Cricketer Virat Kohli retained the top spot for the second consecutive year in the celebrity brand valuation rankings released by Duff & Phelps (D&P). Deepika, who got married to actor Ranveer Singh past year, also endorsed 21 brands in November.
He is followed by Bollywood actress Deepika Padukone, who jumped a place from the last ranking, with a valuation of $ 102.5 million.
Virat Kohli, captain of the Indian cricket team and a youth icon, has topped the powerful celebrity brand list of Duff & Phelps, the global valuation and corporate finance advisors, for second year in a row.
"Virat Kohli, Sachin Tendulkar, MS Dhoni and PV Sindhu collectively contributed nearly $241 million, which is over 27 per cent of the cumulative brand value of the top 20 celebrities", said Aviral Jain, MD, Duff & Phelps. The total value of the top 20 celebrity brands is at United States dollars 877 million (Rs 6,173 crore).
The main reason for Kohli and Deepika being at the top is that they have an equity element, which in turns helps them maintain a long-term association with the brand. "At the same time, the glamour industry is driven by publicity and presence", said Varun Gupta, managing director and Asia Pacific leader for valuation services at Duff & Phelps.
The third and fourth places were held by actors Akshay Kumar and Ranveer with valuations of United States dollars 67.3 million (Rs 473 crore) and 63 million (Rs 443 crore), respectively.
Shah Rukh Khan, who has not given a hit since "Raees" has slipped three positions to number five with a brand value of $60.7 million. The likes of Kohli, Sachin Tendulkar, PV Sindhu and MS Dhoni have collectively contributed $241 million out of the total valuation. Besides, Kohli's brand value has also seen an 18 per cent rise at Rs 1,200 crore in the year that just ended. He presently endorses a total of 24 brands across several categories.
The rising trend of power couples has also been noticed by the report, as brands target each partner's unique following and voice by tapping into a power couple's reach and impact. "Power couple Virat Kohli and Anushka Sharma have endorsed around 40 brands such as Head & Shoulders, Manyavar and Fastrack", the report noted.