New Delhi: Surpassing the Khans, Bollywood actor Akshay Kumar topped 2018 celebrity brand endorsements with endorsement deals worth Rs 100 crore in 2018.

According to the ET report, the top 10 celebrities' endorsement value has grown from Rs 795 crore in 2017 to Rs 995 crore in 2018.  Besides Akshay Kumar, Ranvir Singh and Deepika Padukone occupied high spots on the list but, none of the Khans made it in top five.

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After Akshay Kumar, Ranveer Singh followed at number two with endorsement deals worth Rs 84 crore. Deepika Padukone, Amitabh Bachchan and Alia Bhatt occupied spots in top five with deals worth Rs 75 crore, Rs 72 crore and Rs 68 crore respectively. Shah Rukh Khan was at sixth spot with deals worth Rs 56 crore in his bag. Varun Dhawan, Salman Khan, Kareena Kapoor and Katrina Kaif constituted the rest of the list with deals worth Rs 48 crore, Rs 40 crore, Rs 32 crore and Rs 30 crore respectively.

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As per report, while the celeb endorsement value has grown 20% compared to 2017, its contribution in the overall advertisement and endorsement space has gone down from 64% in 2017 to 61% in 2018. The change signifies that people and brand custodians have started to look beyond A-listers stars.