Priyanka Chopra Named Bentley Global Brand Ambassador

Bentley appoints Priyanka Chopra Jonas as global ambassador, launching a new campaign filmed by Greg Williams and highlighting its evolving brand direction.

Bentley has named Priyanka Chopra Jonas as a global brand ambassador, using the announcement to signal a broader shift in how the company communicates with its audience. The new campaign featuring the actor moves away from traditional advertising toward a more personal, story-driven format.

Chopra, known for her international career as an actor, producer and UNICEF Goodwill Ambassador, joins a growing network of Bentley ambassadors. This network already includes creative figures such as photographer and filmmaker Greg Williams and Mai Ikuzawa, both appointed to shape the brand’s visual direction. Williams also co-created the campaign, filming it in a documentary style built around a natural, unscripted conversation.

The project was shot at Sony Studios in Los Angeles. At its core is a dialogue between Chopra and Williams about creativity, work and the process behind making films. A Bentley Continental GT appears subtly throughout the film, integrated into the setting rather than positioned as the central focus. The approach reflects Bentley’s move toward what it describes as more authentic storytelling.

This appointment fits into a wider pattern. In recent months, Bentley has been steadily expanding its ambassador programme, bringing in personalities from film, sport and the creative industries while elevating the role of external creative directors. At the same time, the company continues to develop its Beyond100+ strategy, which includes a transition to a fully electric lineup by 2035 and a broader transformation of the brand.

Within that context, Chopra’s role appears as a natural extension of Bentley’s current direction. The company highlights her global perspective and “fresh energy,” while she points to a shared appreciation for craftsmanship and the creative process. The campaign marks the beginning of a wider rollout, with an additional film scheduled to premiere in the coming weeks.

Taken together, the project illustrates a shift in emphasis: from product-focused messaging to narratives built around people, ideas and creative work. It is through this kind of content that Bentley is redefining how it presents itself to a global audience.