The volume of ads featuring celebrity endorsements witnessed an increase of 55% in the ICC Cricket World Cup 2023 as compared to the ICC Cricket World Cup 2019, as per a TAM report.
Moreover, sports personalities led the share of celebrity endorsement by 58%, while actors followed a distant second with 30%. The celebrity endorsement share for actors was higher in the ICC Cricket World Cup 2019 (60%) as compared to the ICC Cricket World Cup 2023. Additionally, celebrity endorsements by sports personalities have seen a rise in the ICC Cricket World Cup 2023 as compared to the ICC Cricket World Cup 2019 (26%).
Rahul Dravid led the list of overall celebrities as well as sports celebrities in celebrity rankings in the ICC Cricket World Cup 2023. Shah Rukh Khan, MS Dhoni, Rohit Sharma and Rishabh Pant followed closely in the list of overall celebrities with 7%, 7%, 6% and 6% respectively.
Vishnu packaging topped among overall celebrity advertisers while K P Pan Foods (11%), Sports Technologies (11%), Bharat Petroleum Corporation (9%) and Coca-Cola India (7%) followed closely. Furthermore, Vimal Elaichi Pan Masala led the celebrity-advertised brand in the ICC Cricket World Cup 2023 with a 16% share.
Ajay Devgan/Kajol tops among overall couple celebrities with a 25% share of ad volumes followed by Akshay Kumar/Twinkal Khanna with a 24% share and Anushka Sharma/ Virat Kohli with a 12% share.