Celebrity endorsements have become really important for brands in India for quite some time now. Since celebrity following holds a huge influence on consumer purchasing decisions, it becomes crucial for brands to capture the opportunity timely.
As a country, India is home to many film buffs and star-struck audiences. From athletes to film stars, people have chosen their idols and would follow their way of living on social media.
These celebrities have a huge fan base and reach on social media platforms that make them brands’ favorites.
As per the TAM AdEx report, Celebrity Endorsement has been huge in the year 2021. The report shares in detail the trends of Celebrity endorsement done on TV.
While generally brands sign up one celebrity to be the face of their brand for a certain period of time, they have now started signing up couples for a more effective approach.
TAM AdEx ranks the top 10 celebrity couples on the basis of the television ad share they have and the no. of brands they are working with.
As far as celebrity couples go, Akshay Kumar & Twinkle Khanna have topped the charts with 33% ad share on TV by endorsing nearly 40 brands together.
Following their lead were Saif Ali Khan & Kareena Kapoor who contributed 20% of ad share with 21 brand endorsements together in the H1 2021.
Together, the two couples accounted for more than 50% of the total ad share on television.
As per the report, movie stars of the Indian film industry together accounted for more than 85% share of advertising done during H1 2021. This was followed by Sports personalities and TV stars that added 12% and 3% share respectively.
The report also states that as compared to Jan-Jun’19, celebrity endorsed advertisements grew by 23% in Jan-Jun’21 whereas it was decreased by 26% during Jan-Jun’20. During the period between Jan-Jun’21, 65% increase was recorded in celebrity ad volumes as compared to Jan-Jun’20.
