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Mumbai | September 2025
A storm has erupted on social media after a global luxury brand announced Alia Bhatt as its new face, replacing Deepika Padukone. What should have been a routine brand endorsement turned into a heated debate, with Deepika’s fans accusing Alia of being “jealous” and “obsessed.”
The online spat has quickly become one of Bollywood’s most talked-about controversies this week.
How It Started
The brand unveiled Alia as its ambassador through a glossy campaign that dropped online on Friday. But within hours, hashtags like #BringBackDeepika and #BoycottXYZBrand started trending on X (formerly Twitter).
Deepika, who had been associated with the luxury label for years, was seen by fans as the perfect fit due to her global presence and red-carpet appearances. The sudden replacement left many questioning the brand’s decision.
Fans’ Reactions
Social media erupted with sharp reactions:
- Some accused Alia of “copying” Deepika’s career moves.
- Others went as far as comparing her to Hollywood actress Sydney Sweeney, claiming Alia’s international push felt “forced.”
- Several fan accounts circulated edited videos and side-by-side comparisons of Deepika’s past campaigns vs Alia’s latest shoot.
One viral comment read: “Deepika brought elegance, Alia is trying too hard. This is obsession, not inspiration.”
Alia’s Camp Responds
While Alia Bhatt has not officially responded to the criticism, her PR team highlighted that the actress has become a global name with her recent Hollywood film debut and multiple brand tie-ups. Insiders say the brand felt her “youthful, versatile image” better aligns with its new strategy.
Why This Matters
- Star Power Wars: Endorsements are no longer just ads, they’re status symbols in Bollywood’s hierarchy.
- Global Spotlight: Both actresses have made international strides Deepika with xXx: Return of Xander Cage and Cannes appearances, Alia with Heart of Stone and Met Gala debuts.
- Fan Culture: The backlash proves how emotionally invested Bollywood fandoms are, turning brand deals into battlegrounds.
Industry Buzz
Marketing experts say this isn’t unusual.
“Brands often rotate ambassadors to keep campaigns fresh. But when it involves stars like Deepika and Alia, fan wars are inevitable,” said Shailesh Mehra, a Mumbai-based branding consultant.
Conclusion
For now, Alia Bhatt is the new face of the brand, but Deepika Padukone’s fans are making sure the debate stays alive. Whether this controversy fades out or intensifies will depend on how the actresses handle the noise. One thing is clear: in Bollywood, even a simple brand swap can set social media on fire.
