Virat Kohli tops the list of India’s most valuable celebrities

Virat Kohli pips Deepika Padukone for the most valuable Indian celebrity in 2018

Virat Kohli pips Deepika Padukone for the most valuable Indian celebrity in 2018

The report -The Bold, The Beautiful and The Brilliant- lists out top 20 Indian celebrities with highest brand valuations and reveals that the overall brand value of these Indian celebrities in 2018 stood at $877 million.

Virat Kohli, captain of the Indian cricket team and a youth icon, has topped the powerful celebrity brand list of Duff & Phelps, the global valuation and corporate finance advisors, for second year in a row.

Duff & Phelps released the fourth edition of the report on India's most valuable celebrity brands on Thursday.

"Virat Kohli, Sachin Tendulkar, MS Dhoni and PV Sindhu collectively contributed nearly $241 million, which is over 27 per cent of the cumulative brand value of the top 20 celebrities", said Aviral Jain, MD, Duff & Phelps. The total value of the top 20 celebrity brands is at United States dollars 877 million (Rs 6,173 crore).

From plain vanilla endorsement deals, India's celebrity endorsement market has vastly evolved, with celebrities now entering into equity deals with companies, the report noted.

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 $ 67.3 million and $ 63 million, respectively.

Shah Rukh Khan, who has not given a hit since "Raees" has slipped three positions to number five with a brand value of $60.7 million. "Virat Kohli, Sachin Tendulkar, MS Dhoni and PV Sindhu collectively contributed nearly $ 241 million, which is over 27 per cent of the cumulative brand value of the top 20 celebrities pegged at $ 877 million", Duff & Phelps managing director Aviral Jain said. "At the same time, the glamour industry is driven by publicity and presence", said Varun Gupta, managing director and Asia Pacific leader for valuation services at Duff & Phelps.

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 rising trend of power couples has also been noticed by the report, as brands target each partner's unique following and voice by tapping into a power couple's reach and impact.

The report notes that the coming together of a power couple creates a big opening for brands that want to attract both young couples and 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.

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