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TIARA Research Final-Online TIARAResearch Insight Based Research Across Celebrities Indian Institute of Human Brands 2020 About IIHBThe Indian Institute of Human Brands (IIHB) has been set up by Dr. Sandeep Goyal, India’s best known expert in the domain of celebrity studies. Dr. Goyal is a PhD from FMS-Delhi and has been researching celebrities as human brands since 2003. IIHB has many well known academicians and researchers on its advisory board ADVISORY Board D. Nandkishore Prof. ML Singla Former Global Executive Board Former Dean Member - Nestlé S.A., Switzerland FMS Delhi Dr. Sandeep Goyal Chief Mentor Dr. Goyal is former President of Rediffusion, ex-Group CEO B. Narayanaswamy Prof. Siddhartha Singh of Zee Telefilms and was Founder Former Managing Director Associate Professor of Marketing Chairman of Dentsu India IPSOS and Former Senior Associate Dean, ISB 0 1 WHY THIS STUDY? Till 20 years ago, use of a celebrity in advertising was pretty rare, and quite much the exception Until Kaun Banega Crorepati (KBC) happened almost 20 years ago, top Bollywood stars would keep their distance from television and advertising In the first decade of this century though use of famous faces both in advertising as well as in content creation increased considerably In the last 10 years, the use of celebrities in communication has increased exponentially Today almost 500 brands, , big and small, national and regional, use celebrities to endorse their offerings 0 2 WHAT THIS STUDY PROVIDES? Despite the exponential proliferation of celebrity usage in advertising and content, WHY there is no organised body of knowledge on these superstars that can help: BEST FIT APPROPRIATE OR BEST FIT SELECTION COMPETITIVE CHOOSE BETTER BETWEEN BEST FITS PERCEPTION CHOOSE BASIS BRAND ATTRIBUTES TRENDY LOOK AT EMERGING CHOICES FOR THE FUTURE 0 3 COVERAGE WHAT 23 CITIES METRO MINI METRO LARGE CITIES Delhi Ahmedabad Nagpur (incl. NCR) Mumbai Surat Visakhapatnam (including Thane) Pune Indore Chennai (incl. Pimpri & Chinchwad) Bhopal Kolkata Jaipur Patna Bangalore Lucknow Vadodara Hyderabad Kanpur Ghaziabad Ludhiana Agra 0 4 TIARAResearch Approach With each celebrity checked out on 64 active attributes covering image, personality and human factors; and a battery of confirmatory statements to quantify key celebrity dimensions TIARAScore Weighted derived scores from Key Dimensions TRUST I DENTIFY ATTRACTIVE RESPECT APPEAL 0 5 STUDYCoverage Over 60,000 Respondents 180 Celebrities 23 Cities FW end 2019/Q1 2020 Analysis : March/April 2020 Male Male Male 37 46 30 Female Female Female 32 21 7 7 - Celebrities 37 - Celebrities 37 67 - Celebrities 67 69 - Celebrities SPORTS TELEVISION BOLLYWOOD POWER COUPLES POWER 0 6 0 7 India's Most Amitabh Bachchan 88.0 Bollywood Television Male Female Male Female Akshay Kumar Deepika Padukone Kapil Sharma Kajol 86.8 82.8 63.2 59.8 Sports Couple Male Female MS Dhoni Mithali Raj Virat Kohli & Anushka Sharma 86.0 83.9 70.1 0 8 TRUSTED India's Most IDENTIFIED with Ayushmann Khurrana 88.5 Male Male Male Vicky Kaushal Riteish Deshmukh Rohit Sharma 88.0 68.5 85.3 Female Female Female Sports Couple Television Ranveer Singh & Bollywood Deepika Padukone 86.1 Kareena Kapoor Bharti Singh Smriti Mandhana 86.3 60.5 80.4 0 9 Alia Bhatt IDENTIFIED 90.7 Bollywood Male Female Hrithik Roshan Katrina Kaif 87.7 86.0 Television Sports Couple Male Female Male Female Swwapnil Joshi Divyanka Virat Kohli Sania Mirza Virat Kohli & Tripathi Dahiya Anushka Sharma 61.1 60.0 90.0 63.6 73.6 India's Most ATTRACTIVE 10 Amitabh Bachchan 90.0 India's Most RESPECTED Male Male Male Shah Rukh Khan A. R. Rahman M. S. Dhoni 86.6 63.2 87.0 Female Female Female Sports Couple Television Ranveer Singh & Bollywood Deepika Padukone 84.8 Deepika Padukone Geeta Kapoor Mary Kom ATTRACTIVE 87.9 58.9 67.8 11 Akshay Kumar 93.5 India's Most Bollywood Television RESPECTED Male Female Male Female Ranveer Singh Priyanka Chopra Sonu Nigam Sai Tamhankar 92.2 89.7 60.0 53.3 Sports Couple Male Female Virat Kohli Smriti Mandhana Ranbir Kapoor & Alia Bhatt 91.8 77.1 87.7 12 APPEALING Hardik Pandya 54.8 India's Most CONTROVERSIAL Male Male Male Salman Khan Karan Johar Virat Kohli 49.3 32.7 40.2 Female Female Female Sports Couple Television Ranbir Kapoor & Bollywood Alia Bhatt 44.5 Kangana Ranaut Malaika Arora Sania Mirza 46.0 32.7 33.3 13 APPEALING India's Most Virat Kohli 57.8 India's Most Bollywood Television CONTROVERSIAL Male Female Male Female Ranveer Singh Alia Bhatt Punit J. Pathak Mouni Roy 56.9 47.3 49.0 53.7 Sports Couple Male Female Hardik Pandya Harmanpreet kaur Virat Kohli & Anushka Sharma 49.0 47.8 38.6 14 TRENDY Virat Kohli 63.9 India's Most Bollywood Television Sports Ranbir Kapoor Sonu Nigam Rohit Sharma 54.7 40.3 51.2 15 India's Most Deepika Padukone 59.9 Bollywood Television Sports Aishwarya Rai Divyanka Tripathi Dahiya Mithali Raj 45.0 39.1 48.8 16 PRESTIGIOUS Tushar Kalia 54.3 India's Most Male Male Male Vicky Kaushal Karan Tacker K.L. Rahul 42.9 53.7 46.7 Female Female Female Sports Couple Television Ranveer Singh & Bollywood Deepika Padukone 39.0 Priyanka Chopra Mouni Roy Jemimah Rodrigues 35.0 44.3 44.7 17 India's Most Virat Kohli 88.0 Bollywood Television Male Female Male Female Varun Dhawan Deepika Padukone Rannvijay Singh Sai Tamhankar 58.4 55.8 37.3 36.3 Sports Couple Male Female Hardik Pandya Mithali Raj Ranveer Singh & Deepika Padukone 57.5 37.7 61.0 18 STYLISH India's Most VERSATILE Nawazuddin Siddiqui Bollywood 55.3 Male Female Vicky Kaushal Radhika Apte 43.2 42.8 Television Male Female Sonu Nigam Sai Tamhankar 30.0 36.7 Couple Sports Male Female Virat Kohli & Anushka Sharma MS Dhoni Shafali Verma 51.3 60.4 54.8 19 INNOVATIVE Deepika Padukone VERSATILE 60.3 India's Most Bollywood Television Male Female Male Female Ranbir Kapoor Priyanka Chopra Rannvijay Singh Shilpa Shetty 52.4 57.7 51.1 49.5 Sports Couple Male Female Virat Kohli Sania Mirza Virat Kohli & Anushka Sharma 65.9 54.7 58.4 20GLAMOUROUS 44.9 Ranbir Kapoor India's No.1 HEART-THROB Male Male Male Ranveer Singh Siddharth Chandekar Rahul Chaudhari 40.3 25.3 44.7 Female Female Female Sports Couple Television Ranveer Singh & Bollywood Deepika Padukone 42.3 Alia Bhatt Priya Bapat Smriti Mandhana 35.0 30.0 29.3 21 Bollywood Ranveer Singh 49.8 Television India's No.1 HEART-THROB 50.9 Manish Paul 22.7 Akshay Kumar Akshay Sports MACH Hardik Pandya Most 43.5 India's 22 India's Most RELIABLE India's Most SEDUCTIVE Radhika Apte 35.9 Bollywood Television Sports Katrina Kaif Sai Tamhankar Smriti Mandhana 34.1 27.7 30.3 23 RELIABLE SEDUCTIVE India's Most Priyanka Chopra 56.6 Male Male Male Ranbir Kapoor Siddharth Chandekar K.L. Rahul 48.0 47.0 43.0 Female Female Female Sports Couple Television Ranveer Singh & Bollywood Deepika Padukone 55.0 Katrina Kaif Sai Tamhankar Jemimah Rodrigues 54.6 46.0 47.1 24 DISTINCTIVE India's Most Ajay Devgn 60.3 Bollywood Television Male Female Male Female Akshay Kumar Kangana Ranaut Rannvijay Singha Sai Tamhankar 57.7 29.3 34.6 26.7 Sports Couple Male Female Virat Kohli Deepti Sharma Virat Kohli & Anushka Sharma 53.0 49.8 29.9 25 TOUGH Pankaj Tripathi 52.6 India's Most HUMOROUS Male Male Male Akshay Kumar Kapil Sharma Yuzvendra Chahal 50.9 42.8 46.0 Female Female Female Sports Couple Television Ranveer Singh & Bollywood Deepika Padukone 51.7 Deepika Padukone Bharti Singh Poonam Yadav 41.8 28.1 45.1 26 India's Most Ranveer Singh 53.6 Male Male Male Ranbir Kapoor Sunil Grover M. S. Dhoni 48.0 47.0 43.0 Female Female Female Sports Couple Television Virat Kohli & Bollywood Anushka Sharma 55.0 Alia Bhatt Sai Tamhankar Sania Mirza 54.6 46.0 47.1 27 Amitabh Bachchan 64.5 India's Most Bollywood Television Male Female Male Female Salman Khan Priyanka Chopra A. R. Rahman Kajol 48.3 50.0 42.3 32.2 Sports Couple Male Female M. S. Dhoni Mithali Raj Virat Kohli & Anushka Sharma 59.7 52.6 37.9 28 PRESTIGIOUS India's Most FUNNYVarun Dhawan Bollywood 56.7 Male Female Ranveer Singh Alia Bhatt 56.6 51.7 Television Male Female Sunil Grover Bharti Singh 41.3 42.6 Couple Sports Male Female Ranveer Singh & Deepika Padukone Hardik Pandya Poonam Yadav 60.3 54.1 34.9 29 Amitabh Bachchan FUNNY 63.5 India's Most INTELLIGENT Male Male Male Aamir Khan Kapil Sharma Virat Kohli 53.7 33.1 55.4 Female Female Female Sports Couple Television Virat Kohli & Bollywood Anushka Sharma 42.6 Deepika Padukone Harshdeep Kaur P. V. Sinhu 53.1 32.7 33.3 30 PROGRESSIVE M.S. Dhoni 59.7 Bollywood Television Male Female Male Female Ayushmann Deepika A. R. Rahman Bharti Singh Khurrana Padukone 42.9 45.2 40.3 35.3 Sports Couple Male Female INNOVATIVE Virat Kohli Smriti Mandhana Ranveer Singh & Deepika Padukone Most 52.7 31.0 37.9 31 India's PROGRESSIVE M.S. Dhoni 57.0 India's Most DOWN-TO EARTH Male Male Male Pankaj Tripathi A. R. Rahman Sunil Chhetri 51.6 42.3 47.5 Female Female Female Sports Couple Television Ranveer Singh & Bollywood Deepika Padukone 44.3 Deepika Padukone Bharti Singh Mithali Raj 43.8 35.3 49.8 32 Akshay Kumar 64.5 India's Most STR NG DOWN-TO EARTH Male Male Male Ajay Devgn Zakir Khan Baichung Bhutia 53.1 56.3 56.2 Female Female Female Sports Couple Television Virat Kohli & Bollywood Anushka Sharma 49.7 Deepika Padukone Bharti Singh Saina Nehwal 50.0 37.7 49.7 33 Saina Nehwal 69.0 NG India's Most Bollywood Television Male Female Male Female Anil Kapoor Nushrat Bharucha Zakir Khan Surbhi Chandna 57.6 58.0 59.3 61.7 Sports Couple Male Female Sachin Tendulkar Harmanpreet kaur Virat Kohli & Anushka Sharma 66.3 66.4 55.0 34 RELIABLE Shubman Gill 50.0 India's Most Male Male Male Ranveer Singh Kapil Sharma Hardik Pandya 41.7 29.2 46.9 Female Female Female
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