Indians love celebrity ads, even if it means recommending toilet cleaners. According to a new report by TAM Media Research’s Adex India report, the top 10 categories recommended by celebrities included toilet and floor cleaners, which accounted for 9% of celebrity advertising volume in the period January-June 2022. E -Commerce games was the top category, with most of the celebrities coming from various professions supporting brands underneath.
Other categories such as Fizzy Drinks, Hair Dye, Pan Masala, and Laundry Powders and Liquids also fell into the top categories.
During this period, eight of the top 10 celebrities including Akshay Kumar, Amitabh Bachchan, Alia Bhatt, Vidya Balan, Shahrukh Khan, Taapsee Pannu, Ranveer Singh and Kareena Kapoor sponsored more companies than the same period in 2021. MS Dhoni advocates maximum number of brands this year.
The report only considered celebrities from Hindi film and television industry and sports personalities across India. It did not consider Southern actors at all and only focused on advertising during commercial breaks.
More than 50% of the ads were endorsed by three top celebrity couples like Akshay Kumar and Twinkle Khanna, Amitabh and Jaya Bachchan; Ranbir Kapoor and Alia Bhatt. The top two pairs supported 37 brands each, and Kapoor and Bhatt each supported 29 brands. Among celebrity ads, companies preferred movie stars, which accounted for an overall larger share of ad volume, ie 84%, compared to celebrities from other categories.
Actor Akshay Kumar was the top celebrity among all professions to support a maximum number of categories, no less than 36 brands, one more than last year. Kumar was also the most visible star with an average viewability of 37 hours per day across all channels, followed by Bachchan at 18 hours per day through TV sponsorship.
Amitabh Bachchan saw his endorsements surge from 27 last year to 37 brands this year. The two were followed by actress Alia Bhatt, who had 23 marks in her kitty, up from 17 last year. MS Dhoni and Anushka Sharma both lost two trademark endorsements each this year, with 41 and 11 trademarks respectively.
The report added that young female celebrities would be preferred to their male counterparts, but the scenario changes when it comes to celebrities aged 35 or older. Nine out of ten celebrities over the age of 65 preferred male actors. And overall, a majority preferred male actors over females – 62% versus 38% – across all age groups.
More than 50% of celebrity-backed ads were food & beverage, services and personal care.
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