Celebrity brand value rankings: At $171 m, Virat Kohli retains top spot

Brunilde Fioravanti
Gennaio 12, 2019

The report -The Bold, The Beautiful and The Brilliant- lists out top 20 Indian celebrities with highest brand valuations and reveals that the overall brand value of these Indian celebrities in 2018 stood at $877 million.

Cricketer Virat Kohli retained the top spot for the second consecutive year in the celebrity brand valuation rankings released by Duff & Phelps (D&P).

Mumbai: Indian cricket skipper Virat Kohli has topped the list of the most valuable celebrity brand in the country for the second year in a row, with an 18 per cent increase in his brand value at $ 170.9 million in 2018, according to a report.

As per the report, Bollywood actress Deepika Padukone (brand value $102.5 million), who has climbed to number two position, is the only other celebrity with a brand value of over $100 million. The total value of the top 20 celebrity brands is at Dollars 877 million (Rs 6,173 crore).

The main reason for Kohli and Deepika being at the top is that they have an equity element, which in turns helps them maintain a long-term association with the brand.

From plain vanilla endorsement deals, India's celebrity endorsement market has vastly evolved, with celebrities now entering into equity deals with companies, the report noted.

The third and fourth places were held by actors Akshay Kumar and Ranveer with valuations of Dollars 67.3 million (Rs 473 crore) and 63 million (Rs 443 crore), respectively. "At the same time, the glamour industry is driven by publicity and presence", said Varun Gupta, managing director and Asia Pacific leader for valuation services at Duff & Phelps.

"While Bollywood celebrities dominate the rankings of the top 20 celebrities, sportspersons provide tough competition".

TV ads with celebrity endorsers represented close to 24 per cent of the total TV ad spends in 2017, which represents a 5 per cent uptick from 2007.

The report also talks about Emergence of "Power Couples" and says that by tapping into a power couple's reach and impact, brands can target each partner's unique following and voice.

"The coming together of a power couple creates a larger platform that brands want to leverage to target the youth. This year, power couple Virat Kohli and Anushka Sharma have endorsed around 40 brands together such as Head and Shoulders, Manyavar, Pepsi, Celkon, Boost, Audi, Fastrack, Gionee, Wrogn and Polaroid", the report added.

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