In Dubai’s increasingly competitive real estate market, celebrity endorsements are emerging as a key marketing tool, with developers turning to Bollywood stars to attract Indian buyers and investors.The shift comes at a time when the emirate is entering a crucial phase, with nearly 83,000 new homes scheduled for completion this year. As supply rises, developers are moving beyond traditional sales pitches centred on amenities and views, instead marketing an aspirational lifestyle linked to the “Dubai dream” — often fronted by familiar faces from Indian cinema.

Celebrity-led marketing push

In recent months, several developers have signed high-profile Bollywood actors, transforming marketing campaigns into star-driven branding exercises.Luxury developer DAMAC Properties has brought on actors Alia Bhatt and Ranbir Kapoor to promote its premium residential portfolio, targeting high-net-worth individuals (HNIs) in India as well as the Indian diaspora. Danube Properties has adopted a broader strategy, appointing Shah Rukh Khan as its global brand ambassador while also 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 recently launched a project featuring Salman Khan as the brand’s face.Industry observers say the approach reflects the growing importance of emotional branding in a crowded market.

Bollywood and the ‘trust’ factor

For Indian buyers evaluating overseas property investments, familiarity plays a significant role. Real estate experts say celebrity endorsements help build trust and recall in a market that can otherwise appear complex to first-time international investors.“The celebrity becomes a differentiator in a crowded marketplace. Aspirational branding helps developers command pricing power and achieve faster sales absorption,” said Sankey Prasad, Chairman of Sterling Ark Holding.Dubai’s investment appeal is also supported by financial considerations. Rental yields in Dubai typically range between 6% and 10%, compared with 2% to 4% in major Indian cities such as Delhi and Mumbai. The absence of tax on rental income and capital gains, along with long-term residency options such as the 10-year Golden Visa for investments above AED 2 million, continues to draw Indian investors.

Marketing strategy amid rising supply

Analysts say the growing reliance on celebrity endorsements is also a response to an expanding supply pipeline, Economic Times reports. With a large number of residential units expected to be completed between 2026 and 2027, concerns about oversupply have emerged in certain micro-markets, including Jumeirah Village Circle and Business Bay.Developers are using star-led campaigns to differentiate projects, shorten sales cycles and encourage existing Indian expatriates in Dubai to shift from renting to ownership.

Buyers urged to focus on fundamentals

Despite the marketing push, real estate advisors caution buyers against relying solely on celebrity appeal.“A celebrity can enhance brand recall, but it cannot compensate for weak fundamentals such as poor connectivity, unrealistic pricing or execution risks,” said Ritu Kanth Ojha, a Dubai-based real estate advisor.As Dubai’s property market navigates a high-supply phase, industry experts say investment decisions should continue to be driven by location, developer track record and long-term value rather than promotional appeal.