Mumbai: Ormax Media, a media and entertainment consulting firm, has launched syndicated research-based software Celebritix.

Celebritix will allow brands to evaluate and select the best celebrities for endorsements and film tie-ups, based on the fit between the brand and the celebrity, the company said.

At present, the software features 36 celebrities, from Bollywood and cricket. Ormax plans to add up to 10 celebrities to track, based on market trends, box office and cricket performance. The research covers 4,000 respondents every quarter, across 20 attributes, in the target group of 18-44 years, SEC ABC, across Mumbai, Delhi, Bangalore, Ahmedabad and Lucknow.

Celebritix will allow the users to create a brand profile by assigning weights to different attributes that best describe the desired personality of the brand. Based on the brand profile, the software will recommend celebrities that best fit the brand, using a proprietary metric called the OCX (Ormax Celebritix) Score.

The OCX Score can also be used for selection of films for associations, based on the fit between the starcast and the brand. Additionally, subscribers will have access to two other modules - Stars India Loves (SIL) and Box Office Forecast - that will allow them to take informed decisions on film tie-ups.

Ormax Media CEO Shailesh Kapoor said, "While the power of celebrities in influencing a brand's image and sales has been well established over years, choosing the 'right' celebrity is critical to realise the real potential of celebrity endorsements and film associations. Celebritix will allow the brand teams to make informed celebrity choices, based on consumer research. For brands who have signed up specific celebrities already, it allows them to look at their profile and identify ways of using them to the best advantage of the brand."

SIL is Ormax Media's monthly star popularity research product running since November 2010. In Box Office Forecast, the users will get an indicative estimate of the likely opening day performance of the film at the domestic box office, based on campaign tracking, category trends and normative data. The forecast will be available up to 12 months before the release of the film.