Star power: ‘Celebrity ambassadors ensure we remain part of the conversation’
From Robert Pattison to Blackpink, Carlsberg Asia’s commercial VP Arindam Varanasi dives into what local and regional celebrity ambassadors bring to the drinks giant’s brands. Rebecca Lo reports.
At first glance, Robert Pattison and Blackpink have nothing in common. Yet it makes sense that both are celebrity ambassadors for beer brands 1664 and Asahi Super Dry, respectively. After all, they boast fiercely loyal young fans that drinks companies wish to cultivate.
Star power had long elevated marketing efforts to distinguish one brand from the next. What has changed lately is the confusing media landscape for a generation experimenting with alcohol for the first time.
Arindam Varanasi, Carlsberg Asia’s commercial VP, admitted that while traditional advertising remains important, it was no longer sufficient. “People engage with brands through culture, communities and shared experiences,” he stated. “That’s where the right ambassador can play a meaningful role, by helping us translate a brand’s identity into something more tangible and relatable.”
Star power
With more than 140 brands, Carlsberg shuns the one-size-fits-all approach. Rather, it selects celebrities to match a label’s positioning, targeted audience, and cultural context within specific markets. In Asia, there are additional nuances to consider: for example, countries such as Indonesia and Malaysia restrict alcohol sales to non-Muslims, leading to increased sensitivity for selection of activation sites.
Tuborg’s DNA is all about music and youth culture. Street cred within each market’s creative communities go a long way towards seamless integration of the Danish pilsner brand. To underscore individuality, Tuborg went with Korean American Jay Park and his influence across music, entertainment and entrepreneurship for its You Don’t Have To campaign celebrating self-expression.
“In early June, Jay Park’s concerts in Vietnam reinforced Tuborg’s connection with music culture and young consumers,” stated Varanasi.
Tuborg further localised its regional campaign through a co-created music video featuring Vietnamese rapper 24k.Right. The results were more than 300 fan submissions, 20,000 audience reach, 250,000 engagements, and 120,000 online discussions within six days after it dropped.
“The activation also contributed to commercial outcomes, reaching more than 60,000 consumers through the associated activation with one of Vietnam’s largest trade retailers,” noted Varanasi.
He stressed that markets such as Vietnam and China were ideal for celebrity and creator-led marketing due to their highly connected digital ecosystems, where cultural figures have significant influence on consumer behaviour.
“Consumers in these markets are not just passive audiences,” Varanasi opined. “They actively engage with content, participate in online communities, and influence purchasing decisions through social sharing and peer recommendations. As a result, well-executed ambassador programmes can generate substantial reach and engagement.”
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Why Chan’s the perfect choice to champion Chongqing
Another localised collaboration was Hong Kong veteran actor and singer Jordan Chan with Chongqing Beer, a popular brew in mainland China. “His strong local affinity and broad consumer appeal align well with Chongqing Beer’s heritage and loyal customer base,” said Varanasi.
He advised for each market to be carefully considered: “The same celebrity can deliver very different outcomes—for example, a music-led activation may resonate strongly in one market while a lifestyle or fashion-led approach may be more effective elsewhere. The best results come from combining a strong regional brand platform with locally relevant execution.
“The way we activate partnerships also varies by market. In Singapore, platforms such as GastroBeats provide opportunities to bring brands to life through immersive experiences that combine food, music and entertainment. In larger markets such as China and Vietnam, we are able to amplify campaigns through creator ecosystems, social platforms, community engagement, and large scale digital participation.”
Connecting with Gen Z
On 3 May 2026, Somersby regional brand ambassador Yeonjun from South Korean boy band Tomorrow x Together anchored a four-day activation event in Kuala Lumpur. His involvement drove 40,000 impressions and contributed to a 68% increase in e-commerce sales value of the cider brand through a VIP promotion on Shopee.
“The Somersby brand is centred around optimism, sociability and easy-going enjoyment, so we focus on approachable and relatable personalities,” explained Varanasi. “Yeonjun allows us to connect with younger consumers through digital-first content, social participation, and shareable experiences that align naturally with Somersby’s light-hearted character.
“During Yeonjun’s appearance in KL, we saw significant excitement from fans that travelled from across the region to participate in the event and engage with the brand. It helped Somersby connect with younger consumers through moments they genuinely wanted to be part of, extending brand reach through organic sharing and fan advocacy.”
Boosting long-term visibility
For Varanasi, there is no single formula beyond starting each partnership with a clear business and brand objective. Relationships with celebrities can be campaign-based or long term associations if they yield the right fit.
“We expect them to contribute far beyond traditional advertising,” he said. “They play a role in content creation, events, social engagement, creator collaborations, retail activations and consumer experiences.”
From a commercial stance, ambassadors help brands stand out in an increasingly fragmented marketplace by accelerating awareness and converting attention to trial and purchase.
“However, we view sales as only part of the equation,” Varanasi elaborated. “The most effective partnerships strengthen the brand’s desirability over time. They help us build emotional connections and ensure that our brands remain part of the conversation. Ultimately, the objective is not to borrow fame—it is to build cultural relevance that strengthens both brand equity and commercial performance.”
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