Delhi: Till a few years ago it was said that in India, only Bollywood and cricket are sold in the market. After the arrival of IPL, all the equations changed. If during the IPL season, the release of new films is stopped (for fear of who will come to watch the film due to IPL matches), then on the other hand, whether it is the opening or closing of the IPL, film stars are called in to add a touch of glamor to it. However, in the world of brand endorsements, the face of cricketers started being sold at the same speed and expensive price which was written only for film stars.
Now this scenario is also changing and if we take Hansa Research 2024 as the basis then the result is that Virat Kohli, MS Dhoni and Sachin Tendulkar are the top 3 celebrity endorsers of this time. This agency evaluated the celebrities on 7 specific metrics and derived the Brand Endorser Score. These metrics include big issues like how much they are liked, how many followers they have, how much they are recognized and what is the perception about them.
So in this way, cricketers have not only competed with Bollywood A-listers in the brand endorsement game, they have now left them behind. Cricket icons Virat Kohli, MS Dhoni and Sachin Tendulkar are the top 3 most popular celebrity endorsers in India, surpassing Bollywood legends Shah Rukh Khan, Akshay Kumar and Salman Khan. According to this report, approximately Rs 500 crore was spent on celebrity advertising in 2023.
See also- ‘We think about scoring runs, not these people’, Rohit’s revelation on Jaiswal, Gill and Pant
One special thing that came to light about Virat Kohli is that people want to see him in the brand endorsement game in the future and that is why he is number 1. He came out on top on the criteria of ‘Modern, Youth, Confident and Looking at the Future’, thereby becoming the preferred model for the brand created for the youth. After him MS Dhoni and Sachin Tendulkar are at number 2 and 3 respectively.
Among Bollywood stars, Shahrukh Khan was at number 4 followed by Akshay Kumar (5), Amitabh Bachchan (6) and Salman Khan (8). However, the trend of changes in the top 10 continued this year too and the special thing is that Amitabh Bachchan has dropped four places compared to the 2022 list while Deepika Padukone is at number 10 and is the only female celebrity in the top 10.
The report clearly states that the credit for the enduring appeal of cricketers lies in their ability to inspire people to move forward. Be it the old memories related to legends like Sachin Tendulkar or the electric energy of a star like Virat Kohli and the hard work and determination of MS Dhoni, all these are things to be praised. MS Dhoni and Sachin Tendulkar, despite retiring from international cricket, have kept their fans alive. The base is maintained. A new feeling is also visible and that is that cricketers are considered heroes who make the country proud.
To prepare this report, 400 celebrities from fields like films, sports, television and social media were studied and it was found that in the current era, the top 10 brands in the market are:
- Virat Kohli
- ms dhoni
- Sachin Tendulkar
- Shahrukh Khan
- Akshay Kumar
- Amitabh Bachchan
- allu arjun
- salman khan
- hrithik roshan
- Deepika Padukone