Kohli top celebrity en­dorser, SRK LOSES BRAND VALUE

Financial Chronicle - - FRONT PAGE - SANGEETHA G

CRICKETER Vi­rat Kohli re­mained the top celebrity en­dorser and in­creased his brand value to $170 mil­lion in 2018, while ac­tor Shah Rukh Khan lost value and slipped to fifth po­si­tion from sec­ond in 2017.

Deepika Padukone grabbed the sec­ond slot with brand value of $102 mil­lion and her hus­band and ac­tor Ran­veer Singh too moved up to the fourth po­si­tion with a brand value of $63 mil­lion. Ak­shay Ku­mar, who moved up to the third po­si­tion was val­ued $67 mil­lion.

To­tal brand value of the top 20 celebri­ties stood at $877 mil­lion.

Kohli saw his brand value grow­ing from $144 mil­lion in 2017 to $170 mil­lion in 2018 as he en­dorsed 24 prod­ucts. Deepika Padukone too be­came more valu­able com­pared with $93 mil­lion in 2017. The only woman in the top 5-celebrity list, Deepika en­dorsed 21 brands.

Ran­veer Singh grew his value from $42 mil­lion in 2017 to $63 mil­lion in 2018, as per a Duff & Phelps re­port.

Shah Rukh Khan lost his value con­sid­er­ably from $106 mil­lion in 2017 to $60 mil­lion in 2018 and the num­ber of prod­ucts en­dorsed by him too came down from 21 to 13 last year.

Among the top 10 celebri­ties, in terms of brand value, Sal­man Khan re­tained his po­si­tion in the sixth slot, while Hrithik Roshan moved down to 10th from 7, giv­ing way to Alia Bhat and Varun Dhawan to move up. Amitabh Bachchan too had to move a slot down.

The to­tal brand value of top 10 celebri­ties moved up to $660.5 mil­lion against $611 mil­lion in 2017. The over­all num­ber of prod­uct brand en­dorse­ments of top 20, has in­creased from 272 in 2017 to 314 in 2018, up 15 per cent, whereas the num­ber of en­dorse­ments by top 5 celebri­ties in­creased 9 per cent from 96 in 2017 to 105 in 2018. Film stars dom­i­nate the en­dorse­ment seg­ment with the max­i­mum take­away of 76 per cent, fol­lowed by sportsper­sons and TV ac­tors who take 12 per cent and 9 per cent, re­spec­tively. Fur­ther, top 40 Bol­ly­wood celebri­ties en­dorsed over 500 prod­uct brands in 20 in­dus­try seg­ments dur­ing the 12 months ending Oc­to­ber 2018. Brands also were in­creas­ingly lever­ag­ing power cou­ples. In 2018, Vi­rat Kohli and Anushka Sharma en­dorsed around 40 brands to­gether like Head and Shoul­ders, Manyavar, Pepsi, Celkon, Boost, Audi, Fas­track, Goi­nee, Wrogn and Po­laroid.

“The celebrity en­dorse­ment mar­ket in In­dia has ma­tured from vanilla en­dorse­ment deals to fullfledged part­ner­ships through in­no­va­tive routes like eq­uity deals and strate­gic part­ner­ships. On the other hand, ris­ing in­ter­net pen­e­tra­tion, var­ied for­mats of con­tent con­sump­tion and a bur­geon­ing mid­dle class with in­creas­ing dis­pos­able in­comes are boost­ing me­dia spends for tra­di­tional and dig­i­tal ad­ver­tise­ments through celebri­ties.

“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 like ecom­merce, re­tail, FMCG and smart­phones,” said Varun Gupta, man­ag­ing di­rec­tor and Asia Pa­cific leader for val­u­a­tion ser­vices, Duff & Phelps.

The top seg­ments dom­i­nated by fe­male celebrity en­dorsers were per­sonal care, jew­ellery and bank­ing. On the other hand, e-com­merce, smart­phones, au­to­mo­biles, fi­nan­cial ser­vices and di­rect-to-home seg­ment mostly fea­tured male celebri­ties in tele­vi­sion ad­ver­tise­ments. The per­sonal care seg­ment made up 44 per cent of to­tal celebrity en­dorse­ments, and hence was of crit­i­cal im­por­tance in the en­dorse­ment space. The food and bev­er­ages seg­ment con­trib­uted 14 per cent, which is about one third of the per­sonal care seg­ment on tele­vi­sion.

Re­gional celebri­ties also were seen gain­ing ground in 2018. “Brands are also in­creas­ingly go­ing re­gional in their en­dorse­ment strat­egy to cater to the het­ero­ge­neous pe­cu­liar­i­ties of states. They are lever­ag­ing the eq­uity that lo­cal celebri­ties en­joy. Prod­uct brands are also look­ing for bet­ter re­turns on their in­vest­ment through a step up on re­gional mar­kets and have started com­ing up with re­gion-spe­cific com­mer­cials fea­tur­ing re­gional celebri­ties like Mahesh Babu and Ta­man­naah,” Avi­ral Jain, man­ag­ing di­rec­tor, Duff & Phelps, said.

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