Mumbai: Sachin Tendulkar is undoubtedly the most popular cricketer and sportsperson in India, but the honour of being the player endorsing the largest number of brands on television goes to Indian captain Mahendra Singh Dhoni.
Of course, Dhoni remains well behind the likes of Bollywood stars like Shah Rukh Khan and Katrina Kaif in the world of commercials.
Dhoni endorses around a dozen brands such as Pepsi, Videocon, Exide and Reebok. It is gathered that Dhoni commands anywhere between Rs 4-6 crore per year per brand.
Bollywood king Shah Rukh Khan now endorses 39 brands, including Pepsi, Hyundai, Airtel, Videocon, Sun Feast, Tag Heuer, Dish TV and Mayur Suitings. And, gets Rs 1-1.5 crore to be present at any function in India.
Shah Rukh and Dhoni moved up in the ranking of celebrities endorsing products on TV during 2008, as compared with 2006. Amitabh Bachchan and Sachin Tendulkar were at the top positions in 2006.
Cricketers share only 16 percent overall celebrity endorsements on TV, which is brutally dominated by celebrities of Bollywood. Bollywood has the highest share78 percent, of overall celebrity endorsements on TV.
During Jan-Jun '09. , 'cellular phone service' was the top category in celebrity endorsement on TV followed by 'aerated soft drink' and 'shampoos' at second and third place respectively.