MUMBAI: According to TAM AdEx’s Half-Yearly Celebrity Endorsement Report, the first half of 2024 saw a 10% growth in celebrity-endorsed advertisements compared to the same period last year. Film actors dominated the endorsement space, accounting for 75% of all celebrity ads. Among them, Akshay Kumar emerged as the ‘most visible celebrity,’ with an average visibility of nearly 22 hours per day through TV endorsements.
The report also highlights a surge in celebrity sponsorships, with icons like M.S. Dhoni, Amitabh Bachchan, Shah Rukh Khan, Kareena Kapoor, Kiara Advani, and Madhuri Dixit endorsing more brands than in 2023. Shah Rukh Khan followed Akshay Kumar closely, clocking nearly 20 hours of average daily visibility through TV ads. Interestingly, over 40% of celebrity ads featured duos, including popular pairs like Ranbir Kapoor-Alia Bhatt, Akshay Kumar-Twinkle Khanna, and Amitabh Bachchan-Jaya Bachchan.
Kumar will be seen in ‘Housefull 5’, hitting theaters on 6 June, 2025. He is also teaming up with acclaimed filmmaker Priyadarshan for the horror-comedy Bhooth Bangla. Other projects in the pipeline include ‘Jolly LLB 3’ and ‘Welcome to the Jungle’.
