Saif Ali Khan Ads: Inside three decades of brand endorsements, from Lay's to Linen Club

New Delhi: Saif Ali Khan doesn't just turn 56 on August 16, he marks it with an advertising career that's aged as interestingly as his filmography, tracing back to Gwalior Suitings and Limca and now stretching across Linen Club, Dollar Lehar, E3 Group, Sparsh Pearl, Thermocool, and JK Masale. Saif Ali Khan ads and endorsements are truly diverse. His endorsement portfolio is difficult to place within one consumer category. Over the years, Saif Ali Khan has appeared for snacks, beverages, personal care, paints, automobiles, mobile phones, fashion, innerwear, furniture, televisions, electrical products, insurance, food, home appliances, eyewear and building materials. That breadth has allowed advertisers to use different sides of his public image. Some brands have leaned on his Pataudi background, while others have used humour, urban sophistication or his relationships with Kareena Kapoor Khan, Sara Ali Khan and Ibrahim Ali Khan. Khan has credited Gwalior Suitings as where his advertising journey began, though it was Limca, he's said, that gave him his first real brand ambassador tag. Linen Club brings Ibrahim into Saif's endorsement story One of Khan's newest appointments came in May 2026, when Linen Club named Saif and Ibrahim Ali Khan as brand ambassadors. The Aditya Birla Group-owned brand brought the father and son together for its "Passion for Pure" campaign. The partnership added another family pairing to Saif's advertising history. He had already appeared with Kareena across several campaigns and with Sara for brands such as ACKO and Dubai Tourism. For Linen Club, the two generations also offer different entry points into the menswear category. E3 and Dollar Lehar continue with Khan E3 Group renewed its association with Khan as brand ambassador in June 2026, continuing its existing relationship with the actor for its interior and exterior building solutions business. Dollar Industries has also continued with Khan for Dollar Lehar. The company first brought him on board for the innerwear brand in 2023. In 2026, Dollar returned with another campaign featuring Khan, this time using a science-fiction setting involving aliens. The association is an example of Khan being used outside the premium positioning often attached to his public persona. Dollar Lehar operates in the mass innerwear market, showing that advertisers do not restrict his image to luxury or premium categories. Sparsh Pearl, Thermocool and JK Masale widen the mix Sparsh Pearl appointed Khan as brand ambassador in May 2025 under a two-year agreement. The bath fittings company signed him for campaigns across television, digital, OTT and outdoor media. He represents its taps portfolio as well as FlowShield pipes. Its campaign with Khan carried the positioning "Style Kammaal, Chale Saalon Saal." Thermocool Home Appliances appointed Khan as its ambassador in September 2025 and subsequently used him in its "India Ka Naya Andaaz" campaign. View this post on Instagram A post shared by Thermocool | Home Appliances India (@thermocoolindia) The association covered categories including coolers, refrigerators, air conditioners and washing machines. JK Masale also appointed Khan as brand ambassador in August 2025. The company subsequently used him in advertising for products including Hing and Kashmiri Lal Mirch. The campaign again drew on ideas of heritage and familiarity. However, a direct official YouTube or Instagram link to the films could not be reliably established. McPherson & Valentine takes him into eyewear Premium eyewear brand McPherson & Valentine appointed Khan as its brand ambassador in February 2025. The association placed him in another category where advertisers use his fashion and style credentials. The brand later featured him in its "Effortless Confidence" communication. Ajmal association ends as Ranveer Singh takes over Ajmal Perfumes had appointed Khan as ambassador in June 2025 for a 360-degree campaign across digital, print, retail and outdoor media. That association ended in March 2026, when Ranveer Singh was named Ajmal's new face for its "Aristocrat" and "Your Unseen Power" campaign. Royal Ranthambore adds another campaign He also appeared in Radico Khaitan's campaign for Royal Ranthambore Heritage Collection in 2026. View this post on Instagram A post shared by Oneindia News (@oneindia_en) The association belongs in his recent advertising portfolio, although the campaign announcement did not establish a fresh long-term brand ambassador contract. Behrouz uses the 'nawab' association directly Behrouz Biryani appointed Khan as its first celebrity brand ambassador in 2024 for its Nawabi Handi Dum Biryani. The partnership was explicitly built around the actor's royal association. It is one of the clearest examples of a brand translating the Pataudi identity directly into the product story instead of using the actor only as a recognisable celebrity face. The same shorthand, however, appears repeatedly across his endorsement history. From biryani and spices to eyewear and bathware, ideas such as royalty, heritage and refinement have regularly been used around Saif Ali Khan. That consistency gives brands an immediately recognisable positioning, but it also creates a risk of campaigns looking similar when the celebrity persona becomes the entire idea. TREVOC brings Saif and Kareena into luxury real estate TREVOC appointed Saif and Kareena Kapoor Khan as brand ambassadors in April 2024. The real estate company used the couple to support its luxury positioning, adding real estate to Khan's already wide category mix. The partnership followed several earlier instances where advertisers treated Saif and Kareena as a combined celebrity property rather than independent endorsers. Kareena has been one of his longest-running advertising partners Saif and Kareena have appeared together for brands including Airtel, Metro Shoes, Airbnb, VIP Bags, Pepperfry, and Tata Play over different periods. View this post on Instagram A post shared by @thechalantindian VIP Bags appointed the couple as brand ambassadors for its "Hello Holidays" campaign. Tata Play also used the couple prominently, including in Tata Play Binge's "Bachcha Bachcha Janta Hai" campaign. Airbnb also featured them in its travel advertising, although the brand's celebrity work was positioned more around travel experiences than a conventional long-term ambassador arrangement. Spotify uses the marriage rather than a formal ambassador tag Spotify featured Saif and Kareena in its "Spotify Gets You" campaign in 2025. The films used situations between the couple to showcase Spotify's personalised recommendations. Mondelez had similarly used the couple when it launched Studio Creations by Cadbury in India. These belong in Saif Ali Khan's advertising portfolio, but they are better described as campaign collaborations unless the brands separately confirm formal ambassadorship contracts. Sara gives brands a father-daughter format ACKO brought Saif and Sara Ali Khan together for its car insurance advertising. The creative contrast was straightforward. Saif represented an old-school approach while Sara played the digitally comfortable daughter, showing him a simpler way of buying insurance. The brand later returned with another set of films featuring the pair. Dubai's Department of Economy and Tourism also used the father-daughter pair in its "Dubai: A Whole New You" campaign. The family device gives advertisers something beyond celebrity recognition. Saif's relationship with Sara, Kareena or Ibrahim becomes part of the script and gives each campaign a built-in dynamic. Zupee moves him away from the ambassador model Zupee featured Khan alongside Sunil Grover, Mouni Roy, Vijay Raaz and Abhay Deol in its "Sadiyon Se India Ka Apna Game" campaign. The campaign moved through different historical periods to position Ludo around its Indian roots. View this post on Instagram A post shared by Shrikant (@shrikantverma_) Lay's remains one of the defining brands in his endorsement career Lay's is among Khan's longest-running advertising associations. He appeared as an endorser for Lay's as early as 2003. Two decades later, PepsiCo returned to him for Lay's Gourmet, appointing him as the premium range's first brand ambassador in 2023. View this post on Instagram A post shared by Pratyasha Sarkar || Kolkata Creator✨ (@pratyashasarkar06) The two associations show how the same celebrity can be repositioned as both his image and the brand's portfolio change. Pepsi, Santoor, Asian Paints and Head & Shoulders shaped the earlier portfolio Khan's advertising years following Dil Chahta Hai included several large consumer brands. Pepsi featured him from the early 2000s, while Wipro Consumer Care brought him in for Santoor. P&G appointed him as a male brand ambassador for Head & Shoulders. View this post on Instagram A post shared by Pooja Rathi (@poojaslibrary) Asian Paints Royale became another long-running association, with Khan appearing in its advertising for several years. His other verified associations from this phase included Taj Mahal Tea, Lenovo, Chevrolet Aveo, Colgate and Provogue. OCM Suitings also appointed him as brand ambassador, while Wynn Telecom signed him for Wynncom mobile phones. Amul Macho later brought him on board, followed by fashion brand Oxemberg. Royal Stag, Pan Bahar and Carlsberg add another side to the portfolio Khan's earlier advertising history also included Royal Stag, Pan Bahar and Carlsberg. These categories sit far away from the family, fashion and home-oriented advertising that has become more visible in his recent portfolio. Pond's also featured Khan during an earlier phase of his advertising career. The post-OTT phase brings another wave of brands Khan's advertising activity picked up again after his digital entertainment work increased his visibility with a new generation of audiences. His portfolio over this period included Lay's Gourmet, Dollar Lehar, Pizza Hut, Joy e-bike, Selected Homme, Godrej Expert, Paras Elaichi, Tata Play, Goldmedal, HBM Gold, Servokon, Impex televisions, Pepperfry, Lux, Boult Audio, Vectus and Littles. The range is notable because these products address very different consumer groups. Innerwear, switches, televisions, furniture, personal care and premium snacks do not naturally occupy the same advertising territory. This is also where Khan's portfolio becomes difficult to describe through one fixed positioning. House of Pataudi is different from an endorsement House of Pataudi often appears in lists of Khan's brand associations, but it should be separated from conventional endorsements. View this post on Instagram A post shared by House Of Pataudi (@houseofpataudi) The fashion label is a business in which Khan is directly involved rather than an outside company simply hiring him as a celebrity face. Counting it alongside third-party endorsement contracts would blur the difference between celebrity ownership and paid brand representation. At 56, Khan's advertising proposition is different from the one brands bought in the early 2000s. The earlier portfolio depended heavily on his film-star visibility. The current one increasingly uses age, family relationships, and the heritage associated with the Pataudi name. Saif Ali Khan ads are therefore less about owning one clear category and more about advertisers repeatedly finding different uses for the same public identity. The challenge for brands is that the broader the endorsement portfolio becomes, the more work the creative idea has to do to ensure consumers remember the product and not just Saif Ali Khan.