‘Dhurandhar 2’ buzz boosts Ranveer Singh’s brand value

According to the TAM AdEx Celebrity Endorsement report, Ranveer Singh ranked as the third most visible celebrity in 2025, after Shah Rukh Khan and MS Dhoni. The actor clocked an average ad duration of nearly seven hours per day, underlining his sustained demand across categories.

Riding on a strong commercial phase, including the buzz around Dhurandhar: The Revenge, aka Dhurandhar 2, Singh has further consolidated his position as a sought-after brand ambassador, with industry estimates suggesting a portfolio of over 40 endorsements spanning premium and mass categories. Recent additions linked to his heightened visibility include associations with Ajmal Perfumes, Skoda Auto India and McDonald's India.

Industry experts believe that a strong box-office phase could further sharpen Singh’s premium positioning. 

Sandeep Goyal, Managing Director at Rediffusion, said, “Dhurandhar will elevate Ranveer Singh far above his peers. That’s the good part. The downside is that expectations from him will rise exponentially. A Rs 100-crore grosser could begin to be seen as a flop. To maintain the premium that Dhurandhar creates, he will have to sidestep smaller films, light-hearted roles and run-of-the-mill brand endorsements. If he doesn’t, the ‘Dhurandhar edge’ risks getting blunted.”

Abdulla Ajmal, CEO, Ajmal Group, said, "Ranveer Singh is more than a face for Ajmal Dubai; he shares our vision for self-expression and creativity. “Your Unseen Power” campaign combines 75 years of perfumery expertise with contemporary storytelling. We have always believed that the most powerful thing about a person is what cannot always be seen, and this campaign is our way of celebrating that unseen power."

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Ranveer Singh has featured in a new campaign for BKT Tyres, as the company enters India’s consumer tyre segment, marking its shift beyond the off-highway category. Mahesh Koppad, Chief Marketing Officer – India, BKT, said, “For decades, BKT has earned the trust of customers globally through its commitment to performance, uncompromising quality and innovation. As we step into the Indian consumer tyre segment, it was important for us to present the brand in a way that connects with the aspirations of modern Indian consumers. ‘Elevate Your Drive’ reflects our belief that mobility is closely linked to personal progress, and Ranveer Singh brings the energy and authenticity that perfectly capture this spirit as we introduce BKT Tyres to a wider audience across India.”

Umakanta Panigrahi, Managing Director and Head of Valuation Services in India at Kroll, said, “The film’s commercial success has decisively repositioned Ranveer Singh from a high-energy, experimental persona to a bankable, performance-led marquee star, which significantly strengthens his appeal among brands. From a valuation standpoint, this reduces execution risk and makes him a more dependable choice for large-scale campaigns. We are already seeing a clear shift in the nature of his endorsements, moving away from purely promotional roles to more strategic, premium partnerships that align with long-term brand building.

Over the next two to three years, we expect his endorsement fees to rise, alongside a sharper tilt towards luxury and legacy brands, with longer-term deals becoming the norm. At the same time, the growing traction of strong supporting characters, including performances like Akshaye Khanna in the first film and the breakout popularity of ‘Chacha Ji’, reflects a broader shift towards character-driven brand equity. Amplified by digital and meme culture, this kind of recall is emerging as a powerful driver of brand value in today’s content ecosystem.”

Beyond individual brand value, the combined appeal of Deepika Padukone and Ranveer Singh continues to make them one of the most bankable celebrity pairings for advertisers, accounting for 13% of total ad share with 28 campaigns. They trail Ranbir Kapoor and Alia Bhatt, who lead with a 15% share, and are closely matched with Virat Kohli and Anushka Sharma.

Their effectiveness stems from a blend of relatability and aspirational value, which works particularly well for lifestyle and premium categories. Campaigns featuring the duo span categories and formats, including festive and home-led storytelling for Asian Paints, mass-market and festive integrations with Reliance Retail platforms such as JioMart, premium jewellery narratives for Tanishq, home appliance advertising for Lloyd, and travel-focused campaigns for MakeMyTrip, many of which continue to see high recall and repeat visibility.

However, not all campaigns featuring the couple have been without controversy. In October 2025, Deepika Padukone and Ranveer Singh faced social media backlash over a commercial for Experience Abu Dhabi. The campaign, aimed at promoting tourism, drew criticism online, highlighting the growing scrutiny around celebrity endorsements in the digital age. Industry observers, however, note that such episodes tend to have limited long-term impact on established celebrity brand equity.

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Singh’s overall brand ecosystem reflects significant monetisation across platforms. Market estimates peg his endorsement fees in the range of Rs 3–5 crore per deal, while a single branded social media post can reportedly command close to Rs 80 lakh. His portfolio also extends to entrepreneurial bets in ventures such as Bold Care and SuperYou, alongside investments in luxury real estate and a high-end automobile collection, taking his overall net worth into the Rs 350–400 crore range.

The broader trend reflects the continued dominance of film celebrities in advertising. Movie stars accounted for 73% of celebrity-led ads in 2025, while male actors alone contributed 43% of the endorsement market.

Despite strong visibility, much of Singh’s presence in advertising continues to be driven by repeat airings and sustained campaigns rather than a sharp spike in new signings. Analysts say this reflects a maturing endorsement market where consistency and recall often outweigh the volume of new deals. As brands continue to lean on celebrity equity to cut through clutter, Ranveer Singh’s positioning, both individually and alongside Deepika Padukone, remains firmly intact, with future upside likely tied to his on-screen performance and strategic brand choices.