There was a time in India when every second advertisement looked like a mini Bollywood movie. A celebrity would enter in slow motion, flip their hair, hold a product and magically convince millions to buy it. This formula worked beautifully in the past. But modern Indian consumers have started behaving like strict examiners. They look at celebrity ads and think, This actor probably uses a different product at home anyway.
Today, the audience wants something else. They want real people. Real moments. Real problems. In short, ads that feel like they were recorded in their own living room. There is a reason why a middle-class father arguing with his son over mobile data gets more attention than a superstar standing in a perfectly lit studio.
Let us dive deeper into why relatable ads are slowly beating celebrity endorsements.
1. Celebrities Inspire, But Relatable People Connect
( Source – freepik.com )
Celebrities look like they live in a world where traffic never exists, air conditioners never stop working, and clothes never get wrinkled. Their life is aspirational. Nice to see, but not easy to relate to.
Relatable ads, on the other hand, show regular Indian life with all its imperfections. The struggle of finding a working pen. The frustration of forgetting the grocery list. The mother who hides snacks from her family. Consumers see these moments and think, This is literally my house.
This emotional connection makes relatable ads more powerful.
Check Out
BossWallah enables you to create, optimise, and grow social media video channels effortlessly from scratch.
2. People Are Smarter And Less Impressed By Glamour
The modern Indian consumer is exposed to thousands of posts, reels and ads every day. Their attention span is shorter and their instincts sharper. When they see a celebrity promoting something, their internal voice says, Of course, they are saying this; they are being paid for it.
Relatable ads feel more honest. They mimic real conversations. Even when the viewer knows it is an ad, it does not feel like a loud sales pitch. It feels like a friendly suggestion.
3. Real Stories Sell Better Than Star Faces
Humans are natural storytellers. Generations in India have grown up listening to bedtime stories, festival stories, cricket stories and family gossip.
Brands have realised that nothing grabs attention like a small everyday story. For example, a young couple secretly snacking without letting their parents know. A student is demanding extra pocket money. A neighbour is requesting tools and never returning them. These are simple stories, but they resonate instantly.
A relatable storyline creates a memory. A celebrity pose does not.
ALSO READ | How a UGC Video Agency Strengthens Multi-Channel Brand Storytelling.
4. Social Media Has Trained Everyone To Prefer ‘Real’ Content
People today spend more time watching creators and everyday people than film stars. Platforms reward content that is natural and unpolished. Someone recording from their kitchen sometimes gets more views than a grand set with professional lighting.
This shift has impacted advertising, too. Viewers no longer want perfect faces or rehearsed dialogues. They want genuine reactions, natural humour and situations that remind them of their own life.
5. Trust Has Become A Bigger Currency Than Fame
If a celebrity says a product is amazing, consumers assume it is part of the script. But if a regular-looking person struggles, laughs or shares a relatable problem, it feels more believable.
Trust grows faster when the person looks like someone you might meet in a bus, a grocery store or your own office.
6. Rise of UGC, Micro Creators and Everyday Storytellers
UGC, which stands for user-generated content, has changed the entire advertising landscape. These are videos created by non-celebrities who look and sound like everyday Indians. They talk in normal language, showcase the product honestly and react in a natural way.
People enjoy this kind of content because it does not feel rehearsed. Even the small mistakes and casual dialogues make it feel more real, no fancy sets, no perfect makeup, just genuine people using products.
This is why UGC studios and small creators are becoming favourites of Indian brands.
7. Celebrity Endorsements Are Extremely Expensive
Hiring a star for a thirty-second commercial can cost more than producing ten relatable ads combined. It is not that brands hate celebrities. They simply have to think of returns. If a small, honest, everyday-life ad can give the same or better results, why spend crores on one face?
Brands now prefer spending on creativity, not only on popularity.
8. Relatable Ads Often Get Shared More
Think of the last time you shared an ad with your friends or family. It was probably something funny, simple or extremely relatable. Maybe a dad struggling with technology. Maybe a sibling is stealing snacks. These things spark memories and conversations.
Celebrity ads are visually beautiful, but relatable ads become shareable.
ALSO READ | Social Media Growth in India: The Untold Story of Tier-2 Brand Takeovers.
9. Younger Audiences Want Imperfections
Young Indians do not trust anything that looks too perfect. They want content that feels raw and human. They relate more to someone recording at home with background noise than a celebrity delivering polished lines.
If a famous actor says a washing powder works, people smile politely. If a young creator shows a real stain disappearing, people believe it.
10. Relatable Ads Make the Brand Feel Approachable
( Source – freepik.com )
A brand that shows normal people becomes a brand that understands normal people. It builds personality. It feels friendly rather than corporate. Consumers appreciate this and often develop long-term loyalty.
A relatable brand looks like one that actually cares about customer problems, not just sales charts.
Check Out
Boss Wallah’s studios empower entrepreneurs and brands to produce high-quality content with ease.
The Bigger Reality
Indian consumers have grown. They no longer fall for glamour. They want honesty, relatability and humour. They want ads that reflect their own culture, family structure, frustrations and joys.
Celebrity endorsements still matter for big launches or mass campaigns. But for regular digital marketing, relatable storytelling has taken the crown. It is personal, believable and surprisingly effective.
The future of Indian advertising belongs to real moments and real people.
