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,' 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.
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, 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 explained.
The campaign, which featured Tharoor alongside Kerala stars Sanju Samson, became a rare crossover where politics, sport, and entertainment intersected without friction. Joseph added that the intent was to make the campaign 'a celebration of Kerala’s footballing spirit,' and Tharoor’s personality made that effortless. It wasn’t about casting him as a politician but as a public intellectual and cultural figure whose communication skills aligned perfectly with the campaign’s core message.
The gamble paid off. The campaign generated widespread engagement, particularly among younger audiences, who appreciated seeing a political figure in a lighter, more relatable role. “It sparked conversation, which was exactly the goal. Even people who don’t align with his political party responded positively,” said Joseph.
That same balance of seriousness and playfulness is what Anjo Jose Kandathil, Co-founder and Creative Director, Toki, wanted for the campaign. The idea to bring Tharoor on board came naturally, he says, “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. All credit goes to the client team, who pursued this crazy and ambitious idea to make it happen.” Kandathil believes the success lies in authenticity, “He was happy and excited to take it up as he was representing the people of Trivandrum which is his constituency.” Calling it a rare opportunity and a stroke of luck, he mentions that personalities like Mr. Tharoor can’t be replicated every time. But there are other figures there who can bring similar depth to brand storytelling.
Beyond brand collaborations, Tharoor’s growing digital visibility also reflects a shift in audience expectations. Shradha Agarwal, CEO and Co-founder of Grapes, said this trend speaks to a broader cultural movement toward authenticity. She says, “The overall culture is moving towards genuine people, we don’t just want to know what someone does, we want to know who they are.” For her, Tharoor’s appeal rests on three things: his intellect, his voice, and his contrast. She explained, “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.” She noted that this quality resonates particularly with urban professionals and Gen Z viewers.With millennials valuing his intellect and Gen Z enjoying his wit, he represents substance in a world full of noise.
Thus, the cross-generational pull has made Tharoor a rare kind of political personality who can move fluidly between formats, from viral brand posts to educative docu-series like Imperial Receipts and even perform stand-up comedy on One Mic Stand.
Sumanto Chattopadhyay, popularly known as The English Nut, who interviewed Tharoor, described him as 'a public persona that transcends politics.' Chattopadhyay explains, “He is witty, knowledgeable, and a gifted speaker; suave and at ease both on stage and in front of the camera.” Sumanto also added, "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 brands today are seeking distinct personalities who bring both substance and entertainment. “With cricketers and film stars not within every marketer’s reach, brands have expanded their pool of collaborators to include comedians, chefs, musicians, and even authors. Tharoor fits perfectly into this shift — his English eloquence was used humorously in the Kerala Super League video while his being Malayali added a cultural connect. Similarly, his poetic English was the highlight of Swiggy’s idli post.”
Indeed, Tharoor’s brand of 'intellectual charm' offers brands a break from formulaic celebrity campaigns. Nisha Sampath, Managing Partner, 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 word play, 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,” she said. “He offers substance with style.” She added that Tharoor’s ability to shift between humour and intellect without losing credibility gives him rare versatility, “When I look at his collaborations with Swiggy, Kerala Super League, or Imperial Receipts, I see a clear strategy. He is building relevance beyond politics while staying authentic to who he is. He’s not an influencer in the traditional sense but someone who embodies credibility and curiosity.”
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. Shashi Tharoor is a different brand endorsing-face, he certainly is a different kind of an influencer, he packs in a great degree of integrity and of course English wit and wisdom.”
But with all that in discussion, one question rises: 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.” He adds, “No one else in India has successfully straddled so many fields: diplomacy, politics, writing, and public speaking. He’s an accomplished diplomat, a prolific author, and an intellectual. That makes him very attractive to brands and people alike.” However, Mathias also cautioned 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,” he said. “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. “Aligning with high-profile personalities always carries a degree of uncertainty,” he said. Sampath explains that brands must be mindful of his political role, “He represents an interesting opportunity as an influencer, but the fit with both audience and topic has to be right. His active role in politics would make brands cautious to engage in areas where they might risk a backlash. But there are areas (like patriotism) where his views would definitely be more unifying than polarising.”
This crossover between politics and pop culture also redefines what influence means in the advertising world. As audiences seek meaningful, idea-led content, brands might increasingly turn to figures who can bridge intellect and engagement. But as Anjo explained, “Just having big names won't help. The script or the idea should justify having them there.”
Taken together, these perspectives reveal why Tharoor’s appearances feel less like calculated image-building and more like an extension of his personality. His fluency across formats mirrors the larger media landscape where audiences crave authenticity, intellect, and warmth over scripted celebrity endorsement. As the lines between public figures, politicians, and influencers continue to blur, Tharoor represents a broader transition in Indian media culture, one where credibility meets relatability. Whether or not other politicians follow suit, his presence marks an inflection point. As Mathias put it, it ultimately comes down to personal choice, “There’s no law against politicians engaging with brands. It’s about what aligns with who they are.” In Tharoor’s case, it seems the alignment between intellect, curiosity, and cultural relevance has already found its perfect stage and audiences are clearly here for it.