Clean social profiles reshape India’s celebrity endorsement market
Advertisers are prioritising controversy-free social media presence, positive sentiment and original content over box-office pull. Shah Rukh Khan endorsed 30–35 brands in 2025 at about ₹10 crore per brand, while digital deals rose to 60–75% of endorsement activity.
Indian advertisers are increasingly selecting celebrity endorsers based on controversy-free social media presence, positive sentiment and original content rather than box-office performance. Digital deals now represent 60-75% of endorsement activity, while Shah Rukh Khan retained ₹10 crore-per-brand pricing.
Why this matters
After Shah Rukh Khan topped India’s celebrity brand ranking at $177.9M, his 2025 deal flow shows advertisers placing greater weight on social-media reputation and digital content fit.
Retail-brand signals are accelerating, up 99,450% QoQ.