Just recently, Salman Khan topped the Forbes’ India Celebrity 100 list for the second consecutive year with earnings of Rs 232.83 crore, but his brand value has seen a downward trend.
The actor’s earnings have dipped from a high of Rs 270.33 crore in 2016 that constituted 8.67% of his total earnings of Rs 2,683 crore of the top 100 celebrities for the year approximately 33% in 2017 primarily due to a downward revision of the estimated endorsement fees as per Duff & Phelps.
Once a star endorser for brands like Thums Up, Hero Honda bikes, etc, Khan’s endorsement kitty currently comprises of more mass-appeal brands.
This is a result of the surging millennial segment that most brands are targeting, with younger endorsers that connect better.
Khan has brand appeal that cuts across geographies and demographics, but brand experts question his relevance going ahead. His brand fee is as high as Rs 4-5 crore a day but younger stars are slowly catching on.
Here, it may be noted that Coca-Cola didn’t renew its contract for Thumbs Up with Salman Khan for the first time since 2012 and signed on Ranveer Singh instead.
Besides this, Khan was earlier replaced as brand endorser of Revital by former Indian skipper MS Dhoni. What works for Khan is that he reaches out to the hinterland easily, but his chink in armour is his relevance among urban audiences and millennials.
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