Celebrities endorsed toilet cleaners most; Akshay Kumar wins endorsement race

In India, the best way to sell a product is to have it endorsed by a celebrity. Even the toiletries.

A new report said toilet and floor cleaners, with a 9% share of celebrity ad volumes, were among the top 10 categories endorsed by celebrities during the January-June 2022 period. , the top category for which a maximum of celebrities from different professions endorsed brands was e-commerce gaming, according to a report from TAM Media Research’s Adex India.

Other products that were in the top category included soft drinks, hair dye, pan masala, and washing powders and liquids.

Eight of the top 10 celebrities, namely Akshay Kumar, Amitabh Bachchan, Alia Bhatt, Vidya Balan, Shahrukh Khan, Taapsee Pannu, Ranveer Singh and Kareena Kapoor, announced more companies from January to June 2022, compared to the same period last year. Meanwhile, the celebrity who endorsed the most brands this year was MS Dhoni, the report added, who represented celebrities from Bollywood, TV industry and sports personalities in India. TAM Media’s report only considered ads during commercial breaks.

Over 50% of ads were endorsed by top three celebrity couples, Akshay Kumar and Twinkle Khanna; Amitabh and Jaya Bachchan; and Ranbir Kapoor and Alia Bhatt. While the top two couples endorsed 37 brands each, Kapoor and Bhatt together endorsed 29 brands.

The report adds that companies – for celebrity ads – prefer movie stars with a larger overall share of ad volume, i.e. 84%, compared to celebrities in other categories.

Overall, Akshay Kumar was the biggest celebrity to endorse a maximum number of categories, as he featured in ads for 36 brands, one more than last year. The ‘Khiladi’ actor was also the most visible star with an average visibility of 37 hours a day across all channels. Amitabh Bachchan followed him with 18 hours a day.

Bachchan, on the other hand, this year endorsed 37 brands this year compared to 27 last year. Kumar and Bachchan were followed by Alia Bhatt, who endorsed 27 marks this year, up from 17 last year. Meanwhile, Dhoni and Anushka Sharma have endorsed 41 and 11 marks this year as both have lost two marks this year.

The report adds that more than 50% of celebrities have endorsed food and beverage, service industry and personal care brands.


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