Ormax Media, a media and entertainment consulting firm, has
launched syndicated research-based software 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.
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.
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)
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.
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."
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.