The combined brand value of India's top 25 celebrities has reached \$2 billion in 2024. This represents a 9% increase compared to 2023.

Virat Kohli: The Undisputed King

Virat Kohli continues to reign supreme as the most valuable celebrity in India, with a brand value of $231.1 million. In 2023, Kohli held the top spot with a brand value of $227.9 million, which was already $51 million higher than in 2022. He has consistently held the number one rank, setting him apart from other prominent figures in India. Kohli's brand endorsements include major names like Puma, MRF, Audi, and HSBC. He was also the only cricketer to be featured on Forbes' list of the top 100 highest-paid athletes in 2020.

The Top 5 Celebrities

While Virat Kohli leads the pack, other celebrities also boast impressive brand values:

• Ranveer Singh: Despite a 10% decrease in endorsements, Ranveer Singh remains a strong contender among the top five. In 2023, Singh's brand value was $203.1 million. He endorses brands such as Pepsi.
• Shah Rukh Khan: Shah Rukh Khan has made a remarkable comeback, rising to third place with a brand value of $120.7 million. This marks his return to the top five celebrity endorsers in India for the first time since 2020.
• Akshay Kumar: Akshay Kumar holds the fourth position with a brand value of $111.7 million. He is associated with brands like Harpic.
• Alia Bhatt: Alia Bhatt maintains her position in the top five with a brand value of $101.1 million. She endorses brands like JioCinema.

Other Notable Celebrities

Several other celebrities contribute significantly to the overall brand value:

• M.S. Dhoni: $95.8 million
• Deepika Padukone: $96.0 million
• Sachin Tendulkar: $91.3 million. Sachin Tendulkar soared to the fifth spot in 2024 with a total brand value of $112.2 million, driven by a significant increase in his number of brand endorsements.
• Amitabh Bachchan: $83.6 million
• Salman Khan: $81.7 million

Trends in Celebrity Endorsements

The rise in brand value is attributed to an increase in TV and digital endorsements. In 2023, the top 20 celebrities endorsed 483 product brands, a 14.2% increase from 424 in 2022. The number of product brands endorsed has grown at a compound annual growth rate (CAGR) of 6.9% over the past five years, from 370 brands in 2019.

The Rise of Digital and Hybrid Models

The future of celebrity brand value is heading towards a hybrid model that combines theatrical presence with digital reach. Celebrities are also transitioning into entrepreneurs, leveraging their personal brands to attract investments.

Brand Endorsements and Advertising

Celebrities play a vital role in marketing success, shaping public perception and enhancing brand image. The top celebrities endorse various brands across different industry segments. Some of the most advertised brands on television include Harpic (endorsed by Akshay Kumar), Lux Soap (endorsed by Anushka Sharma, Kareena Kapoor Khan, and Virat Kohli), and Veet (endorsed by Sara Ali Khan). On digital platforms, the top advertised brands include Pepsi (endorsed by Ranveer Singh), Livspace (endorsed by Anushka Sharma and Virat Kohli), and JioCinema (endorsed by Alia Bhatt, MS Dhoni, and Sachin Tendulkar).