Katrina Kaif is leading brand ambassador: Ormax Media

Mumbai: Ormax Media, the media research and consulting firm, has conducted a recall study on celebrity-brand association. As per the study, Bollywood actress Katrina Kaif is the most powerful celebrity endorser, at least amongst five top celebrities.

The study was conducted to measure the brand association of Salman Khan, Kareena Kapoor, Katrina Kaif, MS Dhoni and Sachin Tendulkar with the various brands they endorse.

Ormax Media plans to cover other celebrity endorsers such as Shahrukh Khan, Akshay Kumar, Priyanka Chopra and Virat Kohli in the next wave of the celebrity association track.

For the study, 13 brand-celebrity combinations crossed an association score of 15. The score is a measure of the strength of the association. Katrina Kaif takes three out of the top four slots, with Slice being a clear leader followed by Lux and Veet for the Bollywood actress. Salman Khan has only one brand- Wheel making the cut, though Ormax Media believes this is because Salman remains a very selective endorser and most of his endorsements started only recently.

Kareena Kapoor has association score of 23 and 21 for Limca and Head & Shoulders respectively. She also scores 15+ for endorsing Boroplus. Dhoni has found place in the top 13 brand-celebrity association for Pepsi, Lays and Aircel while Tendulkar occupies two positions for Boost and Pepsi.

BrandCelebrityAssociation Score
SliceKatrina Kaif45
BoostSachin Tendulkar32
LuxKatrina Kaif28
VeetKatrina Kaif25
PepsiMS Dhoni23
LimcaKareena Kapoor23
Head & ShouldersKareena Kapoor21
LaysMS Dhoni21
PepsiSachin Tendulkar18
AircelMS Dhoni17
BoroplusKareena Kapoor16
OlayKatrina Kaif16
WheelSalman Khan16

Latest Reads
Barbie's 'Power Of Play': Mattel, BBDO remind parents

MUMBAI: Mattel Asia has launched a new video for its Barbie® brand as part of its broader initiative to empower girls. Mattel Asia, takes on the widely held belief in Asia that imaginative play is not important to a child’s development, with the release of, “The Power of Play with Barbie,” a part...

MAM Media and Advertising Ad Campaigns
Zee Mundo hires Steinbranding

MUMBAI: Steinbranding, the international design agency with headquarters in Buenos Aires, responsible for the image of more than 50 channels worldwide, was chosen by the major Indian media group, Zee Entertainment Enterprises to create the brand, naming and on-air & off-air branding for Zee...

MAM Marketing Brands
Exquisite partners with Warner Bros. consumer products

Exquisite, an innovative and experienced player in the EMEA market, has teamed up with Warner Bros. Consumer Products EMEA (WBCP EMEA), on behalf of DC Entertainment, to create the first retail loyalty programmes featuring DC Super Heroes.

MAM Marketing Brands
Cadbury Bournvita Biscuits introduces new tiffin pack

Mondelez India Foods is set to launch a new tiffin pack of its highly successful Cadbury Bournvita Biscuits with an aim to encourage consumers to make it a habit in the morning to have the biscuit.

MAM Marketing Brands
FCB Ulka wins advertising duties for AVT Premium

MUMBAI: A.V. Thomas & Company has appointed FCB Ulka Bangalore to handle the advertising duties for their flagship brand, AVT Premium. The win adds to FCB Ulka Bangalore’s portfolio which includes marquee clients like ITC Biscuits & Confectionery and Wipro Consumer Care & Lighting. AVT...

MAM Media and Advertising Account
Wringley's Doublemint tells a 'fresh' new love story

MUMBAI: Released on Youtube on 21 October, the new TVC of Wringley's Doublemint conceptualised by BBDO Indua and directed by Shoojit Sircar has already garnered over two lac views.

MAM Media and Advertising Ad Campaigns
Flipkart announces integrated brand communication campaign

There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was...

MAM Media and Advertising Ad Campaigns
Colors campaign inspires men to take over Sunday chores

Colors has launched a new movement called #SundayIsHerHoliday. The campaign -- one Sunday at a time -- is inviting every man (and woman) to participate. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off.

MAM Media and Advertising Ad Campaigns
betterU launches Diwali campaign #FestivalOfLearning

India’s online learning marketplace, betterU, has launched a unique Diwali campaign #FestivalOfLearning across its digital platforms.The campaign aims at helping people think differently about their purchases, and highlights the importance of investing for the long term on the auspicious occasion...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories