The volume of ads featuring celebrity endorsements witnessed an increase of 55% in the ICC Cricket World Cup 2023 as compared to the ICC Cricket World Cup 2019, as per a TAM report.

Moreover, sports personalities led the share of celebrity endorsement by 58%, while actors followed a distant second with 30%. The celebrity endorsement share for actors was higher in the ICC Cricket World Cup 2019 (60%) as compared to the ICC Cricket World Cup 2023. Additionally, celebrity endorsements by sports personalities have seen a rise in the ICC Cricket World Cup 2023 as compared to the ICC Cricket World Cup 2019 (26%).

Vishnu packaging topped among overall celebrity advertisers while K P Pan Foods (11%), Sports Technologies (11%), Bharat Petroleum Corporation (9%) and Coca-Cola India (7%) followed closely. Furthermore, Vimal Elaichi Pan Masala led the celebrity-advertised brand in the ICC Cricket World Cup 2023 with a 16% share.

Ajay Devgan/Kajol tops among overall couple celebrities with a 25% share of ad volumes followed by Akshay Kumar/Twinkal Khanna with a 24% share and Anushka Sharma/ Virat Kohli with a 12% share.

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