Virat Kohli has replaced Shah Rukh Khan as India’s top-ranking celebrity brand pushing Khan at No. 2. Kohli, along with Deepika Padukone and Ranveer Singh, lead the ascent of the millennials to the top of the rankings, according to Duff & Phelps’s ‘India’s Most Valuable Celebrity Brands’ report.
The global valuation and corporate finance advisor published the third edition of its annual study of celebrity brand values in India.
Overall brand value of the top-15 celebrities is US$712 million, according the report wherein Virat Kohli tops the list with brand value of US$144 million, followed by Shah Rukh Khan (US$106 million), Deepika Padukone (US$93 million), Akshay Kumar (US$47 million) and Ranveer Singh (US$42 million).
The top sectors using celebrity brand endorsers included personal care, food and beverages, automobiles, smartphones and clothing. The report revealed that millennials currently endorse 64 percent of the total brands endorsed by the top15 celebrities and constitute 63 percent of the total brand value.
New entrants to the top15 celebrities included Varun Dhawan debuting at number 10 and PV Sindhu at number 15.
“For the first time since we began publishing our rankings, Shah Rukh Khan has slipped from the top ranking and been replaced by Virat Kohli.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,” said Varun Gupta, Duff & Phelps Managing Director and Region Leader - India, Japan and Southeast Asia.
“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 top-15 list, backed by note-worthy performances in their respective fields and strong endorsement signings over the last year,” Gupta added.
“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,” said Aviral Jain, Duff & Phelps Director.