If there ever was an iota of doubt about the star power of cricketers in this country, the recent report on the brand value of Indian celebrities—published by Hansa Research—has buried it. Among it’s 2024 findings, it was clear to see that elite cricketers like Virat Kohli to MS Dhoni are the cynosure of the brands, commanding higher fees than Bollywood stars like Shah Rukh Khan. The recently concluded mega auction for the Indian Premier League 2025 is indicative of just how much money lies in the game of cricket. This year, Rishabh Pant became the most expensive player in the history of the league when the Lucknow Super Giants acquired him for Rs 27 crore. As per a report published by The Economic Times, Pant's brand value will increase by 30% after this mega auction. Pant's popularity, however, is quite a few notches below the likes of Virat Kohli and MS Dhoni.
How Does One Calculate a Celebrity’s Brand Value?
As per the 2024 Brand Endorser Report, which offers a data-driven strategy for selecting the right celebrity collaborator for brands, has a specific formula to calculating brand value. Each celebrity undergoes assessment through a distinctive Brand Endorser Score, a comprehensive metric with seven essential criteria: likeability, fan following, perception, interest to see, category fit and recognition. In 2023, a staggering Rs 500 crore was spent on celebrity endorsements by brands, as per the report.
The reason why cricketers are ranking high on the brand value scale is because they achieve a high score across all the seven essential criterias. "What sets cricketers apart from other celebrities is their unique ability to connect with audiences on both emotional and aspirational levels. Whether it's the nostalgia tied to legends like Sachin Tendulkar or the electrifying energy of stars like Virat Kohli and MS Dhoni, their hard work and perseverance have earned them admiration," said Ashish Karnad, the Executive Vice President at Hansa Research.
Which Celebrity has the Most Brand Value in 2024?
No points for guessing but Virat Kohli, who recently returned to form with a scintillating century against Australia, was ranked as the most valued star in the country. The rankings were done based on responses from 4000 people across 36 cities. Many would have thought that the dip in his form might affect his fortunes, but he continues to have a stranglehold in the brand market. Kohli is followed by his ex-colleague MS Dhoni, who has retired from international cricket but still makes an annual appearance in the Indian Premier League. Dhoni continues to be the face of the franchise and has mass relatability among fans of all generations, including the younger ones who haven't seen him play. Sachin Tendulkar is also on the list, ranking just above Shah Rukh Khan despite making far fewer public appearances, in comparison.
Top 10 Indian Celebrities with the Most Brand Value:
Virat Kohli
MS Dhoni
Sachin Tendulkar
Shah Rukh Khan
Akshay Kumar
Amitabh Bachchan
Allu Arjun
Salman Khan
Hrithik Roshan
