India celebrity endorsement market is projected to grow at a robust CAGR during the forecast period owing to the changing consumer lifestyle and growing influence of media & communication. Further, the increasing urban population with increasing number of social media users has made these digital mediums an effective tool of marketing. Celebrity endorsement increases the attention of audience easily and helps to connect with the target audience.
Celebrity endorsement is a key aspect of marketing in India. Around 50% of endorsements in India feature celebrities as compared to around 20% in the United States. Additionally, the increasing penetration of digital cable television in both urban and rural areas is a major factor propelling the growth of India celebrity endorsement market. Film stars currently dominate the Indian celebrity endorsement industry followed by sportspersons. The increasing penetration of internet is further expected to drive the India celebrity endorsement market by 2025.
India celebrity endorsement market is segmented based on advertisement medium and product category. Based on advertisement medium, the market is segmented into television, magazine, internet, newspaper and others. With the evolution of digital media, internet medium is expected to account for largest market share during the forecast period. Celebrities have their own fan base and hence the companies are trying to utilize their popularity to attract wider and diverse consumers.
Based on product category, India celebrity endorsement market is segmented into medicines &toiletries, home products & appliances, drinks & confectionary, personal care and others. The drinks and confectionary segment accounted for the largest market share in 2019. However, the personal care products segment is expected to undergo the fastest growth during the forecast year owing to the consumers’ inclination towards personal grooming and fitness.
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Major players operating in the India celebrity endorsement market are NexBrands, Cineyug, Approach Entertainment, Globosport, Armaans Events Pvt Ltd, ATI Talents, Cine Dreams Film Corporation India and SkyWalk Entertainment, among others. Most of these companies provide two types of endorsement contracts. The first one is a fixed fee and a fixed term engagement and the second one includes a one-time engagement. The fixed term contract is gaining traction and the celebrities are often called ‘brand ambassador’ of that particular product or company.
Years considered for this report:
Historical Years: 2015-2018
Base Year: 2019
Estimated Year: 2020
Forecast Period: 2021–2025
Objective of the Study:
To analyze and forecast the market size of India celebrity endorsement market.
To classify and forecast India Celebrity Endorsement market based on advertisement medium and product category.
To identify drivers and challenges for India celebrity endorsement market.
To conduct pricing analysis for India celebrity endorsement market.
To identify and analyze the profile of leading players operating in India celebrity endorsement market.
TechSci Research performed both primary as well as exhaustive secondary research for this study. Initially, TechSci Research sourced a list of celebrity endorsement agencies across the country. Subsequently, TechSci Research conducted primary research surveys with the identified agencies. While interviewing, the respondents were also enquired about their competitors. Through this technique, TechSci Research could include the agencies which could not be identified due to the limitations of secondary research. TechSci Research analyzed the companies, distribution channels and presence of all major players across India.
TechSci Research calculated the market size of India celebrity endorsement market using a bottom-up approach, wherein data for various advertisement medium segments was recorded and forecast for the future years. TechSci Research sourced these values from the industry experts and company representatives and externally validated through analyzing historical data of these product types and advertising campaign for getting an appropriate, overall market size. Various secondary sources such as company websites, news articles, press releases, company annual reports, investor presentations and financial reports were also studied by TechSci Research.
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Key Target Audience:
Celebrity Endorsement agencies
Market research and consulting firms
Government bodies such as regulating authorities and policy makers
Organizations, forums and alliances related to celebrity endorsements
The study is useful in providing answers to several critical questions that are important for the industry stakeholders such as companies, partners, agencies, etc., besides allowing them in strategizing investments and capitalizing on market opportunities.
In this report, India celebrity endorsement market has been segmented into following categories, in addition to the industry trends which have also been detailed below:
India Celebrity Endorsement Market, By Advertisement Medium:
India Celebrity Endorsement Market, By Product Category:
Home products & Appliances
Drinks & Confectionary
Company Profiles: Detailed analysis of the major companies present in India celebrity endorsement market.
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