Cricket legends Sachin Tendulkar, MS Dhoni, and Virat Kohli have outshone Bollywood icons like Shah Rukh Khan and Salman Khan in popularity and brand value. The report highlights that brands spent nearly ₹500 crore on endorsements in 2023, with choices rooted in popularity and alignment with the brand's image. The Brand Endorser Score, a composite metric based on parameters like Likeability, Fan Following, Perception, Category Fit, and Recognition, determined the rankings. Former India captain Virat Kohli claimed the top spot as the most sought-after celebrity, followed by MS Dhoni and Sachin Tendulkar in second and third positions, respectively. Bollywood superstars Shah Rukh Khan and Salman Khan ranked fourth and eighth, while Akshay Kumar, Amitabh Bachchan, and Deepika Padukone also featured in the top 10. Virat Kohli's dominance stems from his high scores in Likeability and consumer interest, with attributes like "Modern, Youthful, Confident, and Aspirational" boosting his appeal. Kohli was retained by Royal Challengers Bangalore for ₹21 crore ahead of IPL 2025, underscoring his market value.   Commenting on the findings, Ashish Karnad, EVP of Hansa Research, said, "What sets cricketers apart is their ability to connect emotionally and aspirationally with audiences. Their journey from humble beginnings to becoming national heroes makes them trusted brand endorsers." Interestingly, Dhoni was retained by Chennai Super Kings for a modest ₹4 crore, while Allu Arjun emerged as a notable South Indian representative, climbing to seventh place. The report also highlights the growing influence of regional stars and female celebrities like Deepika Padukone, who secured the tenth spot.