For the first time, a cricketer has emerged as the most valuable celebrity brand in the country, dethroning a Bollywood star from the top position. Indian cricket captain Virat Kohli has emerged as the top ranked celeb with a brand value of $144 million, registering a growth of 56% from last year.
In 2016, SRK was on the top spot with $131.2 million brand value. He has slipped to the second rank this year, with a brand value of $106 million, down by nearly 20% as compared to 2016. Kohli endorses 20 brands as of October 2017, while Khan and Deepika Padukone – ranked on number 3 -- endorse 21 and 23 brands, respectively.
It has been quite a rise for Kohli, who had a $92.5 million brand value last year. On the work front, Shah Rukh was seen in two films this year -- Raees which was deemed a success and Jab Harry Met Sejal that was a colossal flop.
“For the first time since we began publishing our rankings, Shah Rukh Khan has slipped from the top ranking and been replaced by Virat Kohli.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, fuelled by his extraordinary on-field performances and off-field charisma,” Duff & Phelps managing director and region leader - India, Japan and Southeast Asia Varun Gupta said.
Among the film actors, Akshay Kumar added seven new product brands to his portfolio and his brand value surged nearly 97% to reach $ 47 million in 2017. Alia Bhatt is among those who entered the list this year.
Total value of the top 15 celebrity brands is estimated to be $712 million, and sports celebrities contributed around 25% of the total celebrity brand value in 2017.
Celebrities are believed to feature in close to 50% of all advertisements aired in India, the report said, adding that the number of products endorsed by the top 15 celebrities has seen a 14% growth over the last year.
In 2016, the top 15 celebrities endorsed 205 products, which rose to 234 in 2017.