Duff & Phelps, the global advisor that protects, restores and maximizes value for clients, today announced findings from the fourth edition of its Celebrity Brand Valuation Report 2018: ‘The Bold, the Beautiful and the Brilliant.’ The report provides a ranking of India’s most powerful celebrity brands based on brand values derived from their endorsement contracts.
Key findings from the report include:
- Virat Kohli retains the top position for the second consecutive year. His brand value rose by 18% to US$170.9 million in 2018.
- Deepika Padukone rises to the second position, whereas Shah Rukh Khan falls to the fifth position.
- The total value of the top 20 celebrity brands stands at US$877 million, with the top 10 contributing more than 75% of the total value.
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.
Brands are also increasingly going regional in their endorsement strategy to cater to the heterogenous peculiarities of Indian 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,” Jain added.
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. Celebrities are also increasingly being leveraged to create social media buzz. A celebrity’s hold on social media is now a major determinant of the influence that he or she can have over a brand campaign
click here-Unicorn companies in India emerges in 2018