Virat Kohli has replaced Bollywood superstar Shah Rukh Khan to become the most valuable celebrity brand in the country, with his income increased due to growing endorsement fees and go up in acceptance index.

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Virat Kohli, the Indian cricket team captain, has replaced Bollywood superstar Shah Rukh Khan to be the most valuable superstar brand in the country, with a brand name value of USD 144 million registering a growth of 56 percent from this past year, according to a report. (IND v SL 1st T20 changes) (Live scorecard)

This increase is mainly motivated by his growing endorsement fees, on-field performances and climbs in acceptance index, in line with the Duff & Phelps article Surge of the Millennials: India’s Most Valuable Celebrity Brands.

“For the first time since we started out publishing our positions, Shah Rukh Khan has slipped from the very best position and been substituted by Virat Kohli. Kohli is now the first selection of brands to activate and get consumers, fueled by his extraordinary on-field performances and off-field charisma,” Duff & Phelps managing director and region head – India, Japan, and Southeast Asia Varun Gupta said.

Shah Rukh Khan slipped to the second rank, with a brand value of USD 106 million, down by nearly 20 percent when compared with 2016, while actress Deepika Padukone, appreciated at USD 93 million, retained her third rank.

Source: Hindustan Times