Shalini Passi: Why brands can’t get enough of her?

While influence can be temporary, true brand power is built to last - and Shalini Passi has proven that she is here for the long run! “I don’t hold grudges because it affects my skin” - Passi’s infamous saying on her Netflix show is what truly captures her essence! With her unapologetic charm, razor-sharp wit, and an aura of effortless glamour, she has captivated audiences far beyond social media. Her hit TV show has only established her magnetic appeal, making fans adore her for her unabashed attitude and unfiltered authenticity. 

Brands, too, seem to have taken notice. From boAt and Veeba to Karan Johar’s luxury jewellery line - Tyaani Jewellery, Passi has become the face of premium collaborations, commanding top-tier endorsement deals. 

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A post shared by Shalini Passi (@shalini.passi)

Passi commands an Instagram following of 1.5 million followers with content spanning from various genres, including fashion, travel, arts & entertainment, movies, religion & spirituality, beauty, and home decor. According to a report by Qoruz, an influencer marketing agency, her engagement rate stands at 0.69% with an estimated reach of 180.2K, which is relatively moderate considering the fact that she only recently rose to fame.

“Associating with Shalini Passi itself is newsworthy! She's a class act. So empirical data doesn't matter - she's the current favorite and that counts for more than all the metrics the strategy planners or media buyers deploy,” said Sandeep Goyal, Managing Director at Rediffusion. 

Vitasta Kaul, Chief Marketing Officer at Hoopr, further said, “Shalini Passi stands out because she seamlessly blends art, culture, and luxury, resonating deeply with premium and aspirational audiences.” Kaul added that according to a McKinsey report, influencer-led campaigns generate up to 60% higher engagement rates than traditional digital advertising. “Her credibility and curated aesthetic elevate brand narratives beyond conventional influencer marketing, making her a natural choice for brands aiming to establish a strong cultural footprint,” she added. 

The Qoruz report highlighted that reels are Passi’s most engaging content format, averaging 348.1K views, 10.3K likes, and 201 comments, with an engagement rate of 0.70%. With 84.46% of her audience based in India, a dominant 25-34 age group (55.03%), and a 64% male demographic, Passi remains a strategic choice for brands. 

Her Instagram collaborations include top names like Netflix India (59 posts), Dolce & Gabbana (25 posts), India Art Fair (18 posts), Manish Malhotra (17 posts), ITRH Official (15 posts), Alexander McQueen (15 posts), FDCI (14 posts), Dharmatic Entertainment (13 posts), Spotify India (10 posts), and Nikita Mhaisalkar (9 posts).

But does data-driven insights really matter to brands? Experts believe that it does and for all the right reasons.

Kaul highlighted that data is the backbone of influencer selection, engagement rates, audience alignment, and conversion potential to dictate partnerships. 

However, she also pointed out that while numbers drive initial selection, qualitative factors like brand storytelling and audience sentiment often tip the scale in favor of high-value influencers who can deliver authentic, lasting impact.

Shubham Singhal, Co-founder and CEO of Dot Media said, “When brands choose an influencer like Shalinee Passi, they don't just rely on numbers like engagement rate. Instead, they focus on how well the influencer's persona aligns with their brand image. They want to know if the influencer's audience aspires to be like them, and if they have a strong influence over their followers. Brands also consider the topicality of the influencer - are they relevant to current conversations and trends?”

According to him, brands are willing to amplify the influencer's content through paid media, so the engagement rate isn't as crucial. For big campaigns, the decision to partner with an influencer is more about strategic fit, narrative, and brand equity.

ROI factor

Kaul also mentioned that beyond impressions, brands measure ROI through sentiment analysis, audience action - clicks, conversions and long-term brand affinity. A well-executed influencer campaign isn’t just about numbers—it’s about shaping perception and driving sustained engagement.

Singhal further explained how brands measure success when collaborating with influencers such as Passi. According to him, they measure success in three main ways: media value, impressions, and shareability.

He said that first, they want to know how many people are seeing their campaign. The more eyes on it, the better. Next, they look at something called earned media value, which is like a monetary score for the media exposure they've generated. Lastly, they consider how shareable and viral their content is. Can people easily share it with others? Does it create a buzz? 

Singhal added, “All of this helps build brand recall and sentiment, which is crucial for creating a strong brand image. Take Cred, for example. Their ads don't focus on the USPs of their product. Instead, they've created quirky, memorable ads that build brand value and recall. For many brands, partnering with celebrities or influencers is about prestige, visibility, and association, rather than direct conversions.”

Brand campaigns

This was reiterated by boAt, which recently brought Passi on board for its latest campaign promoting the brand’s smart tracking tag.

The campaign highlights Passi’s passion for luxury handbags, showcasing her struggle to keep track of her prized collections. The video captures her journey as she seamlessly locates her favorite pieces using boAt’s innovative ‘Tag,’ a smart device that rings and pinpoints misplaced items with ease. An instagram reel of the campaign was able to capture 5,319 likes and 125 comments. 

“Shalini Passi is known for her meticulous attention to detail and her discerning approach to the things she owns and endorses. Whether it’s her fashion choices, lifestyle, or the brands she collaborates with, she ensures that every association aligns with her personal standards of quality, elegance, and sophistication. This keen eye for curation extends to her distinctive collection of bags—each piece carefully selected as an extension of her personality and refined aesthetic,” said a boAt spokesperson. 

They further added Passi also holds a wider audience reach including mothers and families who prioritize security and convenience. “By leveraging Shalini’s credibility and storytelling, we will showcase how boAt Tags seamlessly fit into the daily lives of consumers, reinforcing our brand’s commitment to innovation, practicality, and making technology more accessible and relevant for everyone.”

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She has also collaborated with Veeba for a campaign centered around the brand’s message, Mehnat ka Phal Veeba hota hai (The taste of hard work is Veeba). In a three-part video series filmed in her own kitchen, Passi prepares a simple yet flavorful pasta dish, while her kitchen staff’s playful reactions add a touch of humor. As she navigates the cooking process, she lightheartedly admits that, for once, she’s not the main attraction—the true star of the show is Veeba’s rich, flavorful sauces. The Veeba campaign garnered 11.5k likes and 247 comments on Instagram. 

Viraj Bahl, Founder and MD of VRB Consumer Products (Veeba & Wok Tok) said, “Shalini was the perfect choice for our brand collaboration — effortlessly embodying Veeba’s values of taste, quality, and lifestyle. Her sassy yet chic persona brought authenticity, humor, and elegance to the campaign, creating a strong audience connection.”

Passi has also collaborated with Tyaani Jewellery, showcasing their jewellery at several occasions on her tv show as well as on ramp walks. The video showed Passi as her most authentic self - being unabashedly herself and enjoying every moment while remaining unbothered by her surroundings. The collaboration gathered an impressive 51.4k likes and 222 comments on Instagram. 

“Exclusivity amplifies brand recall, brands that establish selective influencer partnerships see a 30-40% higher audience trust and recall. When an influencer aligns with a brand’s ethos, it fosters deeper emotional connections, making the collaboration feel authentic rather than just another campaign. The right synergy transforms engagement into long-term advocacy, ensuring that influencer-led narratives drive both cultural relevance and measurable business outcomes,” said Kaul, establishing how right synergy strikes the right chord with the audience. 

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A post shared by Tyaani Fine Jewellery (@tyaanijewellery)

Passi is the blueprint for authenticity that resonates, and as long as brands continue to embrace raw, unfiltered content, her influence will only continue to grow. Her rise from an influencer to a brand powerhouse is a testament to the evolving landscape of digital marketing, where authenticity meets aspiration. Her ability to balance luxury with relatability, elegance with wit, and exclusivity with engagement has positioned her as a strategic asset for brands looking to create lasting impact.

With inputs from Shalinee Mishra