Shakun Batra on Filmmaking for Luxury Brands and Shifting Mindset of the Luxe Consumer

Having delivered remarkable cinema with films like Gehrayiaan and Kapoor & Sons, among others, Shakun Batra has built a reputation for storytelling that strikes a chord. Expectations naturally soar high whenever his name is attached to a project. Most recently, his AI-generated ad campaign for a leading brand went viral, offering a fresh perspective on advertising and marketing. We catch up with him on directing campaigns for luxury brands, AI taking over marketing, and more.

1. Having directed campaigns for luxury brands, how have you seen their approach evolve over the years?

I think luxury brands have become more self-aware. Earlier, it was all about aspiration—perfect images, a bit removed from reality. Now, there’s more effort to feel human, more connected to people’s lives. The tone has shifted from “look at this” to “feel this.” It’s not just about how something looks, but what it means to someone. And that change is subtle, but significant.

2. What do you think has brought about this change? Is it the shifting mindset of the luxe consumer or something else?

It’s a mix. Consumers have changed, yes—they’re younger, more informed, more emotionally driven. But also, culturally, we’re in a place where being relatable feels more powerful than being distant. Luxury now needs to have a story, a value system, a point of view. People want to know why a brand exists—not just what it sells. And I think that shift is coming from both sides: the consumer and the world they’re living in.

3. AI is now becoming a big player in marketing. What role do you see it taking in the luxury space?

AI will definitely play a role—but I think it’ll be more behind the scenes at first. Personalisation, visual design, and content iteration—those areas are already shifting. But in the luxury space, where emotion and detail matter, I don’t see AI replacing creative direction. It’s more of a support tool. The key is using AI to enhance the storytelling, not to generate it blindly.

4. As a filmmaker, how do you perceive luxury?

For me, luxury isn’t just about cost or exclusivity—it’s about intention. The time taken to design something well, the care in how it’s presented, the thought behind the smallest detail—that’s luxury. It’s about slowing down, noticing things. Whether in fashion, design, or storytelling, that kind of intentionality stands out.

5. How important do you think storytelling and emotion are in shaping a luxury brand’s image today?

More important than ever. People don’t remember product specs—they remember how something made them feel. In luxury, especially, it’s not just about what’s being sold, but the world being built around it. Storytelling is what creates that world. And without emotional resonance, it just becomes surface-level branding.

6. According to you, what will the next-gen consumers expect from luxury brands?

I think they’ll expect honesty and originality. They want something that reflects who they are—not just what society used to define as luxury. They’ll care about values, about craft, about transparency. And they’ll expect to be part of the conversation—not just sold to. Which means luxury can no longer afford to be distant or opaque. It needs to feel alive, personal, and intentional.