Indian cricket star, Virat Kohli has beaten Shah Rukh Khan to bag the title as India’s most valuable brand with a celebrity value of $143 million.
According to a report by corporate advisers Duff & Phelps, Kohli has replaced Khan ($106 million), who has been in the lead since 2014. Kohli, along with Deepika Padukone ($93 million) and Ranveer Singh ($42 million), lead the ascent of the millennials to the top of the rankings.
“For the first time since 2014, Shah Rukh Khan has slipped from the top ranking and has been replaced by Virat Kohli. Kohli is now the first choice of brands to engage and attract consumers, fuelled by his extraordinary on field performances and off-field charisma,” said Varun Gupta, Duff & Phelps MD and regional leader, India, Japan and Southeast Asia.
“In addition to Kohli, other young celebrities such as Alia Bhatt, Varun Dhawan and badminton champion P.V. Sindhu have either risen in the rankings or entered our top15 list, backed by note-worthy performances in their respective fields and strong endorsement signings over the last year,” Mr. Gupta added.
“While Bollywood celebrities continue to dominate the top 15, sportspersons are providing tough competition as Kohli, Dhoni and Sindhu, collectively valued at US$180 million, account for almost a quarter of the total celebrity brand value of the top 15,” said Aviral Jain, Duff & Phelps Director.