Virat Kohli is the most valuable celebrity brand

Indian cricket captain Virat Kohli has dethroned Bollywood superstar Shah Rukh Khan to become the most valuable celebrity brand in the country, with a brand value of USD 144 million registering a growth of 56 per cent from last year, according to a report.

This increase is primarily driven by his growing endorsement fees, on-field performances and rise in popularity index, according to the ‘Duff & Phelps’ report ‘Rise of the Millennials: Indias Most Valuable Celebrity Brands’.

Shah Rukh Khan slipped to second rank, with a brand value of USD 106 million, down by nearly 20 percent as compared to 2016, while actress Deepika Padukone, valued at USD 93 million, retained her third rank.

Actor Akshay Kumar added seven new product brands to his portfolio and his brand value surged nearly 97 per cent to reach USD 47 million in 2017.

Ace shuttler PV Sindhu is the first female sports personality to feature in the top 15 celebrities, occupying the 15th slot with a brand valuation of USD 15 million.

Former Indian cricket captain Mahendra Singh Dhoni is the only other sports person to feature in the top 15 list, taking the 13th position with a brand value of USD 21 million.

Total value of the top 15 celebrity brands is estimated to be USD 712 million, and sports celebrities contributed around 25 per cent of the total celebrity brand value in 2017.