Kohli leads India’s celebrity economy surge
Former Indian cricket captain Virat Kohli has once again secured the top spot as India’s most valuable celebrity brand, with a valuation of $231.1 million. His continued dominance reflects not just sporting success but a wide-reaching influence across endorsements, media, and digital presence, as revealed in the newly released Celebrity Brand Valuation Report 2024 by Kroll.
Kohli, who commands an enormous following both online and offline, has now held the No. 1 position for the third consecutive year. With 273 million Instagram followers, he remains India’s most-followed personality on the platform — a factor that continues to amplify his brand endorsement reach and commercial appeal.
Top five celebrity brands of 2024
Joining Kohli at the top of the list are several of India’s most bankable Bollywood and cricket personalities. Ranveer Singh retained his second-place ranking with a brand value of $170.7 million, although this represented a minor dip from 2023.
Shah Rukh Khan, buoyed by major releases and renewed endorsements, maintained the third spot, with his brand value seeing a 21% year-on-year jump to $145.7 million.
Alia Bhatt rose to fourth place with a brand value of $116.4 million, making her the highest-ranked female celebrity on the list. Rounding out the top five is cricket legend Sachin Tendulkar, who climbed from eighth to fifth, clocking in at $112.2 million, thanks to a fresh wave of brand endorsements in 2024.
Sports stars dominate key rankings
Cricket continues to be the only sport represented in Kroll’s top 25 rankings, underscoring the sport’s enduring dominance in India’s celebrity economy. Beyond Kohli and Tendulkar, MS Dhoni (tied 7th, $102.9 million), Rohit Sharma (17th, $48.4 million), Hardik Pandya (20th, $43.1 million), and Jasprit Bumrah (22nd, $38.1 million) also made notable appearances.
Bumrah’s rise was particularly significant — he jumped from 41st in 2023 to 22nd in 2024, marking one of the steepest climbs on the list.
Bollywood heavyweights round out the top 10
Outside of sports, the remaining top 10 spots are dominated by Bollywood actors. Akshay Kumar took sixth place ($108 million), while Deepika Padukone, tied with Dhoni at seventh, maintained her strong presence with $102.9 million.
Hrithik Roshan followed in ninth place at $92.2 million, while Amitabh Bachchan, one of Indian cinema’s enduring icons, held the tenth spot with a brand value of $83.7 million.
Further down the list, notable names included Salman Khan (16th, $57 million), Anushka Sharma (17th, tied with Rohit Sharma), and rising stars like Kriti Sanon (19th, $44.8 million), Tamannaah Bhatia (21st, $40.4 million), and Ananya Panday (25th, $35.2 million).
OTT and southern cinema reshape the landscape
In addition to ranking celebrities, the report also sheds light on industry-wide shifts impacting brand value, particularly in the film and streaming sectors. South Indian cinema now accounts for 47.7% of India’s total box office revenue, surpassing Hindi cinema’s 39.5% share.
OTT platforms have emerged as powerful revenue drivers, contributing over 50% of revenues for several major releases. Re-releases, too, have proven to be surprisingly successful — with films like Tumbbad (70% of its lifetime gross from re-release) and Jab We Met (50%) generating renewed box office momentum.
Industry insight: the future is hybrid
Reflecting on these shifts, Kroll executive Umakanta Panigrahi, Managing Director of Valuation Advisory Services, said:
“In 2024, we witnessed that the future of Indian cinema lies in synergy. OTT content and theatres complement each other. Audiences can now have the best of both worlds: grand theatrical experiences and intimate storytelling at home. As the industry continues to adapt this hybrid model, it could very well become its strongest era yet. Finally, following a stagnant phase in the cinema business, re-releases have put film theatres back on the map. Cinemas have re-established their position as strong competitors, proving that nothing can replace the feeling of watching a film in a theatre.”
What this means for brands and investors
Kroll’s 2024 Celebrity Brand Valuation Report not only reaffirms Virat Kohli’s unmatched brand dominance but also underscores the evolving dynamics of Indian celebrity influence. From shifting box office trends to the rise of OTT platforms and regional cinema, the entertainment economy is becoming increasingly multifaceted.
For marketers, advertisers, and brand strategists, the message is clear: celebrity endorsements remain a multi-billion-dollar opportunity, but the game is expanding beyond traditional strongholds — and the future lies in adapting to this new, hybrid ecosystem.
