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The Economic Times

Economy / The Economic Times

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Brands still bank on cricketers as Bollywood appeal fades

Cricket endorsements are maintaining their value despite a slowdown in celebrity-led advertising and brand budgets. Advertising spending is shifting towards digital creators as brands seek targeted audiences and measurable engagement. Renowned cricketers like Virat Kohli and MS Dhoni continue to dominate the endorsement market, contributing significantly to its growth. Brands are increasingly viewing creator-led marketing as a strategic investment for achieving specific marketing objectives.

15 Oct 2026 1:35 am