Unbelievable, but Virat Kohli, Deepika Padukone brand value in 2018 is this much
Iconic cricketer and Indian cricket skipper Virat Kohli has sensationally fought hard to retain his spot in the brand value 2018 rankings list. In fact, Virat Kohli is at the top of the list of the most valuable celebrity brands in the country for the second year in a row. Kohli and Padukone have been designing endorsement deals with an equity element, which has helped to maintain a long-term association with the brand and share the upside from the performance of the company, the report said. Over the past decade celebrity-led endorsements increased in number from 650 in 2007 to 1,660 in 2017, representing a steady CAGR of 10 per cent, according to ESP Properties data.
Not just that, Virat Kohli has witnessed a whopping 18 per cent rise in his brand value at $170.9 million in 2018, according to global valuation and corporate finance advisors Duff & Phelps report. As of November 2018, Virat Kohli endorsed 24 brands. Image source: Reuters
Virat Kohii is followed by Bollywood actress Deepika Padukone, who jumped a place higher from the last ranking, with a valuation of USD 102.5 million, while endorsing 21 brands in the same period. Deepika Padukone just got married to Bollywood colleague Ranveer Singh. Image source: Reuters
Virat Kohli and Deepika Padukone are the only celebrities with a valuation of over USD 100 million, adding that total value of the top 20 celebrity brands stands at USD 877 million, with the top 10 contributing more than 75 per cent of the total value. Image source: Reuters
Bollywood actor Akshay Kumar has also improved his rankings and is now on the third position with a valuation of USD 67.3 million. Image source: Reuters
Ranveer Singh has also improved his ranking to occupy the fourth position with a valuation of USD 63 million. Image source: Reuters
Shah Rukh Khan, who is known as the romantic king of Bollywood, has slipped to the fifth place from the second spot, with a valuation of USD 60.7 million. Image source: Reuters
The rising trend of power couples has also been noticed by the report, as brands target each partner's unique following and voice by tapping into a power couple's reach and impact. "The coming together of a power couple creates a larger platform that brands want to leverage to target the 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. Image source: Reuters
TV ad spends with celebrity endorsers also rose from Rs 1550 crore in 2007 to Rs 6660 crore in 2017 at a CAGR of 16.1 per cent. The report said that TV ads with celebrity endorsers represented close to 24 per cent of the total TV ad spends in 2017, representing a 5 per cent uptick from 2007. Image source: Reuters