Mahendra Singh Dhoni has left India’s cricket world’s most celebrated and leading brand icon Virat Kohli in terms of endorsement deals under his belt. The former India skipper has endorsed more brands between January and November 2019 than any other celebrity in the country.
While Dhoni has appeared in campaigns for 44 brands during the period, Kohli remains a close second at 43 followed by the legendary super star Amitabh Bachchan. The Mahanayak of Indian cinema, according to a report based on AdEx India and Tam Media Research and published by national daily Economic Times, has endorsed as many as 40 brands last year. Ranveer Singh had endorsed 35 brands.
Surprisingly, Vidya Balan with 34 products has stayed ahead of the rest in the top ten celebrities’ list with most brand endorsement deals. Akshay Kumar and Alia Bhatt (30 each), Deepika Padukone (23), Varun Dhawan (19) and Ranbir Kapoor (13) complete the chart.
Dhoni and Kohli remain only representatives of the cricket and sports world in the list of top ten celebrities who have endorsed most number of brands in the last year or who were seen for the maximum number of average hours per day on television video campaigns.
While Dhoni and Kohli have more brands under their belt than the cine world celebrities, brands investing on Akshay Kumar have spent more on television campaigns. The Khiladi Kumar tops the table with 17 hours for the maximum average air time per day. Kohli, MS Dhoni and Ranveer are for an average 12 hours in brand TVC every day. Deepika Pandukone (11 hours), Amitabh Bachchan and Alia Bhatt (9 hours each), Vidya Balan (7), Varun Dhawan and Ranbir Kapoor (6 hours each) complete the top ten list.
The report further reveals that only 24% of TV commercials feature celebrity icons, of which Bollywood celebrities account for the 82%. Sports persons, primarily cricketers, consume 13% of the total TV time spent by celebrities while promoting products.