Pandemic-proof endorsers: The five names which stand out in 2020

Bachchan, Kumar, Khurrana, Kohli and Dhoni have been visible in a difficult year; charm remains intact, say experts

Oral care major Colgate-Palmolive has just signed up actor Ayushmann Khurrana to endorse its new toothbrush range. This is Khurrana's nineteenth brand, coming at a time when the Covid-19 pandemic, Sushant Singh Rajput case, and the Bollywood drugs scandal have disrupted the celebrity endorsement market.

Khurrana, 36, has company. 

Names such as Amitabh Bachchan, Akshay Kumar, Virat Kohli, and Mahendra Singh Dhoni have stood out in a difficult year that continues to see brands back them when still others have seen their visibility fade.

For instance, in the past one month, Kumar has featured in four new ad campaigns for Lodha Group, Dollar Industries, Berger Paints, and PolicyBazaar. He remains one of the most visible faces on television (TV).

Kohli has recently signed up to endorse a new health care and hand sanitizer brand called Vize.

Dhoni continues to be popular with endorsers, despite announcing his retirement from the international cricket pitch this year. 

Bachchan, on the other hand, is a name to reckon with on the endorsement circuit at 78. 

"Year 2020 has been a difficult year for celebrity endorsers. The first half was marred by lockdown. The second half saw the Rajput case and the Bollywood drugs scandal hog headlines. Bachchan, Kohli, Dhoni, Khurrana, and Kumar, however, have steered clear of all this. Brands feel safe with endorsers who are not embroiled in controversies,” says K V Sridhar, global chief creative officer, Nihilent HyperCollective.

Harish Bijoor, chief executive officer (CEO), Harish Bijoor Consults, says, "You have stars and you have megastars. These five fall in the latter. Their charm will never fade. It has also helped that these endorsers have remained engaged with their audiences, improving saliency. Brands love this."

A recent study by the Indian Institute of Human Brands, led by adman Sandeep Goyal, says that Bachchan is India’s most trusted celebrity, with a score of 90 points, while Dhoni is the most respected sportsperson, with a score of 87. Kumar is the most appealing, with a score of 93.5, and Kohli is the most handsome at 63.9 points. Khurrana remains the most identified celebrity, with a score of 88.5 points.

“Totally, there are over 100 data points that have been used in the analysis, providing a deep understanding of almost every prominent celebrity," says Goyal. 

At least 60,000 respondents across 23 cities were contacted as part of the study.

Experts say that 2021 will continue to see these five names dominate the endorsement circuit, though the trend of micro-influencers is growing. 

“As digital grows, advertisers will look at micro-influencers closely as they seek a local audience to push their products," says N Chandramouli, CEO, TRA Research (formerly Trust Research Advisory).

Consultancy firm KPMG has said in its recent media and entertainment report that digital advertising will overtake TV advertising for the first time in 2020-21, realigning the priorities of advertisers. 

Growth in digital consumption as well as online gaming is expected to continue into 2021-22, which will be a bounce-back year for the overall market, adds KPMG.