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. 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 published earlier this year.
In 2023, brands spent nearly Rs. 500 crore on celebrity endorsements, with choices largely driven by popularity and category fit. The Brand Endorser Report 2024 provides a strategic, data-driven approach to selecting the right celebrity partner. The report 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 Brand Endorser Report 2024, Virat Kohli takes the top spot as the top celebrity, followed by MS Dhoni in second place and Sachin Tendulkar in third. These past and present cricketers have outperformed some of the biggest names in Bollywood, including Shah Rukh Khan (fourth), Akshay Kumar (fifth), Amitabh Bachchan (sixth), and Salman Khan (eight).
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.
MediaNews4U.com caught up with Ashish Karnad executive VP, Hansa Research
Q. Hansa Research’s ‘Brand Endorser Report’ shows that cricketers are preferred by the public to Bollywood stars. What are the reasons for this?
What sets cricketers apart from other celebrities is their unique ability to connect with audiences on both emotional and aspirational levels. They are seen as real-life heroes who have made their country proud. Most of them are seen as having risen from humble backgrounds and with their hard work and perseverance have earned the admiration and respect of the Indian Audience.
Q. Sachin Tendulkar has long since retired. How has he managed to stay relevant despite that when his contemporaries have faded away and get zero endorsements?
Sachin Tendulkar is an icon, and his achievements need no introduction. He remains relevant today because some of his records still stand tall and may never be broken. Additionally, his humble and down-to-earth personality, despite his immense success, continues to earn him admiration from people.
However, it is not true that all his contemporaries have faded away or no longer receive endorsements. Dravid, Sehwag, and Ganguly still have their share of endorsements today. In fact, if you compare the number of endorsements Sachin has, he may not be significantly ahead of them. Nevertheless, in terms of perception and popularity, he is far ahead of his contemporaries.
Q. In terms of the new crop of cricketers like Rishabh Pant and non-cricket sportspersons, how do brands perceive them as an opportunity to build a strong connect?
Brands would love to get celebrities who are in the news and performing well in their careers as well as Brand Endorsers. However, Brand Managers and Marketers need to do some kind of scientific analysis on which celebrity would fit well for their Brand before signing them on. Our Brand Endorser Study helps them do this. This year’s report 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. Along with seven key parameters, each celebrity is also 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.
Q. In 2023, brands spent nearly Rs. 500 crore on celebrity endorsement. Which are the key categories that use celebrities? For this year was growth seen?
Today, about 3-4 out of 10 TV ads feature a celebrity, meaning that 1 in 3 ads includes a celebrity. The food & beverages, personal care/personal hygiene, and household products sectors are among those that rely more heavily on celebrity endorsements.
Q. Is India following the US in terms of celebrities launching ventures to boost themselves?
While still niche, this trend is certainly growing. By launching or investing in ventures, celebrities can enhance their personal brand and diversify their portfolios. It also helps them connect more deeply with their audience while creating new income streams.
This shows that celebrities increasingly see entrepreneurship as a way to stay relevant and influential beyond their main careers.
Q. Is one danger of a brand using a celebrity the fact that creativity can sometimes take a backseat? (Meaning that so much money has been spent on the celebrity’s fee that there is little leftover to give the creative agency to craft a memorable campaign. Is that often a challenge?)
Yes, this happens quite often. Marketers sometimes assume that having a celebrity in an ad is enough to guarantee its success, leading to less focus on the creative aspects.
This may be due to budget constraints, as a significant portion is spent on securing the celebrity, or the mistaken belief that the celebrity’s influence will overshadow any creative shortcomings.
Q. Could you talk about the growing trend of B2B brands also using celebrities?
In today’s world, it is crucial for brands to have a well-rounded media presence, and even B2B brands are recognising the value of using celebrities to enhance their market image. Unlike B2C endorsements that focus on mass appeal, B2B endorsements are designed to build trust and establish authority within a niche audience.
Celebrities help B2B brands stand out in a competitive market by humanizing the brand and making it more relatable. Their involvement provides an opportunity to create a stronger emotional connection with decision-makers and stakeholders.
However, it is essential to choose the right celebrity—someone whose values align with the brand’s core message—to effectively boost both awareness and engagement within professional circles.
Q. Is it difficult for Olympic medal winners in a sport like shooting to get brand endorsements? Outside the Olympics the sport does not have much visibility.
Yes, it can be challenging for Olympic medalists to secure brand endorsements, primarily because the sport lacks consistent visibility outside of the Olympics. Unlike cricket, which enjoys year-round attention, Olympics sports tend to attract limited media coverage and a niche audience.
Brands often prioritise sports and personalities that resonate with a broader audience to maximise their reach. However, medalists in niche sports can still appeal to brands that value excellence, precision, and discipline—qualities associated with each of the unique sports. With the right positioning and storytelling, such athletes can carve a unique space for endorsements, especially with brands targeting specific or premium audiences.
Q. How do celebrity endorsements and influencer marketing stack up against each other in terms of their respective strengths and value?
Celebrity endorsements and influencer marketing each have their own strengths, and the choice between them largely depends on the brand’s/ campaign’s goals and target audience.
Celebrity Endorsements typically have a much wider reach due to the celebrity’s large, diverse fan base, making them ideal for campaigns aimed at broad exposure. On the other hand, Influencer Marketing is more targeted, reaching highly engaged audiences on digital platforms. Influencers tend to have a more personal and authentic connection with their followers, and their recommendations often feel more genuine.
This makes influencer marketing an excellent choice for brands looking to build trust and engage with specific groups. It can also be more cost-effective, as influencers offer flexible pricing based on their reach and engagement.
For example, a cooking accessory brand could partner with a popular chef to promote its products, as the chef’s endorsement would resonate with their relevant target audience of cooking enthusiasts.
Ultimately, the choice between celebrity endorsements and influencer marketing depends on the brand’s positioning. If the brand targets a niche, particularly a younger audience that follows influencers, influencer marketing might be the better choice.
However, for broader visibility and mass appeal, celebrity endorsements are more effective. In many cases, a combination of both can deliver the best results.
