Valuation Outlook
Tue, Jun 18, 2024
This report provides a ranking of India’s most powerful celebrity brands, based on brand values derived from their brand endorsem*nt portfolios and relative social media presence.
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Introduction
Highlights
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This year’s study recognizes the expansion of celebrity-owned startups across various industries and the spectacular rise of Indian celebrities as global ambassadors of reputed global brands. The year 2023 witnessed Bollywood’s powerful comeback to the film industry, with blockbusters such as “Gadar 2,” “Pathaan” and “Animal” breaking records to cross the USD 100 million (mn) mark - reestablishing Bollywood’s dominance in the film industry.
Highlights
- Virat Kohli regains rank 1 to become India’s most valued celebrity with a brand value of $227.9 mn, $51 mn higher than 2022.
- Bollywood superstar Ranveer Singh slips to the second position with a brand value of $203.1 mn.
- Shahrukh Khan made an incredible return into India’s top five celebrity endorsers for the first time since 2020 with a brand value of $120.7 mn, $65 mn higher than 2022.
- Akshay Kumar stands on the fourth position with a brand value of $111.9 mn followed by Alia Bhatt on the fifth spot with a brand value of $101.1 mn.
- Kiara Advani’s brand value saw a meteoric rise moving her from rank 16 to rank 12.
- Katrina Kaif joined the list of India’s most valued celebrity brands for the first time in last five years.
- The overall brand value of the top 25 celebrities in 2023 is estimated at $1.9 billion, an increase of 15.5% from 2022.
Vinit Karnik
Business Head, GroupM ESP
“Celebrities are increasingly transitioning from mere brand faces to entrepreneurs, leveraging their personal brand or life stage (as in case of Alia Bhatt and Ed-a-Mamma) and, in turn, attracting private equity and venture funds interest. They're playing key roles in building their ventures ground up, and then diluting their stakes at opportune time while maintaining some involvement. From PEs and venture funds point-of-view, investment in these ventures depends on the category's growth potential and the celebrity's influence (and involvement), marking a shift towards a more strategic, symbiotic relationship between celebrity entrepreneurship and investment support. In summary, the evolving market dynamics suggest that more celebrities are likely to venture into entrepreneurship, build brands and bring in strategic investment support to continue on the growth path.”
Jayesh Kishanchandani
Business Head - Talent & Brand Partnerships, Yash Raj Films Pvt. Ltd.
“While sequels have been largely successful, all the above-mentioned sequels had been greenlit a while back. And yes, this will continue to be the strategy for Bollywood to create successful films. As for brands, they are excited if any of the established stars’ films are successful, whether it is original or a sequel. And yes, they also feel confident if stars have announced or are filming sequels of successful films which help onboard stars for associating with brands.”
Rajeev Masand
COO, Dharma Cornerstone Agency
“Celebrity endorsem*nt space saw the use of Artificial Intelligence (AI) for hyper personalization, Computer- generated imagery (CGI), short format videos and metaverse activations etc. We feel technology will play a big role in the evolution of celebrity endorsem*nts, to make them more personalized and consumer-centric than ever. The utilization of short format videos is also seen to be effective as it caters to the decreasing attention span of viewers but at the same time delivers content in an easily consumable, engaging, attention-grabbing crisp manner. As we head into 2024, we predict the following top marketing trends which will be carried forward into the new year: Hyper Personalization | Video Marketing (Short format) |Influencer Collaborations | Voice Optimization | AI/AR/CGI Metaverse Activations.”
Jogesh Lulla
Co-Founder and COO, Cornerstone Sport & Entertainment
“The landscape of endorsem*nts and digital partnerships is constantly evolving, along with consumer preferences, needs, and brand strategies. Gen Z stars, particularly those with a robust online presence, often attract a large global and loyal following. Brands aiming to connect with a wide international audience might focus on Gen Z personalities who have worldwide appeal. Orry is a prime example with his rise to fame serving as an excellent case study in personal marketing. The endorsem*nt and digital realm will undoubtedly expand to include more collaborations and strategic partnerships with Gen Z stars.”
Divyanshu Singh
Chief Operating Officer, JSW Sports
“India presents an exciting opportunity as one of the fastest growing markets for luxury and premium goods. This trend is being fueled by various factors, including the growing number of Ultra High Net Worth Individuals (UHNWIs), the expansion of the middle-income class, the introduction of entry-level luxury products by global brands, increased demand from Tier 2 and 3 cities, the proliferation of e-commerce platforms and the projected economic growth trajectory for India over the next decade.India’s luxury market is projected to grow 3.5 times by 2030 touching $ 200 billion with growth coming from categories such as personal care, automobiles, real estate, watches and accessories.
Global brands are keen to tap into this market using Sport and Entertainment as the two pillars on which brands are built in India and we can expect luxury brands to continue partnering with celebrities that resonate with their brand values and targeted audience.
Some recent examples include iconic brands such as Omega and Tommy Hilfiger partnering with Neeraj Chopra, Kartik Aryan endorsing Armani Exchange, Deepika Padukone representing Louis Vuitton etc. , testament to the growing trend which should also see a lot of women athletes including the likes of PV Sindhu, Jemimah Rodriguez, Nikhat Zareen ,Smriti Mandhana and Aditi Ashok getting interest from this sector.”
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