Virat Kohli’s dominance on the endorsement pitch remains unchallenged. The cricketer once again claimed the No. 1 spot in Kroll’s Celebrity Brand Valuation Report 2024, with his brand value estimated at $231.1 million. From PUMA and MRF Tyres to Audi, Myntra and Nestlé, Kohli’s expansive portfolio continues to make him the most bankable face in Indian advertising.
Mixed fortunes
Bollywood, meanwhile, saw mixed fortunes. Ranveer Singh retained second place but with a dip in brand value, sliding to $170.7 million. Shah Rukh Khan, buoyed by a blockbuster year at the box office, held steady at No. 3 with a 21% jump to $145.7 million. Alia Bhatt followed in fourth, her valuation touching $116.4 million. In a surprise climb, Sachin Tendulkar re-entered the top five at $112.2 million, underscoring the timeless appeal of cricketing legends to brands.
The list wasn’t only about established icons. Ananya Panday broke into the top 25 with a brand value of $35.2 million, backed by over 30 endorsements that stretch from Asian Paints to Chanel. Kroll described her portfolio as “local roots with global shoots,” pointing to how Gen Z stars are reshaping the contours of celebrity influence.
Altogether, the top 25 celebrities accounted for $2 billion in brand value in 2024, marking an 8.6% rise from the previous year. The growth reflects advertisers’ enduring reliance on celebrity power, even as the entertainment landscape undergoes rapid transformation.
Bollywood box office
Kroll’s report also highlighted structural shifts in the industry: Hindi cinema’s share of the domestic box office dropped to 39.5% in 2024, while South Indian cinema surged to 47.7%. OTT platforms, for their part, contributed more than half of revenues for major releases, cementing their role as a parallel powerhouse to theatres.
Umakanta Panigrahi, managing director, Valuation Advisory Services, Kroll, said, “Following a stagnant phase in the cinema business, re-releases have put film theatres back on the map. As a result, cinemas have also definitely re-established their position in the industry as a strong competitor, proving that nothing can replace the feeling of watching a film in a theatre.”