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Akshay Kumar pips Khans in celeb endorsements

The Top 10 Celebrities’ endorsement value grew 20% over 2017, touching a whopping Rs 605 crore.

, ET Bureau|
Updated: May 28, 2019, 06.51 AM IST
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Akshay Kumar (File Pic)
MUMBAI: The year 2018 was a landmark for the celebrity-brand industry when it came within kissing distance of the Rs 1,000 crore. However, while Akshay Kumar surpassed the brand power of the Khans, a new wave of closer to reality endorsements was evident.

The millennial brigade of Alia Bhatt and Varun Dhawan leads the endorsement space, while more brands are trying to latch on to the potential of new-age actors like Vicky Kaushal, Kartik Aaryan, Jhanvi Kapoor and Sara Ali Khan. As per ESP Properties’ latest entertainment report Showbiz 2.0, celebrity endorsement grew from Rs 795 crore in 2017 to Rs 995 crore in 2018.

While the Top 10 Celebrities’ endorsement value grew 20% over 2017, touching a whopping Rs 605 crore, its contribution to the overall industry size went down from 64% in 2017 to 61% in 2018. This indicates a major change in advertiser behaviour suggesting brand custodians have started looking beyond the A-listers, the report said.

Akshay topped the list with endorsements worth Rs 100 crore, while Alia Bhatt at number five trumped Shahrukh and Salman Khan.

Ranveer Singh (Rs 84 crore), Deepika Padukone (Rs 75 crore), Amitabh Bachchan (Rs 72 crore) and Alia Bhatt (Rs 68 crore) were in the top five, while Shahrukh (Rs 56 crore), Varun Dhawan (Rs 48), Salman Khan (Rs 40 crore), Kareena Kapoor Khan (Rs 32 crore) and Katrina Kaif (Rs 30 crore) made the bottom half of the top 10 list.

The report said brands were also signing power couples like Virushka (Virat Kohli-Anushka Sharma) and Deepveer (Deepika Padukone – Ranveer Singh) and leveraging their real stories into reel ads.

“Celebrities and fashion have a permanent bond which is not likely to fade away anytime soon. They will remain the fashion icons that Indian youth looks up to,” said Vinit Karnik, business head, ESP Properties, a division of GroupM. “Sellable content, brands exploring marketing opportunities beyond feature films and new species of celebrity influencers brewing the social space are some of the key trends to look out for.”

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