Toilet cleaner number one product endorsed by Indian celebrities: Report

Indians love celebrities in commercials, even if it means supporting toilet cleaners. According to a new report by TAM Media Research’s Edex India report, celebrities in the top 10 categories favor toilet and floor cleaners with 9% celebrity ad volume in January-June 2022. Ecommerce gaming was the top category for which maximum celebrities various businesses endorsed the brands under it.

Other categories such as aerated beverages, hair dyes, pan masala and washing powder and liquids also fell in the top categories.

In this period, eight of the top 10 celebrities including Akshay Kumar, Amitabh Bachchan, Alia Bhatt, Vidya Balan, Shah Rukh Khan, Taapsee Pannu, Ranveer Singh and Kareena Kapoor sponsored more firms than in the same period of 2021. MS Dhoni endorses maximum number of brands this year.

The report only covers celebrities from the Hindi films and TV industry and sports across India. It did not take into account Southern actors overall and only focused on commercials during commercial breaks.

More than 50% endorsements were endorsed by top three celebrity couples namely Akshay Kumar and Twinkle Khanna, Amitabh and Jaya Bachchan; Ranbir Kapoor and Alia Bhatt. The top two couples endorsed 37-37 brands and Kapoor and Bhatt endorsed 29 brands respectively. In celebrity endorsement ads, companies preferred film stars, who accounted for a larger share of ad volume, 84 per cent, than other categories of celebrities.

Actor Akshay Kumar was the top celebrity across all businesses, endorsing a maximum of 36 brands, which is one more than last year. Kumar was also the most visible star, with an average visibility of 37 hours a day across all channels, followed by Bachchan with 18 hours a day through TV sponsorship.

Amitabh Bachchan saw a sharp increase in his endorsements for 37 brands this year from 27 last year. The duo was followed by actress Alia Bhatt, who had 23 brands in her kitty, up from 17 last year. MS Dhoni and Anushka Sharma both lost two brand endorsements this year at 41 and 11 brands respectively.

The report said that young female celebrities were preferred over their male counterparts, but the scenario changes when it comes to celebrities who are 35 or older. When looking at celebrities over the age of 65, the preference was male actors nine times out of ten. And overall, the majority prefer male actors than females – 62% versus 38% – across age groups.

More than 50% of the advertisements endorsed by celebrities were in the food and beverage, service sector and personal care.

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