Bentley taps Priyanka Chopra Jonas as global ambassador, shifts to storytelling-led campaign

The luxury carmaker aims to present itself to a wider, global audience through a more conversational, documentary-style format.

Apr. 10, 2026 at 5:38pm

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An abstract, motion-blurred image of a Bentley Continental GT, with vibrant streaks of color and a sense of speed and energy, conveying the brand's shift towards a more dynamic, emotive visual style.Bentley's new storytelling-led campaign with global ambassador Priyanka Chopra Jonas aims to capture the brand's commitment to craftsmanship and cultural relevance through a more dynamic, emotive visual approach.Los Angeles Today

Bentley Motors has named Priyanka Chopra Jonas as its new global brand ambassador, as the luxury carmaker looks to rethink how it presents itself to a wider, global audience. The announcement is accompanied by a new campaign featuring Chopra Jonas in a more conversational, documentary-style format, departing from the highly polished, product-centric advertising typically associated with ultra-luxury automotive brands.

Why it matters

Bentley's latest move indicates a broader recalibration within the luxury segment, where brands are increasingly leaning into cultural relevance and individual narratives rather than traditional markers of exclusivity. The choice of Chopra Jonas also stresses the growing importance of India-origin global figures in shaping luxury narratives, as India's influence on global culture and consumption patterns becomes harder to ignore.

The details

The campaign, shot by photographer and filmmaker Greg Williams, places Chopra Jonas at the center of a narrative-driven film that focuses less on the vehicle and more on personal storytelling. Filmed at Sony Studios in Los Angeles, the production integrates the Bentley Continental GT subtly, avoiding overt product emphasis. According to Bentley, the film is designed to feel more candid and less structured than traditional advertising, leaning into a more relaxed, interview-style format.

  • The announcement was made earlier this week.

The players

Priyanka Chopra Jonas

An Indian actress and producer who has become a global figure, known for her work in both Bollywood and Hollywood.

Bentley Motors

A British luxury automobile manufacturer and a subsidiary of Volkswagen AG.

Greg Williams

A photographer and filmmaker who directed the new Bentley campaign featuring Priyanka Chopra Jonas.

Ben Whattam

The Marketing Director at Bentley Motors.

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What they’re saying

“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.”

— Priyanka Chopra Jonas

“The film's relaxed style allows her voice and personality to come through naturally, creating something more authentic than traditional advertising.”

— Ben Whattam, Marketing Director, Bentley Motors

The takeaway

Bentley's shift towards a more storytelling-led, personality-driven campaign with Priyanka Chopra Jonas as its global ambassador reflects a broader trend in the luxury segment, where brands are increasingly focusing on cultural relevance and individual narratives over traditional markers of exclusivity. This move also highlights the growing influence of India-origin global figures in shaping luxury narratives and reaching wider, international audiences.