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/2016/12/09/GioneeS6_0.jpg?itok=g8U0rRa6
Mobile+Services replace FMCG as top advertisers in BARC week 48

BENGALURU: As per BARC week 48 data on top 10 brands Across Genre: All India (U+R) : 4+ Individuals, Mobile hand sets and Services replaced FMCG as the top advertisers in the list with 43.88 percent of the insertion in BARC’s top 10 list for week 48 (Saturday 26 November 2016 to Friday 2 December...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/naresh.jpg?itok=sgeWsbwM
Span Communications wins IBA Cyber Security mandate

MUMBAI: Span Communications has won the media and creative mandate of Indian Bank’ Association’s campaign on Cyber Security Awareness in a multi-agency pitch. The media campaign ran during the International Cyber Security week, starting 30 November, 2016.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/Happydent.jpg?itok=A8c497IH
Happydent: Smile Please, kids

MUMBAI: Leveraging the fact that 'smiles are contagious', Happydent has teamed up with Smile Foundation, an NGO that works with underprivileged children, for a new campaign called 'Happydent Smile Please.'

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/Rohan-Bhansali--Co-founder-%26-Director%2CGozoop.jpg?itok=bYyZYHEN
Gozoop wins media duties of Regal Shoes

MUMBAI: Gozoop has bagged the media duties including digital and creative for Regal Shoes. The agency will be managing the rebranding of the shoe brand across all media platforms.

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/Shan-Jain.jpg?itok=1EcE8RyE
GroupM's Shan Jain joins Publicis Media India

MUMBAI: Former GroupM executive Shan Jain has joined Publicis MediaIndia as the head of business transformation practice. Jain’s last stint was with GroupM, as Principal Partner, Client Leadership at Mindshare.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/Rubeena-Singh-800x800.jpg?itok=qwNRBb6C
Bhargava new DAN Performance Group CEO; Rubeena to lead iProspect

MUMBAI: iProspect India, the digital agency from Dentsu Aegis Network, has appointed Rubeena Singh as its CEO effective this December, as its former CEO Vivek Bhargava is being elevated to a larger role of CEO of DAN Performance Group. Bhargava will head all the Digital Performance Agencies of...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/Gurbaksh-Singh-800x800.jpg?itok=oP8kY0DA
'Sweat It To Get It', recommends Gatorade

MUMBAI: The iconic sports drink brand has come up with a vending machine that dispenses Gatorade only if you work up a sweat…In line with its international brand positioning, Gatorade India has kicked off its new campaign with ‘Sweat It To Get It’.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/08/Suresh-Prabhu.jpg?itok=Cqfoyu3j
Commercial ads to aid Rail Radio Service

NEW DELHI: Installation of entertainment through Public Address Systems in trains will be operated by selected licensees, through commercial advertisements. As a result, this will not involve any expense, the minister of state for railways Rajen Gohain said. As announced by the railway minister...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/07/Tanmay-Mohanty_0.jpg?itok=2GxsCYqy
India among top 10 contributors to ad spend growth: Zenith Ad-Ex Forecast

MUMBAI: Publicis Media Company Zenith has just released its new Advertising Expenditure Forecasts in which it predicts that global ad expenditure will grow 4.4 per cent in both 2016 and 2017, reaching USD 566 billion by the end of 2017. Zenith predicts that ad expenditure growth for India in 2017...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories