Kohli continues to be undisputed leader of celebrity brand market

Virat Kohli has been named India’s most valuable celebrity brand icon by Duff & Phelps for the third successive year.

Virat Kohli continues to be the undisputed leader in the celebrity brand valuation. Evaluation agencies change, reports change, methodologies might change as well – but Team India captain’s position as the highest valued brand icon remains undisputed. The trend continues for the third successive year as Duff & Phelps have released the fifth edition of its brand valuation report – Celebrity Brand Valuation Study 2019: “New is Gold”.

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Kohli’s annual valuation in 2019 is up by 39% to $237.5 million.

The study provides a ranking of India’s most powerful celebrity brands based on brand values derived from their endorsement contracts. Elsewhere, it’s all Indian cine world actors and actresses.

Skipper Kohli’s deputy in the limited overs format, Rohit Sharma for the first time has figured in the top 20 most valuable celebrities’ list, which also includes Mahendra Singh Dhoni and Sachin Tendulkar and cricket and sports’ only other representative.

Key findings from the report include:

Ø Virat Kohli retains the top position for the third consecutive year. His brand value rose by 39% to USD 237.5 million in 2019.

Ø Akshay Kumar has displaced Deepika Padukone in the second position with a brand value of $104.5 mn (up 55.3%).

Ø Deepika in third position has joined husband Ranveer Singh with a brand value of $93.5 mn each.

Ø Deepika retains her most valuable female celebrity status for the second consecutive year whereas Ranveer moves up a spot, to now occupy the same position as Deepika Padukone.

Ø Rohit Sharma breaks into the top 20 list for the first time, just making the grade with a value of $23 million.

Ø Dhoni, being out of international cricket, has gone down three rungs to the 12th with a value of $41.2 million.

Ø Sachin Tendulkar valued at $ 25.1 mn is placed 15, a position below the 14th last year.

Ø Total value of the top 20 celebrity brands stands at $1.1 billion, with the top 10 contributing about 75% of the total value.

Celebrity Brand Values – Top 20

Rank           Celebrity                         Brand Value

($ mn / 2019)

1                  Virat Kohli                     237.5

2                  Akshay Kumar               104.5

3                  Deepika Padukone        93.5

4                  Ranveer Singh               93.5

5                  Shah Rukh Khan           66.1

6                  Salman Khan                 55.7

7                  Alia Bhatt                       45.8

8                  Amitabh Bachchan        42.5

9                  MS Dhoni                       41.2

10                Ayushmann Khurrana  40.3

11                 Hrithik Roshan              38.9

12                Varun Dhawan              35.2

13                Priyanka Chopra           32.2

14                Ranbir Kapoor               27.0

15                Sachin Tendulkar          25.1

16                Aamir Khan                   24.9

17                Tiger Shroff                    24.2

18                Anushka Sharma           23.9

19                Kareena Kapoor             23.7

20                Rohit Sharma                23.0

*Duff & Phelps

“This year we saw the new generation celebrities make it to the top 20. Apart from the celebrities who were featured in last year’s study, this year, we have Ayushmann Khurrana (rank 10), Tiger Shroff (rank 17) and Rohit Sharma (rank 20) with a cumulative brand value of USD 87.5 mn,” said Aviral Jain, Managing Director, Duff & Phelps.

“The industry saw a wave of new faces and concepts with the effective usage of digital media to capitalize on millennials and Gen Z. Even though brands changed their approach of sticking to established actors by roping in new faces, overall the industry managed to stay on course with the perfect blend of traditional and new. The new pedigree of stars also ventured into investments by emerging as ‘starvestors’ (star investors), thus infusing capital in brands that resonated with their values,” Jain added.

Commenting on the changing nature of the endorsement market in India, Varun Gupta, Managing Director and Asia Pacific Leader for Valuation Services, Duff & Phelps said, “This is the dawn of a new era for the media and entertainment sector. The industry has seen experimentation, be it celebrities moving from traditional mainstream endorsements towards investments in brands, the rise of digital format advertising campaigns, or the onset of over-the-top (OTT) stars who are breaking new ground in endorsements. Brands and celebrities have simultaneously adopted the path of conscious advertising and filmmaking by choosing uplifting topics and making the narrative less window dressed, an important facet for today’s Gen Y and Gen Z.”

Further, the study focuses on the rising trend of OTT since the upgrade of the India’s digital demography. Regional industries created ripples nationally and globally with OTT proving regional content is no longer a desired state, but a prerequisite for today’s consumer. The study also highlights the new tribe of celebrity endorsers who have become digital stars; they actively involve themselves in social causes and promote brands inclined towards fitness, health and wellness.

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