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
Reliance Retail FY26 revenue rises 11.8 Per Cent to Rs 3.7 lakh crore
Q4 revenue up 11.1 Per Cent, hyperlocal orders surge 4x, PAT steady
MUMBAI: Reliance Retail isn’t just ringing up sales, it’s ringing doorbells faster than ever. Reliance Retail Ventures Limited (RRVL) reported a steady FY26 performance, with growth powered by store expansion, a sharp surge in hyperlocal commerce, and consistent traction across grocery, fashion and jewellery. For the full year, revenue rose 11.8 per cent year-on-year to Rs 3,70,026 crore. In the January–March quarter, revenue from operations climbed 11.1 per cent to Rs 87,344 crore, up from Rs 78,622 crore a year earlier.
Operating performance remained stable, with Q4 EBITDA inching up 3.1 per cent YoY to Rs 6,921 crore from Rs 6,711 crore. However, quarterly profit after tax held steady at Rs 3,563 crore. For the full fiscal, PAT grew 11.7 per cent to Rs 13,842 crore.
Expansion remained a key lever. RRVL added 1,564 new stores during FY26, while simultaneously scaling its digital and hyperlocal commerce play. The latter emerged as a standout, with daily orders surging more than fourfold year-on-year in Q4, underlining a clear shift towards faster, localised fulfilment.
In grocery, large-format stores maintained momentum, aided by festive demand and the expansion of Smart Bazaar, which crossed 1,000 stores. Promotional campaigns such as ‘Full Paisa Vasool’ delivered record results, with sales rising 26 per cent YoY.
Digital commerce also picked up pace. JioMart added 5.8 million new users in Q4, nearly doubling its registered base year-on-year. Hyperlocal orders grew 29 per cent sequentially and over 300 per cent annually during the quarter.
Fashion and lifestyle saw steady traction. Ajio recorded a 23 per cent YoY rise in average bill value, while fast-fashion platform Shein crossed 11 million app installs, scaling rapidly with expanding product lines.
The jewellery business added further shine, with average bill value jumping 53 per cent YoY, largely driven by rising gold prices and sustained consumer demand.
Commenting on the shift, RRVL executive director Isha Ambani said hyperlocal commerce has become a structural growth driver, with orders rising more than fourfold over the year.
Looking ahead to FY27, the company is betting on technology to deepen engagement. The focus, Ambani noted, will be on AI-led merchandising, sharper pricing strategies and disciplined execution turning scale into sustained customer value.
In short, the carts are fuller, the clicks are quicker, and the next phase looks less about reach and more about precision.
