Indian cricket team captain Virat Kohli is not only ruling the cricket world, but he has made a name for himself in the world of advertisement as well. He recently overtook the Bollywood superstar Shah Rukh Khan to become the most valuable celebrity brand in the country.
Kohli's brand value is of USD 144 million registered a growth of 56 percent from last year, according to the Duff & Phelps report Rise of the Millennials: India’s Most Valuable Celebrity Brands.
“For the first time since we began publishing our rankings, Shah Rukh Khan has slipped from the top ranking and been replaced by Virat Kohli. Kohli is now the first choice of brands to engage and attract consumers, fueled by his extraordinary on-field performances and off-field charisma,” Duff & Phelps managing director and region leader - India, Japan and Southeast Asia Varun Gupta said.
Kohli's on-field performance, which is only improving day by day and his popularity across the country, has helped him leave Shah Rukh behind, who is now at second rank with a brand value of USD 106 million, down by nearly 20 percent.
Kohli endorses 20 brands as of October 2017, while Khan endorses 21.
Other than Virat, only MS Dhoni features in the top 15; on rank 13 with a brand value of USD 21 million. Ace shuttler PV Sindhu is the first female sports personality on the list, occupying the 15th slot with a brand valuation of USD 15 million.
The total value of the top 15 celebrity brands is estimated to be USD 712 million, and sports celebrities contributed around 25 percent of the total celebrity brand value in 2017.
“While Bollywood celebrities continue to dominate the top 15, sportspersons are providing tough competition as Kohli, Dhoni, and Sindhu, collectively valued at USD 180 million, account for nearly a quarter of the overall celebrity brand value of the top 15,” Duff & Phelps director Aviral Jain pointed out.