Korean stars dominate domestic advertisements from Pulse to Colgate: Pop craze increased by 350% in 5 years, Koreans are the biggest ‘brand ambassadors’ in the Indian market.

Korean culture has been emerging rapidly in India for the last few years. Be it the BTS band in music or stories like Skewed Games-Demon Hunters in web series. ‘Korean Wave’ is at its peak in India. Recently, South Korean singer Aoora sang the jingle for India’s iconic Pulse candy, did a dance challenge and became the face of a brand that is deeply rooted in Indian street culture. Aura shifted to India in 2023. Worked with local artists. Sung the song ‘Woh Kisna Hai’ in Mathura. Also performed in the Hornbill Festival of Nagaland. Aura recently also released a new version of Shiv Tandav Stotra, which is going viral on social media. He has appeared in Bigg Boss and has been a part of Balaji Telefilms’ show… That means this trend is not just a brand ambassador model, but a cultural mix. Korean Culture; This is how it is growing in India – 362 percent jump seen in Korean pop streaming in India…, i.e. three and a half times jump in 5 years. – Korean show Demon Hunters got 266 million views, that too in just 91 days of its release. – 84.5 percent Indians have positive attitude towards Korean content. India is at third place in this. Crocs advertisement, Korean actress with Siddhant Chaturvedi Crocs India had featured Korean actress Chae Soo-bin along with Gully Boy fame actor Siddhant Chaturvedi in its monsoon campaign. Got more than 2 crore views on YouTube and 41 crore views on Instagram. Colgate’s advertisement made Korean singer the face Colgate India included Korean singer-actress IU in the Asia-Pacific campaign. It has 5.8 crore views on YouTube. Pulse Candy advertisement, Korean star Pulse Candy, seen in desi style, launched Hinglish jingle with Aura. There are more than 67 lakh views on Instagram. This is the first time that a big brand has presented a Korean star in a desi style. Coca-Cola commercial, Indian actress with Korean pop group Indian actress and model Andrea Cevichusa appeared in a Coca-Cola commercial with Korean-pop group New Jeans.



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