Brands are seizing the opportunity to capitalize on the social media fame of celebrity family members associated with the sports and film industries. Despite awaiting her debut film, Shanaya, daughter of actor Sanjay Kapoor, has already been featured in advertisements for a jewelry brand and a hair straightener company. Similarly, influencers such as Anshula Kapoor (sister of Arjun Kapoor), Sara Tendulkar (daughter of Sachin Tendulkar), and Mira Rajput (wife of Shahid Kapoor) have collaborated with brands like EKAM, Natural Ice Cream, and Samsung for their social media campaigns, leveraging their family names. Industry experts suggest that A-listers’ family members can earn between ₹15-30 lakh for a single post as part of a social media campaign.

Mira Rajput boasts 4 million Instagram followers, while Shanaya and Sara have 1.5 million and 2.3 million followers, respectively. Mitesh Kothari, Co-founder and Chief Creative Officer at digital agency White Rivers Media, explains that collaborating with star kids is appealing for designer brands because their public appearances are widely captured and shared on social media platforms, increasing brand exposure and community building.

Some star kids pursue careers as actors, influencers, and models, while others, like Alanna (Chunky Panday’s niece) and Alaviaa Jaaferi (Jaaved Jaffrey’s daughter), take diverse paths. Amitabh Bachchan’s granddaughter Navya Naveli Nanda, for instance, focuses on women’s rights.

Amit Mondal, the founder of influencer marketing firm Pulpkey, describes this as a form of camouflaged advertising where relatives can sign up for brand collaborations at a more reasonable rate than the celebrity family member, bringing indirect support from the star. Brands also find value in the diverse followers and engagement that star relatives bring to the table.

While being a star relative provides an initial boost, the long-term success depends on the quality and relatability of the content, according to Himanshu Arora, Co-founder of digital agency Social Panga. Millennials may have a stronger connection with mega-movie stars, but star kids resonate well with Gen Z due to their relatability.

Individuals like Mira Kapoor, who may not aspire to act, have successfully established their identities. Anshula Kapoor, for instance, advocates for body positivity and addresses topics like PCOS, reflecting through both her organic and branded content. Brands are becoming more selective in their collaborations, aligning with celebrities based on audience relevance rather than sheer popularity, notes Hitarth Dadia, Partner at NOFILTR.GROUP, a Mumbai-based marketing agency.