BIZ-CELEBRITY-BRAND VALUE

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 USD 170.9 million in 2018,

according to a report.

The cricketer endorsed 24 brands as of November 2018,

the global valuation and corporate finance advisors

Duff & Phelps said in its fourth edition of the report on

India's most valuable celebrity brands on Thursday.

He is followed by Bollywood actress Deepika Padukone,

who jumped a place higher from the last ranking, with a

valuation of USD 102.5 million. She endorsed 21 brands as of

Novemebr 2018.

The top two are the only celebrities with a valuation

of over USD 100 million. The total value of the top 20

celebrity brands stands at USD 877 million, with the top 10

contributing more than 75 per cent of the total value.

Endorsers such as Virat Kohli and Deepika

Padukone have been structuring endorsement deals with

an equity element, which in turns helps them maintain a

long-term association with the brand and share the upside

from the performance of the company, it said.

"The celebrity endorsement market in India has matured

from vanilla endorsement deals to full-fledged partnerships

through innovative routes such as equity deals and strategic

partnerships... Millennial celebrities continue to be the

first choice for brand endorsements as companies want to have

a greater focus on the youth segment fuelled by demand in

sectors such as e-commerce, retail, FMCG and smartphones,

among others," Duff & Phelps managing director and

Asia Pacific leader for valuation services Varun Gupta said.

Bollywood actors Akshay Kumar and Ranveer Singh too

improved their rankings by a place, to occupy the third and

fourth position with a valuation of USD 67.3 million and USD

63 million, respectively.

Actor Shah Rukh Khan slipped to the fifth place from

the second position, with a valuation of USD 60.7 million.

"While Bollywood celebrities dominate the rankings of

the top 20 celebrities, sportspersons provide tough

competition. Virat Kohli, Sachin Tendulkar, MS Dhoni and PV

Sindhu collectively contributed almost USD 241 million, which

is over 27 per cent of the cumulative brand value of the top

20 celebrities pegged at USD 877 million," Duff & Phelps

managing director Aviral Jain said.

As per ESP Properties data, over the past decade

celebrity-led endorsements increased in number

from 650 in 2007 to 1,660 in 2017, representing a steady CAGR

of 10 per cent. Further, TV ad spends with celebrity endorsers

rose from Rs 1550 crore in 2007 to Rs 6660 crore in 2017 at a

CAGR of 16.1 per cent.

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 noted the rising trend of power couples, as

brands can target each partner's unique following and voice

by tapping into a power couple's reach and impact.

"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,

Goinee, Wrogn and Polaroid," it said.

(This story has not been edited by Devdiscourse staff and is auto-generated from a syndicated feed.)