CE DESK 
Red Chief appoints Bollywood star Ayushmann Khurrana as brand ambassador to amplify its premium leather footwear positioning among urban professionals and Gen Z trendsetters.
Red Chief, the premium leather footwear brand from Mirza International, has roped in Bollywood superstar Ayushmann Khurrana as its brand ambassador. The partnership aligns Khurrana’s versatile persona—known for relatable middle-class narratives and contemporary style—with Red Chief’s positioning as sophisticated yet accessible luxury footwear for the modern Indian man.
Khurrana will headline the brand’s 2026 campaigns across television, digital platforms, billboards, and in-store activations, showcasing Red Chief’s craftsmanship in formal shoes, casual loafers, boots, and ethnic juttis. The association targets urban professionals, wedding shoppers, and Gen Z consumers seeking premium leather that balances tradition with trend-led design.
Ayushmann’s small-town-to-global success mirrors Red Chief’s journey from Kanpur’s leather hub to national premium brand status. His authentic style and mass connect make him ideal for driving category expansion amid rising footwear formalization and men’s grooming trends.
Manoj Gyanchandani, managing director, Leayan Global, said: “In Ayushmann Khurrana, we have found a partner who truly embodies the spirit of Red Chief – authentic, committed and constantly pushing boundaries while staying deeply rooted. His pan-India appeal across all age groups makes him the perfect face for our next phase of growth. With this association, we aim to strengthen our brand affinity, sharpen our youth connect, and communicate our renewed focus on our formal leather, casual leather, sports shoes and sneakers range.”
Parth Gyanchandani, executive director, Leayan Global, stated:Â “I see Ayushmann Khurrana as the perfect strategic fit for our brand. He embodies the authenticity, youth appeal and fashion quotient we want to represent our brand with. Going forward, we want to make Red Chief a lifestyle statement for the younger audience, and we are actively working towards this through our newer additions in sports shoes and sneakers range as well. We are also focusing more on product innovation, comfort technologies, lighter constructions and contemporary design language to appeal to younger consumers.”
Ayushmann Khurrana stated: “I am delighted to partner with Red Chief, a brand that has demonstrated sustained growth and a strong presence over the years. What drew me to this association is Red Chief’s deep Indian roots and its commitment to empowering people through its diverse range of footwear. I relate strongly to this journey. Together, we aim to inspire consumers to walk their own path with confidence, comfort and style.”
Rahul Sharma, Sr. general manager – Marketing, stated: “This partnership with Ayushmann will be brought alive through an integrated 360-degree campaign across digital, TV, print, outdoor and visibility across all consumer touchpoints. The first campaign featuring Ayushmann Khurrana is scheduled to launch soon and will showcase Red Chief’s latest collection designed for today’s multi-dimensional, always-on-the-move consumer. Thereafter, Many more brand campaigns have been planned back to back for the next few seasons.”
