Bollywood icon Shah Rukh Khan has ascended to the third position on India’s Celebrity Brand List, according to a recent study by Kroll. The report, titled ‘Brands, Business, Bollywood,’ evaluates the brand values of India’s top celebrities based on their endorsement portfolios and social media influence.
The latest rankings reveal that cricket superstar Virat Kohli has reclaimed the top spot with a brand value of $227.9 million. Bollywood actor Ranveer Singh follows in second place with a brand value of $203.1 million. Shah Rukh Khan, often referred to as King Khan, has made a significant leap from the tenth position last year to secure the third spot with a brand value of $120.7 million.
Kroll’s ‘Celebrity Brand Valuation Report 2023: Brands, Business, Bollywood’ attributes Shah Rukh Khan’s rise to his recent box office successes with films like “Jawaan” and “Pathaan.” These blockbuster hits have not only boosted his popularity but also expanded his brand portfolio by 60%. His endorsement fees have seen a 25% increase, resulting in an overall brand value growth of more than 100% this year.
Akshay Kumar, who previously held the third position, has slipped to fourth with a brand value of $111.7 million. Alia Bhatt, another Bollywood star, has also experienced a slight dip, landing in fifth place with a valuation of $101.1 million. Deepika Padukone holds the sixth spot with a brand value of $96 million.
The combined brand value of the top 25 Indian celebrities has surged to $1.9 billion in 2023, marking an 18% increase from the previous year. This growth highlights the significant impact of Shah Rukh Khan’s leap from the tenth to the third position in the rankings.
Aviral Jain, Managing Director of Valuation Advisory Services at Duff & Phelps, a Kroll Business, explains that Shah Rukh Khan’s remarkable growth is primarily driven by his box office success. “For SRK, the key driver has been the box office. He has two blockbuster hits against his name in ‘Jawan’ and ‘Pathaan.’ Brands have subsequently tried to catch on to that success, resulting in his brand portfolio expanding by 60%. Also, his endorsement fee has seen a hike of another 25%. So overall, the brand value increase for Shah Rukh Khan has been more than 100% this year,” says Jain.
Another notable change in the lineup is Kiara Advani, who has moved from the 16th to the 12th rank with a brand valuation of $60 million in 2023. Rashmika Mandanna, who saw tremendous box office success with the film “Animal,” has also risen through the ranks to claim the 20th spot, up from 25th in 2022.
Jain notes that both Kiara Advani and Rashmika Mandanna have been consistently performing well at the box office. Their growing brand portfolios and increasing social media followership have contributed to their positive shift in rankings.
The report also highlights the increasing popularity of southern movies and the rise of celebrities from the South Indian film industry. Actor Allu Arjun has secured the 22nd position, ahead of Bollywood stars like Sara Ali Khan, Varun Dhawan, and Katrina Kaif. Jain points out that the fusion between Bollywood and South Indian cinema is resulting in a pan-India play from brands.
From an endorsement perspective, the number of brands featuring endorsements from both Bollywood and South Indian cinema has increased from 20 in 2022 to 36 in 2023. This trend is evident in big-budget movies like “Jawan,” which featured a South Indian director, and “Animal,” directed by Sandeep Reddy with Rashmika Mandanna as part of the cast.
The report also examined the television presence of the top 25 celebrity brands in India. These celebrities endorsed 311 product brands across 22 different industry segments during the 12-month period ending in November 2023. The top three most advertised brands on television are Harpic, endorsed by Akshay Kumar; Lux Soap, endorsed by Anushka Sharma, Kareena Kapoor Khan, and Virat Kohli; and Veet, endorsed by Sara Ali Khan.
In the digital space, the top three most advertised brands are Pepsi, endorsed by Ranveer Singh; Livspace, endorsed by Anushka Sharma and Virat Kohli; and JioCinema, endorsed by Alia Bhatt, MS Dhoni, and Sachin Tendulkar.
The cumulative number of product brand endorsements by the top 20 celebrities increased to 483 in 2023, marking a 14.2% rise from 424 product brands in 2022. This growth is attributed to the increase in TV and digital endorsements, which grew by about 7% and 5%, respectively.
The complete list of the top 25 celebrity brands and their brand valuation in USD million is as follows:
1. Virat Kohli: $227.9 million
2. Ranveer Singh: $203.1 million
3. Shah Rukh Khan: $120.7 million
4. Akshay Kumar: $111.7 million
5. Alia Bhatt: $101.1 million
6. Deepika Padukone: $96.0 million
7. MS Dhoni: $95.8 million
8. Sachin Tendulkar: $91.3 million
9. Amitabh Bachchan: $83.6 million
10. Salman Khan: $81.7 million
11. Hrithik Roshan: $78.5 million
12. Kiara Advani: $66.0 million
13. Ranbir Kapoor: $57.6 million
14. Anushka Sharma: $52.7 million
15. Kareena Kapoor Khan: $52.6 million
16. Ayushmann Khurrana: $47.5 million
17. Kartik Aaryan: $44.5 million
18. Rohit Sharma: $41.0 million
19. Hardik Pandya: $38.4 million
20. Rashmika Mandanna: $38.3 million
21. Neeraj Chopra: $29.6 million
22. Allu Arjun: $28.5 million
23. Sara Ali Khan: $27.9 million
24. Varun Dhawan: $27.6 million
25. Katrina Kaif: $27.1 million
The report underscores the dynamic nature of celebrity brand values in India, with Shah Rukh Khan’s rise to the third position being a testament to his enduring appeal and marketability.
