NEW IS GOLD CELEBRITY BRAND VALUATION STUDY 2019 - Duff & Phelps | India
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
NEW IS GOLD C E L E B R I T Y B R A N D V A L U AT I O N S T U D Y 2 0 1 9
Contents
01 Foreword 05
02 Celebrity Brand Values 06
03 Celebrity Brand Ranking 07
04 Introduction 08
Media and Entertainment Industry
Advertising Industry
Segment Highlights
Overview of Celebrity Endorsements
Current Celebrity Endorsements
05 New Is Gold 21
New Faces
New Age Brand Endorsements and New Concepts
#starvestors
06 Key Trends in Celebrity Endorsement Space 33
Rise of the OTT
Celebrity Consciousness Curve
South India: A Tectonic Shift
07 Industry Speaks 45
08 Valuation Methodology 48
09 Valuation Conclusion 52
10 The Pseudo Awards 54
Celebrity Brand Valuation Study 2019
Foreword
Dear Reader,
It gives me great pleasure to present the fifth edition of our study on India’s most valuable celebrity brands.
The theme of this year’s study is “New is Gold”, which recognizes the ascent of millennial celebrity
endorsers to the top of our brand value rankings. We witnessed a shift in focus from established celebrities
to new faces across the advertising and media industry over the past year. And not just new faces: 2019
also saw the emergence of new brands and new platforms targeting and growing the Indian millennial
ecosystem.
Be it brand endorsements, films or startups, millennial and Gen Z stars have performed exceptionally well
Varun Gupta
in the past year. They seem to be the preferred choice for brand endorsements as companies increase
Managing Director and
their focus on youth, leveraging their new-age personality attributes.
Asia Pacific Leader
Valuation Advisory Services For an advertiser, being associated with a celebrity who is consistently performing is a key factor in
Duff & Phelps
assessing the brand potential. Celebrity brand endorsers add value by appealing to their fan following
across India and abroad. It helps the brand in building greater awareness and attracting potential
consumers. Several studies also suggest that a celebrity endorser generates in higher brand recall than a
non-celebrity endorser.
Our 2018 report, The Bold, the Beautiful and the Brilliant, recognized Virat Kohli’s reign at the top for the
second year in a row, Deepika Padukone’s meteoric rise and the emergence of power couples.
The trend continued this year, with Virat Kohli, Akshay Kumar and Deepika Padukone retaining the top
three positions in our rankings, and continuing to be the primary choice of product brands to engage and
attract consumers. As Akshay Kumar jumped a spot higher to No. 2, the buzzing Gully Boy, Ranveer Singh,
also jumped a notch higher, sharing the No. 3 spot with his wife, Deepika Padukone. While established
celebrities continue to dominate our rankings, notable millennials also made an entry to the list. National
award winner Ayushmann Khurrana, dancing wizard Tiger Shroff and Hitman Rohit Sharma grabbed the
No. 10, No. 17 and No. 20 spots, respectively. The overall brand value of the top 20 celebrities in 2019 is
estimated at USD 1.1 bn, an increase of 25% from last year.
Meanwhile, it has been an exciting year for Duff & Phelps. A global consortium of investors has agreed to
acquire the firm for USD 4.2 bn. This marks a massive vote of confidence in the long-term growth
prospects of Duff & Phelps. Our India operations are right at the centre stage of this growth. Among other
things, we have launched a technology and innovation center at Hyderabad’s HITEC City. The center will
focus on software development, automation and innovation, with a team of experienced software
engineers, technologists and senior leaders.
Earlier this year, we also released the sixth edition of our annual report on brand values in the Indian
Premier League. The report was very well received by both our readers and the media. I would like to take
this opportunity to thank all our readers and clients for their continued support.
We hope you find our analysis interesting, and we look forward to your feedback.
Yours sincerely,
Varun Gupta
Duff & Phelps 5
Celebrity Brand Valuation Study 2019
Celebrity Brand Values
1. Virat Kohli
Photo Courtesy: BCCI
Virat Kohli scores a hat trick as India’s most valuable celebrity with a brand value of USD 237.5 mn
2. Akshay Kumar 3. Deepika Padukone
Dabboo Ratnani
and Ranveer Singh
KA Enterprises
Akshay Kumar takes the second position,
with a brand value of USD 104.5 mn
The dynamic power couple, Ranveer and
Deepika, claim the third spot with a brand
Photo Courtesy value of USD 93.5 mn each
Celebrity Brand Valuation Study 2019
Celebrity Brand Ranking
We present the list of top 20 celebrity brands for 2019 below:
Celebrity 2019 Brand Rank Brand Value (USD Mn) 2018 Brand Rank1
Virat Kohli 1 237.5 1
Akshay Kumar 2 104.5 3
Deepika Padukone 3 93.5 2
Ranveer Singh 3 93.5 4
Shah Rukh Khan 5 66.1 5
Salman Khan 6 55.7 6
Alia Bhatt 7 45.8 8
Amitabh Bachchan 8 42.5 7
Mahendra Singh Dhoni 9 41.2 12
Ayushmann Khurrana 10 40.3 New
Hrithik Roshan 11 38.9 10
Varun Dhawan 12 35.2 9
Priyanka Chopra 13 32.2 19
Ranbir Kapoor 14 27.0 16
Sachin Tendulkar 15 25.1 14
Aamir Khan 16 24.9 11
Tiger Shroff 17 24.2 New
Anushka Sharma 18 23.9 13
Kareena Kapoor Khan 19 23.7 17
Rohit Sharma 20 23.0 New
USD 1.1 Bn
1
Previous rank as determined in the fourth edition of this report titled “The Bold, the Beautiful and the Brilliant”, published in January 2019
Duff & Phelps 7
Celebrity Brand Valuation Study 2019
Introduction
If India were a cocktail event, celebrities would be the ones The celebrity is considered based on the identity and
who make the most heads turn. So it’s no surprise that personality of the brand and what it aims to depict to its target
celebrities continue to play matchmaker between buyers and audience. Before analyzing the celebrity endorsements space
sellers. Association of a product brand with a celebrity not only and key trends therein, we begin by discussing an overview
generates a higher brand recall but also increases the credibility of the larger Media & Entertainment Industry followed by the
of the product. Celebrity brand ambassadors add value to the Advertising Industry.
product’s brand image and positioning by influencing consumer
purchase decisions, creating awareness, attracting potential
customers and increasing the likeability of the associated brand.
“For a star-struck nation
as ours, celebrity
endorsements increase a
product’s attractiveness
and aims to build the right
perception for it. Market
size for digital as a percentage of films
increased from 47% in FY16 to 95% in FY19.
Given this unprecedented growth rate, digital
is expected to soon overtake films to be the
third largest segment in the media and
entertainment space. Resultantly, celebrity
endorsements, have witnessed a greater push
towards use of digital advertising as a means
of focused communication.”
Vibhor Nayar, CFA
Vice President, Valuation Services
Duff & Phelps
Duff & Phelps 8
Celebrity Brand Valuation Study 2019
Media & Entertainment Industry
Over the previous decade, India has become a highly attractive According to KPMG’s report, India’s Digital Future: Mass of
media and entertainment (M&E) market, driven by favorable Niches, the Indian M&E industry is expected to grow at a
demographic and economic factors. In 2019, the M&E industry compound annual growth rate (CAGR) of 13.5% between
reached a size of INR 1,631 bn, a growth of 13% over the past FY19 and FY24, with advertising revenues expected to grow at
year. While TV continued to be the largest segment in absolute a CAGR of 14.5% during the same period.
terms, the digital segment saw the fastest growth rate.
M&E Industry - Market Size (INR Bn)
800
700
714
600
652
595
500
552
400
300
333
319
308
228
200
183
173
159
145
100
137
121
62
44
34
32
88
28
26
29
32
86
23
24
26
28
74
17
65
11
13
14
62
53
0
TV Print Films Digital Animation Gaming OOH Radio Music
& VFX
• FY 16 • FY 17 • FY 18 • FY 19
Source: KPMG India’s Digital Future: Mass of Niches Report 2019
Duff & Phelps 9
Celebrity Brand Valuation Study 2019
Advertising Industry
The advertising industry, which is considered the fuel that heavyweight TV at 12.1%, followed by radio at 6.2%. Both print
drives the M&E industry, also saw a substantial growth in the and out-of-home (OOH) advertising recorded minuscule growth
past year. Digital saw the maximum growth in FY19 of 37.6% of about 5% due to consumers’ increasing preference for data
over the prior year. The second spot was retained by the consumption through digital platforms.
Advertising Industry - Market Size (INR Bn)
300
250
251
224
221
200
211
204
203
192
184
180
150
160
160
100
116
86
50
65
47
34
32
28
29
26
23
24
23
22
20
0
TV Print Digital OOH Radio
• FY 15 • FY 16 • FY 17 • FY 18 • FY 19
Source: KPMG India’s Digital Future: Mass of Niches Report 2019
Duff & Phelps 10Celebrity Brand Valuation Study 2019
According to a 2019 report on celebrity endorsements issued The average endorsing ratio by male and female celebrities
by TAM Media Research, more than 50% of the ads endorsed for the top 10 sectors was 51:49. The leading sector, Personal
by celebrities were dominated by three sectors: Personal Care/ Care/ Personal Hygiene, was dominated by the female
Personal Hygiene, Food and Beverages (F&B), and Hair Care, celebrities with a 68% share. F&B sector witnessed nearly an
as shown in the following chart. equal ad share between male and female celebrities.
Celebrity Endorsements: Top Sectors (% share)
Personal Accessories
Auto
Durabes 3%
5%
5%
Industrials 25% Personal Care/
Personal Hygiene
5%
Personal
Healthcare 8%
Household 9%
Products
19% Food &
Beverages
10%
Services
11%
Hair Care
Source: AdEx India, A Division of TAM Media Research
Duff & Phelps 11Celebrity Brand Valuation Study 2019
Segment Highlights
As discussed earlier, the top three segments in the advertising • TV viewership rose with the launch of multiple new
space continued to be television, print and digital. Digital has channels, of which 70% had regional content.
registered the highest growth out of the three segments.
Print
Television • The print industry in India has a significant cost advantage,
• Growth in TV ad volume depends on a variety of as newspaper prices are affordable and have possibly the
events, such as cricket, elections, higher penetration widest reach. Print is one of the oldest mediums and an
of regional channels, launch of new channels and new effective method to target tier 2 and tier 3 cities.
distinct programming.
• Print revenues grew at a sluggish 4.5% in FY19, reaching
• TV revenues grew 9.5% in FY19, reaching INR 714 bn. INR 333 bn. While advertising remained the growth
This lower-than-expected growth was due to new tariff driver, lower circulation growth was observed as a
order implementation, which disrupted the subscription result of decreasing English circulation and increasing
and advertisement revenues in the last quarter. digital adoption.
• TV advertising revenues grew by 12.1% in FY19 to • Print is expected to grow at a CAGR of 4.2% (FY19–
reach INR 251 bn. Advertising spends suffered from a FY24) as Hindi and regional advertising continue to drive
consumption slowdown due to a slowing economy overall. revenues and circulation of these mediums remains stable.
Duff & Phelps 12Celebrity Brand Valuation Study 2019
• Regional viewership rose and saw maximum growth in forming a key part of media strategies across industry
advertisement, followed by Hindi and English. verticals. The growth in regional consumption also led to
emergence of new avenues for digital advertising.
• Digital has been eating into the print industry and is
anticipated to take over in the coming years. This is part • With changing consumption patterns of consumers and
of a global trend, with English publications taking the upgrades in technology, digital has the potential to be
major hit. the second-largest segment by total revenue and the
largest by advertising revenue in the Indian M&E industry,
Digital particularly with the rise in smartphones and cheap
• Digital, which serves as a powerhouse of content, includes
mobile data.
digital advertising and subscription revenues from over-
the-top (OTT) video and audio. • Total internet subscribers rose by 29%, with growth in
rural users being about three times the growth in urban
• It continues to be the leader in the space, with 43.4%
areas for FY19. Also, Hindi surpassed English as the most
growth in FY19, taking the overall segment revenues to
used language on the internet in India.
INR 173 bn. The high growth was due to rapid growth in
infrastructure, which led to a spurt in demand for content.
• Digital advertising revenues experienced a solid growth
of 37.6% to reach INR 160 bn in FY19, with digital now
Duff & Phelps 13Celebrity Brand Valuation Study 2019
Overview of Celebrity Endorsements
The first step in building a methodology to assess celebrity One-Time Engagement Model
brand value is to understand how celebrity endorsements The second and less popular form of engagement is a one-time
are structured. Based on our analysis, we understand that a appearance by a celebrity for a specified event. This may be in
celebrity may be engaged by a corporation or an advertiser in the form of a single photo/video advertisement shoot or even
two key engagement models: Fixed Fee and Term Engagement an event attendance. A celebrity may also be cast as “acting
Model, or One-Time Engagement Model. talent” for a specified advertisement. Such engagements are
charged by the day, with the rates being significantly different
Fixed Fee and Term Engagement Model
for annual contracts versus one-time endorsements.
In the first and the more popular model, a celebrity will be
contracted for a specified term (usually one or two years) Other Elements of Engagement
for a fixed-fee payment that may be made through an initial Apart from the regular fee, celebrity endorsement contracts
signing amount, with the balance to be paid upon completion may also include an “in-kind” payment. The product being
of specified activities. These agreements may also involve a endorsed is supplied to the celebrity for free for a specific term.
royalty component. These celebrities are referred to as “brand This is particularly prominent in the case of high-end luxury
ambassadors”, owing to their long-term association with the brands. Often celebrities who endorse fashion brands are
endorsed product. Recently, there have been certain deals spotted wearing them to enhance the appeal of the product.
where the intellectual property is partly or fully owned by the
The contract may also have additional benefits which may
celebrity, and the partner operates under a profit-sharing
cover all expenses incurred by the celebrity during the
model. Normally, an annual endorsement contract includes
production of the advertisement (for example, expenses related
the celebrity’s availability for a two- to four- day period (eight
to first-class airfare, hotel accommodations and luxury meals).
hours a day), during which time the advertiser may schedule an
The endorsement deals may also provide for insurance of the
event, photo advertisement shoot or video advertisement shoot,
celebrity, such as commercial general liability insurance, which
depending on the campaign.
is issued to cover them against any injuries arising during
Brands planning to use a celebrity for multiple campaigns the shoot. Alternatively, the terms may include an umbrella
usually book the celebrity for a higher number of days in the liability insurance, which protects the celebrity from certain
contract to get a better cost-per-day deal. There is also a floor personal liability situations that may arise because of the
“cost of association”, which is annual in nature and factors in endorsement contract.
a minimum number of days regardless of actual use of the
Product Brand and Celebrity Fit
celebrity for the brand. Exclusivity provisions ensure that the
With celebrities endorsing and investing in the brands that
celebrity does not promote a rival product brand for a certain
correlate with their social image, advertising has evolved in
period after termination of the contract. However, it is common
terms of platform, content and engagement of the celebrity
for rival advertisers to buy out these exclusivity provisions.
with the brand.
Duff & Phelps 14Celebrity Brand Valuation Study 2019
One such major example is Sachin Tendulkar who prefers
to associate with brands where he sees a synergy with his
own social beliefs. So, when Gillette’s strong positioning
of #ShavingStereotypes resonated with him—catalyzing
behavioral change in the society to overcome stereotypical
notions of what manhood stands for—he involved himself in
the campaign. The positivity around the campaign prompted
Gillette and Tendulkar to come up with a second version of
#ShavingStereotypes, this time for International Men’s Week.
An open letter by Tendulkar, in which he says it’s OK for men
to cry, appeared on the front pages of leading newspapers in
India. Combined, the campaigns had over 3 bn impressions
across all digital media and eventually went on to win a Silver
Lion at Cannes Lions International Festival of Creativity.
“SRT has always been a
‘change-maker’. He has
redefined many things. Today
he is in the process of creating
change by inspiring the country
to transform from being a
sports-loving nation to a sports-playing nation. In
the quest of doing so, he has been partnering with
brands which directly or indirectly impact the social
fabric of the country positively. He hopes to inspire
his large base of followers, 90 mn online and
several more millions offline, towards a healthier
and fitter India.”
Mrinmoy Mukherjee
Chief Executive Officer
SRT Sports Management Company
Photo Courtesy: True Blue
Duff & Phelps 15Celebrity Brand Valuation Study 2019
One noteworthy part of the campaign was the story of two Social Media Influence
young girls in Banwari Tola, Uttar Pradesh, the daughters of a Social media has undeniably changed the entire landscape
paralyzed barber. They dressed up as men to provide grooming of brand endorsements. With influencers like Bhuvan Bam,
services. The heartwarming story of dissent to acceptance by Lilly Singh, Prajakta Koli and Sejal Kumar entering the digital
the community touched many. Tendulkar, who has never been screen frame, companies have been spoiled for choice for their
shaved by anyone else, wanted the girls to give him a shave brand ambassadors.
to amplify the messaging around breaking stereotypes. The
Celebrity brand endorsements typically result in a higher
campaign received wide coverage and was even called “Shave
degree of consumer recall. Thus, choosing a celebrity as the
of the Century” by a leading media publication. Gillette created
face of a brand requires a lot of strategic due diligence to
a digital campaign around the story and was launched using
correlate the celebrity’s brand image with that of the product.
Sachin Tendulkar’s social media channels that resonated with
their clarion call for #ShavingStereotypes. As per recent trends, companies have been targeting a more
diverse audience through niche digital platforms like Instagram,
Recently, Pepsi hired Salman Khan as its brand ambassador.
Snapchat, Tiktok, etc. Such targeted advertisements have
In its endeavor to constantly reinvent itself in order to create
resulted in creating the right buzz a brand needs vis-à-vis
experiences that connect with consumer passions, Pepsi
utilizing just the traditional advertising techniques. The silver
seems to merge the brand fit of the soft drink with that
lining being the much lower cost of digital advertising versus
of Khan. The company is also trying to capture millions of
traditional TV advertising.
potential customers that Salman Khan may bring through
his massive fan base. Over the past year, “swag” has been With stricter regulations and greater consumer awareness,
the underlying message throughout Pepsi’s campaigns, celebrities are increasingly conscious of the relationship
celebrating the innate self-belief of the Indian consumer today. between their personal image with that of the brands and
Salman’s recent release was from the “Dabangg” franchise. social campaigns. The companies too have been treading with
As per various articles, in the year 2020 Pepsi will create a caution with their celebrity associations. Brands carry out their
360-degree campaign that will reflect the self-confidence of independent due-diligence and investigate various aspects of
today`s youth in a manner that is as effortlessly cool as Salman. social reach, social media engagement and their influence on
the digital audience.
The key is to match the right celebrity with the right product
and create an ad campaign that marries the attributes of the As per Jaagriti Seth, Director, Meltwater, “Social media has
celebrity brand and the product brand. evolved the way a brand can interact with consumers and at the
same time, it has empowered every consumer with a chance to
be heard. Today anybody can wield the power of social media
to rise to influence. Equally true is the fact that if a celebrity
doesn’t take social media seriously, they stand to lose out on
chances to bolster their popularity. In this digital era, building
a presence online is not an ancillary activity anymore but a
critical part of the communication strategy”.
Duff & Phelps 16Celebrity Brand Valuation Study 2019
The table below highlights the product brands which have when a brand is referenced, or “mentioned” on the web. Hence,
garnered the maximum digital impressions and brand mentions while impressions depict brand awareness, mentions potray the
over 2019 for the top 5 celebrities. A ‘Digital Impression’ is the engagement between the celebrity and the brands. Amongst
number of times the content is shown in an individual’s social all such endorsements, Puma appears to have created the
media feed whereas a ‘Brand Mention’ involves the situation maximum impact on digital media.
Top 5 Celebrities: Product Brands with Maximum Digital Media Impact
180
160 A
A
140 B
Digital Impressions (Mn)
120
100
80 A
60
40 B
A
A
20 B
B B
0
0 10 20 30 40 50 60
Brand Mentions (Thousands)
Virat Kohli Akshay Kumar Deepika Padukone Ranveer Singh Shah Rukh Khan
Puma (A) GoQii (A) Epigamia (A) Xiaomi (A) D Décor (A)
Mobile Premier League (B) Honda (B) Asian Paints (B) Thums Up (B) ICICI Bank (B)
Source: Meltwater and Duff & Phelps Analysis
“Digital and social media are voice in conversations online. Having a celebrity lead
culture-creation hubs – providing these conversations lends extra weight and potency to
brands a way to insert themselves the brand voice. In the example of Puma, the
seamlessly into consumer collaboration with Virat Kohli is not just a serendipitous
conversations, and engage in an partnership but a serious coming together of two
intimate yet scalable way that is brands that transcend sports and have strong voices.”
not feasible through traditional channels.
Vidya Venkateswaran
Brands are not just corporations today, they have to be VP and Head of Strategy
friends, acquaintances, connections – an influencing DDB Mudra South
Duff & Phelps 17Celebrity Brand Valuation Study 2019
As per Hopper HQ Global Instagram Rich List 2019,
Priyanka Chopra is a top rated Indian celebrity commanding
USD 271k per post on her Instagram account and is ranked
19th on the list. This clearly indicates that Priyanka Chopra has
successfully created a niche for herself, not only in India but
also on global platforms. With her brand image of a strong,
independent woman, she has been associated with global
product brands, positioning her as an aspirational and an
inspirational actor. Besides Priyanka, this year the only other
Indian celebrity featuring in the list is Virat Kohli, who charges
USD 196k per post on his Instagram account and is ranked
23rd in the list.
Variation in Endorsement Fees
Interestingly, we note that the rates charged by celebrities for
an annual endorsement engagement significantly differ across
product brands signed, even in the same year. This is mainly
because certain products are more attractive to a celebrity, and
their fees for endorsements will vary by their inclination to be
associated with a certain product. Some celebrities may reduce
their endorsement fees for a product brand that helps a social
cause. Endorsing for a social cause through campaigns initiated
by the government or public/private entities increases their
credibility and the likelihood of receiving future product brand
endorsement offers. Hence, they are willing to work for little to
no endorsement fees.
The prestige of the product brand primarily dictates the deal
value. There is an inverse relationship between the size/
appeal of the product brand and endorsement fees charged.
Endorsing products dealing with personal care, consumer
durables and apparel is often attached to the celebrity’s
status. Celebrities with a high stature often prefer to endorse
a company that matches their own status. Endorsing a product
that can be hazardous to one’s health, such as carbonated
drinks, alcoholic beverages or cigarettes, may have a negative
impact on the celebrity’s image. Celebrities tend to charge a
Photo Courtesy: Rohan Shrestha much higher endorsement fees for such products.
Duff & Phelps 18Celebrity Brand Valuation Study 2019
Current Celebrity Endorsements
As part of our analysis, we examined the top 60 Bollywood months ending October 2019. Some of the key highlights of
celebrities. These celebrities endorsed over 600 product the research are presented below.
brands across 20 different industry segments during the 12
Top Segments Using Celebrity Endorsers
Personal Care Food and Beverages E-Commerce Clothing Consumer Durables
Top Advertising Product Brands
Harpic Thums Up BYJU’s Reliance Trends Philips
Lux Mountain Dew Flipkart Lux VIP
TRESemmé Priyagold MakeMyTrip Bata Lloyd
Lakmé Vimal Bigbasket Amul Macho Orient
Colgate Tropicana Spotify Relaxo Cello
Top Endorsers
Akshay Kumar Ranveer Singh Shah Rukh Khan Janhvi Kapoor Alia Bhatt
Deepika Padukone Katrina Kaif MS Dhoni Vicky Kaushal MS Dhoni
Jacqueline Fernandez Alia Bhatt Alia Bhatt Ranveer Singh Amitabh Bachchan
Ranveer Singh Hrithik Roshan Ishaan Khatter Parineeti Chopra Varun Dhawan
Kareena Kapoor Khan Taapsee Pannu Priyanka Chopra Varun Dhawan Kareena Kapoor Khan
Source: TAM Media Data for the Period November 2018 to October 2019, Duff & Phelps Analysis
Rankings are Based on Secondages—The Number of Seconds the Celebrity Appears on TV for a Product Brand—on National TV Channels
Duff & Phelps 19Celebrity Brand Valuation Study 2019
Product Brand Endorsements by the Top 20 Celebrities2
The cumulative number of product brand endorsements by top 20 celebrities increased from 235 in 2016 to 370 in 2019,
representing a CAGR of 16.3% over the last 4 years.
Cumulative Number of Endorsements by Top 20 Celebrities
400
17.8%
350 370
15.4%
300 15.7% 314
250 272
200 235
150
100
50
0
2016 2017 2018 2019
2
Duff & Phelps’ Analysis Based on Endorsements by Top 20 Celebrities
20Celebrity Brand Valuation Study 2019
New Is Gold
New Faces
Be it brand endorsement or films, millennial stars have
performed exceptionally well and won over audiences and
critics. The industry has evolved and realized that dance
numbers and glamorous locations are no longer the secret
success formula for hits. Unlike their predecessors who
courted big banners, millennials demand authenticity. They
prefer “real over reel” aura, a trend which brands also aim to
leverage through millennial and Gen Z celebrities.
The year 2019 saw a surge of millennial stars breaking norms
in the M&E industry. Both male actors, such as Ayushmann
Khurrana, Kartik Aaryan and Tiger Shroff, and female actors,
like Disha Patani, Kriti Sanon and Taapsee Pannu, attracted
major attention.
Bobbi Brown Cosmetics, a leading global makeup brand, hired
Tara Sutaria as its first Indian celebrity brand ambassador.
Reliance Retail and Reliance Trends also signed on national
award winner Vicky Kaushal along with the upcoming Janhvi
Kapoor as their brand ambassadors having an extensive
youth following.
Photo Courtesy:
Photo Courtesy:
Avinash
Avinash Gowarikar Gowarikar
Duff & Phelps 21Celebrity Brand Valuation Study 2019
Photo Courtesy: House of Pixels
New Poster Boys of Bollywood
Millennial and Gen Z stars have become a new force to reckon
with and are providing stiff competition to older celebrities,
both in movies as well as in the endorsements space.
With a hit score of 8/12 over the past eight years, Ayushmann
Khurrana (widely referred to as Mr. Return on Investment by
his colleagues) attracted a tsunami of endorsements. The
actor has successfully established his own brand of cinema,
creating movies catering to small towns and playing a role of a
mainstream hero who defies conventional heroes of Bollywood,
banking on machismo to woo the crowd.
Likewise, Vicky Kaushal’s gripping performance this year in
“Uri: The Surgical Strike” and “Raazi” kept the “Josh high”
among audiences nationally and globally. He also appeared on
Google’s top 10 most searched celebrities for year 2019 (along
with Tara Sutaria), leaving behind all the Bollywood A-listers.
Kartik Aaryan and Tiger Shroff were also in the spotlight
for their experimental movie choices. Their strong millennial
connect landed them multiple endorsement deals. Likewise,
Disha Patani and Kriti Sanon, appealed to marketeers with
their on- and off-screen grace and presence.
“In Vicky & Janhvi we have two popular talented
Bollywood youth icons, who have an extensive
following amongst the millennials and the youth
of India and Trends is happy to be associated
with them. Both of them are expected to grow as
mega stars in the near future. We believe it would
be a win-win relationship, for both - Trends and
the Bollywood stars.”
Vipin Tyagi
Business Head and COO, Reliance Trends
Duff & Phelps 22Celebrity Brand Valuation Study 2019
Photo Courtesy: Rahul Jhangiani
Several millennial and Gen Z stars were able to bag multiple
product endorsements in 2019.
Celebrity No. of Movies No. of Endorsements
Ayushmann Khurrana 2 17
Kartik Aaryan 2 16
Tiger Shroff 2 16
Disha Patani 1 15
Kriti Sanon 3 14
Rajkummar Rao 3 13
Taapsee Pannu 4 11
Vicky Kaushal 1 10
Ananya Panday 2 5
Tara Sutaria 2 5
Ishaan Khattar 0 3
Janhvi Kapoor 0 3
Source: Secondary Research and Duff & Phelps Analysis
“For us, every star is a brand and every brand is
a star. This philosophy drives all our partnerships.
Strategic differentiation and the creation of a
positive perception/aura underlines successful
celebrity associations across film, TV, digital,
endorsements and social causes. The essence
is to leverage the star’s personality for a natural
and organic fit thus seeing longer, more valuable
relationships.”
Matrix Spokesperson
Duff & Phelps 23Celebrity Brand Valuation Study 2019
Transforming Page 3
In the age of social media, Millennial and Gen Z actors have
an inherent advantage and are considered to have a relatively
higher social media quotient. With brands increasingly
addressing the younger generation, Millennial and Gen Z actors
have become an obvious choice for brands. And today, with
social media analytics platforms, marketeers can better track
the success of their social media campaigns.
Today, most of these stars are sharing their hobbies, interests
and social causes along with some entertainment content
on their personal channels. While Millennials and Gen Z’ers
both have strikingly similar views of the world, the Gen Z of
Bollywood fraternity connects regularly through various social
media platforms like Instagram, YouTube, etc.
For instance, Alia Bhatt is the first public figure to launch her
own YouTube channel that boasts of over a million subscribers in
less than 6 months, and has garnered over 35 mn views across
the channel. The theme is to give glimpses of her lifestyle to
her fans. This includes her house interior and décor ideas; her
clothing, beauty and styling ideas; and many more things related
to her personal life. Keeping up with the trend of ‘social buzz’,
Alia also invested in StyleCracker in 2017. StyleCracker is an
online personal styling platform, where you get curated clothes
as per your budget and preferences.
Following the trend, other celebrities like Jacqueline Fernandez,
Kartik Aaryan and Disha Patani have also launched their own
YouTube channels recently which are flourishing and many have
ventured into the investment space.
Photo Courtesy: House of Pixels
Duff & Phelps 24Celebrity Brand Valuation Study 2019
Instagram and Facebook, a means of survival for today’s Millennials and Gen Z’ers rely heavily on social media for
younger generations, are embedded in every gadget. Through communicating about their whereabouts and provide fodder to
these mediums one can magnify their reach and awareness their followers by putting up engaging content.
about products, services, campaigns and even politics.
The below stated table displays social media statistics for the upcoming celebrities:
Upcoming Celebrities - Social Media Followers
Celebrity Facebook Instagram Twitter Total followers (Mn)
Kriti Sanon 2.61 26.76 4.99 34.36
Disha Patani 2.59 26.92 3.68 33.19
Tiger Shroff 8.64 17.73 3.70 30.07
Taapsee Pannu 7.06 14.06 3.90 25.02
Ayushmann Khurrana 4.33 8.07 5.00 17.40
Kartik Aaryan 1.46 12.71 0.37 14.54
Janhvi Kapoor NA 6.43 NA 6.43
Ananya Panday 0.14 5.64 0.06 5.84
Vicky Kaushal 0.19 5.05 0.35 5.59
Rajkummar Rao NA 2.64 0.68 3.32
Tara Sutaria NA 2.85 0.02 2.87
Source: Meltwater
With a fresh coterie of millennial and Gen Z celebrities bagging major banner films and endorsements, it’s clearly time to change
the “Old is Gold” adage to “New is Gold”.
Duff & Phelps 25Celebrity Brand Valuation Study 2019
New Age Brand Endorsements
and New Concepts
New Age Brand Endorsements New Celebrities
Indian brands have started collaborating with names like Ananya Panday: This new student in B-Town has captured
Ananya Panday, Janhvi Kapoor, Sara Ali Khan and Taapsee the attention of not only Indian audiences but also some well-
Pannu for their endorsements. The primary reason for this shift known product brands. With brands like Lakmé, Gillette and
can be attributed to the demography of the Indian audience. Cadbury in her kitty, she is likely to excel with good grades.
Traditionally, mature and big brands have always roped in Ayushmann Khurrana: From being a TV host to starring in
established actors because of their trustworthiness. However, multiple hits in Bollywood, Khurrana has come a long way.
it’s the season of change, and new celebrities are increasingly He is linked to big product brands like Coca-Cola, Daniel
getting opportunities to endorse established brands, whereas Wellington, Titan, Samsung and Turtle.
established celebrities are trying their hands at startup
Kartik Aaryan: With his famous monologue in “Pyaar Ka
product brands.
Punchnama”, Aaryan came under the radar of established
brands like Manyavar (one of the few brands with multiple
“India is a young country, with a large population celebrity engagements). Now, the “Sonu” is on his way to
between the age group of 18 to 30 years. So, making it big after sharing the screen with Amitabh Bachchan
brands target celebrities who are also in the in a commercial for Lux Inferno in 2019.
same age group to attract as many customers
Kriti Sanon: The “Bareilly Ki Barfi” and “Housefull 4” star
as possible. Also, as these youngsters are new has been associated with well-known product brands like
in the business, even the audience wants to see Parachute, UrbanClap, Bata, Cadbury and Whirlpool for quite
more of them, be it in movies, ad commercials or some time now.
reality shows.”
Established Celebrities
Prahlad Kakkar Shah Rukh Khan: Although SRK has long been associated
Indian Ad Filmmaker with many established brands like Lux and Vanesa, he has
Extract from The Asian Age, October 7, 2019 endorsed brands like BigBasket and BYJU’S to promote his
image as a tech-driven celebrity.
We looked at some interesting cases of new celebrities for MS Dhoni: Why should Captain Cool be left behind? Dhoni
established product brands and established celebrities for new has made smart investments in new age brands such as
product brands. Cars24 and Dream11.
Duff & Phelps 26Celebrity Brand Valuation Study 2019
New Concepts
2019 has been the year of “New”. With new faces entering the As mentioned earlier, we also witnessed several celebrities
mainstream industry and newer companies gathering attention, connecting with their followers through mediums like YouTube.
this has been a year of transition from the old. Actors like Alia Bhatt, Jacqueline Fernandez and Disha Patani
launched their own YouTube channels to give fans a sneak peek
Further, Indian audiences have recently witnessed a change in
into their lives. Social media allows them to connect with their
the media platform. Although OTT as a platform has existed for
admirers and followers at a more personal and unfiltered level.
some time, it started gaining momentum and popularity in 2018
to 2019. Major Bollywood names have associated themselves
with the digital platform, and we can expect more to do so.
“In real terms, the definition
Mainstream celebrities like Anurag Kashyap, Karan Johar, of a celebrity has changed.
Nawazuddin Siddiqui, Saif Ali Khan, Shah Rukh Khan and Vicky Today, anyone with a
Kaushal have already entered this space. Both celebrities and substantial social media
brands have tweaked their digital presence per the mindset of following can be dubbed a
today’s youth—who want “it” when and how they want it—and
celebrity – at least for
to perfection!
endorsement purposes. What businesses are
Although OTT has made significant contributions as a looking for are influencers and having a 5 mn
platform for entertainment (through its web series, movies, strong Twitter following surely makes you one.
etc.), social media has emerged as a potential medium for
brand endorsements. We have observed celebrities endorsing
Also, digital endorsements are less time
brands exclusively on their Instagram or Facebook pages consuming. It costs a celebrity absolutely nothing
Although these ads do not appear on traditional TV, they have to tweet about a product or a service. Most of
been attracting a large audience. Brands like Boat, Calvin the time mega-popular celebrities don’t even
Klein, Daniel Wellington and MAC do not run commercials on have an idea about what they are associated
traditional TV, but are actively endorsing on social platforms with or endorsing: their agents and managers
and creating buzz around their products through different
mostly take care of it. It’s the reality.”
media engagements. Further, with endorsements on social
media, they have become more targeted, focused and specific Dr. Sandeep Goyal
to the viewer. Chief Mentor
Indian Institute of Human Brands (IIHB)
Duff & Phelps 27Celebrity Brand Valuation Study 2019
The social media advertisement as a trend has been observed Interestingly, upcoming celebrities such as Kartik Aaryan
across all the celebrities covered in our report. The chart and Disha Patani have a greater proportion of their total
below shows some of these trends wherein it appears that endorsements on digital media platforms compared to
some of the new celebrities have a much higher percentage of established celebrities such as Deepika Padukone and Akshay
endorsements on digital media as a medium. Kumar.
Established vs. Upcoming Celebrities: Endorsements on Digital Media Only
ESTABLISHED CELEBRITIES UPCOMING CELEBRITIES
40 80%
73%
69%
35 70%
30 60%
30
29
25 26 50%
43%
20 40% 40%
35%
17 31% 31%
15 17 16 16 30%
15 15
23% 14
10 12 20%
20% 11 11
18%
9
5 6 6 6 10%
5
3 3
0 0%
Virat Akshay Deepika Ranveer Shah Rukh Ayushmann Tiger Kartik Disha Kriti
Kohli Kumar Padukone Singh Khan Khurrana Shroff Aaryan Patani Sanon
Total Brand Endorsments Endorsements on Digital Media only % of Endorsements on Digital vs Overall
Source: Duff & Phelps Analysis and TAM Media Research
Duff & Phelps 28Celebrity Brand Valuation Study 2019
Another major brand which grabbed eyeballs was MyGlamm
with its breakthrough campaign “#TestedOnSid”. Siddharth
was the nation’s first male brand ambassador for a female-
centeric cosmetics line by MyGlamm. Being the face of the
brand, he has carved a niche for the upcoming metrosexual
men redefining the typical macho man image.
“Casting Sidharth Malhotra in a makeup
campaign for MyGlamm gave us the opportunity
to break a lot of stereotypes. As an actor and
celebrity, his appeal transcends gender identities
and generations. The strategy behind our
campaign was to drive home the messaging that
all our makeup is cruelty-free, thereby
epitomising Sidharth as a strong supporter of
PETA and a professed lover of animals.”
Malaika Mahtaney
Chief Marketing Officer
MyGlamm
Lastly, with social media hashtags and challenges driving the
trends this year, we have seen brands and movies come a long
way in their promotional campaigns. Ahead of a movie’s release,
actors launch some engaging challenges related to their movie;
some recent trending ones included #BalaChallenge and
#DheemeDheemeChallenge. This fascinates Indian audiences
and helps create a buzz that continues until the release date.
Even brands have started using catchy hashtags for their
endorsements, such as Lay’s #SmileDekeDekho and Coca-
Photo Courtesy: Kunal Gupta
Cola’s #ShareACoke.
Indian media has come a long way, and with the shifts we saw
this year, it will be exciting to observe the potential of these
trends in the future!
Duff & Phelps 29Celebrity Brand Valuation Study 2019
#starvestors3
With more and more stars turning into investors—or, as we We analyzed recent celebrity investments and noticed a trend
like to call them, #starvestors—“celebrity investment” (not toward investments in companies with unusual ideas, fresh
just celebrity endorsement) is the new buzzword. In the past, perspectives and progressive thought processes. Technology,
celebrities have looked at mature businesses for investments e-commerce and healthcare product segments remain
that could outrun their careers. Today, celebrities are favorites. The table below lists a few of these investments:
increasingly investing in new companies and startups.
Investment Date Startup Investment Celebrity Description
December 2019 Eduisfun Amitabh Bachchan Platform for an enhanced gamified learning experience
December 2019 FoodCloud Arjun Kapoor Food delivery startup
October 2019 The Man Company Ayushmann Khurrana Maker of male grooming products
September 2019 Blu Smart Deepika Padukone Electric vehicle mobility
August 2019 Cars24 Mahendra Singh Dhoni Tech-based platform for buying and selling used cars
July 2019 Ambee Aishwarya Rai Bachchan Environmental intelligence for the world
June 2019 Bellatrix Aerospace Deepika Padukone Aerospace manufacturer and small satellite launcher
June 2019 GOQii Akshay Kumar Maker of wearables and preventive healthcare devices
May 2019 Drum Foods International Deepika Padukone Maker of Greek yogurt brand “Epigamia”
May 2019 SARVA Malaika Arora Yoga-focused health and fitness community
May 2019 Squats Fitness Pvt. Ltd. Suniel Shetty Online fitness transformation community
March 2019 Bastian Hospitality Shilpa Shetty Hospitality chain
March 2019 IncInk Ranveer Singh Music record label
Source: Secondary Research and Duff & Phelps Analysis
3
Coined by the Editorial Team of Duff & Phelps’ Celebrity Brand Valuation Study, #Starvestors is an amalgamation of “star” and “investor” that describes the advent of increasing
investments by celebrities in India.
Duff & Phelps 30Celebrity Brand Valuation Study 2019
Where startup companies in India face a challenge on raising
funds through conventional channels, a venture capital infusion
from a celebrity brings in more than just dry powder—it
also comes with glam and shine. The celebrity ideally also
becomes the face of the product or service of the investee
company. Celebrities today get involved in discussions at the
CMO level to see if the vision of the company aligns with
their personalities.
Further celebrities are taking investment exposures across
sectors from education to healthcare to grooming segments
Karan Johar created a buzz when he launched Tyaani, the first
ever online Polki jewelry store. Karan Johar, who is known for
his eclectic, haute couture fashion decided to breakaway and
invest in fine jewelry company for the contemporary woman.
“The definition of a gentleman has thankfully
evolved today, and I believe men should be
comfortable to embrace their vulnerability and
their weaknesses. It doesn’t make them less of a
man. I immediately connected with the philosophy
of The Man Company and consider the company
as a progressive and extremely inclusive brand
whose products I love using. The company has
impeccable business insights, and I will be deeply
invested in ensuring that the company grows
from strength to strength in the years to come.”
Photo Courtesy: House of Pixels
Ayushmann Khurrana
on his investment in The Man Company
Duff & Phelps 31Celebrity Brand Valuation Study 2019
Deepika Padukone: From star to #starvestor
In an interview with Duff & Phelps, Nitin Kanchan shares the
vision of Deepika Padukone’s brand as the “commercialization
of innovation”. This strategy resonates with her recent
investments in startup companies such as Bellatrix Aerospace
and Blu Smart. Founded in 2015, Bellatrix Aerospace works
on developing orbital launch vehicles and electric propulsion
systems using water and similar alternatives as fuel for
satellites. Blu Smart is an electric vehicle mobility startup that
raised an angel round of USD 3 mn from KA Enterprises,
among others. As these investee companies come to size, they
could benefit from a unique strategic relationship with Deepika
Padukone, contributing to their accelerated commercialization.
“We strive for innovation and
impact in everything we do!
With the industry evolving at
a rapid pace, we are bringing
our A game out and aim to
provide our viewers with
some thought-provoking yet entertaining content
both on cinema as well as endorsements. We
are always looking to do things differently,
seriously and proactively. With Deepika’s
increasing popularity, she is getting numerous
offers for brand endorsements. However,
keeping our larger strategy in mind, we are
cognizant of our choices and [their] impact on
Photo Courtesy: KA Enterprises
the larger public, and thus [are] restricting it to
only those we truly believe in.”
Nitin Kanchan
CEO, KA Enterprises
Duff & Phelps 32Celebrity Brand Valuation Study 2019
Key Trends in the Celebrity
Endorsement Space
Rise of the OTT
Gone are the days when entertainment was confined to grand Big media players like Sony Pictures Networks, Star India, Eros
Bollywood movies and ‘all-star’ casts. With the advent of International and many others followed the trend and launched
technology and reasonably priced net tariff charges, 2019 saw their OTT platforms, including Sony Liv in 2013, Hotstar in
the rise of digital platforms. OTT media services offer direct 2015 and Eros Now in 2015.
streaming services to their viewers and have reached new
Global OTT platforms like Netflix (2015) and Amazon Prime
heights in India. After all, they address the mindset of youth
(2016) entered the Indian market around the same time as well.
—“I want it when I want it and how I want it”—to perfection!
With ease of access to content and convenience, it was only a
Evolution of OTT matter of time before Indian viewers decided to migrate from
The first OTT player in the Indian market was BIGFlix, launched connected TV to OTT.
by Reliance Entertainment in 2008. Although it began as a
physical distribution center, the company shifted its operations
to pure subscription-based video on demand (SVOD) in 2011.
Duff & Phelps 33Celebrity Brand Valuation Study 2019
Different Strokes for Different Folks
OTT platforms use different business models, which vary in • Ease of access and exclusivity to content: With
cost but are still significantly lower than TV charges. movies and TV shows releasing on OTT platforms as well,
Indian viewers are cutting the cord and shifting to internet
• Subscription Video on Demand (SVOD): Netflix and
streaming services. Further, with Amazon Prime, Hotstar,
Amazon Prime operate under this business model, in
Netflix and other providers launching exclusive content
which users pay a monthly subscription fee in exchange for
for their subscribers, OTT platforms are rapidly gaining
unlimited access to the streaming platform’s content.
popularity among Indian audiences.
• Advertising Video on Demand (AVOD): YouTube
• Recent policy changes: With the Telecom Regulatory
operates under this model, in which users can access
Authority of India proposing a new tariff order, the
the platform’s content in exchange for watching
subscription charges for TV may increase, which is another
advertisements.
catalyst for Indian audiences to shift to OTT platforms.
• Transactional Video on Demand (TVOD): Hotstar
• Relative affordability: Netflix has recently launched its
works under this model, in which users pay for certain
mobile-friendly subscription charges of INR 199 per month,
exclusive content, while other content can be accessed as
whereas a movie ticket costs anywhere between INR 250
per AVOD.
to INR 500 per person. Consequently, with web streaming
That said, most of the OTT content providers work on hybrid apps bringing more regional content under their umbrella,
models, which allows their customers to customize as per OTT is attracting a wider demographic segment in India.
their needs.
The “Small Screen” Is Not So Small After All “OTT has changed my life because suddenly my
Per KPMG’s report India’s Digital Future, the digital segment
audience is everywhere. It empowers me to be
has shown a CAGR of 38.5% from FY15 to FY19, whereas
more complex, denser and [to not have] to explain
the TV segment registered a CAGR of 9.9%. Additionally, the
so much. I don’t have to alter my way of looking
digital segment is projected to grow at a CAGR of 29.1% from
FY19 to FY24, whereas the TV segment is expected to grow at at the world.”
a CAGR of only 11.2% in the same period. The higher growth in
Anurag Kashyap
the OTT market can be attributed to the following factors:
Co-director of Netflix’s first Indian original web
• India’s digital demography: According to BBC News, show “Sacred Games”
India has more than 630 mn internet subscribers and is In an interview to Anupama Chopra on YouTube
home to the world’s second largest internet user base,
largely owing to the country’s cheap mobile data prices.
Further, with the increase in population of younger
audiences, traditional TV viewing has declined further.
Duff & Phelps 34Celebrity Brand Valuation Study 2019
OTT - The Pie Getting Bigger
As any industry moves from monopoly to duopoly to oligopoly, While some OTT providers are bringing in popular shows like
it becomes mandatory to differentiate yourself from the “Friends” and “How I Met Your Mother” to attract multiple age
competition. Although technology, financial strength and groups, others are differentiating with new original content
management play their part, the idiom “content is king” is here created specifically for the OTT platform.
to stay!
OTT: Market Share by Installation (March 2019)
23.80%
46.60%
17.70%
5.40% 21.50%
8.80%
• Hotstar • Jio TV • MX Player • Amazon Prime • Netflix • Others
Source: Data from KalaGato
Duff & Phelps 35Celebrity Brand Valuation Study 2019
The Relaunch of Bollywood Stars in OTT
While mega stars are partnering with OTT platforms, a string of Anurag Kashyap, Karan Johar and Zoya Akhtar, are creating
Bollywood actors have taken the OTT route. Actors like Bhumi content frequently, exclusively for GenOTT.
Pednekar, Manoj Bajpayee, Nawazuddin Siddiqui, Saif Ali Khan
As one can see in the table below, it’s not just current
and Vicky Kaushal have given some noteworthy performances
mainstream actors—many senior actors, like Emraan Hashmi,
on the digital platform.
Saif Ali Khan and Vivek Oberoi have also gone the OTT route
The growing popularity of the digital platform can be gauged for a new feather in their cap and their second innings.
from the fact that not only actors, but also notable directors like
Popular Web Series Notable Cast Anticipated Web Series Notable Cast
“Breathe” Season 2
“Bard of Blood” (Netflix) Emraan Hashmi Abhishek Bachchan
(Amazon Prime)
“Hostages” (Hotstar) Tisca Chopra, Ronit Roy “Ghost Stories” (Netflix) Janhvi Kapoor
“Inside Edge” Season 2 “Mirzapur” Season 2 Pankaj Tripathi
Vivek Oberoi, Richa Chaddha
(Amazon Prime) (Amazon Prime) Ali Fazal
Saif Ali Khan, Nawazuddin
“Sacred Games” (Netflix) “Mrs. Serial Killer” (Netflix) Jacqueline Fernandez
Siddiqui
“The Family Man” “The Family Man” Season 2
Manoj Bajpayee Manoj Bajpai
(Amazon Prime) (Amazon Prime)
Source: Secondary Research and Duff & Phelps Analysis
Duff & Phelps 36Celebrity Brand Valuation Study 2019
The most noteworthy example of the rise of an OTT star would “Oh! TT” - Is it the Way Forward?
be Radhika Apte. We all remember when Netflix tweeted, TV as a platform continues to survive. For instance, the best
“Whatever the role, Radhika apt hai”, establishing Radhika Apte regional content is still on TV, attracting a larger segment of
as an actor who knows the success mantra, “OTT as the new regional viewers. Further, TV is still getting the majority share
Blockbuster”. Thanks to her increasing popularity, Radhika of advertisement spends, since brands still rely on mature
Apte has bagged endorsements of brands like Clinique and advertisement mediums like TV to build their image. Further, rural
Daniel Wellington. India is still predominately a TV market, and hence will continue
to rely on the platform for the foreseeable future.
And it’s not just Bollywood—brands have also tweaked their
marketing strategies based on recent trends. Brands have So is OTT the future of entertainment? While OTT will
started doing paid collaborations with OTT stars for better unquestionably continue to grow as a platform, it will be
engagement of their product in the Indian market. OTT content interesting to see OTT capturing the share of TV’s pie and
creators have been trying to leverage their following by other segments of the media industry. How they embrace the
engaging in more targeted advertisements for their audience to challenge is something we’ll “subscribe” to!
increase a specific product’s visibility and likeability.
“I find the experience of watching a movie on a “All the magic of three to four years gone in one
13-inch screen more intimate than going to the to two weeks makes you feel low! … OTT has
theatre and watching with popcorn distractions” given me a shelf.”
Shakun Batra Shoojit Sircar
Director of the movie, “Kapoor & Sons” Director of movies like “Vicky Donor” and “Piku”
In an interview to Anupama Chopra on YouTube In an interview to Anupama Chopra on YouTube
Famous YouTuber Bhuvan Bam has been associated with
brands like Arctic Fox, Beardo, Lenskart, Mivi, Pizza Hut, Tasty
Treats and Tissot, mostly on a short-term contractual basis.
Similarly, Prajakta Koli, known through her YouTube channel,
“MostlySane”, has received brand endorsements from Amazon
Prime Video, Pulse Candy and Xiaomi India. OTT actors like
Barkha Singh, Dhruv Sehgal, Mithila Palkar and Sumeet Vyas
have also become major icons among today’s youth and may
be increasingly considered by niche brands focusing on a
specific target segment.
Duff & Phelps 37You can also read
