Virat Kohli is India’s most valued celebrity for the second successive year with an estimated brand worth of $170 million.
Duff & Phelps’ fourth edition of India’s Most Powerful Celebrity Brands report has listed the combined brand value of India’s top 20 celebrities at $877.4 million. The top 20 celebrities include icons from cinema, cricket and badminton’s only representation PV Sindhu.
There is a huge gap between Kohli and Deepika Paduckon in the second place, who had a reported brand worth of $ 102.5 million. The top two are the only celebrities with a valuation of over $100 million.
However, Kohli falls behind Deepika in the celebrity couples list. The report has noted Deepika-Ranveer, Virat-Anushka, Saif Ali Khan and Karrena, Akshay Kumar and Twinkle Khanna, and Shah Rukh Khan and Gauri and top power couples in the order of mention.
Dhoni with brand value of $ 26.9 million is the No. 2 sports icon in the country. He is placed 12th overall with cine stars Deepika, Akshay Kumar, Ranveer Singh, Shah Rukh Khan, Salman Khan, Amitabh Bachchan, Alia Bhatt, Varun Dhawan, Hrithik Roshan and Amir Khan separating him from the Numero Uno Kohli.
Tendulkar in the 13th position has a brand value of $ 21.7 million, followed by badminton queen PV Sindhu, who has retained her 15th position from the previous year. The Rio Olympics silver medallist and BWF World Tour Finals champion has $21.6 million brand value.
“There is a distinct rise in the quantum of engagement between products/ brands and celebrities, the fee that celebrities are charging, the volume of endorsements they are doing and the number of mediums on which these endorsements appear,” says Aviral Jain, managing director at the valuation advisory services practice at Duff and Phelps.
Kohli had last year dethroned Shah Rukh Khan from the No. 1 position in the Duff and Phelps list.
The report also highlights emerging trends in celebrity endorsements in the country.
The top 20 celebrities have endorsed a total of 314 product brands in 2018, compared to 272 in 2017. According to the report, the number of celebrity engagements has risen at a compound annual growth rate of 10% between 2007 and 2017 to stand at 1,660 engagements. While personal care and banking as product categories are dominated by female celebrities (accounting for 67% and 65% of total advertising seconds on TV respectively), male celebrities dominate e-commerce (72%) and automobiles (87%).
Film stars account for a lion’s share (76%) for the endorsements, followed by sportspersons (12%), and television stars (9).