New Delhi: A new report by Hansa Research has crowned Virat Kohli, MS Dhoni, and Sachin Tendulkar as the top celebrity endorsers in India for 2024. These cricketing legends continue to captivate audiences across age and gender, proving their enduring appeal in the world of brand endorsements. This comes as no surprise as brands invested nearly Rs 500 crore in celebrity endorsements in 2023, with popularity and relevance to the product being key factors in their selection.
The Brand Endorser Report 2024, a comprehensive analysis of around 400 celebrities across various fields, provides valuable insights for brands seeking the perfect celebrity partner. Each celebrity is assigned a “Brand Endorser Score” based on seven key parameters: Likeability, Fan Following, Perception, Interest to See, Category Fit, and Recognition. Kohli secured the top spot due to his high scores in likeability, popularity, and consumer interest, embodying attributes like “modern,” “youthful,” “confident,” and “aspirational.” Dhoni and Tendulkar followed closely behind, outperforming Bollywood giants like Shah Rukh Khan (4th), Akshay Kumar (5th), Amitabh Bachchan (6th), and Salman Khan (8th).
“What sets cricketers apart is their ability to connect with audiences on emotional and aspirational levels,” says Ashish Karnad, Executive Vice President of Hansa Research. “They are seen as real-life heroes, inspiring trust and admiration.”
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Interestingly, Deepika Padukone is the only female celebrity in the top 10, securing the tenth position. Amitabh Bachchan’s ranking has dropped from second in 2022 to sixth in 2024, while South Indian actor Allu Arjun has made a significant jump from sixteenth to seventh place.
“Our Brand Endorser study offers an in-depth evaluation of the value a celebrity brings to a brand,” adds Karnad. “By assessing factors like audience perception and affinity, this study empowers marketers to make informed decisions, optimize celebrity engagements, and improve ROI.”
The research, conducted among 4,000 respondents across 36 cities in India, utilized online questionnaires to evaluate celebrity performance. Each celebrity was assessed for suitability across 29 sub-categories and perceived imagery through 24 specific statements, providing a holistic view of their appeal.
