At WPP’s Brew 2026, actor Varun Dhawan spoke about the evolving relationship between entertainment, branding and authenticity during a session titled ‘Built for the big screen, wired for the masses’. The session was moderated by Geeta Vatnani, national head - entertainment and west head - sports, WPP Media, also included Vinit Karnik, managing director - sports, esports and entertainment, WPP Media.

Dhawan said that in an era shaped by rapid technological shifts and fleeting trends, audiences are increasingly craving emotional depth and authenticity. “In 2026, with technology moving so fast and trends constantly changing, what really matters is depth. People want to hold on to raw emotion because there’s so little of it that we are seeing of it in today’s fast-moving world.”

According to him, audiences today are emotionally desensitised by the constant flow of information and disturbing global events, making authentic emotional storytelling even more valuable.

“Whether it’s films, brands or any form of content, raw emotional stories and honestly-made products are what truly resonate now,” he said.

He argued that strong products ultimately market themselves, while weaker products reveal the real brilliance of marketing.

“If you have an amazing product, you simply keep pushing it, and eventually its authenticity catches up. But when you have an average product and still manage to make it succeed, that’s when true marketing genius comes into play.”

Speaking about metrics and social media visibility, Dhawan cautioned against relying solely on digital numbers to measure cultural relevance. 

“I don’t think you can always have a metric, especially with massy films. Today, the numbers lie beyond social media,” he mentioned, adding that several so-called ‘old-school’ brands continue to post extraordinary business results despite not always dominating online conversations.

He cited brands like Santoor (a brand he has endorsed) as an example of storytelling-led marketing that has sustained itself over decades. “The narrative works so strongly that the brand doesn’t even need a celebrity ambassador anymore,” he said.

Stressing how art and commercial considerations should remain distinct in the creative process, Dhawan shared, “Mixing art and money is not always the best thing. Your art has to remain pure, whether you are acting, marketing a film or working behind the scenes. If the intent is honest, audiences somewhere connect with that spiritually.”

According to him, the audience today has become much more open-minded. “In our country, there are a lot of taboos. We feel that India mein yeh nahi chal sakta, but we have seen very hyper-violent films work recently. Nobody thought that would happen. We have seen A-rated films becoming the highest grossers. So, whatever you do, the intent with which you are doing it has to be the best. If one is authentic and has that vision, magic will happen,” he noted.

The actor also weighed in on celebrity endorsements, arguing that authenticity in brand associations has become critical in today’s environment.

He observed, “As an audience member, I would sometimes see actors endorsing products and immediately feel they probably don’t use them in real life.

In contrast, he described Sanjay Dutt’s association with an alcohol brand as an example of a believable celebrity-brand fit.

“The audience knows he’s not faking it. When the fit feels authentic, people believe it,” he said.

When asked about actors who he believes are exceptional marketers, Dhawan named Shah Rukh Khan for his long-standing brand relationships and sustained relevance across generations.

“He has some strong brand relationships and work ethics. At no point does he feel irrelevant. I also like Salman Khan’s RuPay ads. They are very well-written,” he concluded.