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    Kohli most-valuable celebrity 3rd time in a row; Akshay, SRK in top 5

    Synopsis

    With a 39% jump, Kohli’s brand value went up to $237.5 mn in 2019, as per Duff & Phelps’ celebrity brand valuation report.

    ​Kohli leads the list, with actor Akshay Kumar at the second spot and SRK comes in at the fifth spot.​Agencies
    Kohli leads the list, with actor Akshay Kumar at the second spot and SRK comes in at the fifth spot.
    MUMBAI: For the third consecutive year, Indian cricket team captain Virat Kohli has retained the top position of being the most valuable celebrity brand in the Duff & Phelps’ celebrity brand valuation report.

    With a 39% jump, Kohli’s brand value has gone up to $237.5 million in 2019.

    Bollywood star Akshay Kumar, who was at third place in the last year’s report, has jumped to second position with a 55.3% increase in his brand value to $104.5 million, while Bollywood power couple, Ranveer Singh and Deepika Padukone, claimed the third spot with a brand value of $93.5 million each.

    Padukone has also retained her most valuable female celebrity status for the second consecutive year.

    Also, total value of the top 20 celebrity brands has crossed $1 billion mark with the top 10 alone contributing about 75% of the total value.

    “This year we saw the new generation celebrities make it to the top 20. Apart from the celebrities who were featured in last year’s study, this year, we have Ayushmann Khurrana (rank 10), Tiger Shroff (rank 17) and Rohit Sharma (rank 20) with a cumulative brand value of $87.5 million,” said Aviral Jain, managing director, Duff & Phelps.

    “The industry saw a wave of new faces and concepts with the effective usage of digital media to capitalise on millennials and Gen Z. Even though brands changed their approach of sticking to established actors by roping in new faces, overall the industry managed to stay on course with the perfect blend of traditional and new.”

    Ayushmann Khurrana (rank 10), Tiger Shroff (rank 17) and Rohit Sharma (rank 20) with a cumulative brand value of $87.5 million​ also joined the list this year.Agencies
    Ayushmann Khurrana (rank 10), Tiger Shroff (rank 17) and Rohit Sharma (rank 20) with a cumulative brand value of $87.5 million also joined the list this year.

    The new pedigree of stars also ventured into investments by emerging as ‘starvestors’ (star investors), thus infusing capital in brands that resonated with their values.

    Commenting on the changing nature of the endorsement market in India, Varun Gupta, managing director and Asia Pacific leader for Valuation Services at Duff & Phelps, added, “This is the dawn of a new era for the media and entertainment sector. The industry has seen experimentation, be it celebrities moving from traditional mainstream endorsements towards investments in brands, the rise of digital format advertising campaigns, or the onset of over-the-top (OTT) stars who are breaking new ground in endorsements. Brands and celebrities have in parallel adopted the path of conscious advertising and film-making by choosing uplifting topics and making the narrative less window dressed, an important facet for today’s Gen Y and Gen Z.”

    The report focuses on the rising trend of OTT since the upgrade of the India’s digital demography. Regional industries created ripples nationally and globally with OTT proving regional content is no longer a desired state, but a prerequisite for today’s consumer. The study also highlights the new tribe of celebrity endorsers who have become digital stars; they actively involve themselves in social causes and promote brands inclined towards fitness, health and wellness.

    ​The Top 20 celebrities on the list.Agencies
    The Top 20 celebrities on the list.

    “Cricket and Bollywood are national passions for India. The volume of conversations on these topics run in millions daily, ranging from press coverage to fan accounts and from serious discussion forums to meme pages,” said Jaagriti Seth, Director, Meltwater India.

    Duff & Phelps partnered with Meltwater for the study to provide social media statistics and analysis for this report.

    Seth added, “Today, the popularity of a celebrity is not guesswork but easily measurable. In a few clicks, one can immediately gauge the impact of any action taken by a celebrity. This is why many brands and celebrities are actively using our product suite to listen and analyse conversations so that they can grow their network effectively.”


    ( Originally published on Feb 05, 2020 )
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