Cricketer Virat Kohli has reclaimed the top position to become India’s most valued celebrity with a brand value of USD 227.9 million in 2023, according to a report by consultancy firm Kroll. Despite this significant achievement, Kohli’s current valuation remains short of his peak value of USD 237.7 million in 2020.
Kohli’s brand value saw a remarkable increase of nearly 29% from USD 176.9 million in 2022, enabling him to surpass actor Ranveer Singh, who has now slipped to second place with a brand value of USD 203.1 million.
Kroll’s Celebrity Brand Valuation Report 2023 highlights that while Kohli has made significant strides, his brand value has yet to reach the levels seen in 2020. On the back of blockbuster films like “Jawaan” and “Pathaan,” 58-year-old actor Shah Rukh Khan has made a significant leap to third place with a brand value of USD 120.7 million in 2023. This marks a substantial increase from his 2022 valuation of USD 55.7 million, which had placed him at the tenth spot.
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Aviral Jain, Kroll’s managing director for valuation advisory services, noted that Khan is making an “incredible return” to the league of India’s top five celebrity endorsers for the first time since 2020.
The surge in Khan’s brand value has caused a reshuffling among the other top celebrities. Akshay Kumar, with a brand value of USD 111.7 million, has dropped to fourth place from third in 2022. Alia Bhatt has slipped to fifth from fourth, with a valuation of USD 101.1 million, while Deepika Padukone now ranks sixth with a valuation of USD 96 million, down from fifth in 2022.
Former cricketer M S Dhoni, who recently announced his retirement, moved up one spot to seventh with a brand value of USD 95.8 million. Meanwhile, retired cricketer Sachin Tendulkar maintained his position at eighth place with a brand value of USD 91.3 million.
Salman Khan also saw an improvement, moving up one spot to become the tenth most valuable celebrity brand in 2023, with a value of USD 81.7 million. The overall valuation of the top 25 celebrity brands increased by 15.5% to USD 1.9 billion in 2023.
Among other notable mentions in the top 25, actor Kiara Advani experienced a meteoric rise to rank 12, while Katrina Kaif debuted on the list at rank 25. Kroll’s assessment represents the brand value of celebrities based purely on their earnings potential from product brand endorsements, including full-fledged endorsements, digital campaigns, and website appearances, excluding merchandising earnings. This approach emphasizes that earnings from brand endorsements are the largest contributors to a celebrity’s brand value.
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