Dubai developers use star power to amplify India outreach
Times of India
by TOI BUSINESS DESKFebruary 14, 2026
AI-Generated Deep Dive Summary
In Dubai's rapidly evolving real estate market, developers are increasingly turning to celebrity endorsements, particularly from Bollywood stars, to attract Indian buyers and investors. As the emirate faces a surge in housing supply—with nearly 83,000 new homes set for completion this year—traditional marketing approaches centered on amenities and views have given way to aspirational branding campaigns featuring familiar Indian cinema icons. This shift reflects a growing reliance on emotional branding to differentiate projects in a crowded market.
Luxury developers like DAMAC Properties have enlisted high-profile actors such as Alia Bhatt and Ranbir Kapoor to promote their premium residential properties, targeting affluent Indians and the Indian diaspora. Similarly, Danube Properties has appointed Shah Rukh Khan as its global brand ambassador while collaborating with Kartik Aaryan to appeal to younger, mid-market buyers. Imtiaz Developments has partnered with Hrithik Roshan to position its projects as design-led luxury offerings, while HRE Development features Salman Khan in its marketing campaigns.
The use of celebrity endorsements is particularly effective in building trust and recall among Indian investors, who often find familiarity a key factor when considering overseas property investments. Real estate experts highlight that aspirational branding not only enhances brand recognition but also helps developers command higher pricing and achieve faster sales absorption. Additionally, Dubai's financial appeal—such as rental yields ranging between 6% to 10%, compared to 2% to 4% in Indian cities like Delhi and Mumbai—further draws Indian investors.
However, the increasing reliance on star-driven campaigns is also a response to rising concerns about oversupply in certain micro-markets. With thousands of new residential units expected by 2026-2027, developers are using celebrity-led campaigns to differentiate projects, shorten sales cycles, and encourage existing Indian expatriates in Dubai to transition from renting to owning.
While celebrity endorsements can enhance brand recall, experts caution buyers not to overlook fundamental factors such as poor connectivity, unrealistic pricing, or execution risks. As Dubai's property market navigates a high-supply phase, investment decisions should remain focused on location, developer track record, and long-term value rather than promotional appeal alone.
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Originally published on Times of India on 2/14/2026