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Tag: Varun Gupta

  • Ranveer Singh, Alia Bhatt, Akshay Kumar, MS Dhoni feature in Top 5

    Virat Kohli leads Duff & Phelps Celebrity Brand Study

    By Our Staff

     

    Duff & Phelps, the leading provider of data, technology and insights related to risk, governance and growth, has announced the release of the seventh edition of its Celebrity Brand Valuation Study 2021 titled, ‘Digital Acceleration 2.0’. Virat Kohli led the list while fellow cricketers MS Dhoni, Sachin Tendulkar, Rohit Sharma came in at fifth, eleventh, and thirteen positions.

     

    Said Aviral Jain, Managing Director, Duff & Phelps: “While prominent Bollywood celebrities continue to feature in our list of top 20 celebrity brands, this year we saw some notable changes. Ranveer Singh, Alia Bhatt, and MS Dhoni witnessed a stellar jump in their brand values and they seem to have hit the right chords with the audience in 2021. We also saw more sportspersons rising in the top celebrity rankings, including the likes of Sachin Tendulkar, Rohit Sharma, and PV Sindhu. This significant jump was because of the lesser competition from Bollywood celebrities since there were fewer theatrical releases in 2021.”

     

    Added Varun Gupta, Head of Asia Pacific, Valuation Advisory Services, Duff & Phelps: “Businesses and brands have heavily leveraged social media and other online platforms for brand endorsements this year, too, with below par weightage to traditional platforms. 2021 also saw the emergence and growth of several startups in the fintech and direct-to-consumer (D2C) business segments that significantly contributed to the overall number of brand endorsements undertaken by the top 20 celebrities. As traditional as well as upcoming industries adopted the digital route to continue engaging with their consumers, we observed greater traction in fintech, social media and OTT platforms, and D2C platforms from a celebrity endorsement standpoint.”

     

  • Akshay Kumar is No 2, followed by Ranveer Singh, Shah Rukh Khan & Deepika Padukone, as per the Duff & Phelps study

    Virat stays India’s No 1 Celeb

     

    By A Correspondent

     

    Consulting firm Duff & Phelps, the world’s premier provider of governance, risk and transparency solutions, has  released key findings from the sixth edition of its Celebrity Brand Valuation Study 2020: “Embracing the New Normal.” The study provides a ranking of India’s most powerful celebrity brands based on brand values derived from their product endorsement portfolio and relative social media presence. It examines the impact of the pandemic on both brand value rankings and the celebrity endorsement space.

     

     

    Said Aviral Jain, Managing Director, Duff & Phelps: “While established celebrities continue to dominate our rankings, notable millennials with a strong social media presence continue to climb the ladder. Ayushmann Khurrana, Tiger Shroff and Rohit Sharma all jumped a few spots to grab the No. 6, No. 15 and No. 17 spots, respectively. Further, Kartik Aaryan debuts on our list at No. 20. These rising millennial celebrities were in greater demand during the pandemic owing to their popularity among the youth,” adding: “This year, the media and entertainment (“M&E”) sector took a hit and witnessed significant slowdown in advertising spends as traditional media and outdoor entertainment were severely impacted by the pandemic. Digital marginally overtook print to become the second largest segment in the advertisement space, and it continues to witness traction among brands. The pandemic has also reinforced the fact that a strong social media presence is no longer a ‘good to have,’ but rather a ‘must have’ for celebrity endorsers. With celebrity-brand engagements becoming more digitally oriented, brands and celebrity endorsers are discussing innovative ways of collaboration,” Jain added.

     

    Commenting on how the pandemic redefined the M&E sector, Varun Gupta, Managing Director and Asia Pacific Leader for Valuation Services at Duff & Phelps, added: “2020 saw a boost in digital advertising, with celebrities leveraging their authentic and personal experiences for endorsements. In fact, many OTT stars and influencers are currently sharing the spotlight for digital ads, which is a new trend observed this year.”

  • The campaign will be rolled-out as digital, print and OOH

    Ashiana Housing opens up conversation on wholesome upbringing

    By A Correspondent

     

    Ashiana Housing has launched its latest campaign that promotes its three ‘kid-centric’ projects. The campaign, conceptualised and executed by Dentsu India, includes three films and various digital assets.

     

    Said Varun Gupta – Director Ashiana Housing: “The five pillars of Kid-Centric Homes come together to create an environment that fosters physical, intellectual and emotional growth of children to make them better human beings. It will make them winners not just at the work place but in life as well”.

     

    Added Malvika Mehra, Chief Creative Officer, Dentsu India: “Our positioning for Ashiana Kid-Centric Homes has never been about selling four walls but more a way of life for kids today, to make them better citizens tomorrow. As a follow up to the original launch campaign ‘Behtar Parvarish Ka Pata’, with this new set of films, we’ve planted another new thought ‘Bachchey aaj jo seekhenge, wohi to kal duniya ko seekhayenge’ (what kids learn today, they will teach the world tomorrow). Ashiana Kid Centric Homes which are truly designed to provide quality upbringing for your kids, deliver this promise beautifully”,

     

     

  • The Bollywood star’s brand rank fell from 2 to 5 in the Duff & Phelps report

    SRK brand value erodes as Virat continues at #1

     

    By A Correspondent

     

    Global advisory firm Duff & Phelps announced findings from the fourth edition of its Celebrity Brand Valuation Report 2018: ‘The Bold, the Beautiful and the Brilliant.’ The report, released on Thursday, provides a ranking of India’s most powerful celebrity brands based on brand values derived from their endorsement contracts.

     

    Key findings from the report include:

    :: Virat Kohli retains the top position for the second consecutive year. His brand value rose by 18% to US$170.9 million in 2018.

    :: Deepika Padukone rises to the second position, whereas Shah Rukh Khan falls to the fifth position.

    :: Total value of the top 20 celebrity brands stands at US$877 million, with the top 10 contributing more than 75% of the total value.

     

    Celebrity – Top 10

    2018

    2017
    Brand Rank Brand Value Brand Rank
    Virat Kohli 1 170.9 1
    Deepika Padukone

    2

    		 102.5

    3
    Akshay Kumar

    3

    		 67.3

    4
    Ranveer Singh

    4

    		 63.0

    5
    Shah Rukh Khan

    5

    		 60.7

    2
    Salman Khan

    6

    		 55.8

    6
    Amitabh Bachchan

    7

    		 41.2

    8
    Alia Bhatt

    8

    		 36.5

    9
    Varun Dhawan

    9

    		 31.6

    10
    Hrithik Roshan

    10

    		 31.0

    7

     

    Commenting on the rise of the endorsement market in India, Varun Gupta, Managing Director and Asia Pacific Leader for Valuation Services, Duff & Phelps said: “The celebrity endorsement market in India has matured from vanilla endorsement deals to full-fledged partnerships through innovative routes such as equity deals and strategic partnerships. On the other hand, rising internet penetration, varied formats of content consumption and a burgeoning middle class with increasing disposable incomes is boosting media spends for traditional and digital advertisements through celebrities. Millennial celebrities continue to be the first choice for brand endorsements as companies want to have a greater focus on the youth segment fuelled by demand in sectors such as e-commerce, retail, FMCG and smartphones, among others.”

     

    As per data from GroupM ESP Properties, over the past decade celebrity-led endorsements increased in number from 650 in 2007 to 1,660 in 2017, representing a steady CAGR of 10%. Further, TV ad spends with celebrity endorsers rose from INR15.5 billion in 2007 to INR66.6 billion in 2017 at a CAGR of 16.1%. TV ads with celebrity endorsers represented close to 24% of the total TV ad spends in 2017, which represents a 5% uptick from 2007.

     

    Added Aviral Jain, Managing Director, Duff & Phelps: “While Bollywood celebrities dominate the rankings of the top 20 celebrities, sportspersons provide tough competition. Virat Kohli, Sachin Tendulkar, M. S. Dhoni and P.V. Sindhu collectively contributed almost US$241 million, which is over 27% of the cumulative brand value of the top 20 celebrities pegged at US$877 million.”

     

    “Brands are also increasingly going regional in their endorsement strategy to cater to the heterogenous peculiarities of Indian states. They are leveraging the equity that local celebrities enjoy. Product brands are also looking for better returns on their investment through a step up on regional markets and have started coming up with region-specific commercials featuring regional celebrities like Mahesh Babu and Tamannaah,” Jain added.

     

    Further, the report focuses on the rising trend of power couples. By tapping into a power couple’s reach and impact, brands can target each partner’s unique following and voice. The coming together of a power couple creates a larger platform that brands want to leverage to target the youth. This year, power couple Virat Kohli and Anushka Sharma have endorsed around 40 brands together such as Head and Shoulders, Manyavar, Pepsi, Celkon, Boost, Audi, Fastrack, Goinee, Wrogn and Polaroid.

     

    Celebrities are also increasingly being leveraged to create social media buzz. A celebrity’s hold on social media is now a major determinant of the influence that he or she can have over a brand campaign. Duff & Phelps sourced data from Meltwater, the vertical leader in online media intelligence solutions, on the top celebrities and their social media presence, engagement and influence index.

     

    Commenting on the power of a celebrity’s social media influence, Christo van Wyk, Area Director – India and Middle East, Meltwater said: “ Like marketers, celebrities are continuously building their brand, and those that are aware of current trends and of the difficulties in breaking through the clutter, recognize that social media is a unique opportunity to stand out above the crowd. Celebrities with well-crafted social media strategies are able to maintain relevance, build more intimate relationships with fans and garner real-time feedback on their work. Much like a corporate brand’s, a thriving social media presence can serve as a reflection of a celebrity’s public desirability.”

     

     

  • The Indian cricket hero is the most valuable celebrity brand as per a Duff & Phelpsreport

    Virat is Celeb #1

     

    By A Correspondent

     

    Duff & Phelps, the leading valuation and corporate finance advisory, has published the third edition of its annual study of celebrity brand values in India.  In the 2017 report titled Rise of the Millennials: India’s Most Valuable Celebrity Brands, Virat Kohli has replaced Shah Rukh Khan as India’s top-ranking celebrity brand. Kohli, along with Deepika Padukone and Ranveer Singh, lead the ascent of the millennials to the top of the rankings.

     

    Said Varun Gupta, Duff & Phelps Managing Director and Region Leader – India, Japan and Southeast Asia: “For the first time since we began publishing our rankings, Shah Rukh Khan has slipped from the top ranking and been replaced by Virat Kohli. Kohli is now the first choice of brands to engage and attract consumers, fueled by his extraordinary on-field performances and off-field charisma,” adding:“In addition to Kohli, other young celebrities such as Alia Bhatt, VarunDhawan and badminton champion P.V. Sindhu have either risen in the rankings or entered our top15 list, backed by note-worthy performances in their respective fields and strong endorsement signings over the last year,” Gupta added.

     

    Added Aviral Jain, Director, Duff & Phelps: “While Bollywood celebrities continue to dominate the top 15, sportspersons are providing tough competition as Kohli, Dhoni and Sindhu, collectively valued at US$180 million, account for almost a quarter of the total celebrity brand value of the top 15.”

     

    The report also highlights evolving trends in the brand endorsements space, including celebrities endorsing tourism campaigns,backing various sports tournaments/franchises, and launching their own line of merchandise.

     

    Key findings from the report include:

    :: Overall brand value of the top15 celebrities is US$712 million.

    :: ViratKohli tops the list with brand value of US$144 million, followed by Shah Rukh Khan (US$106 million), DeepikaPadukone (US$93 million), Akshay Kumar (US$47 million) and Ranveer Singh (US$42 million).

    :: New entrants to the top15 celebrities included VarunDhawan debuting at number 10 and P.V. Sindhu at number 15.

    :: Millennials currently endorse 64 percent of the total brands endorsed by the top15 celebrities and constitute 63 percent of the total brand value.

    :: The top sectors using celebrity brand endorsers included personal care, food and beverages, automobiles, smartphones and clothing.

     

  • A Duff & Phelps report underscores the growth of the cricketing tournament and the entire ecosystem that it has led over the last decade

    The Rise & Rise of IPL

     

    By A Correspondent

     

    Duff & Phelps, the leading global valuation and corporate finance advisor, has unveiled findings from its 2017 report, ‘IPL: The Decade Edition: A Concise Report on Brand Values in the Indian Premier League’.

     

    The findings of the fourth edition of Duff & Phelps’ annual study of the Indian Premier League (IPL) franchisee brand values indicate that the overall value of IPL as a business has increased to USD 5.3 billion from USD 4.2 billion last year, representing a three-year CAGR of 13.9%. The report highlights the evolution of the IPL since its inception in 2008 and its steadily expanding foothold on the global sporting scene.

     

    “Our valuation analysis reflected a notable increase in brand values in the IPL,” said Varun Gupta, Duff & Phelps Managing Director and Leader of the firm’s operations in India, South Asia and Japan. “This IPL season has garnered attention for all the right reasons. Namely, a relatively controversy-free tournament, increase in social media engagement, strategic and highly successful marketing initiatives, and compelling on-field performances – all of which affirmed IPL’s standing as the most valuable cricketing league in the world.”

     

    The brand values of the individual teams have risen 34% on average in 2017 compared to 2016. The Mumbai Indians sustained the top position with a brand value of USD 106 million, followed by Kolkata Knight Riders at USD 99 million and Royal Challengers Bangalore in third place at USD 88 million. Factors contributing to the rise in brand values of individual franchisees include increasingly lucrative advertising, broadcasting and sponsorship deals; reduction in franchise fees beginning with the next season; increased viewership across India; and increased fan engagement, evidenced by the rise in social media activity.

     

    Satellite and digital broadcasting rights are up for renewal later this month and will be keenly watched. The renewed deal is anticipated to be significantly higher than the one signed by Sony nine years ago.Sony’s ad revenues crossed INR 1,300 crores this year, while Hotstar’s ad revenues from IPL rose to INR 120 crores, more than double the previous year. Television viewership also ascended to new heights, with nearly 45% of viewership coming from rural India, evidence of the reach and pull of the IPL.

     

    “The new broadcasting rights auction will be one of the keenly watched developments over the next couple of months. The BCCI is clearly set for a huge windfall. We could be looking at a television broadcasting deal of record proportions in India. This deal may follow the precedent set by some of the big-ticket broadcasting deals across the world,” said Santosh N, Duff & Phelps Managing Director in Bengaluru.

     

    Digital content is becoming a very strong medium of social media engagement for the sports viewers. The following statistics from the report reveal the growing significance of content in today’s sports context:

    The number of tweets pertaining to the IPL has crossed 8.5 million and continues to grow.

     

    As per Maxus, a total of approximately 6 million mentions on social media were registered in the 10th season, more than twice those of the last season (approximately 3.1 million mentions).

     

    Mumbai Indians had an incredibly successful digital media strategy, attracting over 83 million engagements across Facebook (50 million), Instagram (29 million) and Twitter (3.95 million).

     

    Added Trevor Birch, Managing Director at Duff & Phelps and Former CEO of Chelsea Football Club: ’’I’ve been intrigued to watch how the IPL has marketed and protected its own brand value separate from the clubs. Having worked with some of the biggest clubs in the English Premier League (EPL), the one thing the IPL has done very well is the marketing and protecting of its own brand. Most of the EPL clubs are bigger brands than the EPL brand itself, whereas in the IPL, it seems to be Brand IPL which is more powerful than the individual franchisees.”

     

    Click to view IPL 2017 Brand Valuation Report

     

  • The cola giant mulls not rebidding for the title sponsorship of the Indian Premier League after its contract ends in 2017

    Is IPL the right choice for Pepsi?

     

    By Ratna Bhushan

     

    PepsiCo may not rebid for title sponsorship of the Indian Premier League after its five-year contract ends in 2017, three industry insiders said, a day after a Supreme Court panel called for the suspension of two IPL teams for two years.

     

    “There has been too much controversy in the IPL and the internal thought process is that the company doesn’t want to re-bid for the title sponsorship,” said an executive with knowledge of internal discussions at Pepsi.

     

    “Title sponsorship is a direct association with the brand image, which directly risks getting impacted by controversy,” the executive said.

     

    PepsiCo won the right to attach its name to the tournament with a .’396 crore bid for a five-year period that started 2013, the very year in which the spot fixing scandal broke with the arrest of three cricketers. Pepsi’s bid was almost twice what the previous sponsor, real estate firm DLF, had paid the Board of Control for Cricket in India (BCCI) for the 2008-12 term.

     

    The company declined to comment on the matter.

     

    “We do not comment on speculation,” said Vipul Prakash, vice president, beverages, PepsiCo. “We have not seen the copy of the complete order and hence will not be able to comment any further at this stage. We remain committed to ethical conduct in sport and expect that issues surrounding IPL are adequately and swiftly addressed. The faith of cricket fans is important and needs to be restored in the interest of the game.” The Supreme Court-appointed RM Lodha committee on Tuesday suspended the Chennai Super Kings (CSK) and Rajasthan Royals (RR) franchises for two years, besides banning Gurunath Meiyappan of the first team and Raj Kundra of the second for life. The move could force the IPL to go into the next season with just six teams, although the CSK owner plans to appeal the decision. The other team is also expected to appeal.

     

    TIES TO CONTINUE

    The beverage company won’t be snapping its ties completely with the tournament after 2017, said the persons cited above.

     

    “PepsiCo, however, will continue to be associated with the IPL through other platforms, such as on-air broadcast sponsorship, pouring rights etc. That’s because IPL, which is held in April-May, is peak season for soft drink firms and PepsiCo spends heavily on marketing,” said one of the executives. Since becoming the IPL title sponsor, PepsiCo has pegged its summer strategy to the tournament. This year, it ran the “Crash the IPL” campaign, which asked viewers to create their own Pepsi ads. The previous year, it had run the “Oh yes, Abhi” campaign. Summer accounts for 40 per cent of overall soft drinks sales, and the April-June quarter generally sets the pace for the rest of the year.

     

    PepsiCo chairperson and chief executive Indra Nooyi had alluded to some discomfort over the IPL spot-fixing scandal in an interview in 2013. “We would like to see no controversy of the sport… We hope they fix it,” she had told ET. “We are a highly ethical and principled organisation. So we want to associate with organisations that are principled and ethical. We hope the current problems of IPL are short term and they are addressed. But if they are not, we will have to go back and rethink.”

     

    Brand consultant Harish Bijoor drew comparisons with the Maggi noodles episode. After the product was banned in June for excessive lead content, brand endorsers such as actresses Madhuri Dixit and Preity Zinta also got sucked into the row.

     

    “This (latest development) has stirred a hornest’s nest and all lead sponsors would question their association with the team. In the consumer’s mind, lead sponsors could be also painted with a negative brush, which is what the brands have to be careful about,” Bijoor said.

     

    An executive involved with PepsiCo’s advertising campaign said the company may have to rework its marketing strategy because CSK team captain MS Dhoni has been one of the most visible brand ambassadors of Pepsi Cola and Lay’s chips.

     

    “As a brand, anyone wants to be associated with something positive,” said Varun Gupta, managing director at global consultancy American Appraisal. “There will be some negative connotations with the tournament at least in the short term. But this also gives the IPL an opportunity to clean up and move forward competitively.”

     

    To be sure, IPL has been an attractive property for advertisers despite the various controversies attached to it. This year, tournament broadcast rights holder Multi Screen Media (MSM) generated about Rs 1,000 crore from sponsors and the sale of advertising time. Besides PepsiCo, key IPL sponsors included Vodafone, Hero MotoCorp, Amazon, Paytm and Magicbricks.

     

    Source:The Economic Times

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