TAM AdEx has released its Half-Yearly Celebrity Endorsement Report for January–June 2025, outlining how India’s television advertising landscape continues to rely heavily on celebrity power despite a dip in volumes.
In the first half of 2025, 29% of ads on TV have featured celebrities, with film actors and actresses contributing 74% of these. The share of celebrity ads had risen in 2024 but has declined by 12% in 2025 compared to 2023, indicating a shift in overall endorsement strategy.
On a monthly basis, volumes of celebrity-endorsed ads have fluctuated across the six months of 2025, underscoring changing advertiser demand and seasonal campaign pushes.
Food and Beverages has remained the top sector, accounting for 23% of celebrity-endorsed ad volumes, followed by Personal Care/Personal Hygiene at 17% and Household Products at 8%. Gender splits have been distinct: male celebrities have dominated Food and Beverages, while female celebrities have led endorsements in Personal Care/Personal Hygiene.
Among categories, Toilet/Floor Cleaners have led with 8% share of ad volumes, while aerated soft drinks and toilet soaps have followed. Separately, when measured by the number of celebrities endorsing brands, e-commerce gaming has taken the top spot with 38 celebrities, followed by building materials and spices.
In terms of visibility, Shahrukh Khan has been the most prominent face on TV, with an average endorsement visibility of 27 hours per day across channels, while MS Dhoni has followed at 22 hours per day. Other top endorsers have included Akshay Kumar, Ranveer Singh, and Amitabh Bachchan.
When measured by the number of brands, Dhoni has topped with 43 brands in H1 2025, edging past Shahrukh Khan at 35. Kartik Aaryan and Ranbir Kapoor have expanded their endorsement portfolios compared to 2024, while Amitabh Bachchan and Kareena Kapoor have seen a decline in brand count.
Couple endorsements have continued to play a visible role. Deepika Padukone–Ranveer Singh and Anushka Sharma–Virat Kohli together have accounted for nearly 30% of celebrity couple ad share, with Akshay Kumar–Twinkle Khanna and Ranbir Kapoor–Alia Bhatt also among the most prominent.
Overall, the report has highlighted that while celebrity presence on television advertising has dipped versus 2023, film stars remain the backbone of endorsements, Food and Beverages continues to be the dominant sector, and gaming and couple ads have emerged as strong new trends in 2025.
