'Joh log mehnat ka saath nahi chhodte… kismat kabhi unka haath nahi chhodti,’ says Pankaj Tripathi in his film Gunjan Saxena: The Kargil Girl. This dialogue feels like a reflection of his own life—a journey from playing small roles to becoming one of the most impactful actors in Indian cinema today. But Tripathi’s influence extends beyond feature films. His understated yet powerful performances have the rare ability to elevate even brand campaigns, bringing a sense of credibility and relatability that only a few actors can match. Whether promoting Madhya Pradesh Tourism or lending his grounded charm to NPCI, Pankaj Tripathi’s authentic persona deeply resonates with India’s diverse audience. Even when the creative concept is average, his presence transforms campaigns into memorable narratives, showcasing the power of subtlety in building trust and emotional connections with consumers.
“Pankaj Tripathi has become a popular choice for brands because he represents the ‘common man’ and stands for values like family, tradition, and simplicity. He is also known for this honesty & simplicity, which makes him relatable and trustworthy, fitting well with brands that focus on Indian households and cultural connections,” explains Ashish Karnad, Executive Vice President – Hansa Research.
According to the Brand Endorser Report 2024 by Hansa Research, Pankaj ranks 80th overall in India, which is impressive for a character actor who is more famous on OTT platforms than in mainstream movies. Karnad further adds that his rank improves to 60th in metro cities, compared to 139th in smaller towns, likely due to the higher popularity of OTT content in urban areas. “He is also ranked higher in regions like the West, East, and North compared to the South. Pankaj does well among men (45th) and younger audiences aged 16-19 (40th), showing his appeal to these groups. His ability to connect with different audiences and categories makes him a strong choice for brands looking for someone relatable and impactful,” elaborates Karnad.
PANKAJ TRIPATHI - THE BRAND
Tripathi’s advertising journey began over 14 years ago with Tata Tea, and he continues to represent Tata’s ventures as a dependable brand ambassador. Notable endorsements include campaigns for UPI, Swiggy, Capri MSME Loans, SRMB Steels, India Gate Basmati Rice, and a memorable #SachMein ad with Aamir Khan for Star India. Over the years, Pankaj Tripathi has become a trusted face for several major brands, endorsing names like Policybazaar, Tata Tea, Britannia Milk Bikis, Baidyanath Chyawanprash, Glucon-D, Xiaomi Redmi, Fino Payments Bank, and Cadbury Fuse. More recently, he was seen in Protean, Madhya Pradesh Tourism, and NPCI’s ads. His authentic persona and credibility make him a preferred choice for brands across diverse sectors.
“Pankaj Tripathi is certainly an ideal choice for a fair number of campaigns, primarily because he brings a sense of calm to the otherwise loud and cluttered brand environment. Tripathi represents credibility—he is someone who does more and talks less. Many of his portrayals in cinema and on OTT platforms have helped build this image. He is a method actor, and I believe he is one who resonates with the common man. This is why brands like MP Tourism, NPCI, and others are eager to have him as their ambassador,” opines Harish Bijoor, Brand Guru & Founder, Harish Bijoor Consults Inc. He believes that there is a science to method acting, and to some extent, this applies to brand endorsements as well. “Whether it’s an election campaign or a brand seeking a more assertive presence, Pankaj Tripathi’s authenticity makes him a valuable asset,” he adds.
Speaking about the Policybazaar’s Ghor Paap campaign featuring Pankaj Tripathi, Samir Sethi, Head of Brand Marketing, Policybazaar shares, “We brought in Pankaj Tripathi as the brand ambassador a couple of years ago for the term life insurance campaign called Ghor Paap. When we developed the script for the campaign, the central character was envisioned as the gatekeeper of heaven and hell. During internal discussions about who could best portray this role, Pankaj Tripathi was the unanimous choice. We were confident he could convincingly bring the character to life, given his strong connection to Indian roots and his broad mass appeal. This wasn’t our first collaboration with Pankaj. We had previously worked with him on a few campaigns back in 2018, even before some of his career’s biggest milestones, such as his acclaimed web series and blockbuster films,” he says.
BEYOND THE SCRIPT
Beyond the script, Pankaj Tripathi’s authenticity and grounded persona shine through, making him more than just an actor in campaigns. His ability to connect deeply with audiences adds an emotional layer to brand narratives, turning even ordinary scripts into memorable stories.
“Pankaj Ji brings with him the subtlety and nuances of a common man. His mannerisms and tone perfectly reflect those of an everyday consumer. When crafting a campaign, we strive to identify the unique chord that Pankaj Ji strikes,” says Pramod Sharma, National Creative Director, Rediffusion. “Last year, we created three films with him for Capri Loans, where he perfectly aligned with our target audience and portrayed the characters exceptionally well. Given his journey from struggle to success, he has a profound understanding of life, making him relatable in ways few celebrities can match. He has lived through many of the roles he portrays. When we write a story, we do so with him and the essence of our campaign in mind. We leverage his natural mannerisms to enhance the appeal of our product. That said, the product and story must live up to his presence. Campaigns like UPI’s ‘Main Murkh Nahi Hoon’ utilised his strengths brilliantly,” he adds.
“These days, with increased awareness in marketing, consumers are showing a growing preference for relatable figures over larger-than-life celebrities. Pankaj Tripathi’s ‘common man’ appeal is perceived as genuine by audiences, which helps brands build trust in their products. Additionally, his strong presence on OTT platforms has made him a favourite among urban, younger, and digitally savvy audiences who value his versatility and unconventional roles,” states Karnad.
From a blink-and-miss debut in 2004’s Run to becoming one of India’s most respected actors, Pankaj Tripathi’s journey underscores the power of talent, determination, and authenticity. His unique blend of authenticity and relatability continues to redefine celebrity endorsements, proving that genuine connection can create lasting brand impact.
