Top 10 Indian celebrities in the IIHB's CELEBAR metric score!
Whether it is Akshay Kumar or Virat Kohli, the celebs always hit the top charts of brand values on the basis of their popularity in the endorsement world. On October 4th, 2020, The Indian Institute of Human Brands (IIHB) ran a telephonic survey reaching out to 892 respondents during the day to check-out recall of brands, their celebrities and their messaging. The survey includes a percentage of 59% males, 41% female respondents, all respondents were between 15 to 35 years. IIHB's CELEBAR or celebrity Brand Association assigns a metric score to each celebrity and associated brand. So let's have a look at the list of those star celebs who won the endorsement battle.
Ranbir Kapoor had very low mentions by the respondents and the actor earned the CELEBAR scores of 17. He was more recognized for his Lay's advertisement.
Ranveer Singh is more popular for his endorsement was less identified by the respondent and gained the CELEBAR scores of 21 because of his Thums Up advertisement.
Salman Khan continued to be associated with 'Thumbs Up!' with 11% associated him still with the brand, more than 9% associated him with Pepsi.
With a surprise entry, Hema Malini who only endorses Kent had a good CELEBAR of 22 because she is uniquely associated with just one brand and the audience recognized her easily on their TV screens.
Amitabh Bachchan & Anil Kapoor
Amitabh Bachchan had a CELEBAR score of 32. Except, Flipkart (22%) and Dubai Expo (9%), TVS with 2%. Bachchan's score was matched by Anil Kapoor at 32 on CELEBAR with a high positive recall of 42% with CRED and 11% with Spotify.
Shah Rukh Khan & Aamir Khan
Although Shahrukh Khan and Aamir Khan are tied with a CELEBAR score of 52. Shahrukh has a 72% association with BYJUs. Aamir is very strongly associated with PhonePe (81% positive connect). His association with Ceat tyres was only mentioned by 2% of respondents.
With an upward graph of success, Ayushmann Khurrana has a CELEBAR score of 55. His strongest brand association is with JSW Paints at 33%, Urban Company at 12%, Polycab at 11%.
Talking about the Bollywood celebs then Akshay Kumar's CELEBAR score is 67. His highest recall is with Fortune (27%), PolicyBazaar (24%), Harpic (17%), Berger (9%), Kurkure (9%).
The captain of the Indian Cricket team, Virat Kohli scored 69 according to the CELEBAR survey. He was wrongly associated with Dream11 (20%). Kohli is most associated with MRF (30%), Flipkart (29%), Himalaya (11%), Boost (10%) and Philips (8%).
Mahendra Singh Dhoni
According to the survey by the IIHB, Mahendra Singh Dhoni has a CELEBAR score of 82. His association with Dream11 was also very high at 79%. He got 12% brand association with Oppo, 6% with AMFI and 2% for Khatabook, TVS and Indigo Paints respectively.
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