The Brand Endorser 2024 Report by Hansa Research highlights the continued dominance of cricketing legends Virat Kohli, MS Dhoni, and Sachin Tendulkar as the most popular celebrities across diverse demographics in India. These athletes top the rankings in a report that evaluates around 400 celebrities across domains like films, sports, television, and social media. The insights offer a data-driven strategy for brands seeking the right celebrity partnerships to enhance their market presence.

Key Highlights:
Cricketers Leading the Pack:

Virat Kohli ranks as the No. 1 celebrity, driven by exceptional scores in Likeability, Fan Following, and aspirational imagery such as being Modern, Youthful, and Confident.
MS Dhoni and Sachin Tendulkar occupy the second and third spots, showcasing their enduring appeal across generations.
Bollywood Stars Follow:
While Bollywood heavyweights like Shah Rukh Khan (4th), Akshay Kumar (5th), and Amitabh Bachchan (6th) remain popular, cricketers have outperformed them in Likeability and Category Fit.

Notable Changes in Rankings:

Amitabh Bachchan has dropped to 6th place in 2024, compared to being 2nd in 2022.
Allu Arjun, the South Indian superstar, made a remarkable leap to 7th place from 16th in 2022, reflecting his growing pan-India appeal.
Deepika Padukone is the only female celebrity in the top 10, ranking 10th.
Why Cricketers Dominate:
According to Ashish Karnad, EVP at Hansa Research, cricketers resonate with audiences on both emotional and aspirational levels. Their hard work, perseverance, and inspiring journeys from humble beginnings to national pride make them relatable and trustworthy brand ambassadors.

Comprehensive Evaluation:

The Brand Endorser Score, based on seven critical parameters, offers a unique metric to measure celebrity impact.
Celebrities were assessed across 29 industry sub-categories and 24 imagery statements, ensuring a holistic understanding of their brand-fit potential.
Empowering Brand Strategy:
This study, based on inputs from 4,000 respondents across 36 cities, equips brands with actionable insights to optimize their celebrity endorsements. By combining data on perception, affinity, and ROI potential, marketers can craft campaigns that resonate deeply with their target audience.

A Glimpse Into the Future:
As brands continue to invest in celebrity endorsements (nearly Rs. 500 crore in 2023), the Brand Endorser 2024 Report serves as a vital tool for making informed decisions that enhance trust, engagement, and visibility.

Author: Sania Khan