In a surprising move, Colgate India has roped in K-pop queen IU as its new brand ambassador, marking a significant departure from traditional Bollywood endorsements. IU, whose real name is Lee Ji Eun, is a multi-faceted artist known for her hit K-dramas and chart-topping music. Her appointment as the face of Colgate India’s Visible White Purple campaign has sent shockwaves of excitement among Indian K-pop fans, who have taken to social media to express their enthusiasm.
IU’s rise to fame in India can be attributed to her successful acting comeback in the hit K-drama “When Life Gives You Tangerines,” which also stars Park Bo Gum. Her performance earned her a Best Actress nomination at the 2025 Blue Dragon Series Awards, which she eventually won. With a net worth estimated to be around $40-45 million, IU is considered one of South Korea’s top singers and the richest K-pop idol.
IU’s collaboration with Colgate India is not her first foray into luxury brand endorsements. She has previously worked with prominent brands like Gucci, Estee Lauder, and Samsung Korea, among others. Her partnership with Colgate India is seen as a significant milestone in the growing popularity of K-pop and K-drama in India.
In recent years, India has witnessed a significant surge in K-pop and K-drama fandom, with top idols like EXO, GOT7, and BLACKPINK gaining a massive following in the country. The success of K-pop music festivals and collaborations with Indian brands has further cemented the Hallyu wave’s presence in India. IU’s appointment as Colgate India’s brand ambassador is expected to further boost the popularity of K-pop and K-drama in the country.
The Visible White Purple campaign featuring IU has been well-received by Indian K-pop fans, who have praised the singer’s “million-dollar smile” and applauded her “beauty hack” in the advertisement. With IU on board, Colgate India is likely to tap into the growing K-pop fandom in India and capitalize on the singer’s massive following in the country. As India continues to ride the Hallyu wave, it will be interesting to see how IU’s collaboration with Colgate India impacts the brand’s popularity and the broader K-pop and K-drama landscape in the country.