In India, the best way to sell a product is to get a celebrity to endorse it. Even toiletries.
According to a new report, toilet and floor cleaners were among the top 10 categories endorsed by celebrities for the period January to June 2022, accounting for 9 percent of celebrity ad volume. Meanwhile, the top category where most celebrities from different professions endorsed brands was e-commerce games, according to a report by TAM Media Research’s Adex India.
Other products that fell into the top category were fizzy 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 advertised more companies from January to June 2022 than in the same period last year. Meanwhile, MS Dhoni was the celebrity endorsing Maximum brands this year, added the report, which included celebrities from Bollywood, the television industry and sports personalities in India. TAM Media’s report only considered advertising during commercial breaks.
Over 50 percent of the 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 pairs supported 37 brands each, Kapoor and Bhatt together supported 29 brands.
The report added that, for celebrity endorsements, companies preferred movie stars with an overall larger share of ad volume, ie 84 percent compared to celebrities from other categories.
Overall, Akshay Kumar was the top celebrity to endorse a maximum number of categories as he appeared in ads for 36 brands, one more than last year. The ‘Khiladi’ actor was also the most visible star as the average visibility across all channels was 37 hours a day. Amitabh Bachchan followed him with 18 hours a day.
Bachchan, on the other hand, supported 37 brands this year compared to 27 last year. Kumar and Bachchan were followed by Alia Bhatt, who endorsed 27 brands this year, up from 17 last year. Meanwhile, Dhoni and Anushka Sharma supported 41 and 11 brands this year respectively, as both lost two brands this year.
The report added that over 50 percent of celebrities endorsed food and beverage, service and personal care brands.
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