Virat Kohli trumps SRK as the most valuable celebrity brand: Duff & Phelps

Virat Kohli trumps SRK as the most valuable celebrity brand: Duff & Phelps

MUMBAI: Indian cricket captain Virat Kohli has replaced Bollywood star Shah Rukh 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’.

As per the report, the overall brand value of the top 15 celebrities is $712 million. 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 were new entrants to the list.

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.

Alia Bhatt was the top endorser in the personal care category while Akshay Kumar was the leading endorser in F&B, automobiles and clothing category. Amitabh Bachchan was the top endorser in the smartphone category.

Automobiles, Direct-To-Home, Real Estate, Tourism and Healthcare segments were dominated by male endorsers while Personal Care and Food and Beverages segments were primarily dominated by female endorsers. Smartphones and Clothing replaced E-commerce and Jewelry in the top five segments, using celebrity endorsements.

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

As far as the social media presence is concerned, Salman Khan rules the hierarchy with 76.2 million followers on Twitter, Facebook and Instagram. He is followed by Deepika Padukone and Virat Kohli on second and third with 75.9 and 72.7 million followers.

Priyanka Chopra made it to the fourth spot with 69.1 million followers whereas Amitabh Bachchan and Akshay Kumar got fifth and sixth rank with 64.5 and 61.1 million followers.

Commenting on the findings, Duff & Phelps MD and Region Leader – India, Japan and Southeast Asia Varun Gupta said, “For the first time since we began publishing our rankings, Shah Rukh Khan has slipped from the top ranking and been replaced by Virat Kohli. Kohli is now the first choice of brands to engage and attract consumers, fueled by his extraordinary on-field performances and off-field charisma. In addition to Kohli, other young celebrities such as Alia Bhatt, Varun Dhawan and badminton champion P.V. Sindhu have either risen in the rankings or entered our top15 list, backed by note-worthy performances in their respective fields and strong endorsement signings over the last year.”

Duff & Phelps Director Aviral Jain stated, “While Bollywood celebrities continue to dominate the top 15, sportspersons are providing tough competition as Kohli, Dhoni and Sindhu, collectively valued at US$180 million, account for almost a quarter of the total celebrity brand value of the top 15.”

The report also highlighted evolving trends in the brand endorsements space, including celebrities endorsing tourism campaigns, backing various sports tournaments/franchises, and launching their own line of merchandise.

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