MAM

Dhoni tops celeb power list, SRK follows

MUMBAI: With the cricketing season pouring on to the television space, the game "endorsers" have surely had their brand impact on the target consumers.


As a result, MS Dhoni has emerged as the top player to rule the all-India power list when it comes to celebrity brand endorsements, according to the second round of the CelebTrack findings, a joint endeavour between Percept Talent Management (PTM) and Hansa Research.


Dhoni has ousted Sachin Tendulkar, who led the first round findings, and has now slipped to fifth place.


Interestingly, Dhoni is also the top-earning cricketer in the world as per the Forbes’ list of the 10 top-earning cricketers in the world.


Meanwhile, in the CelebTrack findings, following Dhoni is Bollywood ‘Badshah‘ Shah Rukh Khan, not a cricket star surely but, of course, the owner of the Kolkata Knight Riders IPL team. SRK has jumped three spots from his previous ranking of five.













Next in line stand the Bachchan clan, with daughter-in-law Aishwarya Rai Bachchan taking the third slot and Amitabh Bachchan grabbing the fourth.


While Tendulkar takes second top-of-the-mind brand post when it comes to cricketers, it‘s Sania Mirza who tops the charts when all the other sports besides cricket is considered.


Brand Smriti Irani, meanwhile, continues to rule the ‘all India celeb power list‘ when it comes to television stars in the Hindi speaking market while Rakesh Roshan leads the director‘s score board.


"Our study also reveals the top 10 celebrities in the Hindi speaking market. Here too, Dhoni tops the list while Shah Rukh Khan ranks second. Big B comes third, followed by Akshay Kumar, Aishwarya Rai and Katrina Kaif. Hrithik, Yuvraj, Sachin and Aamir are also part of the list," says PTM CEO Manish Porwal.

With the endorsement market pegged at approximately Rs 10 billion, CelebTrack aims to trail celebrity perceptions amongst masses that would help advertisers choose the right brand fit for their products and services.


According to Hansa Research MD Ashok Das, the research was conducted on the basis of five parameters - ‘popularity‘, ‘persuasive power‘, ‘image attributes (personality)‘, ‘media presence‘ and ‘over exposure‘.


Says Das, "The second round of the bi-annual study was conducted over a period of six months starting April 2009, across 39 cities with 12,000-plus respondents. Approximately 400 celebrities from the national, regional and local favourite list were shortlisted from the arena of cine entertainment, cricket, other sports, music and television."


The joint body has also performed a study for the southern region to find that Dhoni, Aishwarya and SRK top the favourite chart in Karnataka.


"Currently, we have nine clients on board. They are Tata Indicom, Pepsico, ING Vysya, Cadbury, Airtel, Vodafone, Hindustan Unilever, 9Wins, United Spirits and Pepsi," adds Hansa Research associate VP Vineet Sodhani.

The study will be available to consumers on a subscription basis, the price of which stays at Rs 1.08 million.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/16/raj-nayak-and-asish-bashin.jpg?itok=kl9F_1OQ
Ad Club, AAAI to fight violence against women together

The Advertising Club (TAC) and the Advertising Agencies Association of India (AAAI) have combined forces to launch a campaign to pitch communication as a force for good and battle the scourge of violence against women.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/16/policy-bazar.jpg?itok=tOsXapRD
Bhool Kar Bhi Mat Bhoolna Policybazaar.com

Policybazaar.com, India’s largest insurance website and comparison portal, has launched a new television campaign, with the tagline “Policybazaar.com Par Term Insurance Lena Bhool Kar Bhi Mat Bhoolna.” The campaign aims to highlight the importance of having a term insurance plan.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/16/havas.jpg?itok=OEBtXJEx
Havas Media's new identity tells story of brand ethos; new logo embodies integration of services

Created by Havas (the creative division of the group, formerly known as Havas Worldwide) New York team, the new ‘h’ logo lockup comes from the concept that Havas (Group) is great because of the sum of its parts. In this spirit, the logo concept developed embodies the integration of services,...

MAM Media and Advertising Media Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/13/bluestone-800x800.jpg?itok=aHphRh4_
'Choose Your Twinkle' on Valentine's

BlueStone.com has launched a new campaign to further strengthen its position as the go to destination for modern contemporary jewellery. Reaching out to consumers through a new television commercial (TVC), the ad film showcases how beautiful jewellery connects emotionally, summing it up with the ‘...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/13/poll-800x800.jpg?itok=kiCl5VHL
EC to screen govt ads; PM photo on hoardings disallowed

Even as the Election Commission has set up committees to screen and clear government advertisements in various forms in the five poll-bound states, it has asked the cabinet secretary to remove the prime minister Narendra Modi’s photograph from hoardings at petrol pumps in Goa and gas consumer...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/13/varun-ketan.jpg?itok=pPdhKnGW
Not a Grey moment to lose, Advance with Crocin

MUMBAI: A body pain can upset your daily schedule. In a fast paced life, we're constantly on the go and there’s no room for any downtime. Crocin Advance comes in handy at those times when a sudden pain slows you down and you need to be back in action real quick.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/13/havas--800x80.jpg?itok=M5noy3-7
Havas re-purposes 25 pc staff for data & programmatic; next phase in Feb

Havas Group has re-purposed over 25 per cent of its employees (5000 out of 20000) to become 100 per cent Programmatic through a new proprietary training programme that reinforces the together strategy and provides an uncommon foundation for all employees.

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/13/grey-800x800.jpg?itok=GAW5DV7t
Grey strengthens A-Pac team with triple hire

Grey Group has unveiled a set of triple hires in a move to bolster its leadership core in Asia, with a special focus on Grey Group Singapore.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/12/hindustan-liver_0.jpg?itok=-BRtfgja
It's all FMCG brands among top 10 TV advertisers in week one of 2017

BENGALURU: Hindustan Lever Limited (Lever) brands led the FMCG brands with a massive 96,682 television advertisement insertions (36.03 percent of the total insertions by top 10 advertisers). The total number of television ad insertions by the top10 brands in week 1 of 2017 (Saturday, 31 December...

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories