Shah Rukh Khan tops India’s celebrity-brand rankings at $177.9M, Kroll says
Kroll’s 2025 study puts Shah Rukh Khan ahead of Ranveer Singh ($162.9M) and Virat Kohli ($158.4M). While the top 25 celebrity brands declined 3.7% year on year to about $2B, digital collaborations now account for roughly 60%–75% of partnerships for several leading names.
What happened
Kroll named Shah Rukh Khan India’s most valuable celebrity brand at $177.9 million in 2025. The report says digital partnerships now account for roughly 60%-75%
Key facts
- Shah Rukh Khan brand value: $177.9 million
- Ranveer Singh brand value: $162.9 million
- Virat Kohli brand value: $158.4 million
- Top 25 celebrity brand value: $2 billion
- Top 25 value decline: 3.7% year-on-year
- Digital collaborations: approximately 60%-75% of partnerships for several leading celebrities
Why this matters
Target creator, agency, and commerce-media capabilities that can convert top-tier celebrity equity into always-on digital collaborations rather than one-off campaign deals.
What to watch
- Whether top consumer brands announce new or renewed Shah Rukh Khan partnerships following the ranking.
- Growth in celebrity-linked GMV, affiliate sales and shoppable-video conversion versus traditional campaign reach.
- Further Kroll valuation declines among the top 25, which would signal sustained endorsement-budget rationalization.
- Rising use of short-duration, platform-specific or performance-based celebrity contracts.
- Festive-season media allocations shifting from television and outdoor toward digital video, retail media and social commerce.
- Any major brand-safety event or overexposure concerns that reduce exclusivity value for leading endorsers.
- Audit ambassador portfolios by incremental sales, digital engagement quality and category exclusivity rather than reach alone.
- Move new celebrity contracts toward hybrid fee structures combining fixed compensation, content deliverables, commerce affiliate incentives and brand-safety clauses.
- Prioritize SRK-led campaigns for high-consideration, trust-sensitive or festive retail moments; reserve lower-cost creators for regional and conversion-oriented activation.
- Build creator amplification plans around major celebrity launches so celebrity content can be localized, retargeted and linked directly to marketplace or D2C conversion.
- Monitor competitor endorsement announcements for categories where SRK, Ranveer Singh or Virat Kohli can materially raise customer acquisition costs.