Virat Kohli, Akshay Kumar, Deepika Padukone, Ranveer Singh lead celeb brand value

Duff & Phelps has released the fifth edition of its ‘Celebrity Brand Valuation Study 2019’. This year, the multinational consultancy partnered with Meltwater to provide additional social media statistics and analysis for this study.

Virat Kohli retains the top position for the third consecutive year. His brand value rose by 39 per cent to $237.5 million in 2019. The cumulative number of product brand endorsements by top 20 celebrities increased from 235 in 2016 to 370 in 2019, representing a CAGR of 16.3 per cent over the last 4 years.

The celebrities with highest brand valuations are Akshay Kumar ($104 million), Deepika Padukone ($93.5 million) and Ranveer Singh ($93.5 million).

In the field of sports, Virat Kohli is followed by Mahendra Singh Dhoni ($41.2 million) and Sachin Tendulkar ($ 25.1 million).

Social media has undeniably changed the entire landscape of brand endorsements. With influencers like Bhuvan Bam, Lilly Singh, Prajakta Koli and Sejal Kumar entering the digital screen frame, companies have been spoilt for choice for their brand ambassadors.

As per recent trends, companies have been targeting a more diverse audience through niche digital platforms like Instagram, Snapchat, Tiktok, etc. Such targeted advertisements have resulted in creating the right buzz a brand needs vis-à-vis utilising just the traditional advertising techniques. The silver lining being the much lower cost of digital advertising versus traditional TV advertising.

The year 2019 saw many news faces from the entertainment industry bagging multiple product endorsements. Bobbi Brown Cosmetics, a leading global makeup brand, hired Tara Sutaria as its first Indian celebrity brand ambassador.

Reliance Retail and Reliance Trends also signed on national award winner Vicky Kaushal along with the upcoming actor Janhvi Kapoor as their brand ambassadors.

According to the report, the top upcoming male celebrities are Ayushmann Khuranna (17 endorsements). He has been picked up by brands such as Coca-Cola, Daniel Wellington, Titan, and Samsung.

Karthik Aryan comes in 2nd with 16 endorsements. In 2019, he shared ad screen space with Amitabh Bachchan in a commercial for Lux Inferno. Tiger Shroff also has 16 endorsements.

The top upcoming female celebrities are Disha Patani with 16 endorsements, Kriti Sanon with 14 endorsements and Taapsee Pannu with 11 endorsements. Sanon has been picked up by well-known brands like Parachute, Urban Clap, Bata, Cadbury and Whirlpool.

Upcoming celebrities who were picked up by brands also tended to have a strong presence across social media platforms. The report showed that Kriti Sanon, Tiger Shroff and Disha Patani had the highest cumulative followers across platforms Instagram, Twitter and Facebook among the upcoming celebrities. Kriti Sanon has 33.34 million followers, followed by Disha Patani with 33.19 million followers and Tiger Shroff with 30.07 followers.

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