New Delhi: Virat Kohli continues to rule the roost in terms of popularity among the top brands in India. The Indian batting star is ahead of legends like MS Dhoni and Sachin Tendulkar in the list of celebrities who were the top brand endorsers in 2024.
Kohli, Dhoni, and Tendulkar are the top three most popular celebrities with audiences, according to a Brand Endorser 2024 Report by Hansa Research. In 2023, brands spent nearly Rs 500 crore on celebrities across age and gender categories in the endorsements. The brand chose the personnel based on their popularity and category fit.
Kohli’s dominance: Analysing the Brand Endorser score
The Brand Endorser Report 2024 takes into account the strategic and data-driven approach to picking the right celebrity partner. The report delves deep into the influence of around 400 celebrities across multiple domains, including films, sports, television, and social media, empowering brands to make impactful choices.
The brand value of each celebrity is calculated using a unique Brand Endorser Score, a composite number comprising seven key parameters: Likeability, Fan Following, Perception, Interest to See, Category Fit, and Recognition.
Top Celebrity Brand Endorsers in India 2024
According to the Brand Endorser Report 2024Kohli is the No. 1 celebrity, followed by Dhoni in second place and Master Blaster Tendulkar in third. The iconic cricketers have outperformed some big guns of Bollywood, including Shah Rukh Khan (4th), Akshay Kumar (5th), Amitabh Bachchan (6th), and Salman Khan (8th).
The power of cricket: Kohli, Dhoni, and Tendulkar’s enduring appeal
Parameters such as likeability, popularity, and consumer interest worked in the favour of Kohli, who recently surpassed Sir Don Bradman by scoring his 30th Test century. Kohli ended his 16-month century drought with a superb 100* against Australia in the first Test on Perth’s Optus Stadium, where India registered their maiden win.
Ashish Karnad, executive vice president of Hansa Research said that the ability of the cricketers to connect with the audience on both emotional and aspirational levels works in their favour.
Interstingly, Deepika Padukone is the only female celebrity in the top 10, which also includes Allu Arjun. The mega-star, who has jumped nine places to reach seventh spot, is the only South Indian representative in the top 10.
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