Celebrities and brand endorsements go hand in hand in the 21st century. With the power to reach out to millions of followers with the push of a button on their phones, never before has this equation been this co-dependent. With fans and followers keeping a close eye on what their favourite celebrity is endorsing, brands are quick to jump onto this bandwagon. Virat Kohli retains his position at 1st, Akshay Kumar slides up to 3rd from 4th position last year, and Shah Rukh Khan slips to 5th from last year’s 2nd position.
Duff & Phelps, the global advisor that protects, restores and maximizes value for clients, today announced findings from the fourth edition of its Celebrity Brand Valuation Report 2018: ‘The Bold, the Beautiful and the Brilliant.’ The report provides a ranking of India’s most powerful celebrity brands based on brand values derived from their endorsement contracts. Here is the ranking of the celebrities and their brand value!
- Virat Kohli (1st in 2017)
- Deepika Padukone (3rd in 2017)
- Akshay Kumar (4th in 2017)
- Ranveer Singh (5th in 2017)
- Shah Rukh Khan (2nd in 2017)
“While Bollywood celebrities dominate the rankings of the top 20 celebrities, sportspersons provide tough competition. Virat Kohli, Sachin Tendulkar, M. S. Dhoni and P.V. Sindhu collectively contributed almost US$241 million, which is over 27% of the cumulative brand value of the top 20 celebrities, pegged at US$877 million,” said Aviral Jain, Managing Director, Duff & Phelps.
The report also focuses on the rising trend of power-couples. By tapping into a power- couple’s reach and impact, brands can target each partner’s unique following and voice. The coming together of a power-couple creates a larger platform that brands want to leverage, to target the youth. This year, power-couple Virat Kohli and Anushka Sharma have endorsed around 40 brands together, such as Head and Shoulders, Manyavar, Pepsi, Celkon, Boost, Audi, Fastrack, Goinee, Wrogn and Polaroid.