Brands
28 per cent share of the ads’ telecast on TV was endorsed by celebrities: TAM AdEx Report
Mumbai: TAM AdEx has released its half-yearly report on Celebrity Endorsement from January – June’ 23. According to the report, in Jan-Jun’23, 28 per cent share of the ads’ telecast on TV was endorsed by celebrities. Film stars contributed more than 80 per cent of advertising during Jan-Jun’23, followed by sports personalities and television. Stars, who contribute 11 per cent and 6 per cent, respectively.
As per the index growth of celebrity-endorsed ads for the last three years, in comparison to the period of Jan-Jun’21, celebrity endorsements witnessed a 21 per cent growth in share during Jan-Jun’22, and an 11 per cent growth in share during the same period in 2023. However, when comparing the celebrity endorsement figures from Jan-Jun’23 with those of Jan-Jun’22, there is a decrease of 10 per cent.
When it comes to celebrity-endorsed ads by sector, more than 50 per cent of the ads endorsed by celebrities fall under the top three sectors and more than three-fourth of the ads fall under the top seven sectors. The food & beverages sector was on top during Jan-Jun’22-23.
With gender dominance split in the top two sectors, during Jan-Jun’23, the top two sectors, namely Food & Beverage and Personal Care/Personal Hygiene were dominated by commercials backed by male celebrities (65 per cent) and female celebrities (71 per cent), respectively.
Talking about the category of ads endorsed by celebrities, four out of the top 10 categories were from Food & Beverages sector. The top 10 categories accounted 39 per cent share of celebrity ad volumes whereas Toilet/Floor Cleaners was the top category with eight per cent share of celebrity ad volumes in Jan-Jun’23. Ecom-Gaming (33 celebrities) was the top category for which maximum celebrities from different professions endorsed brands under it followed by the Spices category (27 celebrities).
Amongst the list of the top 10 most visible endorsers of Jan-Jun’23, Akshay Kumar was the most visible star, with an average visibility of 31 hours per day across all channels, followed by Amitabh Bachchan with 21 hours per day through TV sponsorships. There were equal no. of male and female celebrities in the top 10 list.
As per the top 10 celebrities endorsing quantum of brands in Jan-Jun’22 vs. Jan-Jun’23, in Jan-Jun’23, seven of the top 10 celebrities, including Amitabh Bachchan, Alia Bhatt, Virat Kohli, Kareena Kapoor, Sourav Ganguly, Ajay Devgan, and Kiara Advani sponsored more firms than in Jan-Jun’22. Three out of the top 10 celebrities were from the sports profession.
Amongst the top 10 celebrity couples endorsing in Jan-Jun’23, more than 40 per cent ads were endorsed by the top three celebrity couples – Akshay Kumar/Twinkle Khanna (29 brands), Amitabh Bachchan/Jaya Bachchan (40 brands) and Anushka Sharma/Virat Kohli (33 brands).
Brands
Info Edge reshuffles senior roles, Ambrish Singh to 99acres, Bhisham Dhingra to lead Shiksha strategy
Leadership changes at Shiksha and 99acres aim to drive sharper growth focus
MUMBAI: Info Edge (India) Limited has approved an internal reorganisation of its education and real estate verticals, setting the stage for leadership changes aimed at sharpening execution and accelerating growth. The move, cleared by the board on April 14 through a circular resolution, will come into effect from May 1, 2026.
The restructuring impacts the company’s Shiksha and 99acres businesses, two key pillars in its portfolio, and involves role changes for senior management personnel. As part of the reshuffle, Ambrish Kumar Singh, previously executive vice president and head of sales and customer delivery for Shiksha, has been redesignated as executive vice president and head of sales and sales enablement at 99acres. A long-time company leader since 2003, Singh is expected to focus on boosting business performance, strengthening client relationships and building high-performing teams in his new role.
Meanwhile, Bhisham Dhingra, who led sales and customer delivery at 99acres, will now take on an expanded mandate as head of sales, strategy and client delivery for Shiksha. With over two decades of experience across global and Indian organisations, Dhingra will spearhead growth strategy, corporate sales and client engagement for the domestic education vertical.
Both executives will continue as senior management personnel, albeit with revised responsibilities aligned to the company’s broader restructuring goals.
Info Edge said the changes are part of ongoing efforts to leverage leadership expertise across business lines and improve operational effectiveness. The company added that the reshuffle is designed to drive stronger outcomes by aligning talent with evolving business priorities.
As Info Edge continues to fine-tune its structure, the latest leadership moves suggest a clear intent to keep its core platforms nimble, competitive and ready for the next phase of growth.
