Bengaluru/Mumbai, April 24 -- Property developers in India are signing up top Bollywood stars such as Shah Rukh Khan and Kareena Kapoor Khan for hefty endorsement fees, as they seek to carve a distinct brand identity and attract affluent customers in a highly competitive market.

Real estate companies are associating with celebrities who have wide appeal, strong social media presence and can double as influencers for the brands and their luxury projects.

Multiple developers have onboarded Bollywood A-listers this year: Elan Group-Shah Rukh Khan, Runwal Realty-Sonam Kapoor, Casagrand-Hrithik Roshan, JP Infra Mumbai-Kareena Kapoor Khan, among others.

Gurugram's Elan Group, for instance, has partnered with a Bollywood celebrity for the fir...