Signal4 Sep 2024
Blue Tribe’s celebrity appeal courts the vegan-curious

The Indian plant-based meat company has released an ad that stars renowned cricketer Virat Kohli and Bollywood actress Anushka Sharma. The country’s burgeoning middle class is hungry for plant-based nutrition, and celebrity influence is driving the shift towards premiumisation in the space.

Blue Tribe’s celebrity appeal courts the vegan-curious