Brands
TAM AdEx: Male movie actors contributed 42 per cent of the ad endorsement share
Mumbai: TAM AdEx India has released a celebrity endorsement report for the year 2023.
Celebrity vs non-celebrity ads
Male movie actors contributed 42 per cent of the ad endorsement share. More than 25 per cent share of the ads’ telecast on TV were endorsed by celebrities. From the celebrity professions, film stars together added 80 per cent share of advertising during 2023 followed by sports person and TV stars that added 12 per cent and seven percent share respectively.
Index growth of celebrity-endorsed ads for last three years
In the year 2023, there was a two per cent increase in the ad volumes for ads that featured celebrities compared to the year 2021. Celebrity-endorsed ads increased by 11 per cent in year 2022 as compared to year 2021. During the Oct-Dec’23 quarter had the highest ad volumes/day (in hours).
Monthly ad volume trends of celebrity-endorsed ads: Year 2023
The highest ad volumes share observed during Oct’23 and the lowest share seen during Jul’22. During Aug-Oct’23, steady growth was observed.
Quarterly ad volume trends of celebrity-endorsed ads: Year 2022-23
During Oct-Dec’23, the highest celebrity endorsement ads were seen compared to the other three quarters of 2023.
Celebrities endorsed ads by sector
More than 50 per cent of the ads endorsed by celebrities fall under the top three sectors and more than 80 per cent of the ads fall under the top seven sectors. The F&B sector had the highest share of celebrity ad volumes followed by ‘Personal Care/Personal Hygiene’. Four out of the top 10 sectors have the same rank position for the current year to last year and the rest of the five sector rank remain changed.
Gender dominance split in the top two sectors
The top two sectors viz. ‘F&B’ was dominated by ads endorsed by male celebrities and ‘personal care/personal hygiene’ was dominated by female celebrities during 2023. Ads under the ‘telecom/internet service providers’ and ‘fuel/petroleum products’ sectors were only endorsed by male celebrities.
Top 10 category of ads endorsed by celebrity
The top 10 categories accounted 36 per cent share of overall ads carrying celebrities to endorse it. ‘Toilet Soaps’ was the top category with seven per cent share of celebrity ad volumes during 2023 followed by ‘toilet/floor cleaners’ with six per cent share.
Top 10 categories based on no of celebrities endorsing brands under it
‘Ecom-Gaming’ was the top category for which most celebrities from different professions endorsed brands followed by ‘ecom-online shopping’.
Top 10 most visible endorsers of 2023
With an average visibility of 29 hrs/day across all channels, Akshay Kumar topped the list of the most visible celebrities followed by Amitabh Bachchan with 16 hrs/day through endorsements done on TV. The top 10 list had six male and four female celebrities. Celebrities like Ajay Devgan, Sara Ali Khan, and Virat Kohli are new entrants to the top 10 list of 2023 compared to 2022.
Top 10 celebrities endorsing quantum of brands in year’23 vs year’22
Amitabh Bachchan endorsed the maximum number of brands in 2023. Six out of the top 10 celebrities were endorsing more brands in 2023 compared to 2022, viz; Amitabh Bachchan, Virat Kohli, Shahrukh Khan, Alia Bhatt, Ajay Devgan, and Kiara Advani.
Top 10 celebrity couples endorsing in 2023
50 per cent of ads were endorsed by four celebrity couples – Akshay Kumar/Twinkle Khanna, Anushka Sharma/Virat Kohli, Amitabh Bachchan/Jaya Bachchan, and Ranbir Kapoor/Alia Bhatt and the couples had endorsed 38, 48, 53 and 47 brands respectively during 2023.
Note: Couple celebrity endorsing ads include ads done by the couple together as well as individually.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
