Indian captain Virat Kohli tops the most valuable celebrities list in 2018 with a brand value of 179.8m United States dollars.
His brand value was pegged at $170.9 million in 2018, up about 19 per cent from the previous year.
Kohli has endorsed 24 brands as of November 2018, global valuation and corporate finance advisors Duff & Phelps revealed in its fourth edition of the report on India's most valuable celebrity brands, Times of India (TOI) cited reports as saying.
"While Bollywood celebrities dominate the top ranking of top 20 celebrities, sportspersons are providing tough competition with Virat Kohli, Sachin Tendulkar, MS Dhoni and PV Sindhu collectively contributing nearly $241 million, which is over 27% of the cumulative brand value of the top 20 celebrities pegged at $877 million", said Aviral Jain, MD, Duff & Phelps. The total value of the top 20 celebrity brands is at Dollars 877 million (Rs 6,173 crore).
Akshay Kumar and Ranveer Singh have also jumped one place each to be at third and fourth positions, respectively, with brand value of $67.3 million and $63 million. "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", Duff & Phelps Managing Director and Asia Pacific leader for valuation services Varun Gupta was quoted as saying.
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.
"While Bollywood celebrities dominate the rankings of the top 20 celebrities, sportspersons provide tough competition". Besides, Kohli's brand value has also seen an 18 per cent rise at Rs 1,200 crore in the year that just ended.
The report noted the rising trend of power couples, as brands can 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, Gionee, Wrogn and Polaroid", the report added.
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