Virat Kohli retains top spot among the most valuable celebrities, with a total brand value of US$ 237.7 million (approx Rs 1728 crore) according to a study by Duff & Phelps.
The study provides a ranking of India’s most powerful celebrity brands based on brand values derived from their product endorsement portfolio and relative social media presence. It examines the impact of the pandemic on both brand value rankings and the celebrity endorsement space.
Akshay Kumar follows in second, with Ranveer Singh third. Shah Rukh Khan gains one spot to reach fourth on the list. Deepika Padukone, who was second in 2018 and third in 2019, falls down to fifth spot according to the report.
|
Celebrity |
2020 |
2019 |
|
|
|
Brand Rank |
Brand Value ($ Million) |
Brand Rank |
|
Virat Kohli |
1 |
237.7 |
1 |
|
Akshay Kumar |
2 |
118.9 |
2 |
|
Ranveer Singh |
3 |
102.9 |
3 |
|
Shah Rukh Khan |
4 |
51.1 |
5 |
|
Deepika Padukone |
5 |
50.4 |
3 |
|
Alia Bhatt |
6 |
48.0 |
7 |
|
Ayushmann Khurrana |
6 |
48.0 |
10 |
|
Salman Khan |
8 |
45.0 |
6 |
|
Amitabh Bachchan |
9 |
44.2 |
8 |
|
Hrithik Roshan |
10 |
39.4 |
11 |
Aviral Jain, managing director, Duff & Phelps, said, “While established celebrities continue to dominate our rankings, notable millennials with a strong social media presence continue to climb the ladder. Ayushmann Khurrana, Tiger Shroff and Rohit Sharma all jumped a few spots to grab the No. 6, No. 15 and No. 17 spots, respectively. Further, Kartik Aaryan debuts on our list at No. 20. These rising millennial celebrities were in greater demand during the pandemic owing to their popularity among the youth."
He added, “This year, the media and entertainment sector took a hit and witnessed significant slowdown in advertising spends as traditional media and outdoor entertainment were severely impacted by the pandemic. Digital marginally overtook print to become the second largest segment in the advertisement space, and it continues to witness traction among brands. The pandemic has also reinforced the fact that a strong social media presence is no longer a ‘good to have,’ but rather a ‘must have’ for celebrity endorsers. With celebrity-brand engagements becoming more digitally oriented, brands and celebrity endorsers are discussing innovative ways of collaboration.”
Varun Gupta, managing director and Asia Pacific leader - valuation services, Duff & Phelps, said, “2020 saw a boost in digital advertising, with celebrities leveraging their authentic and personal experiences for endorsements. In fact, many OTT stars and influencers are currently sharing the spotlight for digital ads, which is a new trend observed this year.”
