Kohli dethrones SRK as India’s top brand icon

Kohli dethrones SRK as India’s top brand icon - InsideSport
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Year 2017 is the Virat Kohli year. The dynamic star is among the leaders in every chart that has his presence. From leading Team India to an unprecedented success,  his heroics with the willow to his dominance in the brand and business world.

Kohli has dethroned Shah Rukh Khan as India’s top-ranked celebrity brand in the latest Duff and Phelps report – for the first time ever since the rating agency has started publishing its rankings two years ago.

Kohli has replaced Bollywood icon, The King Khan as India’s most valued celebrity brand, according to a Duff & Phelps report titled Rise of the Millennials: India’s Most Valuable Celebrity Brands’.

The overall brand value of the top 15 celebrities in India is valued at $712 million, Duff and Phelps has revealed in a release.  Kohli tops the list with a brand value of $144 million, followed by Shah Rukh Khan ($106 million), Deepika Padukone ($93 million), Akshay Kumar ($47 million) and Ranveer Singh ($42 million).

Varun Dhawan and PV Sindhu with a brand value of $32 million and $15 million respectively are new entrants to the list.

Kohli, according to the report, leads the ascent of the millennials to the top of the rankings along with Bollywood actors Deepika Padukone and Ranveer Singh.

This year, 64% of the total brands were endorsed by the top 15 celebrities mentioned in the list which constitutes 63% of the total brand value. The top 5 sectors that use celebrity brand endorsers include personal care, food and beverages, automobiles, smartphones and clothing.

As of October 2017, Deepika Padukone leads the list of brand endorsement with 23 product brands. Deepika is followed by Shah Rukh and Ranveer Singh with 21 brands each. Kohli endorsed 20 brands while Akshay Kumar endorsed 18 brands.

However,  in social media presence, Salman Khan leads the chart ahead of Deepika with Kohli in the third place even the Indian cricket team captain’s 30 million Facebook followers are more than any other brand icon in the country.

The global valuation and corporate finance advisor notes that the top-ranking batsman is the first choice of brands to engage and attract consumers.

“For the first time since we began publishing our rankings, Shah Rukh has slipped from the top ranking and been replaced by Kohli, who is now the first choice of brands to engage and attract consumers, fuelled by his extraordinary on-field performances and off-field charisma,” said Varun Gupta, Duff & Phelps, MD and Region Leader – India, Japan and Southeast Asia.

“In addition to Kohli, other young celebrities such as Alia Bhatt, Dhawan, and badminton champion Sindhu have either risen in the rankings or entered our top 15 list, backed by noteworthy performances in their respective fields and strong endorsement signings over the last year,” Gupta added.


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