Ranveer Singh's last two releases haven't been huge hits.
Ranveer Singh became the most valued celebrity for endorsements in 2022.
The actor replaced Indian batter Virat Kohli, according to a new ‘Celebrity Brand Valuation’ report by corporate investigation and risk consulting firm, Kroll.
His value has gone up to $181.7 million compared to the former Indian skipper’s $179.6 million.
Virat Kohli’s brand value has seen a decline for two consecutive years especially after he left the captaincy of the men’s cricket team.
He was valued at $237.7 million in 2020 and saw a steep fall of 21% in 2021 at $185.7 million.
Interestingly, while Ranveer Singh’s last two releases haven’t been huge hits, and Cirkus proved to be a disappointment, that hasn’t affected his brand value or popularity.
Further, Alia Bhatt retained the fourth spot and the title of the most-valued female celebrity with a valuation of $102.9 million.
With an estimated brand worth of $82.9 million, Deepika Padukone has re-entered the top five list of most valuable celebrities.
South Indian actors Allu Arjun ($31.4 million) and Rashmika Mandanna ($25.3 million) made their debuts among India’s top 25 most valuable celebrities as a result of South Indian films attracting a pan-Indian audience.
Amitabh Bachchan, Hrithik Roshan, and Shah Rukh Khan were also among the top 10 most valued celebrities.
The overall brand value of the top 25 celebrities in 2022 is estimated at $1.6 billion, an increase of 29.1% compared to that in 2021.
Meanwhile, in sports, Olympic gold medallist Neeraj Chopra debuted at the No. 23 ranking, along with Commonwealth gold medallist PV Sindhu (each valued at $26.5 million).
Former cricketer MS Dhoni stood in sixth position with a brand value of over $80 million.
Besides him, Sachin Tendulkar ranked eighth with a brand value of $73.6 million.
Aviral Jain, Managing Director, Valuation Advisory Services, Kroll said Ranveer Singh became the most valued celebrity brand in India on the back of his “mammoth” endorsement portfolio and widening global presence:
“This year’s theme ‘Beyond the Mainstream’ marks the stupendous rise of South Indian movie stars given the success South Indian movies have seen pan-India in the past two years.
“This is trickling down to the endorsements as well.”
According to the survey, businesses have begun to seek beyond the mainstream due to the restricted number of Bollywood film releases, rising demand for regional and international OTT content, the social media movement to boycott Bollywood, and creative promotional strategies.
Aviral Jain further said: “Brands are also opting for South Indian stars as national faces for their campaigns.”
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