According to TAM Sports – ICC World Cup 2023 Celebrity Endorsement report, the volume of celebrity-endorsed ads increased by 55pc in World Cup 2023 compared to World Cup 2019.
The report also studied profession-wise share of celebrity endorsements. The share of sports personalities stood at 58 pc (26 pc in 2019 ICC WC) against film actors’ share of 30 pc in 2023 (60 pc).
In the 2023 edition, team India’s coach Rahul Dravid led the overall celebrity rankings with 9pc share, ahead of Shahrukh Khan. He also led in terms of ad volumes with 15pc share, ahead of MS Dhoni (12 pc).
Vishnu Packaging with its brand Vimal Elaichi Pan Masala emerged as the top brand and top advertiser among celebrity advertisers during ICC World Cup 2023.
Ajay Devgan-Kajol topped among celebrity couples with 25pc share of ad volumes followed by Akshay Kumar-Twinkle Khanna with 24pc. Ads endorsed by the celebrity couple encompass both joint and individual advertisements.
