The study ranks the most powerful companies in India according to their respective social media visibility and brand values that are gleaned from their portfolios of brand endorsements. According to the most recent analysis, the combined brand value of the top 25 Indian celebrities is projected to reach $1.9 billion in 2023—a rise of 18% from the year before.
See Where The Celebrities Stand
Kroll, the preeminent independent global provider of risk and financial consulting solutions, has released “Brands, Business, Bollywood,” the ninth version of its Celebrity Brand Valuation Study. With a $227.9 million brand value, Indian cricket player Virat Kohli took the top spot back.
Virat Kohli
With $203.1 million, Kohli overtook Bollywood actor Ranveer Singh. Virat is a well-known Indian batsman who is known for his aggressive play on the field.
Ranveer Singh
Ranveer Singh is a famous Bollywood actor. He stands in the second position.
Shah Rukh Khan
Shah Rukh Khan made an amazing comeback into India’s top five celebrity endorsers since 2020. He takes third place with a brand worth $120.7 million in 2023 thanks to three huge hits.
Akshay Kumar
Akshay Kumar fell one spot to fourth place with a brand value of $111.7 million. This year Akshay Kumar will be seen in various projects.
Alia Bhatt
This year, Alia Bhatt climbed up to the fifth spot with a brand worth $101.1 million. She is a popular actress known for her growth in the field of acting.
Other Celebrities
Further, other notable changes include Katrina Kaif’s five-year return to the list of India’s most valuable celebrity brands. Kiara Advani has remarkably jumped in brand value from position 16 to number 12. Deepika Padukone, MS Dhoni, Sachin Tendulkar, Amitabh Bachchan, and Salman Khan are also among the top 10 most valuable celebrities in the rankings.
Aviral Jain’s Statement On Celebrities’ List
Managing director of Kroll’s Valuation Advisory Services Aviral Jain stated:
“The year 2023 witnessed Bollywood’s powerful comeback to the film industry, with blockbusters breaking records to cross the $100 million mark, reestablishing Bollywood’s dominance in the film industry. The synergy between celebrity entrepreneurship, global star advocacy, and the resurgence of Bollywood is set to redefine the dynamics of the entertainment and business industries.”
“The cumulative number of product brand endorsements by the top 20 celebrities increased to 484 in 2023, reflecting an increase of 14.2 percent from 424 product brands in 2022. This growth can be attributed to the increase in the number of TV and Digital endorsements which grew by about 7 percent and 5 percent, respectively. Further, this represents a CAGR of 6.9 per cent over the last five years growing from 370 product brands in 2019. This year too we expect to see a double-digit growth by 10-12 percent in product brand endorsements,” he continued.
“What we have seen is also a significant rise in endorsement fees. During the COVID years, the average endorsement feed did not change much. If we look at the top ten celebs, we have seen an increase of 6-7 percent in their average endorsement fees,” the MD said.
Endorsements Drive Market Reach
The approach for rating celebrity-endorsed products takes into account two key factors. This entails the average amount paid for endorsements and the number of endorsement deals adjusted among businesses. This further yields a rating that reflects each brand’s capability to leverage recent recognition and achievement in their endorsements.
Also, celebrity endorsements have a substantial impact on long-term sales. It is evidenced by Bonn Nutrients Pvt. Ltd’s recent signing of Katrina Kaif for its bread and ‘Americana’ biscuit brands. Moreover, Kaif ranked 25th on the list of India’s most valuable celebrity brands, with a worth of $27.1 million.
“Roping in a celebrity doesn’t necessarily give us an immediate boost in sales but that’s the best route to market when a company needs to reach out to the masses,” Dawinder Pal, group marketing leader at Bonn Nutrients, stated at the time of signing the Indian celebrity.
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