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Virat Kohli retains first position among India’s most valuable celebrities: Duff & Phelps study

As per the Celebrity Brand Valuation Study 2021 titled, “Digital Acceleration 2.0.”, actor Alia Bhatt ranks No. 4 with a brand value of $ 68.1 million to become the most valued female celebrity in 2021

Virat Kohli, with a brand value of $ 185.7 million, has topped the list of India’s most valuable celebrities, as per the seventh edition of the Celebrity Brand Valuation Study 2021 by Duff & Phelps.

As per the study, although Kohli has retained the top spot there has been a significant drop in his brand value. The list also has fellow cricketers MS Dhoni, Sachin Tendulkar, Rohit Sharma at fifth, eleventh, and thirteen positions.

Duff & Phelps, A Kroll Business, the provider of data, technology and insights related to risk, governance and growth, has announced the release of the seventh edition of its Celebrity Brand Valuation Study 2021 titled, “Digital Acceleration 2.0.”

The study provides a ranking of India’s most powerful celebrity brands based on brand values derived from their brand endorsement portfolios and relative social media presence. It recognizes the impact of the second year of the pandemic on the overall celebrity endorsement space and the evolving Indian media and entertainment industry.

Celebrity - Top 10

2021 Brand Rank

Brand Value ($ Mn)

2020 Brand Rank

Virat Kohli

1

185.7

1

Ranveer Singh

2

158.3

3

Akshay Kumar

3

139.6

2

Alia Bhatt

4

68.1

7

MS Dhoni

5

61.2

11

Amitabh Bachchan

6

54.2

9

Deepika Padukone

7

51.6

5

Salman Khan

8

51.6

8

Ayushmann Khurrana

9

49.3

6

Hrithik Roshan

10

48.5

10

Some key findings from the report are:

  • Ranveer Singh secures the second position this year with a brand value of $ 158.3 million, while Akshay Kumar lands the third position with a brand value of $ 139.6 million.
  • Alia Bhatt ranks No. 4 with a brand value of $ 68.1 million and becomes the most valued female celebrity in 2021, while MS Dhoni enters the top-five club this year with a brand value of $ 61.2 million.
  • The overall brand value of the top 20 celebrities in 2021 is estimated at $ 1.2 billion, an increase of about 12.9% from last year.

Aviral Jain, Managing Director, Duff & Phelps, A Kroll Business, said, “While prominent Bollywood celebrities continue to feature in our list of top 20 celebrity brands, this year we saw some notable changes. Ranveer Singh, Alia Bhatt, and MS Dhoni witnessed a stellar jump in their brand values and they seem to have hit the right chords with the audience in 2021. We also saw more sportspersons rising in the top celebrity rankings, including the likes of Sachin Tendulkar, Rohit Sharma, and PV Sindhu. This significant jump was because of the lesser competition from Bollywood celebrities since there were fewer theatrical releases in 2021.”

Varun Gupta, Head of Asia Pacific, Valuation Advisory Services, Duff & Phelps, A Kroll Business, said, “Businesses and brands have heavily leveraged social media and other online platforms for brand endorsements this year, too, with below par weightage to traditional platforms. 2021 also saw the emergence and growth of several start-ups in the fintech and direct-to-consumer (D2C) business segments that significantly contributed to the overall number of brand endorsements undertaken by the top 20 celebrities. As traditional as well as upcoming industries adopted the digital route to continue engaging with their consumers, we observed greater traction in fintech, social media and OTT platforms, and D2C platforms from a celebrity endorsement standpoint.”

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