Cricketers from three different eras- Virat Kohli, M.S. Dhoni, and Sachin Tendulkar- continue to hold their popularity with audiences, ranking as top celebrities across age and gender categories in the Brand Endorser 2024 Report by Hansa Research.
That being said, cricket is a religion in India, and cricketers are regarded as national heroes, transcending the boundaries of sport to become cultural icons. Their strong connection with the public makes them the most loved and sought-after figures, even surpassing the glitz and glamour of Bollywood celebrities.
In 2023, brands spent nearly Rs 500 crores on celebrity endorsements, with choices largely driven by popularity and category fit. The report provides a strategic, data-driven approach to selecting the right celebrity partner. It also provides an in-depth analysis of the influence of around 400 celebrities across diverse domains, including films, sports, television, and social media, empowering brands to make more informed and impactful choices. Each celebrity is evaluated using a unique Brand Endorser Score, a composite number derived from seven key parameters: Likeability, Fan Following, Perception, Interest to See, Category Fit, and Recognition.
According to the report, Kohli takes the top spot as the number one celebrity, followed by Dhoni in second place and Tendulkar in third. These cricket legends have outperformed some of the biggest names in Bollywood, including Shah Rukh Khan (fourth), Akshay Kumar (fifth), Amitabh Bachchan (sixth), and Salman Khan (eighth).
Moreover, Kohli takes the top spot due to his high ranking in parameters such as Likeability, Popularity, and consumer interest in seeing him endorse products in the near future. Some of the imagery attributes he is closely associated with include Modern, Youthful, Confident, and Aspirational.
Another interesting finding of the report is that Deepika Padukone is the only female celebrity to feature in the top 10, securing the tenth spot. Notably, Amitabh Bachchan has dropped four places over the last two years, ranking sixth in 2024 compared to second in 2022. Meanwhile, Allu Arjun, the only South Indian representative in the top 10, made a significant leap, rising from sixteenth place in 2022 to seventh in 2024.
For this study, research was conducted among 4,000 respondents across 36 cities. Data was collected through structured online questionnaires across India to evaluate the standings and performance of selected celebrities. Along with seven key parameters, each celebrity was assessed for their suitability across 29 sub-categories within broader industry categories. Additionally, the report examines each celebrity’s perception through 24 specific imagery statements, providing a holistic view of their overall appeal.
Celebrities 2024 Ranking
- Virat Kohli
- MS Dhoni
- Sachin Tendulkar
- Shah Rukh Khan
- Akshay Kumar
- Amitabh Bachchan
- Allu Arjun
- Salman Khan
- Hrithik Roshan
- Deepika Padukone
