SynopsisAdvertisers have shifted their focus, now putting greater emphasis on a celebrity's social media impact rather than their filmography for endorsement deals. Shah Rukh Khan exemplifies this trend, maintaining a strong brand presence without any recent cinematic releases. Digital endorsement agreements constitute a noteworthy part of total deals, with brands prioritizing favorable online opinions and innovative content creation as evaluation criteria.Clean social image turns celebrities into the new heroes of the ad worldMumbai: Box-office success is no longer the defining factor in film stars' endorsement deals, with advertisers increasingly prioritising celebrities' meaningful, controversy-free social media presence as a key metric, according to a latest study. For example, actor Shah Rukh Khan, who did not have a film release in the past three years, is still the country's biggest celebrity by brand valuation, shows the latest brand valuation study of India's top 25 celebrities by financial and risk advisory firm Kroll.The actor endorsed 30-35 brands in 2025, vs 25-30 the year before. He has maintained his endorsement fee at ₹10 crore a brand between 2024 and 2025, indicating the strength of his brand equity and digital presence.Advertisers focus on net positive sentiment around a celebrity; Shah Rukh Khan still tops brand charts, finds a study"Today, box-office success is not a key criterion in endorsement deals. Brands focus on the digital presence of stars. This has made social media engagement an important factor in selecting celebrities for endorsement deals," said Umakanta Panigrahi, managing director of Valuation Advisory Services at Kroll.The rising share of digital endorsement deals has contributed to this trend.Also Read: Netflix launches India Storytelling Initiative, partners IICT, NFDC to train next generation of creatorsAccording to Kroll, the share of digital endorsement deals in total endorsement deals has increased to 60-75% now from 40-60% over the past two to three years.Against this backdrop, advertisers are evaluating specific digital parameters of film stars, according to independent brand valuation experts. One of the most important metrics is the net positive sentiment surrounding a celebrity."Advertisers look beyond box-office success, with digital influence becoming a key consideration. They track the net positive sentiment around a film star," said Ajimon Francis, managing director of brand valuation consultancy Brand Finance. "Negative sentiment spreads rapidly online. Stars with a positive or neutral public image continue to attract advertisers regardless of how many films they have released." A star's ability to create original content is a factor advertisers consider. "Advertisers prefer celebrities who create original content, post regularly, and stand for meaningful causes instead of simply reposting others' content. These build trust and strengthen engagement," Francis said.Advertisers also place equal importance on a star's legacy, with endorsements extending beyond short-term or episodic popularity, according to brand merchandising experts.Also Read: PVR Inox bets on ₹175 tickets to win small-town India"Long-term legacy matters a great deal. Advertisers prefer stars who stay away from controversy and have a strong future film pipeline. Ultimately, endorsements are driven by reputation, relevance and brand fit, not just box office numbers," said Navin Shah, joint managing director of EMC Solutions Worldwide, a branded entertainment company.Advertisers also consider the emotions a star evokes, according to influencer marketing companies."Advertisers select personalities with unmatched mass appeal who can connect with audiences across generations," said Anirudh Sridharan, cofounder of influencer marketing company HashFame.Read More News on...moreless