Bollywood Celebrity endorsement has seen an increase in 2018 as compared to 2017. As per latest entertainment report, celebrity endorsement grew from Rs 795 crore in 2017 to Rs 995 crore in 2018. A whopping jump of over 25%.
This is just kissing away distance from touching the magical Rs 1,000 mark.
With Celebrity endorsement seeing a surge, we have seen new star taking the Center stage. An in new changing scenario, Khans seem to be taking the backstage. As per the report, Akshay Kumar surpassed the brand power of the Khans, a new wave of closer to reality endorsements was evident.
The millennial brigade of Alia Bhatt and Varun Dhawan leads the endorsement space, while more brands are trying to latch on to the potential of new-age actors like Vicky Kaushal, Kartik Aaryan, Jhanvi Kapoor and Sara Ali Khan.
While the Top 10 Celebrities’ endorsement value grew 20% over 2017, touching a whopping Rs 605 crore, its contribution to the overall industry size went down from 64% in 2017 to 61% in 2018.
This indicates a major change in advertiser behavior suggesting brand custodians have started looking beyond the A-listers, the report said.
Akshay topped the list with endorsements worth Rs 100 crore. Top 10 list includes 4 actress which is led by Deepika Padukone sitting comfortably at no. 3. Not to forget, the evergreen Amitabh Bachchan who still manages to sit comfortably at no. 4 spot.
- Akshay Kumar (100 Crore)
- Ranveer Singh (Rs 84 crore)
- Deepika Padukone (Rs 75 crore)
- Amitabh Bachchan (Rs 72 crore)
- Alia Bhatt (Rs 68 crore)
- Shahrukh (Rs 56 crore)
- Varun Dhawan (Rs 48 Crore)
- Salman Khan (Rs 40 crore)
- Kareena Kapoor Khan (Rs 32 crore)
- Katrina Kaif (Rs 30 crore)
The report said brands were also signing power couples like Virushka (Virat Kohli-Anushka Sharma) and Deepveer (Deepika Padukone – Ranveer Singh) and leveraging their real stories into reel ads. Like Virushka can be seen together endorsing brands like Google Dua, Maynta etc and Deepveer were recently seen in Llyod AC campaign.
Brands are exploring more opportunities and new species of celebrity influencers based on brand needs & personality.