Deepika Padukone is the top celebrity brand endorser and has the maximum 5% ad volume share on TV. The popular film actor has moved up from second place last year during the period of January to June according to TAM AdEx data (figures based on ad volumes in terms of seconds). She was followed by Imran Khan and Virat Kohli with a 4% ad volume share each. The celebrities on the list included Akshay Kumar, Ranbir Kapoor, Shakshi Tanwar, M S Dhoni, Anushka Sharma, Kareena Kapoor and Alia Bhatt all with a 3% ad volume share.
During the same period in 2014 Kareena Kapoor was at the top spot, but has now dropped down to 9th place in the celebrity endorsement list with a 3% ad volume share from 5% earlier. Virat Kohli stayed at the same spot at No.3 with the same ad volume share last year too. Celebrities such as Abhishek Bachchan, Katrina Kaif, Pulkit Samrat, Salman Khan and Anushka Sharma which were in the top 10 list of celebrity endorsers were surprisingly not present in the January-June 2015 list.
In terms of the product categories which have celebrity endorsement Toilet Soaps rose from No.4 spot last year with a 5% ad volume share to No.1 spot with a 7% ad volume share in the same period this year. Soft drinks moved to No.2 spot from No.1 last year with a minor decline in its ad volume share at 7%. Shampoos category remained to No.3 from last year as its ad volume share stayed the same at 6%. Perfumes/deodorant and auto two wheelers were both with a 4% ad volume share each. Soft drinks non-aerated, hair oils, chocolates and face wash all had a 3% ad volume share. Finally, Milk beverages was at last spot with a 2% market share.