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SRK, Ranbir Kapoor only actors in $100 mn club

MUMBAI: In the first celebrity brand valuation study conducted in India by US consultancy firm American Appraisal, Shah Rukh Khan and Ranbir Kapoor were the only Bollywood stars having a valuation of over $100 million.

As per the study, cricketers MS Dhoni and Virat Kohli took the next two positions, although it was much below Khan and Kapoor.

DhoniThe Indian cricket captain’s brand valuation was at $72 million, less than half of leader Shah Rukh Khan. While SRK has a brand valuation of $165 million, Kapoor is valued at $129 million.

Virat KohliKohli stepped into the crease after skipper Dhoni, enjoying a valuation of $56 million.

Actors Aamir Khan and Salman Khan occupied the fifth and sixth spots with a valuation of $55 million and $52 million respectively.

Ranbir Kapur“While Ranbir can stake claim at being the most expensive celebrity endorser in India today, charging an average fee upwards of Rs 13 crore to Rs 14 crore per endorsement, Deepika is the most preferred brand endorser in the country,” the report highlighted.

However, only three women figured in the top 10 list. Actresses Deepika Padukone, Kareena Kapoor and Katrina Kaif occupied the 7, 8 and 9 positions respectively.

The average endorsement fee for a one-year contract for female A-listers at about Rs 5.5 crore is almost half of their male counterparts’ Rs 10.5-crore average annual fee. Top cricketers on an average get approximately Rs 8 crore as endorsement fee.

The total value of the top 15 celebrity brands in India is over $820 million, or about Rs 5,025 crore, said the study that calculated celebrities’ brand valuation based on the individual’s reputation, credibility and ability to generate income from endorsements, as well as the adjusted average annual endorsement revenue they earned after deducting relevant costs including taxes.

American Appraisal India MD Varun Gupta said, “We found that brand value changed dramatically based on performance and delivery in the celebrity’s area of core competence. A string of failures impacts celebrity value very rapidly.”

The top 15 celebrities in 2013-14 generated over Rs 1,100 crore in endorsement fees, which accounted for around 50 per cent of their annual income.

Founded in 1896 in Milwaukee, Wisconsin, American Appraisal specialises in valuation. The company entered Indian six years ago and did a brand valuation of the Indian Premier League (IPL) this year.