Bvlgari has roped in Shahid Kapoor as its first Friend of the House for fragrances in India, marking a new chapter for the Italian luxury Maison’s presence in the country.
Under the partnership, Kapoor will front a curated selection of Bvlgari’s fragrance portfolio, including the Bvlgari Man and Bvlgari Le Gemme collections. The collaboration holds particular significance as it represents the brand’s first fragrance tie-up with a male face in the Indian market, signalling Bvlgari’s growing focus on male grooming and fragrance consumers in the region.
Speaking on the association, Shahid Kapoor said fragrance has always felt like an extension of personality to him, and that what drew him to Bvlgari was how distinctive, confident and memorable each scent in the portfolio feels. He expressed enthusiasm about beginning this journey with the Maison.
The partnership positions Kapoor as the face bridging Bvlgari’s luxury fragrance lines with Indian audiences, leaning on his pan-India star appeal and his established image as a style-conscious personality off-screen. For Bvlgari, the move taps into the rising appetite for premium fragrances among Indian men, a category that has seen renewed brand investment as luxury houses look to deepen their footprint beyond watches and jewellery.
While no campaign visuals or activation details have been announced yet, the tie-up is expected to roll out across Bvlgari’s fragrance communication in India, with Kapoor likely to feature in upcoming brand campaigns tied to the Man and Le Gemme lines.
