Virat Kohli, MS Dhoni and Sachin Tendulkar leave Shah Rukh Khan and Salman Khan behind in THIS new rating
Cricket is the flavour of the moth and cricketers have beaten Bollywood stars when it comes to brand endorsement handsomely. Indian cricket legends Sachin Tendulkar, MS Dhoni and Virat Kohli have surpassed the likes of Bollywood superstars Shah Rukh Khan and Salman Khan, according to the Brand Endorser 2024 Report by Hansa Research.
In 2023, brands had spent nearly Rs 500 crore on celebrity endorsements, with choices largely driven by popularity and category fit. The Brand Endorser Report 2024 provides a strategic, data-driven approach to selecting the right celebrity partner. Each celebrity is evaluated using a unique Brand Endorser Score, a composite number derived from seven key parameters: Likeability, Fan Following, Perception, Interest to See, Category Fit, and Recognition.
According to the Brand Endorser Report 2024, former India captain Virat Kohli takes the top spot as the No. 1 celebrity, followed by former Chennai Super Kings captain MS Dhoni in second place and Sachin Tendulkar in third. The three cricket legends have left behind the biggest names in Bollywood, including Shah Rukh Khan (4th), Akshay Kumar (5th), Amitabh Bachchan (6th) and Salman Khan (8th).
Kohli, who was retained by Royal Challengers Bangalore for Rs 21 crore ahead of the IPL 2025 Mega Auction, takes the top spot due to his high ranking in parameters such as Likeability, Popularity, and consumer interest in seeing him endorse products in the near future. Some of the imagery attributes he is closely associated with include Modern, Youthful, Confident, and Aspirational.
Meanwhile, Dhoni was retained as an ‘uncapped’ player by the Chennai Super Kings (CSK) for a salary of just Rs 4 crore for the upcoming IPL 2025 season.
From Indian Express per Hansa Research
Celebrities 2024 Ranking
•Virat Kohli
•MS Dhoni
•Sachin Tendulkar
•Shah Rukh Khan
•Akshay Kumar
•Amitabh Bachchan
•Allu Arjun
•Salman Khan
•Hrithik Roshan
•Deepika Padukone— Celia B (@CeliaBlalock) November 27, 2024
Commenting on the findings, Ashish Karnad, executive vice president, Hansa Research said, “What sets cricketers apart from other celebrities is their unique ability to connect with audiences on both emotional and aspirational levels. 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.”
The report also says that Deepika Padukone is the only female celebrity to feature in the top 10, securing the tenth spot. Amitabh Bachchan has dropped four places over the last two years, ranking sixth in 2024 compared to second in 2022.
Meanwhile, Allu Arjun, the only South Indian representative in the top 10, made a significant leap, rising from sixteenth place in 2022 to seventh in 2024.
For this study, research was conducted among 4,000 respondents across 36 cities. Data was collected through structured online questionnaires across India to evaluate the standings and performance of selected celebrities.