In 2024, MS Dhoni endorsed the most products, and Akshay Kumar was the most visible personality in TV advertisements. Media TAM

Shah Rukh Khan emerged as the second most visible celebrity in 2024, following Akshay Kumar, who led TV advertising in terms of ad volume share.The most sought-after celebrity, MS Dhoni, was spotted promoting up to 52 brands on television in the previous year, closely followed by Amitabh Bachchan, who endorsed 51 brands, according to the Celebrity Endorsement Report 2024 published by AdEx India, a division of TAM Media Research.Overall, the number of celebrity-endorsed ads increased by 3% in 2024 over 2023, underscoring the ongoing impact of star power in marketing. Compared to 2022, the percentage of celebrity-endorsed advertisements decreased by 8% in 2023 and 6% in 2024. The AdEx India study stated that the April–June 2024 quarter was the peak time for daily ad volumes (measured in hours) due to the IPL season's considerable increase in advertising activity.

Food and beverage, personal care and hygiene, and household products accounted for over half of the celebrity-endorsed advertisements in 2024. In 2024, Akshay Kumar was the most visible celebrity thanks to his 20 hours of daily visibility across all platforms, which dominated TV advertising. With 16 hours a day, Shah Rukh Khan trailed closely behind, confirming his ongoing impact on brand endorsements, the research said.Top category With a 9 percent share of celebrity ad volumes, toilet and floor cleaners rose to the top of the category rankings, followed by soaps at 5%. According to the survey, this demonstrates how heavily hygiene-focused firms rely on celebrity endorsements. Washing powders, aerated soft drinks, paints, building supplies, hair dyes, internet shopping sites, milk beverages, and cookies are other important sectors that relied on celebrities for their advertisements. According to the research, "the top ten categories together contributed 35% of all celebrity-endorsed ads in 2024." In fact, within the past year, the gaming industry has been reported to use up to 53 celebrities in TV advertisements. A total of 34 celebrities appeared in advertisements for spice products.