The comeback king of Bollywood? Shah Rukh Khan climbs the brand value ladder while Virat Kohli holds on: report

Kroll's Celebrity Brand Valuation report indicates that the M&E sector continues to be dominated by the television segment, followed by the digital media and print segments. The digital media segment is expected to reach 50% of total advertising in 2023, up from 48% in 2022.

The market size of the television segment is expected to reach USD 9.5 billion in 2025 from USD 8.5 billion in 2022, growing at a CAGR of 3.9% during 2022-2025. It is expected to contribute approximately 28.0% of the total advertising revenue (USD 4.0 billion) in 2023, which is expected to further increase to reach USD 4.4 billion by 2025, with a CAGR of 5.9% from 2023 to 2025.

The market size of the digital media segment is expected to reach USD 10.3 billion in 2025 from USD 6.8 billion in 2022, growing at a CAGR of 14.7% from 2022-2025.

The digital media segment is expected to become the largest segment with approximately 50% of the total advertising revenue in 2023 and reach $9.2 billion by 2025, growing at a CAGR of 13.5% between 2023 and 2025.

The market size of the printing segment is expected to reach USD 3.3 billion in 2025, from USD 3.0 billion in 2022, growing at a CAGR of 3.7% during 2022-2025.

The print segment is expected to contribute around 15% of the total advertising revenue in 2023 ($2.2 billion) and is expected to reach $2.4 billion in 2025, growing at a CAGR of 4.5% between 2023 and 2025.

Current celebrity endorsements

Television commercials

As part of the analysis, Kroll discovered the TV presence of the top 25 celebrity brands in India. These celebrities endorsed 311 product brands across 22 different industry segments in the 12 months ending November 2023.

The three most advertised brands on television are Harpic, backed by Akshay Kumar; Lux Soap endorsed by Anushka Sharma, Kareena Kapoor Khan and Virat Kohli; and Veet supported by Sara Ali Khan.

Kroll also analyzed the digital presence of India's top 25 celebrity brands across over 100 websites, including YouTube, Zee, Rediff, Yahoo, MSN and BBC. Compared to TV ads, the digital advertising space is expected to witness explosive growth from USD 3.6 billion in 2022 to USD 6.1 billion in 2024, with a CAGR of 31.0%, while the share of spending television is expected to decrease to 34.0%. % by 2024, compared to 37.0% currently.

The three most advertised brands on digital platforms are Pepsi, endorsed by Ranveer Singh; Livspace endorsed by Anushka Sharma and Virat Kohli; and JioCinema endorsed by Alia Bhatt, MS Dhoni and Sachin Tendulkar.

Product brand endorsements from major celebrities

The cumulative number of product brand mentions by the top 20 celebrities increased to 484 in 2023, an increase of 14.2% from 424 product brands in 2022. This growth can be attributed to the increase in number of television and digital mentions which increased by approximately 7% and 5% respectively. Additionally, this represents a CAGR of 6.9% over the past five years, compared to 370 product brands in 2019.

Brands, Business, Bollywood

2023 was a successful year for our Kings, marking their comeback. While King Kohli wowed the audience with his brilliant on-field performance, Shah Rukh Khan, the King of Bollywood, also shined with his box office hits, leading to a commendable increase in the number of brands endorsed by both. Bollywood has also made an impressive comeback in 2023; many hits such as Jawan, Pathaan and Animal have crossed the $100 million mark, helping Bollywood re-establish its dominance over the industry.

He came back stronger than ever and continues to evolve. Collaborations with South Indian cinema have produced even greater successes.

The year 2023 also saw Indian celebrities continuing to participate as active investors in startups in sectors ranging from skincare to apparel. Celebrity-backed startups are generally more successful than non-celebrity-backed ones. When a celebrity invests in a startup, it turns out to be a win-win for both the celebrity and the startup while the celebrity benefits from an expansion in popularity and an additional source of income, the startup benefits reassured consumer confidence in the brand.

Additionally, Indian celebrities have also expanded their global presence as global ambassadors of renowned brands such as Gucci, Qatar Airways and Jimmy Choo, thereby breaking the mold of success.