"I’ve always been drawn to Bentley’s commitment to craftsmanship..."
Bentley Motors has appointed Priyanka Chopra Jonas as its global brand ambassador, marking a notable shift in the brand’s creative direction.
The announcement was made on April 10, 2026, alongside the reveal of a new campaign and film rollout.
Bentley said the collaboration aims to introduce a more personal and documentary-style approach to its storytelling, moving beyond traditional luxury advertising formats.
The actress joins Bentley’s global ambassador programme in what the company describes as her debut role as a leading global ambassador for the marque.
The campaign has been shot in a conversational and authentic style, reflecting a broader effort to humanise the brand’s image and connect with audiences more meaningfully.
It was captured by co-creative director Greg Williams, who is known for his naturalistic visual storytelling style.
Bentley confirmed the launch campaign will begin this weekend, with a longer-form film expected to follow in the coming weeks.
The film was shot at Sony Studios in Los Angeles and features the Bentley Continental GT integrated into the scenes.
Rather than a scripted advertisement, the campaign allows Priyanka Chopra Jonas to speak directly to the camera about her life, career and creative outlook.
Bentley said this approach is designed to feel more authentic, aligning with changing audience expectations around celebrity partnerships and brand narratives.
Explaining the decision, Bentley described Chopra Jonas as a globally recognised actor, producer, entrepreneur and investor with a distinctive voice and global perspective.
The company also highlighted her nearly 25-year career and her role as a UNICEF Goodwill Ambassador, particularly her advocacy for education and children’s welfare.
According to Bentley, these qualities align closely with its own values around craftsmanship, storytelling and attention to detail.
Priyanka Chopra Jonas said: “I’ve always been drawn to Bentley’s commitment to craftsmanship and storytelling, because there’s an intentionality behind every detail that feels rare”.
She added that the partnership felt “instinctive” due to their shared appreciation for process and creativity.
Bentley Marketing Director Ben Whattam said Chopra Jonas brings a fresh energy and an authentic perspective to the brand.
He noted that the relaxed style of the film allows her personality to come through naturally, offering audiences a more intimate insight into her world.
The collaboration forms part of a wider refresh of Bentley’s ambassador programme, which has recently expanded to include figures such as Greg Williams and Mai Ikuzawa.
For many, the appointment also signals a broader moment of representation, with a South Asian figure taking on a prominent role within a global luxury automotive brand.
Bentley’s move suggests that celebrity partnerships are evolving, with storytelling and authenticity becoming just as important as prestige and star power.
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