[LOOKBACK 2011] Filmwallahs dominate endorsements

28 Dec,2011

By Ritu Midha


Debate on the extent to which celebrities contribute to enhancement of a brand’s image continues. The scale, however, seems to be tilted in the favour of celebrities with a number of big brands and organizations continuing to use them – to the extent that on occasion the same brand, at the same time is using multiple celebrities: Katrina Kaif, Shilpa Shetty, Sonakshi Sinha and Bipasha Basu in one Pantene ad is the first example that comes to mind.


The percentage of film stars endorsing brands has gone down this year, and that of sports personalities has increased. However, in the top 10 brands using celebrities for endorsement, Pepsi is the only brand that uses sports celebrities extensively.  A look at the top 10 advertisers using celebrities also tells a similar story:


The absence of sports personalities from these brands’ ads might be due to the category they belong to. However, as compared to same period last year, Jan- Sept 2011 has seen a 7 per cent jump in endorsements by sports personalities. TV actors and actresses endorsing brands has also increased by 1 per cent each – though it does not amount to much, considering the miniscule number of television actors that really do endorsements. Interestingly, 76 per cent endorsements are still done by film stars despite a 10 per cent dip over the previous year.


The table below lists the share of the pie endorsed by film, sports and TV personalities.


Moving now to individual celebrities, Shahrukh Khan’s movies may have not really broken box office records of late – but it has by no means undermined his position as the leading celebrity endorser/brand ambassador (as can be seen in the table below). He is closely followed by Katrina Kaif and Kareena Kapoor. The only two non-film personalities in the top 10 are (yes, guessed it right) MS Dhoni and Sachin Tendulkar.


Data source:


Media: TV

Period: Jan- Sept 2011

*Figures based on ad volumes (secs)

*Advertising during commercial time (Promos are excluded)

*Base: Celebrities(Actor/Actress) from Hindi – Movies & TV Industry and Sports personality considered.

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