Bollywood star and youth icon Ayushmann Khurrana has carved his name in the history of Indian cinema as Mr. Disruptor, who has the penchant to handpick the best content which Bollywood is producing. Known as the poster boy of content cinema in India, Ayushmann secured the sixth rank in the latest Duff & Phelps Most Valuable Celebrity in India report, jumping from the 10th spot that he held last year. He is also the fastest growing icon on social media as his following increased by 70 percent, the report stated.
In the citation published by Duff & Phelps about Ayushmann, they write, “Ayushmann Khurrana, known for movies with social messages, has also recently been appointed as UNICEF’s celebrity advocate for children’s rights campaign, joining the likes of former football legend David Beckham. It is believed that his social media reach and following among the masses will help in creating greater awareness around the risk of violence and abuse against children.”
The report adds, “Not only has Ayushmann been endorsing several brands during the lockdown, he has also kept his fans entertained with his poetry on Instagram, leading to an increase in his followers by 69.5% (annualized) from 17.4 mn December 2019 to 27.0 mn in November 2020.”
Duff & Phelps credits Ayushmann, an outsider to Bollywood, to be the most relatable Bollywood celebrity in India today because of his journey to stardom. The report states, “With his affable and boy-next-door image, Ayushmann makes it easier for the audience to connect with him. Along with socially relevant issues, he talks through his movies and brand advertisements, the message reaches the public ‘loud and clear’ and stays beyond screen time.”