Unbelievable, but Virat Kohli, Deepika Padukone brand value in 2018 is this much
Iconic cricketer and Indian cricket skipper Virat Kohli has sensationally fought hard to retain his spot in the brand value 2018 rankings list. In fact, Virat Kohli is at the top of the list of the most valuable celebrity brands in the country for the second year in a row. Kohli and Padukone have been designing endorsement deals with an equity element, which has helped to maintain a long-term association with the brand and share the upside from the performance of the company, the report said. Over the past decade celebrity-led endorsements increased in number from 650 in 2007 to 1,660 in 2017, representing a steady CAGR of 10 per cent, according to ESP Properties data.
The rising trend of power couples has also been noticed by the report, as brands target each partner's unique following and voice by tapping into a power couple's reach and impact. "The coming together of a power couple creates a larger platform that brands want to leverage to target the youth. This year, power couple Virat Kohli and Anushka Sharma have endorsed around 40 brands together such as Head and Shoulders, Manyavar, Pepsi, Celkon, Boost, Audi, Fastrack, Gionee, Wrogn and Polaroid," the report added. Image source: Reuters
TV ad spends with celebrity endorsers also rose from Rs 1550 crore in 2007 to Rs 6660 crore in 2017 at a CAGR of 16.1 per cent. The report said that TV ads with celebrity endorsers represented close to 24 per cent of the total TV ad spends in 2017, representing a 5 per cent uptick from 2007. Image source: Reuters