Bollywood Rising
The cricket celebrity brand endorsement is declining. The number of brands endorsed by Sachin Tendulkar has dropped from ten to six over a period of five years, Rahul Dravid endorsement list has come down to six from twelve and Sourav Ganguly is endorsing barely has a couple of brands today. The only exceptions among cricket celebrity are MS Dhoni and Yuvraj Singh, who have grown their endorsements year-on-year. at the same time the film industry has gain importance in recent years. The silver screen celebrities like Shah Rukh Khan, Hrithik Roshan, Saif Ali Khan, Aamir Khan, Akshay Kumar, Sanjay Dutt, Abhishek Bachchan and John Abraham are few of the celebrity who has gained prominence in recent years.
Shah Rukh Khan’s endorsements have gone up from 6 to 18 in the same period, Hrithik Roshan’s have increased from 1 to 11 and Saif Ali Khan’s deals have doubled from 4 in 2003 to 8 now. Amitabh Bachchan, who has gone down the power list in the last two years, has managed 10 endorsements deals. Other Bollywood stars like Aamir Khan, Akshay Kumar, Sanjay Dutt, Abhishek Bachchan and John Abraham have between 3 and 7 deals in their pockets.
Cricketers were the favorites of PepsiCo till last year has signed up movie stars including Deepika Padukone, Ranbir Kapoor and Katrina Kaif.
Among women celebrities Kareena Kapoor endorsement count has gone up from two to five, while the number of brands Katrina Kaif, Kajol, Priyanka Chopra and Bipasha Basu endorse has risen from almost nil to about six to seven each. The new celebrity such as Deepika Padukone and Vidya Balan are endorsing three to four brands each. The new celebrities are in demand and they are expected to sign a few more. The best part about the silver screen is that the senior actors like Hema Malini and Juhi Chawla have multiple endorsement deals.
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