Indian cricket captain Virat Kohli has replaced the Badshah of Bollywood, Shah Rukh Khan in the race for India's most valuable celebrity brands. The revelation was made in a 2017 report titled 'Rise of the Millenials: India's Most Valuable Celebrity Brands' by Duff & Phelps.
Kohli, who recently got married to Bollywood actress Anushka Sharma, is leading the list followed by Shah Rukh Khan, Deepika Padukone, Akshay Kumar and Ranveer Singh.
Kohli topped the list with a brand value of USD144 million, followed by actors Shah Rukh (USD106 million), Deepika Padukone (USD93 million), Akshay Kumar (USD47 million) and Ranveer Singh (USD42 million), said the report.
Duff & Phelps, a global valuation and corporate finance advisor, published the third edition of its annual study of celebrity brand values in India.
“For the first time since we began publishing our ranking, Shah Rukh Khan has slipped from the top ranking and been replaced by Virat Kohli. Kohli is now the first choice of brands to engage and attract consumers, fueled by his extraordinary on-field performances and off-field charisma,” Varun Gupta, Duff & Phelps Managing Director and Region Leader - India, Japan and Southeast Asia, said in a statement.
“In addition to Kohli, other young celebrities such as actress Alia Bhatt, actor Varun Dhawan and badminton champion PV Sindhu have either risen in the rankings or entered our top 15 lis, backed by noteworthy performances in their respective fields and strong endorsement signings over the last year,” Gupta added.
Aviral Jain, Duff & Phelps Director, said, “While Bollywood celebrities continue to dominate the top 15, sportspersons are providing tough competition as Kohli, Mahendra Singh Dhoni and Sindhu, collectively valued at USD180 million, account for almost a quarter of the total celebrity brand value of the top 15.”
The report also highlights evolving trends in the brand endorsements space, including celebrities endorsing tourism campaigns, backing various sports tournaments/franchises, and launching their own line of merchandise.