Indian cricket crew captain Virat Kohli retained the highest movie star endorser rank for the fourth consecutive 12 months regardless of the covid-19 disruption within the 2020 Duff & Phelps movie star model valuation report, sustaining his model worth at $237.7 million.
Kohli’s social media following grew at a compound annual development price (CAGR) of 35.4% to 165 million throughout platforms whereas raking up 2.8 million engagements per publish. Within the absence of any reside sports activities occasion within the first half of 2020, the cricketer was seen connecting with the followers throughout social media platforms. He signed two key partnerships with edtech platform Nice Studying and Chinese language smartphone model iQOO final 12 months.
Akshay Kumar retained the second place with a model worth of $118.9 million, registering a 13.8% leap. At a time when the pandemic halted present enterprise, Kumar ventured into the over-the-top (OTT) video streaming area to ship runaway hit Laxmii. Aside from commercials, the actor partnered and took part in social initiatives such because the #DilSeThankyou marketing campaign to thank the police drive, medical staff, distributors, and others for his or her providers throughout the pandemic, and starred in a covid-19 consciousness marketing campaign for the ministry of well being.
Ranveer Singh maintained the third place with a model worth of $102.9 million. Nevertheless, Deepika Padukone, the highest feminine model endorser on the record, witnessed a decline together with her model worth declining from $93 million in 2019 to $50.4 million final 12 months as she slid from third to the fifth spot. This may be attributed to the drug controversy and a comparatively dry run on the field workplace resulting in sure manufacturers selecting to finish their affiliation with the actor. In the meantime, Kartik Aaryan made his debut on the record at No. 20.
The general model worth of the highest 20 celebrities in 2020 is estimated at $1 billion, a dip of roughly 5% from 2019. Because of the pandemic and subsequent lockdown restriction the variety of endorsements by the highest 20 celebrities declined from 370 in 2019 to 357 in 2020, displaying a dip within the 3.5%. development price.
“After witnessing a year-on-year development of three% during the last 4 years on endorsements by the highest 20 celebrities, 2020 was the primary time when this determine declined. Manufacturers lower down their advert spends and checked out digital platforms for higher return on investments (RoI) on their promotions. Through the pandemic, movie star endorsement contracts additionally underwent a change with digital and social media presence of movie star changing into an important touchpoint,” stated Aviral Jain, managing director, Duff & Phelps.
Millennial stars with a powerful social media presence together with Ayushmann Khurrana, Tiger Shroff and Rohit Sharma jumped a couple of spots to seize the No. 6, 15 and 17 spots respectively. The report additionally famous that many over-the-top (OTT) video streaming creators and influencers have additionally emerged as a most well-liked alternative for digital campaigns final 12 months.
“The price of such campaigns is far decrease and so they additionally have a tendency to supply higher attain and focussed viewers. There may be an elevated competitors with digital creators and influencers getting into the endorsement area. This development has additionally motivated Alist celebrities to relook at their social media presence to remain related. Kareena Kapoor Khan, as an example, selected to make her social media debut on Instagram final 12 months. We’re additionally witnessing massive Bollywood celebrities opening as much as endorse new model classes akin to edtech and on-line gaming,” Jain added.