How Celebrity Podcasts Are Shaping Brand Narratives In India

The podcasting boom in India is reaching new heights, with celebrities stepping into the spotlight as hosts. These star-powered podcasts are engaging listeners with compelling conversations while offering brands a powerful platform to connect with audiences. By combining celebrity influence with long-form storytelling, these shows are reshaping how brands forge emotional connections in an increasingly digital world.

Globally, podcasting is on a rapid growth trajectory. With over 546 million podcast listeners worldwide, ad spending in this medium is projected to hit $4.02 billion in 2024, underscoring its potential as a marketing tool.

The Celebrity Podcast Advantage for Brands:

Celebrity-hosted podcasts thrive on authenticity and personal engagement, qualities that traditional advertisements often struggle to deliver. In a celebrity-driven culture like India’s, the voices of stars command authority and trust, enabling deeper audience connection.

“Podcasts allow for in-depth discussions that traditional ads cannot accommodate, enabling brands to weave a narrative that aligns with their ethos,” says Ashit Kukain, CEO of Radio City.

He points to the example of Bira 91 and Spotify, which partnered with Neha Dhupia’s popular podcast to appeal to millennial and Gen Z audiences. The casual tone of her celebrity interviews aligns with brands seeking a relaxed yet impactful presence.

Evolution of Brand Partnerships:

The partnership model between brands and celebrity podcasts is evolving. Moving beyond basic sponsorships, brands are now co-creating episodes, tailoring campaigns for specific audiences, and even launching dedicated branded podcasts featuring celebrity hosts.

“In a cluttered advertising landscape, celebrity podcasts in India stand out as a refreshing and effective medium for brands to build meaningful connections,” says Mamta Dhingra, Founder of Lateral Sutra. She cites Ranveer Allahbadia’s The Ranveer Show as a prime example. Focused on themes like entrepreneurship, health, and personal growth, the podcast has made Allahbadia a magnet for brands targeting ambitious young professionals.

Challenges in Podcast Branding:

While the potential is immense, challenges remain. Overloading episodes with branding can alienate listeners, while overly subtle integration may fail to create recall.

“As a podcaster myself, I’ve faced challenges in accessing comprehensive data about our audience,” shares Dhingra. “Beyond basic metrics, it’s difficult to understand who is listening, when, and why certain genres perform better than others.”

Regional Podcasts Unlock New Opportunities:

The rise of regional celebrity podcasts is another key trend, enabling brands to tap into Tier-2 and Tier-3 markets.

• RJ Balaji’s Tamil Podcast: Known for his humor and social commentary, Balaji has partnered with FMCG brands to engage Tamil-speaking audiences.
• Papon’s Assamese Conversations: The singer’s podcast has become a cultural touchpoint in the Northeast, offering brands a chance to connect with aspirational, culturally rooted listeners.

The Future of Podcasting

As the medium matures, innovative collaborations between brands and celebrity podcasts are expected to grow. These partnerships are turning podcasts into a cornerstone of brand storytelling in India’s digital-first ecosystem.

For brands and celebrities alike, the podcast mic is no longer just a tool for amplifying stories—it’s amplifying trust and engagement, making it one of the most promising avenues for marketing in the modern era.