Virat Kohli named India’s Most Valuable Celebrity

Virat Kohli has been named India’s most valuable celebrity for the fourth consecutive year.

The list was compiled by financial consultancy firm Duff & Phelps. In their report, titled ‘Embracing the New Normal’, Virat topped the list.

His brand value stands at a massive $237.7 million despite the ongoing coronavirus pandemic.

Virat continues to remain a favourite with brands across various industries, with more than 30 brands in his portfolio.

The Indian cricket captain is the only celebrity outside of the entertainment industry to make it into the top 10.

Virat Kohli’s brand value is more than $100 million more than Akshay Kumar, who is in second place. Akshay’s brand is valued at $118.9 million.

Ranveer Singh is in third place with $102.9 million, while Shah Rukh Khan takes the fourth spot with $51.1 million after an inactive 2020.

Deepika Padukone and Alia Bhatt are the only two female celebrities among the top 10.

While Deepika grabbed the fifth spot, her brand saw a massive drop compared to 2019. From $93.5 million, her brand is now valued at $50.4 million.

Alia’s value stands at $48 million.

Ayushmann Khurrana, Salman Khan, Amitabh Bachchan and Hrithik Roshan take up the remaining spots.

On the list, Aviral Jain, Managing Director at Duff & Phelps, said:

“While established celebrities continue to dominate our rankings, notable millennials with a strong social media presence continue to climb the ladder.

“Ayushmann Khurrana, Tiger Shroff, and Rohit Sharma all jumped a few spots to grab the No. 6, No. 15 and No. 17 spots, respectively.

“Further, Kartik Aaryan debuts on our list at No. 20.

“These rising millennial celebrities were in greater demand during the pandemic owing to their popularity among the youth.”

The report also stated that the brand value of the top 20 celebrities fell by five per cent to $1 billion due to the pandemic.

According to Duff & Phelps, while the market grew seven per cent in the 2019-2020 fiscal year, the pace nearly halved from 13% a year earlier.

The report also said that traditional media and outdoor entertainment formats were severely impacted by lockdown and travel restrictions.

As a result, celebrities have resorted to endorsing brands online.

Endorsement deals would traditionally focus more on in-person offline appearances at launch events, shoots, fan engagements and shows, which makes up around 80% of the earnings.

Now, according to the report, celebrity endorsements are restricted to digital, making up five per cent of the total fee.

Jogesh Lulla, Chief Operating Officer at Cornerstone, said that OTT platforms and social media have become more prevalent as marketing tools.

He added: “Celebrities have continued to actively endorse products and services during the pandemic, while also being socially aware.”

Mr Lulla also implied that Virat Kohli’s association with Vize sanitisers contributed to his brand value as he donated all profits to help those affected by the pandemic.