Mumbai: Bollywood actor Ayushmann Khurrana, riding high on recent hits like ‘Dream Girl 2,’ has secured 24 brand endorsement contracts, seven signed in 2023, indicating the star’s growing stature among celebrity endorsers.

During the year, Khurrana signed up with brands like Wakefit, Orange Health, Birla Brainiacs, Shopsy, Amazon Pay, Agoda, and Wai Wai. Apart from the new brands, he has been endorsing brands like Titan Eye, ICICI, Pine Labs, and Godrej Security Solutions, among others.

Khurrana was the 14th most valued celebrity, with a brand value of roughly $50 million, according to the Celebrity Brand Valuation Report 2022 by risk advisory firm Kroll. Market sources said Khurrana charges anywhere between Rs. 2-2.5 crore per endorsement from brands due to his appeal among Gen Z and millennials.

“Through my choice of cinema, I would like to capture and reflect the aspirations, ambitions, and values of a growing, dynamic, and rising New India, and reflect these in my brand journey too," Khurrana, whose ‘Dream Girl 2’ was a smashing hit with Rs. 125 crore in gross domestic box office collections, told ET.

Before committing to a brand, Khurrana says he makes it a point to research and comprehend the company's principles and determine whether they align with his own.

According to a study by the Indian Institute of Human Brands (IIHB), Khurrana is the most lovable and relatable youth icon in India. He is managed by YRF Talent, the talent management arm of Yash Raj Films, which also manages Anushka Sharma and Sonam Kapoor Ahuja.

Agrees Pushkar Gokhale, senior vice-president and business head, Godrej Security Solutions agrees. “Ayushmann Khurrana is celebrated for his consistent commitment to breaking stereotypes through his film choices. His young and approachable demeanour naturally resonates with Gen Z and millennial audiences, making him an ideal choice," he said.

Gokhale added that Khurrana has helped the brand reposition its image as a progressive, young, and dynamic brand in the market.

“Credibility and trustworthiness of the celebrity are paramount when considering an endorsement, especially for a category like digital payments, making Ayushmann the right choice for Amazon Pay. Our campaign with him is showing promising early signs, driving consideration and preference for the brand,” said Anuradha Aggarwal, director, user growth and CMO, Amazon Pay India.

According to Maneesh Krishnamurthy, head of marketing, Eyecare Division, Titan Company, the qualities that Khurrana exemplifies and the values that Titan Eye+ maintains make for a great brand fit.