Luxury carmaker Bentley Motors has just announced a major global collaboration. Actor-producer Priyanka Chopra Jonas is now the brand’s new global ambassador. The Indian actress will front a fresh storytelling-led campaign for the British super luxury marque.
Unlike traditional luxury car ads that focus heavily on the product, Bentley’s new campaign takes a different route. It adopts a documentary-style format, putting Chopra Jonas and her personal journey at the centre of the narrative.
The campaign has been shot by filmmaker Greg Williams at Sony Studios in Los Angeles, with the Bentley Continental GT subtly featured rather than aggressively showcased. The idea is to keep it restrained and classy rather than go all out and make it look a full commercial.
Bentley says this shift reflects a broader change in how luxury brands connect with audiences, moving from product-centric storytelling to more personal, human narratives.
Speaking about the collaboration, Priyanka Chopra Jonas said:
“I’ve always been drawn to Bentley’s commitment to craftsmanship and storytelling, because there’s an intentionality behind every detail that feels rare. As someone who lives for the creative energy of being on set, this collaboration felt instinctive.”
Interestingly, Priyanka Chopra, who has had a fleet of exotic cars including a Rolls Royce Ghost, has never owned a Bentley. This could change in future though given the fact that she’s now Bentley’s global brand ambassador.
Ben Whattam, Marketing Director for Bentley Motors, said, “Priyanka brings a fresh energy and authentic perspective that aligns with Bentley. The film’s relaxed style allows her voice and personality to come through naturally, creating something more authentic than traditional advertising.”
Bentley also highlighted that the campaign is designed to feel more candid and conversational, rather than polished and scripted, allowing Chopra’s personality and voice to come through naturally. The English super luxury car brand hopes to stay relevant amid changing times.
While Bentley operates in a niche ultra-luxury segment in India, the brand has been steadily growing its presence. India remains a small but important market for Bentley, driven by rising numbers of ultra-high-net-worth individuals.
Bentley’s India line-up currently includes models like the Bentayga luxury SUV, Flying Spur sedan and the Continental GT coupe, all brought in as CBUs with prices running into several crores.
Annual sales volumes are understandably low due to the price bracket, typically hovering in the few dozen units range each year. However, demand has been strong and consistent, with SUVs like the Bentayga doing particularly well among Indian buyers.
The appointment of a global icon like Priyanka Chopra Jonas, who has strong roots in India and global appeal, could help Bentley strengthen its brand recall in markets like India, where aspirational luxury plays a big role.
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