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Shah Rukh Khan tops TV endorsement visibility with 27-hour daily average: TAM
More than 40% ads were endorsed by top three celebrity couples – Deepika Padukone-Ranveer Singh, Anushka Sharma-Virat Kohli and Akshay Kumar-Twinkle Khanna.
Shah Rukh Khan’s portfolio of endorsements includes major names like Thums Up, Everest spices, Myntra, Castrol, and Dubai Tourism. (Image source: TED Blog)
In January-June 2025, 29% share of the ads’ telecast on TV were endorsed by celebrities, as per a report on celebrity endorsement by TAM. Film stars contributed 74% of advertising during January-June 2025, followed by Sports Person and Television Stars, who contributed 4% and 3%, respectively. Compare to Jan-Jun'23, celebrity endorsed ads increased in January-June 2024 whereas during January-June 2025 it was decreased.
More than 45% of the ads endorsed by celebrities fall under Top 3 sectors and more than 3/4th of the ads fall under Top 7 sectors. Food & Beverages, Personal Care/Personal Hygiene and Household Products were top 3 sectors during Jan-June 2024-25. During Jan-June 2025, the Top 2 sectors, namely 'F&B' and ‘Personal Care/Personal Hygiene' were dominated by commercials backed by Male celebrities and Female celebrities respectively.
6 out of Top 10 categories were from ‘Food & Beverages’, ‘Building, Industrial & Land Materials/Equipments’ and ‘Personal Care/Personal Hygiene’ sectors. Top 10 categories accounted 40% share of celebrity ad volumes whereas ‘Toilet/Floor Cleaners’ was the top category with 8% share of celebrity ad volumes in Jan-Jun'25.
‘Ecom-Gaming’ was the top category for which maximum celebrity from different profession endorsed brands under it followed by ‘Building Materials/Systems’ category.
‘Shahrukh Khan’ was the most visible star, with an average visibility of 27 hours per day across all channels, followed by ‘M S Dhoni’ with 22 hours per day through TV sponsorships.
In January-June 2025, 4 of the top 10 celebrities, including ‘M S Dhoni’, ‘Shahrukh Khan’, ‘Kartik Aryan’ and ‘Ranbir Kapoor’ sponsored more firms than in Jan-Jun'23. 2 out of Top 10 celebrities were from Sports profession.
More than 40% ads were endorsed by top three celebrity couples – ‘Deepika Padukone/Ranveer Singh’, ‘Anushka Sharma/Virat Kohli’ and ‘Akshay Kumar/Twinkle Khanna’ and top 2 couples had endorsed 23 and 19 brands respectively during Jan-June 2025.
SPOTLIGHT
The leaders highlighted how AI is emerging as a critical enabler in this shift from marketing’s traditional focus on new customers to a more sustainable model of driving growth from existing accounts.
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