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<ul><li>Duff &amp; Phelps’ latest report reveals that Virat Kohli continues to be the most preferred celebrity as his brand value rose by 39% to $237.5 million in 2019. Akshay Kumar jumps to second position with a brand value of $104.5 million. </li><li>The report titled ‘New is Gold’ brings forth how the advent of digital media and OTT platforms have paved a way for new faces and relaunched old faces such as Emraan Khan, Saif Ali Khan and Nawazuddin Siddiqui. </li><li>It further discusses how regional industries created ripples nationally and globally with OTT proving regional content is no longer a desired state, but a prerequisite for today’s consumer. </li></ul>Duff &amp; Phelps, the global advisor, released key findings from the fifth edition of its Celebrity Brand Valuation Study 2019: New is Gold. The study provides a ranking of India’s most powerful celebrity brands based on brand values derived from their endorsement contracts. “This year we saw the new generation celebrities make it to the top 20. Apart from the celebrities who were featured in last year’s study, this year, we have Ayushmann Khurrana (rank 10), Tiger Shroff (rank 17) and Rohit Sharma (rank 20) with a cumulative brand value of USD 87.5 million,” said Aviral Jain, Managing Director, Duff &amp; Phelps. “The industry saw a wave of new faces and concepts with the effective usage of digital media to capitalize on millennials and Gen Z. Even though brands changed their approach of sticking to established actors by roping in new faces, overall the industry managed to stay on course with the perfect blend of traditional and new. The new pedigree of stars also ventured into investments by emerging as ‘starvestors’ (star investors), thus infusing capital in brands that resonated with their values,” Jain added. Commenting on the changing nature of the endorsement market in India, Varun Gupta, Managing Director and Asia Pacific Leader for Valuation Services, Duff &amp; Phelps said, “This is the dawn of a new era for the media and entertainment sector. The industry has seen experimentation, be it celebrities moving from traditional mainstream endorsements towards investments in brands, the rise of digital format advertising campaigns, or the onset of over-the-top (OTT) stars who are breaking new ground in endorsements. Brands and celebrities have parallelly adopted the path of conscious advertising and filmmaking by choosing uplifting topics and making the narrative less window dressed, an important facet for today’s Gen Y and Gen Z.” Old is Gold to New is Gold Study shows how with a fresh coterie of millennial and Gen Z celebrities bagging major banner films and endorsements, it’s clearly time to change the ‘Old is Gold’ adage to ‘New is Gold.’ In the age of social media, Millennial and Gen Z actors have an inherent advantage and are considered to have a relatively higher social media quotient. Bobbi Brown Cosmetics, a leading global makeup brand, hired Tara Sutaria as its first Indian celebrity brand ambassador. Reliance Retail and Reliance Trends also signed on national award winner Vicky Kaushal along with the upcoming Janhvi Kapoor as their brand ambassadors having an extensive youth following. The study also suggests that Kriti Sanon, Disha Patani, and Tiger Shroff are the upcoming big celebrities in the advertising and marketing realm. OTT: A Place For Old and New Actors OTT players have helped many stars relaunch themselves. Actors like Bhumi Pednekar, Manoj Bajpayee, Nawazuddin Siddiqui, Saif Ali Khan and Vicky Kaushal have given some noteworthy performances on the digital platform. The growing popularity of the digital platform can be gauged from the fact that not only actors, but also notable directors like Anurag Kashyap, Karan Johar and Zoya Akhtar, are creating content frequently, exclusively for GenOTT. Celebrity Endorsements: Top Brand Categories According to a 2019 report on celebrity endorsements issued by TAM Media Research, more than 50% of the ads endorsed by celebrities were dominated by three sectors: Personal Care/ Personal Hygiene, Food and Beverages (F&amp;B), and Haircare, as shown in the following chart. Further, the study focuses on the rising trend of OTT since the upgrade of India's digital demography. Regional industries created ripples nationally and globally with OTT proving regional content is no longer a desired state, but a prerequisite for today’s consumer. Other Key findings from the report: <ul><li>Virat Kohli retains the top position for the third consecutive year. His brand value rose by 39% to USD 237.5 million (mn) in 2019. </li><li>Akshay Kumar jumps to second position with brand value of USD 104.5 mn (a jump of 55.3%). </li><li>The dynamic power couple, Ranveer and Deepika, claim the third spot with a brand value of USD 93.5 mn each. Deepika retains her most valuable female celebrity status for the second consecutive year whereas Ranveer moves up a spot, to now occupy the same position as Deepika Padukone. </li><li>Total value of the top 20 celebrity brands stands at USD 1.1 billion, with the top 10 contributing about 75% of the total value. </li></ul>

Virat Kohli continues to be the most valuable celebrity with a brand value of $237.5 Million: Duff & Phelps Study

Mumbai, Feb 5 () Actor Akshay Kumar has pipped Deepika Padukone in celebrity brand ranking with the Khiladi star's value rising to USD 104.5 million, according to a report released on Wednesday. Cricketer Virat Kohli continues to hold the top spot with a brand value of USD 237.5 million, Duff and Phelps' celebrity brand valuation report for 2019 said. Padukone, who was ranked at number two last year, has slipped to number three with a brand valuation of USD 93.5 million, while Kumar has replaced her as the second most-valued celebrity, the report said. Padukone invited the ire of a lot of people by showing up at protests at JNU against a violent attack on students, while Kumar was in the news for interviewing Prime Minister Narendra Modi ahead of his landslide win in the general elections. Both Padukone and Kumar had a slew of popular releases during the year. Padukone shares the number-three spot with actor-husband Ranveer Singh, who was ranked at number four in the year-ago period. Salman Khan and Shahrukh Khan continue to hold on to their number six and five spots, with brand values of USD 55.7 million and USD 66.1 million, respectively, it said. Aamir Khan has had a major slip in ranking by brand value to 16th place with a total value of USD 24.9 million, as against 11th place in the year-ago period. Veteran actor Amitabh Bachchan's rank has also slipped to eighth from the seventh rank in the year-ago period with a value of USD 42.5 million, and has swapped placed with Alia Bhatt, whose current value is USD 45.8 million. There have been new entrants in the top-20 list like Article-15 actor Ayushman Khurana at rank 10 with a value of USD 40.3 million, Jackie Shroff's actor son Tiger at rank 17 with a USD 24.2 million brand worth and cricketer Rohit Sharma at 20th rank. The top-20 celebrity brands are from cricket and films and are collectively worth over USD 1.1 billion. The agency said it relied on a brand analysis, endorsement value and brand multiple parameters while determining the value of a particular celebrity brand. AA HRS

Akshay Kumar pips Deepika Padukone in celebrity brand ranking; Kohli continues at top spot: Report

<ul><li>PagarBook, a 7-months-old start-up, recently roped in Akshay Kumar as its brand ambassador and announced its goal to gain 10 million users by the end of FY2021. </li><li>The company has now launched its maiden mass campaign with Akshay Kumar to increase its visibility and gain user trust. </li><li>Siva Prasad, the Senior Vice President - Marketing &amp; Sales, PagarBook talks about the company's latest ad, some of the factors that helped PagarBook drive its growth and rope in a big name like Akshay Kumar in its 7 months of existence. </li></ul>PagarBook, a payroll and attendance management app for micro, small, and medium enterprises (MSMEs), has launched its maiden mass campaign with brand ambassador Akshay Kumar and veteran actor Kulbhushan Kharbanda. While PagarBook launched a year ago in October, it was only in February 2020 that it went live officially. It decided to softly launch its product into the market with small digital campaigns and it attracted thousands of downloads and an active user base in a few weeks. Over the last 6 months, PagarBook has increased its user base to 5 million and launched its User Interface (UI) in 13 different languages. And now, in less than a year of its existence, it is all set to roll out its first TVC with Akshay Kumar, who is known to charge an endorsement fee of around Rs 2-3 crore per day and as per Duff &amp; Phelps’ Celebrity Brand Valuation Study 2019, he is worth Rs 742 crore. PagarBook has released four advertisements; each extolling a particular offering: staff attendance, advance payment and overtime payment. The tagline, “Pagarbook Lagao, Business Badhao,” is also pretty direct and convincing like its brand name. Conceptualised by BBDO India, the campaign aims to target Hindi and English speaking entrepreneurs across the country. <div type="Youtube" id="zyU0RwTM7RQ" title="PagarBook Lagao Business Badhao l Staff Attendance, Salary &amp; Payments On Mobile | Akshay Kumar" thumbUrl="https://i.ytimg.com/vi/zyU0RwTM7RQ/mqdefault.jpg"></div> <div type="Youtube" id="21XUTEKOD78" title="PagarBook Rakhe Staff Attendance Ka Pakka Hisaab l Staff Attendance, Salary &amp; Payment On Mobile" thumbUrl="https://i.ytimg.com/vi/21XUTEKOD78/mqdefault.jpg"></div> <div type="Youtube" id="hr0ShzHtpUo" title="PagarBook Rakhe Staff Ke Advance Ka Pakka Hisab | Staff Attendance, Salary &amp; Payments On Mobile" thumbUrl="https://i.ytimg.com/vi/hr0ShzHtpUo/mqdefault.jpg"></div> <div type="Youtube" id="uOa73Bf1M5E" title="PagarBook | Har Payment Ka Message Bheje Automatic | Staff Attendance, Salary &amp; Payments On Mobile" thumbUrl="https://i.ytimg.com/vi/uOa73Bf1M5E/mqdefault.jpg"></div> Kumar was roped in for his boy-next-door image. With this ambassadorship deal of two years with Kumar, PagarBook is aiming to expand its user base and reach 10 million registered users by FY2021 and establish itself as a trust-worthy, easy-to-use app that empowers SMBs. In a virtual brainstorming meeting, Kumar was the first name to pop in the teams’ heads. They were looking for a face who would speak to an audience that toils all day to make ends meet and takes no break. It was an easy choice for PagarBook, who trusted Kumar’s consumer and media perception and their guts to go-ahead without any market research. Telling us why Kumar was a perfect match for the PagarBook, Siva Prasad, the Senior Vice President - Marketing &amp; Sales, PagarBook, said, “It was pretty easy for us once we decided we wanted to build trust through our campaign. And Akshay is someone who's a very disciplined man. He has a strong value system and has never been a part of any controversy. Secondly, we're not talking to a page-3 kind of audience. We are talking to someone in Bihar, Ahmedabad, Surat or Kerala. These are small businessmen who can never relate to a fashionista.” At the same time, PagarBook was also looking for an A-list celebrity who would help them reach out to a wider audience at a huge scale. “We wanted one of the top celebrities to build trust. Akshay was very relatable to our kind of an audience that way. He had that next door, my friend kind of perception. And if you look at the SMEs of our country, they are really hard working. They don't work like us: walk in, attend and walk out at five. They work day in and day out. Even if they're at home, they think of their business. So that was a third parameter. And again, Akshay was an organic fit because he is considered to be a very hardworking guy -- he wakes up at 5 am to diligently work out. We didn't have to do research because it drives by perception and that's the kind of position he has created out in the country. And lastly, most of our business owners are self-made businessmen and very grounded to the roots of our country. They are rooted because they are self-made and so is Akshay,” shared Prasad. But how did a 7-month-old start-up manage to rope an ambassador as big as Akshay Kumar? Prasad and his team believed in their product and its growth trajectory. They thought it was the perfect time to scale the start-up and become a brand. “It's too risky a proposition -- to launch a big campaign, bring in a Bollywood celebrity like Akshay Kumar. But we had enough confidence in the way the brand was growing -- our active user base and the way they were engaging with the product. So we wanted to scale up as soon as possible. At the same time, scaling responsibility. The objective was not to just burn a lot of money by hiring some celebrity because we were pretty confident that we could achieve unit economics somewhere down the line and the growth was pretty fast that way. Without even having a celebrity phase, we could grow this fast,” said Prasad. After deciding that PagarBook wanted to position itself as a trust-worthy app, the team was pretty clear that they wanted to keep their ads informative and functional because it fills an important gap in the market and would organically attract users after that. Prasad said, “A few important parameters we thought we should talk about in our campaign: employee attendance, advanced payments, overtime and special payments and how all of these records can be done on the app so that we could relate or rather, our users could relate to their problems very easily. We don't have to really sell the product after that because it was a typical problem-solution approach. Also, we wanted to tell them to go digital and it's time to change. Once all this pain is taken out of your life, you get more time to focus on your business. That is why the campaign's entire theme is ‘Pagarbook Lagao, Business Badhao’. At the same time, we didn't make it very mundane; it has the right elements of drama and relationship between the father and the son.” At the same, it did come up with a creative way to announce the launch of its campaign on social media. PagarBook decided to drop a creative that looked like Kumar’s upcoming film poster. It had his fans hooked and helped them garner more than a million conversations in two days before the final campaign’s launch. <div type="twitter" handle="akshaykumar" handlename="Akshay Kumar" image="http://pbs.twimg.com/profile_images/1263033005758545921/4K0V7QQi_normal.jpg" favoritecount="22614" retweetcount="1236" status="The way India runs business is going to change. #AbBusinessHogaSmart. Coming to your screens tomorrow @ 11:30am.… https://t.co/4XtI3C5edn" createdat="1606889000000" id="1334015272332627968"></div> Taking us behind the poster’s execution plan, Prasad said, “It was just a random thought in one a casual conversation we had internally with our team. The poster was a novel idea but the magic was added because Akshay tweeted it. So the entire world thought that it's a new film by Akshay and Kulbhushan. So, it triggered a lot of conversations and since we sent out a press release a week before talking about roping in Akshay, people started really speculating and because of that, we got lots of mentions on social media. And that was intentional. We were pretty confident that people would start speculating and that’s why we put the word ‘pagar’ as a hint on the poster. And when we released the film yesterday, we were trending on Twitter for three-four hours. Just like that, we got more than a million conversations across two days and I think that’s magic.” From 1000 to 5 million users in 3 months The idea behind PagarBook was simple. While an increasing number of MSMEs are adopting digital ways of managing their business operations, many still continue to use pen and paper to keep track of employees’ attendance and manage payroll. PagarBook offers them a simple-to-use alternative that also saves a lot of time and paper. “We definitely knew that there is a problem with the way people manage their staff and employees and the payroll management, but we didn't expect that it's such a big problem that people would really accept our product this fast and at this scale,” said Prasad. When it started out on a small-scale, PagarBook made sure it responded to every query that came in their way to empower SMB entrepreneurs. Telling us how PagarBook identified product loopholes by interacting with users, Prasad said, “What we did from day one is that we had a live WhatsApp support, so we didn't have call center agents or you know, anything as such, anyone who knew the product really well, right from the founders and all the core team members and the growth team, all of us used to personally respond to the support questions which used to come through WhatsApp to us. In the last four months, whatever new features we have added, we didn't have to sit in a conference room and decide on a product roadmap. In fact, our users told us what to do. So we knew their problems in and out.” PagarBook focused all its efforts on the product-side for the first three months. It thought of new ways of updating its app and growth followed. Initially, the team wanted to launch the app in just 2-3 languages and today, they have 13 options. It also rolled out a paid desktop version to make managing business easier for its users. Talking about growth trajectory, Prasad shared, “So because the product was on the fly, things were changing everyday, we were gradually releasing updates but the growth numbers gave us the confidence that this has huge potential. And after three months, on a weekly average, we were onboarding at least 200k active users, not random installs. We are currently available in 12 to 13 languages, which helped us grow much faster and build a truly made-for-India kind of a product that people resonated with really well. So, from 200K to 5 million i.e., 15 lakh active user base, is the growth story which we have seen in the last couple of months, not even in a year's time in the last six, seven months.” Vision for the app Having built the category, Prasad is confident that new emerging competition won’t affect its goals. He considers the competition as a blessing that would help the industry grow. Its focus in 2021 would be on becoming the human capital app for the country and gain 10 million users. However, in our country, small-business owners still struggle to avail a bank loan due to lack of awareness. PagarBook is, therefore, working towards empowering these businessmen with one app update and marketing campaign at a time. “A small business owner will have to walk in maybe a 100 times to get a loan because there is no record how much salary he earns and we are giving him a salary slip for the first time and we cannot blame the financial institution because there is no record how much this guy has been making every month. So the kind of vision that we have is that we would definitely make them able and be instrumental in getting these guys their due and making them credit-worthy. And from the employer side, the story would remain the same -- we will make them more organized, take them digital and give them more time to focus on their business. So, the product we see today is just the basic version but our actual mission is to create a human capital platform for the country. Pagarbook should work like a swiss knife for the Indian businessmen. With this, we are confident about getting to a 10 million active user base in the next one year’s time,” concluded Prasad.

7-month-old PagarBook aims for 10 million active users by FY2021 after its first mass campaign with brand ambassador Akshay Kumar

<ul><li>PlayerUnknown’s Battlegrounds (PUBG) Mobile India still does not have permission to operate in India, even as its homegrown rival FAU-G makes its debut with pre-registration now open on Google Play.</li><li><keyword id="6409600" type="UNKNOWN" weightage="20" keywordseo="PUBG-MOBILE">PUBG Mobile</keyword> is registered in India under the Ministry of Commerce and without the reversal of the ban instituted by the Ministry of Electronics and Information Technology (MeitY), it is unable to launch. </li><li>A report by InsideSport indicates that the company has been trying to set up a meeting with the departments but has not been successful so far. </li></ul>It has been nearly two weeks that PlayerUnknown’s Battlegrounds (PUBG) was <a href="https://www.businessinsider.in/tech/apps/news/pubg-mobile-india-was-supposed-to-launch-today/articleshow/79315462.cms">poised to make its return to India</a> — the game’s largest market — after the government banned the app amid border tensions with China. Despite the long wait and heightened anticipation, it seems the PUBG Corporation doesn’t have the requisite permissions to restart operations in India. “Any banned entity can’t operate just by floating a new company. This even TikTok or anyone else can do. They will have to get permissions from the Ministry of Electronics and Information Technology (MeitY) to operate once again in India,” sources told <a href="https://www.insidesport.co/pubg-mobile-comeback-desperate-pubg-officials-requests-meeting-with-ministry/">InsideSport</a>. It reports that PUBG Mobile has requested a meeting with MeitY to resolve the regulatory issues, and not for the first time, but is yet to be granted an audience. “In the current circumstances it will not be easy for PUBG to relaunch themselves before Jan-Feb next year and that too will depend on the stance of the government,” <a href="https://www.insidesport.co/pubg-mobile-comeback-desperate-pubg-officials-requests-meeting-with-ministry/">sources</a> at the ministry disclosed. As PUBG Mobile struggles to make its comeback, the Akshay Kumar-backed indigenous battle royale game, Fearless and United Guards (FAU-G) is making its debut on Google Play. The co-founder of nCore games, Vishal Gondal, claims that the idea for FAU-G was always in the works but gained limelight when <a href="https://www.businessinsider.in/tech/apps/news/checkout-full-list-of-118-banned-chinese-mobile-apps-in-india/articleshow/77891192.cms">PUBG was banned back in September</a>. Once FAU-G goes live, its first episode will be called ‘<a href="https://www.businessinsider.in/defense/news/indian-army-on-india-china-war-in-galwan-valley-soldiers-killed/articleshow/76402297.cms">Galwan Valley</a>’ based on the clash between Indian soldiers and troops of the People’s Liberation Army (PLA). <keyword id="7307958" type="UNKNOWN" weightage="20" keywordseo="PUBG-Mobile-India">PUBG Mobile India</keyword> caught in the middle PUBG Mobile may not have permission from MeitY, but it has officially registered itself as a new entity within India, according to the Ministry of Corporate Affairs database. However, it is pertinent to note that PUBG Mobile only registered on November 21 — a day after the date floated for its launch (November 20). <div type="image" title="PUBG registration" msid="79503588" hostid="261" caption="&amp;lt;p&amp;gt;PUBG India registration as company in India&amp;lt;/p&amp;gt;"></div> As the company tries to navigate its way through red tape, fans of the battle royale game in India aren’t pleased by the company’s deafening silence. Many have taken to Twitter to express their frustration, including reaching out to Microsoft Azure, the cloud service enlisted to host PUBG Mobile India. Azure has since gone on the record to say that they don’t have any updates on when the game will launch and that the players should keep an eye on the official website. <div type="twitter" handle="Azure" handlename="Microsoft Azure" image="http://pbs.twimg.com/profile_images/1268207800313774080/KF9pXfXU_normal.jpg" favoritecount="723" retweetcount="75" status="@JugnuSharmaRd We don't have any news to share at this time regarding PUBG Mobile India. Keep an eye on the officia… https://t.co/3PIaoNy1yS" createdat="1606259787000" id="1331376163508400140"></div> SEE ALSO: <a href="https://www.businessinsider.in/business/startups/news/kunal-shah-cred-raises-80-million-valuation-doubles-to-800-million-for-the-just-two-year-old-startup/articleshow/79502864.cms">Kunal Shah’s CRED raises $80 million — valuation doubles to $800 million for the just two-year old startup</a> <a href="https://www.businessinsider.in/india/news/checkout-which-states-have-reimposed-curfews-and-restrictions-again-as-second-covid-19-wave-hits-india/articleshow/79366320.cms">Uttar Pradesh and Uttarakhand issue fresh COVID-19 guidelines, TN extends lockdown — these are the states reimposing curfews and restrictions</a>

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Virat Kohli continues to be the most valuable celebrity with a brand value of $237.5 Million: Duff & Phelps Study

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Akshay Kumar pips Deepika Padukone in celebrity brand ranking; Kohli continues at top spot: Report

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7-month-old PagarBook aims for 10 million active users by FY2021 after its first mass campaign with brand ambassador Akshay Kumar

Karuna Sharma

PUBG Mobile India is still fighting its ban as indigenous clone FAU-G makes its debut

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