In recent months, Shashi Tharoor has emerged as an unmistakable cultural presence, far beyond the confines of Parliament or literary contexts. From his witty response to the viral Swiggy ‘idli post,’ his presence on the Super League Kerala ad, to his earlier appearance on a comedy special with Sapan Verma, and his participation in the docu-series Imperial Receipts, Tharoor has entered a phase of public life that blends intellect with accessibility, gravitas with humour. In doing so, Tharoor seems to have unlocked a new playbook for political communication - one that mixes humour, intellect, and pop-cultural agility.
This growing visibility has caught the attention of both audiences and industry observers. What explains this surge in Tharoor’s screen time, and what does it say about how political figures navigate today’s media culture?
According to Mathew Joseph, Director and CEO of Super League Kerala, the decision to feature Tharoor in the league’s campaign was cultural rather than political. “Dr. Shashi Tharoor is not just a politician; he is a patron of Thiruvananthapuram Kombans FC and an MP from Thiruvananthapuram. He was chosen because of his unique blend of wit, cultural resonance, and celebrity status. His presence helped the league bridge sport with regional pride and humour, making the campaign not just about football but about our identity,” Joseph explains.
Featuring Tharoor alongside Kerala stars like Sanju Samson created a rare crossover of politics, sport, and entertainment. Joseph adds that the intent was to make the campaign “a celebration of Kerala’s footballing spirit,” and Tharoor’s personality made that effortless, engaging younger audiences who appreciated seeing him in a lighter, more relatable role.
That same balance of seriousness and playfulness is what Anjo Jose Kandathil, Co-founder and Creative Director at Toki, wanted for the campaign. The idea to bring Tharoor on board came naturally. “Once we decided on the direction of this campaign, we realised that we didn’t have a star to represent the Trivandrum club. In a random discussion with the client team, we stumbled upon Mr. Tharoor,” Kandathil says. He also adds that the success lay in authenticity, noting that Tharoor was happy to represent the people of Trivandrum, and called it a rare opportunity that couldn’t easily be replicated.
Beyond brand collaborations, Tharoor’s growing digital visibility also reflects a shift in audience expectations. Shradha Agarwal, CEO and Co-founder, Grapes, says this trend speaks to a broader cultural movement toward authenticity. For her, Tharoor’s appeal rests on three things: his intellect, his voice, and his contrast. She explains, “He’s not a celebrity in the traditional sense, but his intellect, across history, literature, and policy gives instant gravitas to any conversation. Add to that his social media fluency and wit, and you get a politician who engages beyond political agendas.”
Sumanto Chattopadhyay, popularly known as The English Nut, who interviewed Tharoor, described him as “a public persona that transcends politics.” He explains, “He is witty, knowledgeable, and a gifted speaker; suave and at ease both on stage and in front of the camera, he clearly enjoys the limelight– and crucially, he doesn’t take himself too seriously. These are the very attributes that make him a natural for shows and brand collaborations.”
Chattopadhyay believes that brands today are looking for personalities who can deliver both substance and entertainment. With cricketers and film stars not always accessible, marketers are turning to collaborators like comedians, chefs, musicians, and authors. Tharoor fits this trend perfectly.
Indeed, Tharoor’s brand of ‘intellectual charm’ offers brands a break from formulaic celebrity campaigns. Nisha Sampath, Managing Partner at Bright Angles Consulting, sees him as a “multi-talented personality, with exposure across the spectrum of international diplomacy, political leadership and a prolific output as a writer. You can’t put him in a box as a certain type of influencer, or even a certain type of politician.” She adds, “His real strength is his appeal across an urban English audience who value his wordplay, as well as the mass audience that elects him. His wit and charm are the icing on the cake.”
This nuance, between personal authenticity and political identity is what makes Tharoor a fascinating case study. Ambika Sharma, Founder and Chief Strategist, Pulp Strategy sees his collaborations as a natural evolution rather than a reinvention. “He brings together intellect, wit, and cultural connection, which makes him stand out in a digital world that rewards noise over nuance. He offers substance with style.” She added that Tharoor’s ability to shift between humour and intellect without losing credibility gives him rare versatility.
To Harish Bijoor, Brand Expert and Founder of Harish Bijoor Consults Inc., Tharoor’s appeal lies in his multidimensional personality. He says, “To many, he is a politician; to others, an author; to yet others, an English persona with a unique take on the language. He attracts eyeballs, and anyone who does that is valuable to brands.”
Yet amid all this visibility, one question lingers: Does Shashi Tharoor’s growing media presence mark the beginning of a new era- one where politicians evolve into brand personalities, reshaping how intellect and relatability come together in popular culture?
Lloyd Mathias, Angel Investor and Independent Director, described Tharoor as “a cultural phenomenon.” However, Mathias also cautions against interpreting Tharoor’s growing media presence as a shift into commercial endorsements. “There’s no restriction on politicians participating in brand content as long as it doesn’t conflict with their role, but I don’t think Tharoor will take on formal endorsements. He does things that play to his passions, whether that’s cricket, writing, or culture.”
Mathias also cautions that while brands would love to associate with a figure like Tharoor, it’s equally risky if his political standing ever shifts. Sampath adds that while Tharoor presents an interesting opportunity as an influencer, brands need to be mindful of his active political role. This makes them cautious about engaging in areas that could risk backlash, though in domains like patriotism, his views are more likely to be unifying than polarising.
Taken together, these perspectives show why Tharoor’s appearances feel less like calculated image-building and more like an extension of his personality. His fluency across formats mirrors a media landscape where audiences value authenticity, intellect, and warmth over scripted endorsements. As the lines between public figures, politicians, and influencers blur, Tharoor represents a shift in Indian media culture. As Mathias put it, “There’s no law against politicians engaging with brands. It’s about what aligns with who they are.” In Tharoor’s case, intellect, curiosity, and cultural relevance have converged - not as strategy, but as an authentic expression of who he is.
