’s natural for Vivo to place influencers, film stars, and cricketers at the center of its messaging. It helps the brand feel modern, social, and energetic. 

2. Strong Faces Help Explain Vivo’s Camera Features Better

Vivo’s biggest selling point is its camera technology. Instead of using technical words like “aperture” or “ISO,” Vivo lets actors and models show how good the camera is through stories.

A celebrity clicking portraits or selfies gives the camera a relatable context. People see the output and think, “I want photos like that.”

3. Celebrity Partnerships Speed Up Market Entry

Vivo entered India at a time when many Chinese brands were new and unknown. People didn’t know whether to trust them.

Using big celebrities helped Vivo:

• Remove doubt

• Build a quick reputation

• Look premium

• Gain attention faster than typical marketing could

In short, celebrities helped Vivo skip the slow path and jump straight into mainstream awareness.

4. Events Like IPL Boosted Mass Reach

Vivo’s biggest advantage came from becoming the title sponsor of the Indian Premier League (IPL). Cricket already has huge fan power.
By attaching its name to IPL and combining it with celebrity ads, Vivo became a household name within months.

This mix of sports + TV ads + celebrity faces created strong recall at a national scale.

5. Celebrities Help Vivo Compete in a Crowded Market

India’s smartphone market is full of rivals – Samsung, Xiaomi, Oppo, Realme, Apple. Specs alone can’t differentiate a brand.

Celebrity faces allow Vivo to stand out visually and emotionally. When viewers keep seeing multiple stars talking about the same brand, they remember it more easily.

6. It Helps Vivo Stay Consistent Across Channels

Celebrity-driven content fits well everywhere:

• TV ads

• Instagram reels

• YouTube shorts

• Outdoor ads

• Store banners

• Event stages

This uniform presence builds brand consistency. It also helps customers recognize Vivo instantly in any format.

Authenticity, Micro-Influencers, and What Modern Consumers Expect!

Times are changing. And while celebrities still matter, consumers – especially Gen Z – want more authenticity. They don’t want ads that feel scripted or forced.  

This is why Vivo started mixing:

• Big celebrities

• Micro-influencers

• Lifestyle creators

• Tech reviewers

• Regional content creators

This hybrid approach helps Vivo stay trustworthy. Micro-influencers explain features. Celebrities bring scale. Together, they balance reach and credibility.

And as buyers become more conscious, they look for honest reviews and real usage examples.

How Marketers Can Learn from Vivo’s Strategy?

Here’s what brands – especially tech and lifestyle brands – can take away from Vivo’s approach.

1. Pick Ambassadors Who Fit Your Brand Values

Don’t run after the biggest celebrity just because they’re popular. What matters is choosing someone whose personality matches your product and audience. When the ambassador feels aligned with your brand’s tone, style, and purpose, the message looks natural instead of forced. 

People trust endorsements more when they feel honest and believable. And this fit helps build long-term brand consistency.

2. Mix Celebrities with Influencers

Celebrities bring mass attention, but influencers offer depth and real-life explanations. When both work together, you get the best of both worlds – reach and credibility. Influencers can break down product features in simple terms, while celebrities create strong brand recall. This layered strategy works well for tech and lifestyle brands where users want both inspiration and information before buying.

3. Use Stars for Stories, Not Just Poses

Modern consumers don’t connect with stiff, product-holding ads anymore. They want to see how a product fits into real situations. Vivo uses stories like trips, festivals, or daily activities to show how a phone works in real life. 

These scenarios help people imagine themselves using the product. Story-based ads feel more natural and create stronger emotional engagement.

4. Refresh the Ambassador List Regularly

Audience preferences shift quickly, and brands must keep up. New ambassadors help refresh the brand image and keep it relevant for younger or evolving audiences. 

Changing the faces also lets brands tap into new fan bases and cultural trends. This approach prevents the brand from feeling stuck or repetitive. It keeps campaigns exciting and up-to-date.

5. Use Regional Faces When Needed

India is diverse, and one message cannot speak to everyone. Different regions have their own cultural cues, languages, and local icons. Choosing regional celebrities helps brands sound more relatable and personal. 

It also expands the brand’s reach into tier 2 and 3 cities, where growth is happening faster. Local ambassadors build deeper trust because audiences feel represented.

Want your smartphone brand to stand out?

Partnering with a well-known celebrity can boost visibility, trust, and sales faster than any traditional advertising. And you don’t need a massive budget, just the right strategy and a good brand-fit.

Ready to grow your brand?
Let’s help you connect with the perfect celebrity ambassador for your next brand campaign!