Cricket icons Virat Kohli, MS Dhoni, and Sachin Tendulkar have emerged as the top three most popular celebrity endorsers in India, surpassing Bollywood heavyweights Shah Rukh Khan, Akshay Kumar, and Salman Khan. The findings were revealed in Hansa Research’s latest Brand Endorser Report 2024.
Virat Kohli claimed the No. 1 position with his appeal across parameters like likeability, popularity, and consumer interest in seeing him endorse brands in the near future. He also scored highly on attributes like “modern,” “youthful,” “confident,” and “aspirational,” making him a go-to choice for brands targeting younger audiences.
He was followed by M.S. Dhoni and Sachin Tendulkar in second and third places, respectively. With nearly Rs 500 crore spent on celebrity endorsements in 2023, the findings reaffirm the dominance of cricketers as brand ambassadors.
Among Bollywood stars, Shah Rukh Khan secured the fourth position, followed by Akshay Kumar (5th), Amitabh Bachchan (6th), and Salman Khan (8th). However, the top 10 list revealed notable trends: Amitabh Bachchan has dropped four places since 2022, and Deepika Padukone stood out as the sole female celebrity, securing the 10th spot. Meanwhile, Allu Arjun made an impressive leap, ranking 7th from an earlier ranking of 16th, representing the South Indian film industry in the national list.
Ashish Karnad, executive vice-president at Hansa Research, attributes cricketers’ enduring appeal to their ability to inspire both emotionally and aspirationally. “Whether it’s the nostalgia tied to legends like Sachin Tendulkar or the electrifying energy of stars like Virat Kohli and M.S. Dhoni, their hard work and perseverance have earned them admiration. Seen as real-life heroes who have risen from humble backgrounds to make their country proud, they have emerged as dominant brand endorsers, highly preferred by brands to communicate their messages and inspire trust among diverse audiences,” he said.
The Brand Endorser Report evaluates celebrities across seven key metrics, including likeability, fan following, recognition, perception, and category fit using a proprietary Brand Endorser Score. The study analysed 400 celebrities spanning domains like films, sports, television, and social media. It examines their suitability for 29 sub-categories within industries, alongside their imagery as perceived through 24 specific statements.
