Virat Kohli, MS Dhoni, Sachin Tendulkar top 3 in endorsement game

Virat Kohli, M.S. Dhoni and Sachin Tendulkar continue to hold their popularity with audiences, ranking as top celebrities across age and gender categories in the Brand Endorser 2024 Report by Hansa Research.

In 2023, brands spent nearly Rs 500 crore on celebrity endorsements, with choices largely driven by popularity and category fit.

According to the Brand Endorser Report 2024, Virat Kohli takes the top spot as the No. 1 celebrity, followed by M.S. Dhoni in second place and Sachin Tendulkar in third. These cricket legends have outperformed some of the biggest names in Bollywood, including Shah Rukh Khan (4th), Akshay Kumar (5th), Amitabh Bachchan (6th), and Salman Khan (8th).

Virat Kohli takes the top spot due to his high ranking in parameters such as Likeability, Popularity, and consumer interest in seeing him endorse products in the near future. Some of the imagery attributes he is closely associated with include Modern, Youthful, Confident, and Aspirational.

Commenting on the findings, Ashish Karnad, Executive Vice President, Hansa Research said, “What sets cricketers apart from other celebrities is their unique ability to connect with audiences on both emotional and aspirational levels. Whether it’s the nostalgia tied to legends like Sachin Tendulkar or the electrifying energy of stars like Virat Kohli and M.S. Dhoni, their hard work and perseverance have earned them admiration. Seen as real-life heroes who have risen from humble backgrounds to make their country proud, they have emerged as dominant brand endorsers, highly preferred by brands to communicate their messages and inspire trust among diverse audiences.”

Another interesting finding of the report is that Deepika Padukone is the only female celebrity to feature in the top 10, securing the 10th spot. Notably, Amitabh Bachchan has dropped four places over the last two years, ranking 6th in 2024 compared to 2nd in 2022. Meanwhile, Allu Arjun, the only South Indian representative in the top 10, made a significant leap, rising from 16th place in 2022 to 7th in 2024.

Ashish Karnad further said, “Our Brand Endorser study offers an in-depth evaluation of the value that a celebrity brings to a brand. By assessing key factors like audience perception, affinity, and the potential impact of celebrity partnerships, this study provides marketers with the insights needed to make well-informed decisions. Moreover, it also helps optimize celebrity engagements and improve return on investment (ROI), enabling brands to strengthen their connections with target audiences and maximize engagement effectiveness.”