In the latest Celebrity Brand Valuation report by financial and risk advisory firm Kroll, cricket superstar Virat Kohli has reclaimed the top spot with a brand value of $227.9 million. Bollywood actor Ranveer Singh follows in second place with a brand value of $203.1 million.
Shah Rukh Khan, buoyed by the massive success of his films “Jawan” and “Pathaan,” has surged to the third position from last year’s tenth, with a brand value of $120.7 million. According to Aviral Jain, managing director of valuation advisory services at Kroll, SRK’s brand portfolio expanded by 60% and his endorsement fees increased by 25%, resulting in a more than 100% rise in his brand value this year.
Akshay Kumar, previously third, has slipped to fourth with a brand value of $111.7 million. Alia Bhatt has also seen a minor dip, now ranking fifth with a valuation of $101.1 million. Deepika Padukone holds the sixth spot at $96 million.
The cumulative brand value of the top 25 Indian celebrities has grown to $1.9 billion in 2023, marking an 18% increase from the previous year.
Key Movements in the Rankings
- Shah Rukh Khan: Leapt from 10th to 3rd, driven by blockbuster movies and increased endorsements.
- Kiara Advani: Moved up from 16th to 12th with a brand valuation of $66 million.
- Rashmika Mandanna: Rose from 25th to 20th, benefiting from her success in the film “Animal.”
Other notable rankings include MS Dhoni at seventh with $95.8 million, Sachin Tendulkar at eighth with $91.3 million, and Amitabh Bachchan at ninth with $83.6 million. Salman Khan rounds out the top ten with a brand value of $81.7 million.
Rising Influence of Southern Cinema
Southern stars are increasingly featuring in the top ranks, highlighting a growing pan-India appeal. Rashmika Mandanna and Allu Arjun (ranked 22nd) are notable mentions. The fusion of Bollywood and Southern cinema is reflected in brand endorsements, with 36 brands now leveraging both Bollywood and Southern celebrities, up from 20 in 2022.
Endorsement Insights
The report analyzed television and digital presence, revealing that the top 25 celebrities endorsed 311 product brands across 22 industry segments. The top three 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).
In the digital space, the top advertised brands are Pepsi (endorsed by Ranveer Singh), Livspace (endorsed by Anushka Sharma and Virat Kohli), and JioCinema (endorsed by Alia Bhatt, MS Dhoni, and Sachin Tendulkar).
The total number of endorsements by the top 20 celebrities increased by 14.2% from 424 in 2022 to 483 in 2023, driven by a 7% rise in TV endorsements and a 5% increase in digital endorsements.
Top 25 Celebrity Brand Valuations (in USD million)
- Virat Kohli: 227.9
- Ranveer Singh: 203.1
- Shah Rukh Khan: 120.7
- Akshay Kumar: 111.7
- Alia Bhatt: 101.1
- Deepika Padukone: 96.0
- MS Dhoni: 95.8
- Sachin Tendulkar: 91.3
- Amitabh Bachchan: 83.6
- Salman Khan: 81.7
- Hrithik Roshan: 78.5
- Kiara Advani: 66.0
- Ranbir Kapoor: 57.6
- Anushka Sharma: 52.7
- Kareena Kapoor Khan: 52.6
- Ayushmann Khurrana: 47.5
- Kartik Aaryan: 44.5
- Rohit Sharma: 41.0
- Hardik Pandya: 38.4
- Rashmika Mandanna: 38.3
- Neeraj Chopra: 29.6
- Allu Arjun: 28.5
- Sara Ali Khan: 27.9
- Varun Dhawan: 27.6
- Katrina Kaif: 27.1
