Celebrity Couples Command 40% of Ads in H1 2024: Ranbir & Alia Top the Charts
According to the latest TAM AdEx Half-Yearly Celebrity Endorsement Report (January–June 2024), celebrity endorsements accounted for 32% of all television ad telecasts. Film stars led the charge, contributing to over 75% of these ads, followed by athletes at 14% and TV stars at 11%.
The Food and Beverages, Personal Care/Personal Hygiene, and Household Products sectors dominated celebrity endorsements during this period. In the Food and Beverages sector, male celebrities commanded a strong 60% share, while female celebrities held 40%. The Personal Care/Personal Hygiene sector, on the other hand, saw the reverse, with female celebrities leading at 65% compared to 35% for male counterparts.
When it came to specific categories, Ecom-Gaming emerged as the top category for celebrity endorsements across professions, closely followed by Spices.
Akshay Kumar was the most visible celebrity, averaging 22 hours per day across all TV channels, followed by Shahrukh Khan with 20 hours and Amitabh Bachchan with 16 hours, thanks to their extensive TV sponsorships.
Cricketer MS Dhoni topped the list as the most prolific brand endorser, backing 42 brands in the first half of 2024, up from 32 in 2023. Hot on his heels were Amitabh Bachchan (41 brands), Shahrukh Khan (34 brands), and Kareena Kapoor (31 brands).
Notably, more than 40% of ads were endorsed by top celebrity couples, with Ranbir Kapoor and Alia Bhatt leading the pack. The duo endorsed 31 brands during this period, followed by Akshay Kumar and Twinkle Khanna (29 brands) and Amitabh Bachchan and Jaya Bachchan.
This star-studded line-up underscores the continued dominance of celebrity power in driving consumer engagement and brand visibility across India’s advertising landscape.
