Celebrity endorsements continue to dominate the Indian advertising industry. In 2023, male movie actors still dominated when it came to advertising, with his 42% of the advertising share.
According to a TAM report, Akshay Kumar has emerged as the most high-profile celebrity endorser, spending an average of 29 hours per day across all channels. Amitabh Bachchan followed closely for 16 hours a day through TV promotions. New additions to the top 10 list for 2023 are Ajay Devgn, Sara Ali Khan and Virat Kohli.
Six male celebrities and four female celebrities made the top 10 list. Besides Kumar and Bachchan, the list includes Anushka Sharma, Ranveer Singh, Alia Bhatt, Shah Rukh Khan, Ajay Devgn, Sara Ali Khan, Virat Kohli, Taapsee Pannu was named.
Interestingly, 50% of the ads are endorsed by celebrity couples, including Akshay Kumar and Twinkal Khanna, Anushka Sharma and Virat Kohli, Amitabh Bachchan and Jaya Bachchan, Ranbir Kapoor and Alia Bhatt. will lead the way, with 38, 48, 53, and 47 brands each in 2023.
When it comes to the number of brands endorsed by celebrities in 2023 compared to 2022, Amitabh Bachchan endorsed the maximum number of brands in 2023. Six of the top 10 celebrities endorsed more brands in 2023 compared to 2022. The list doesn’t just include Amitabh Bachchan, but also Virat Kohli, Shahrukh Khan, Alia Bhatt, Ajay Devgn and Kiara Advani.
More than 25% of the ads aired on television were endorsed by celebrities. Movie stars combined for a 80% increase in advertising share in 2023, followed by athletes and TV stars, who increased their share by 12% and his 7% respectively.
Food and beverages had the highest percentage of celebrity advertising, followed by personal care/hygiene. Other top sectors included services, household products, hair care, construction, industrial and land materials and equipment, personal health care, cleaning, and banking, finance and investments.
The category with the most celebrity endorsements across professions in 2023 was ecom-gaming. This was followed by the broader ecom online shopping category.
