Introduction

In the evolving landscape of India’s digital commerce, regional storytelling is redefining how brands connect with audiences.
Among regional markets, Maharashtra stands tall a blend of urban sophistication and cultural depth. And at the heart of this transformation lies a new marketing force: Inspiring Marathi Celebrity Campaigns.

According to a KPMG India Consumer Insights Report (2025), regional campaigns now drive 43% higher engagement for D2C brands than national ads. And when paired with the right influencer or celebrity, conversion rates increase by up to 27%, thanks to higher relatability and cultural alignment. That’s exactly why brands today from Nykaa and Mamaearth to Fastrack and Tanishq are strategically collaborating with Marathi celebrities who embody credibility, authenticity, and emotional connection.

This article explores 10 Inspiring Marathi Celebrity Campaigns that every D2C founder and marketer should study campaigns that didn’t just sell products but built lasting consumer trust.

1. Amruta Khanvilkar x Nykaa: Beauty with a Marathi Voice

Few campaigns have combined glamour and relatability as effectively as Amruta Khanvilkar’s collaboration with Nykaa.
A household name in Marathi cinema and television. Amruta became the regional face of Nykaa’s “Every Shade of You” campaign, one that celebrated diversity and authenticity in beauty.

Why It Worked:

• Amruta’s strong following among young Marathi women made her the perfect bridge between aspirational beauty and local identity.
• The campaign used UGC videos, short Reels, and Marathi captions to make global beauty trends feel local.
• It subtly emphasized ethical beauty, aligning with Nykaa’s stance on cruelty-free products an aspect modern D2C brands can learn from.

Key Learning:

D2C beauty brands must create micro-localized influencer storytelling. It’s not just about promoting products but about making consumers feel seen and spoken to in their language.

2. Riteish Deshmukh x Stayfree: Redefining Men’s Role in Period Talk

Stayfree India collaborated with Riteish Deshmukh to break social taboos surrounding menstruation. The campaign, “It’s Time Men Talk Periods,” marked a cultural shift in Indian advertising merging empathy with advocacy.

Why It Worked:

• Riteish’s image as a caring husband and father made him a credible male ally in this conversation.
• The campaign went viral in Maharashtra, with over 4 million regional views in its first week, according to Statista’s 2025 brand reach index.
• It humanized the message through storytelling a powerful mix of celebrity authenticity and cause-based marketing.

Key Learning:

Modern D2C brands can build trust faster when they stand for something meaningful. A valid campaign isn’t just viral; it changes perception and that’s what this one did.

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3. Sonalee Kulkarni x Sugar Cosmetics: Bold Beauty Meets Local Language

Known for her fearless persona, Sonalee Kulkarni became the Marathi face of Sugar Cosmetics’ “Rule Breakers” campaign. The campaign promoted inclusivity, body positivity, and the idea that beauty has no one definition.

Why It Worked:

• Sonalee’s content on Instagram featured Marathi captions and UGC collaborations with micro-creators from Pune and Nashik.
• Sugar Cosmetics reported a 22% sales lift in Maharashtra within 60 days of the campaign launch.
• The storytelling was real showcasing women using the product in everyday situations.

Key Learning:

Brands need to balance local expression with modern empowerment. When influencers use regional language authentically, it triggers emotional loyalty not just clicks.

4. Swapnil Joshi x Tanishq: Emotional Storytelling Through Festivals

When Swapnil Joshi, one of Marathi cinema’s most beloved actors, collaborated with Tanishq for their Diwali “Pehchaan Wali Diwali” campaign, it was storytelling at its finest.

Why It Worked:

• Instead of showing luxury, it showcased nostalgia a son gifting jewelry to his mother as gratitude.
• The campaign was dubbed in Marathi, aired across regional channels, and integrated into YouTube Shorts and UGC stories.
• Tanishq’s insight: People buy stories, not stones.

Key Learning:

For D2C brands, storytelling must feel personal and culturally anchored. Marathi festivals like Gudi Padwa and Diwali can be powerful storytelling contexts when done right.

5. Sai Tamhankar x Boat: Fitness, Freedom, and Femininity

Boat, known for its edgy youth marketing, found the perfect Marathi fit in Sai Tamhankar.
Her collaboration for Boat’s “Plug Into Nirvana” regional influencer campaign celebrated individuality and style.

Why It Worked:

• Sai’s relatable fitness persona resonated with Maharashtra’s urban Gen Z audience.
• Boat used UGC videos featuring Marathi creators who mirrored Sai’s energy from college students to working women.
• It was a rare mix of influencer marketing India-style and localized brand positioning.

Key Learning:

Regional marketing thrives when celebrity alignment reflects audience identity. The influencer’s lifestyle should mirror the consumer’s aspirations, that’s where conversion happens.

6. Subodh Bhave x Mamaearth: Conscious Skincare for Every Indian Family

Mamaearth’s partnership with Subodh Bhave, the respected Marathi actor known for his family-oriented films, targeted a new demographic — men who care about skincare.

Why It Worked:

• The campaign introduced the “Skincare for All” initiative, showing fathers and sons using gentle, natural products.
• Mamaearth’s data-driven segmentation revealed a 34% engagement boost in Tier-2 Maharashtrian cities.
• It tied in seamlessly with Mamaearth’s values of ethical, organic, and sustainable products.

Key Learning:

D2C founders should note that regional male audiences are an untapped market. With storytelling rooted in family and care, even skincare can feel emotional.

7. Priya Bapat x Lenskart: Vision with Confidence

When Lenskart launched its “See Better, Live Better” Marathi campaign, Priya Bapat led it with elegance and charm.

Why It Worked:

• Priya’s aspirational yet grounded personality represented confidence without arrogance.
• The campaign filmed in Marathi households emphasized how eyewear boosts daily confidence.
• According to HubSpot’s 2025 marketing insights, localized storytelling increases brand recall by 48% — perfectly evident here.

Key Learning:

Regional celebrities can make national brands feel accessible and human. For D2C startups, that’s pure gold in building repeat customers.

8. Lalit Prabhakar x Amazon MiniTV: Youth Storytelling in Digital Ads

Amazon MiniTV collaborated with Lalit Prabhakar for a Marathi youth drama titled Tuzyat Jeev Rangala – Digital Edition.
But it wasn’t just content, it was branded storytelling at its best.

Why It Worked:

• The campaign blurred lines between entertainment and advertisement.
• It integrated D2C lifestyle brands like The Man Company and Beardo into the plot subtly.
• Lalit’s authenticity and humor made the brand placements feel organic, not forced.

Key Learning:

D2C founders can leverage content-commerce partnerships through short-form series or collaborations that blend story and sale.

9. Mukta Barve x Prega News: Empathy in Brand Communication

Mukta Barve, known for her emotive performances, was chosen as the face of Prega News’ Marathi “Khushicha Sandesh” campaign.
The campaign beautifully captured the moment of pregnancy revelation in a Marathi family setting.

Why It Worked:

• Mukta’s genuine warmth lent authenticity to the message.
• The brand saw a 40% viewership increase across Marathi digital platforms (as per Statista India 2025 Advertising Metrics).
• It resonated emotionally, not commercially and that’s where brand trust begins.

Key Learning:

Emotional storytelling transcends product categories.
Even healthcare and FMCG D2C brands can use empathy-driven communication rooted in cultural truth.

10. Ankush Chaudhari x Fastrack: Redefining Cool for Gen Z Maharashtra

Fastrack needed a fresh face to penetrate the Marathi Gen Z market and Ankush Chaudhari was their perfect match.
The campaign titled “Move On Maharashtra” spoke the language of rebellion, independence, and fun.

Why It Worked:

• Fastrack localized its iconic “Move On” slogan with Marathi copy and digital creatives.
• Ankush’s persona connected deeply with youth audiences in Pune, Kolhapur, and Nagpur.
• The campaign used AI influencer marketing tools to track sentiment and optimize engagement.

Key Learning:

To resonate with Gen Z, brands must merge culture, tech, and attitude. AI-powered localization, when paired with real influencers, drives exponential ROI.

Lessons from 10 Inspiring Marathi Celebrity Campaigns

These Inspiring Marathi Celebrity Campaigns share common traits that D2C founders can replicate:

1. Authenticity over perfection, Audiences crave real conversations, not polished scripts.
2. Regional language = emotional currency.
3. Data + culture = performance marketing 2.0.
4. UGC videos amplify relatability and trust.
5. Micro-influencers build stronger community engagement than macro ones.
6. Ethical storytelling, no exaggeration, no manipulation.
7. Diversity of representation different accents, age groups, and tones.
8. Integrated influencer and paid strategies scale reach efficiently.

How D2C Brands Can Build a Regional Celebrity Strategy

To execute campaigns like these, founders need a framework:

Step 1: Identify Cultural Entry Points

Use local festivals, language idioms, or nostalgia triggers. For Maharashtra, Gudi Padwa, Ganesh Chaturthi, and Lavani art can be powerful starting points.

Step 2: Choose the Right Celebrity Tier

Not every campaign needs an A-lister. Micro-celebrities or famous Instagram influencers can be more relatable and cost-effective.

Step 3: Mix Influencer Marketing and UGC

Platforms like Hobo.Video enable brands to combine AI influencer marketing and UGC videos to launch campaigns that feel native, not transactional.

Step 4: Measure Trust, Not Just Traffic

Focus on repeat engagement, brand sentiment, and organic shares. This is how the best influencer platform campaigns sustain long-term growth.

Summary: Key Learnings for Marketers

• Leverage regional storytelling to humanize your D2C brand.
• Use data-driven influencer selection to ensure alignment between brand voice and celebrity persona.
• Prioritize ethical and transparent marketing practices.
• Collaborate with platforms like Hobo.Video for scalable, compliant, and creative community-driven campaigns.
• Combine AI UGC and human creativity to reach authentic audiences at scale.

About Hobo.Video

Hobo.Video is India’s leading AI-powered influencer marketing and UGC company. With over 2.25 million creators, it offers end-to-end campaign management designed for brand growth. The platform combines AI and human strategy for maximum ROI.

Services include:

• Influencer Marketing
• UGC Content Creation
• Celebrity Endorsements
• Product Feedback and Testing
• Marketplace and Seller Reputation Management
• Regional and Niche Influencer Campaigns

Trusted by top brands like Himalaya, Wipro, Symphony, Baidyanath, and the Good Glamm Group.

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