When YouTube wanted an icon to don the role of the internet’s favourite sensation, Ganji Chudail, they picked none other than the timeless trendsetter, Neena Gupta. In an Instagram world dominated by 20-somethings rocking Matcha mugs and Labubus as accessories, Neena is setting the stage for a refreshing change, maybe that is why brands too are tuning in. At 66, Neena Gupta is not entering frames, she’s knocking them down!
In Borosil’s latest digital-first campaign ‘Kitchen Connection’ celebrating real kitchens and everyday rituals, Neena Gupta narrates her story of resilience and warmth, from her perspective. But that’s not all, when Foxtale needed to break the generational wall, she split the screen with Internet sensation Orry, pointing to the fact that Neena is limitless and her age is just a number. She loudly wears the fact that influence is not about your age but about connection, credibility, and cultural relevance.
Her visibility today is rooted in a public life shaped by personal choices that stood out early on in her life. In the 1980s, she had a relationship with West Indies cricketer Viv Richards, who was married at the time. She later raised her daughter, Masaba Gupta, as a single mother at a time when such decisions were rare in Indian society.
Her career saw a turning point in 2017, when she posted on social media asking for acting opportunities, something rarely seen from someone of her experience and reputation. The post led her to roles in both mainstream films and web series, including Badhaai Ho, Shubh Mangal Zyada Saavdhan, Uunchai, Panchayat (Amazon Prime), Masaba Masaba (Netflix), and others.
What stands out in her current brand associations is the diversity of companies she’s working with, spanning technology, food delivery, healthcare, appliances, and electric vehicles.
But the real question is what sets her apart? Why are brands still tapping Neena Gupta in a space dominated by younger, digital-native influencers?
Kalyan Kumar, Co-founder and CEO, KlugKlug, a B2B SaaS platform, specialising in influencer marketing, breaks down Neena Gupta’s Instagram presence, which boasts around 1.3 million followers.
According to Kumar, nearly 30% of her audience falls in the 25–34 age group, while 10% are aged 35–44. The gender split is also well-balanced, with 52% women and 47% men. He notes that this diverse and demographically rich audience makes her an ideal fit for larger brands aiming to engage both men and women across multiple generations.
Kumar observes that Neena Gupta brings a rare blend of authenticity and warmth, qualities, often missing in the high-gloss world of celebrity culture. Her presence feels deeply relatable, and her journey is one that genuinely makes people root for her success.
Dr Kushal Sanghvi, Chief Revenue OfficerOfficer, iCubesWire, an influencer marketing firm, says that her consistent presence across OTT platforms, films, and television has kept her closely connected with the audience. He adds, “The ongoing relevance naturally positions her as a compelling and credible choice for brand campaigns.”
Sanghvi notes that as brands increasingly target digital-first consumers, Neena Gupta fits in seamlessly. She represents the intersection of a new-age brand and a new-age celebrity, someone familiar yet refreshingly real, who connects deeply with today’s audience.
Manish Solanki, COO and Co-founder, TheSmallBigIdea, says “Neena Gupta’s rise signals a broader shift from aspiration to authenticity in brand storytelling.” He adds that in an age of brand fatigue, Gupta stands out with qualities that feel real, relatable, and refreshing to consumers.
Danny Advani, Head of Business Strategy, Dot Media, a content and influencer marketing company, states that while new-age actors bring reach and social media traction, many are still seen through the lens of privilege and nepotism. Advani also mentions that their endorsements often serve the purpose of driving visibility, not necessarily credibility. Gupta, on the other hand, transcends vanity metrics like CPV (cost-per-view) or follower count. She represents earned value, which is rooted in authenticity, not an algorithm.
How did she become the face of digital campaigns?
Gupta represents a refreshing departure from the typical veteran celebrity endorsement. While icons like Amitabh Bachchan or Shah Rukh Khan are often aligned with legacy or traditional brands, Neena Gupta has seamlessly transitioned into the digital-first space, making her uniquely relevant to contemporary audiences. One of the reasons could be that her roles speak the language of relatable voice-over polished perfection.
Kumar states that while the celebrities showcase a lavish lifestyle, Gupta’s presence brings emotional connection and grounded authenticity. “Interestingly, her presence on social media is relatively new, so brands are moving beyond a clutter-celebrity face and seeking someone who can break through and connect with the audience,” he highlights.
Sanghvi states that she may not be positioned as a ‘massive celebrity’ like Amitabh Bachchan or SRK, but Gupta has carved a unique space by constantly reinventing herself across evolving content formats. “Her relevance feels fresh and earned, not inherited. For digital-first brands, many of which operate on leaner budgets, she also offers a more accessible alternative to big-ticket endorsers, without compromising on impact or credibility,” he mentions.
He also underscores that Neena adds an advantage of appealing to younger demographics, who discovered her on the Masaba Masaba show where she featured alongside her daughter.
Solanki points out that nowadays marketing is moving towards inclusive storytelling and persona-driven recall, and therefore veteran actors are bringing legacy and credibility that’s hard to script. He adds that names like Usha Uthup, Suresh Menon, Archana Puran Singh, Manoj Pahwa, and Anupam Kher offer brands a chance to signal depth, cultural memory, and distinctiveness, without being loud.
Cipla Health too unveiled a campaign with Neena Gupta as a brand ambassador. The campaign aims to emphasise the speed and reliability of Cipladine, making it the go-to solution for cuts, burns, and minor wounds. Talking about this association, Shivam Puri, CEO and MD, Cipla Health, mentions, “At Cipla Health, our belief is that wellness is a lifelong journey rooted in authenticity and resilience, and Neena Gupta perfectly embodies that spirit. Her strength, honesty, and cross-generational appeal make her an ideal face for Cipladine, a brand built on care, credibility, and continuity.”
Puri adds that Neena Gupta emerged as the ideal choice for the campaign as Cipla Health embraces a more inclusive and diverse health narrative. Her journey enables the brand to connect seamlessly across generations, offering a single, trusted voice that resonates with a wide spectrum of consumers.
Neena Gupta’s rise as a digital-age darling isn’t just a personal success story; it’s a signpost for the industry. For years, influencer marketing has skewed towards the young, chasing virality and follower counts. But Gupta proves that influence is not an algorithmic game, it’s a credibility game. She shows that brands can cut through digital fatigue by betting on voices that audiences already trust across generations. Her success signals the next phase of influencer strategy in India: one where inclusivity, relatability, and cultural memory matter as much as reach. In that shift, Neena Gupta is not just a participant, she’s the playbook.
