Duff
&
Phelps,
the
world's
premier
provider
of
governance,
risk
and
transparency
solutions,
today
(February
4,
2021)
released
key
findings
from
the
sixth
edition
of
its
Celebrity
Brand
Valuation
Study
2020:
"Embracing
the
New
Normal." The
study
provides
a
ranking
of
India's
most
powerful
celebrity
brands
based
on
brand
values
derived
from
their
product
endorsement
portfolio
and
relative
social
media
presence.
It
examines
the
impact
of
the
pandemic
on
both
brand
value
rankings
and
the
celebrity
endorsement
space.
Virat
Kohli
retains
the
top
position
for
the
fourth
consecutive
year.
His
brand
value
remains
steady
at
$237.7
million
(mn)
in
2020
despite
the
COVID-19
pandemic.
Akshay
Kumar
retains
the
second
position
with
a
brand
value
of
$118.9
mn
(a
jump
of
13.8%).
Bollywood
powerhouse
Ranveer
Singh
grabs
the
third
position
again,
with
a
brand
value
of
$102.9
mn.
The
overall
brand
value
of
the
top
20
celebrities
in
2020
is
estimated
at
$1
billion
(bn),
a
dip
of
approximately
5%
from
last
year.
"While
established
celebrities
continue
to
dominate
our
rankings,
notable
millennials
with
a
strong
social
media
presence
continue
to
climb
the
ladder.
Ayushmann
Khurrana,
Tiger
Shroff
and
Rohit
Sharma
all
jumped
a
few
spots
to
grab
the
No.
6,
No.
15
and
No.
17
spots,
respectively.
Further,
Kartik
Aaryan
debuts
on
our
list
at
No.
20.
These
rising
millennial
celebrities
were
in
greater
demand
during
the
pandemic
owing
to
their
popularity
among
the
youth," said
Aviral
Jain,
Managing
Director,
Duff
&
Phelps.
"This
year,
the
media
and
entertainment
("M&E")
sector
took
a
hit
and
witnessed
a
significant
slowdown
in
advertising
spends
as
traditional
media
and
outdoor
entertainment
were
severely
impacted
by
the
pandemic.
Digital
marginally
overtook
print
to
become
the
second-largest
segment
in
the
advertisement
space,
and
it
continues
to
witness
traction
among
brands.
The
pandemic
has
also
reinforced
the
fact
that
a
strong
social
media
presence
is
no
longer
a
'good
to
have,'
but
rather
a
'must-have'
for
celebrity
endorsers.
With
celebrity-brand
engagements
becoming
more
digitally
oriented,
brands
and
celebrity
endorsers
are
discussing
innovative
ways
of
collaboration,"
Jain
added.
Commenting
on
how
the
pandemic
redefined
the
M&E
sector,
Varun
Gupta,
Managing
Director
and
Asia
Pacific
Leader
for
Valuation
Services
at
Duff
&
Phelps,
said,
"2020
saw
a
boost
in
digital
advertising,
with
celebrities
leveraging
their
authentic
and
personal
experiences
for
endorsements.
In
fact,
many
OTT
stars
and
influencers
are
currently
sharing
the
spotlight
for
digital
ads,
which
is
a
new
trend
observed
this
year."