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Home , Aditya Narayan, Adnan Sami, Ajay Thakur, Anushka Sharma, Aparshakti Khurana, Ayushmann Khurrana

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, ’s best known expert in the domain of celebrity studies.

Dr. Goyal is a PhD from FMS- 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 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 (KBC) happened almost 20 years ago, top 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) Surat Visakhapatnam (including ) Indore (incl. Pimpri & Chinchwad) Bhopal Vadodara 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 Most India's TRUSTED 86.0 86.8 MS Dhoni Bollywood Male Male Sports 83.9 82.8 Female Female 63.2 & Television 88.0 Male Couple 70.1 59.8 Female 0 8 India's Most IDENTIFIED with

Ayushmann Khurrana 88.5

Male Male Male

Vicky Kaushal 88.0 68.5 85.3

Female Female Female Sports Couple

Television & Bollywood Deepika Padukone 86.1 Kareena 86.3 60.5 80.4

0 9 IDENTIFIED 90.7

Bollywood Male Female

Hrithik Roshan 87.7 86.0

Television Sports Couple Male Female Male Female

Swwapnil Joshi Divyanka Virat Kohli Virat Kohli & Tripathi Dahiya Anushka Sharma 61.1 60.0 90.0 63.6 73.6 India's Most ATTRACTIVE 10 A T TRAC T IVE RESPECTED Bollywood Deepika Padukone Shah RukhKhan 87.9 86.6 India's Most India's Female Male

Television 58.9 63.2 A. R.Rahman A. Female Male

Sports 67.8 87.0 M. S. Dhoni M. S. Mary KomMary Female Male Amitabh Bachchan 90.0

Couple Deepika Padukone Ranveer & Singh 84.8 11 Akshay Kumar 93.5 India's Most

Bollywood Television RESPECTED Male Female Male Female

Ranveer Singh Sai Tamhankar 92.2 89.7 60.0 53.3

Sports Couple Male Female

Virat Kohli Smriti Mandhana & Alia Bhatt 91.8 77.1 87.7

12 APPEALING APPEALINGCONTROVERSIAL Bollywood 46.0 49.3 Salman Female Male

Television 32.7 32.7 Female Male India's Most India's Sports 33.3 40.2 Sania Mirza Virat Kohli Female Male 54.8 Couple Ranbir Kapoor & 44.5 Alia Bhatt 13 India's Most Virat Kohli 57.8

India's Most Bollywood Television CONTROVERSIAL Male Female Male Female

Ranveer Singh Alia Bhatt Punit J. Pathak 56.9 47.3 49.0 53.7 Sports Couple Male Female

Hardik Pandya 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 Dahiya Mithali Raj 45.0 39.1 48.8

16 PRESTIGIOUS India's Most India's

Bollywood 54.3 Tushar Kalia Priyanka Chopra 35.0 42.9 Female Male

Television 44.3 53.7 Mouni Roy Female Male

Jemimah Rodrigues Sports 44.7 46.7 K.L. Rahul K.L. Female Male

Couple Deepika Padukone Ranveer & Singh 39.0 1 7 STYLISH Most India's Hardik Pandya 58.4 57.5 Bollywood Male Male Sports Deepika Padukone 55.8 37.7 Mithali Raj Female Female Ranveer & Padukone Rannvijay Singh 37.3 Television Male 88.0 Couple 61.0 Virat Kohli Sai Tamhankar 36.3 Female 1 8 India's Most VERSATILE Bollywood 55.3 Male Female

Vicky Kaushal 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 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 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 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 HEART-THROB India's No.1India's

Akshay Kumar 50.9 India's MostMACH Bollywood Television Hardik Pandya Ranveer Singh 49.8 43.5 Sports 22.7 India's Most

RELIABLE 22 SEDUCTIVE RELIABLE Most India's Bollywood 34.1 Katrina Kaif Television Sai Tamhankar 27.7 35.9 Radhika Apte Smriti Mandhana Sports 30.3 23 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 54.6 46.0 47.1

24 DISTINCTIVE India's Most 60.3

Bollywood Television Male Female Male Female

Akshay Kumar Kangana Ranaut Sai Tamhankar 57.7 29.3 34.6 26.7 Sports Couple Male Female

Virat Kohli Virat Kohli & Anushka Sharma 53.0 49.8 29.9

25 TOUGH HUMOROUS India's Most India's 52.6

Bollywood Deepika Padukone Akshay Kumar 50.9 41.8 Female Male

Television 42.8 Kapil Sharma Bharti Singh Bharti 28.1 Female Male

Sports 46.0 45.1 Female Male

Couple Deepika Padukone Ranveer & Singh 51.7 26 India's Most

Ranveer Singh 53.6

Male Male Male

Ranbir Kapoor 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 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 EARTH DOWN-TO India's Most India's Bollywood Deepika Padukone Pankaj Tripathi 43.8 51.6 Female Male 57.0 M.S. Dhoni M.S.

Television 42.3 A. R.Rahman A. 35.3 Bharti Singh Bharti Female Male

Sports 49.8 47.5 Mithali Raj Female Male

Couple Deepika Padukone Ranveer & Singh 44.3 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 50.0 37.7 49.7

33 NG TendulkarSachin 66.3 57.6 Bollywood Male Male Sports Harmanpreet kaur Nushrat Bharucha 66.4 58.0 Female Female 59.3 Zakir Khan 69.0 Virat Kohli &Anushka Sharma Television Saina Nehwal Male Couple 55.0 Surbhi Chandna 61.7 Female

India's Most

RELIABLE34 RELIABLE

Bollywood Most India's Deepika Padukone Ranveer Singh 34.8 50.0 41.7 Female Male Shubman Gill

Television Kapil Sharma 27.8 29.2 Bharti Singh Bharti Female Male

Sports Hardik Pandya 46.9 Shafali Verma 41.7 Female Male

Couple Deepika Padukone Ranveer & Singh 41.3 35 India's Most Sachin TendulkarSachin 37.2 DISTINCTIVE51.0 Bollywood Male Male Sports Priyanka Chopra 40.9 45.0 Sania Mirza Female Female Nawazuddin Siddiqui 27.0 47.8 Zakir Khan Virat Kohli &Anushka Sharma Television Male Couple 42.3 Richa Sharma 29.7 Female 36 Amitabh Bachchan 66.9

Bollywood India's Priyanka Chopra 57.0 57.3 Most Female Male

Television Shilpa Shetty 33.3 Sonu Nigam 41.2 Kundra Female Male

Jemimah Rodrigues Sports 54.2 63.5 Virat Kohli Female Male

Couple Anushka Sharma 53.7 Virat Kohli & 37 HONEST India's Most India's

BollywoodNawazuddin Siddiqui 50.9 Radhika Apte 47.2 Female Male

Television 34.5 37.0 Bharti Singh Bharti Sonu Nigam Female Male

Sports 59.7 51.6 M.S. Dhoni M.S. Mithali Raj Female Male Amitabh Bachchan 61.5

Couple Deepika Padukone Ranveer & Singh 52.7 38 Bollywood Most India's Deepika Padukone Amitabh Bachchan 49.3 59.9 Female Male 60.7 Sachin TendulkarSachin

Television Richa Sharma A. R.Rahman A. 41.0 51.7 Female Male

Sports Saina Nehwal 53.2 Rohit Shama 51.3 Female Male

Couple Deepika Padukone Ranveer & Singh 44.0 39 India's Most FRIENDLY MS Dhoni Bollywood 60.7 Male Female

Amitabh Bachchan Alia Bhatt 55.9 50.3 Television Male Female

Dharmesh Yelande Bharti Singh 34.3 36.8 Couple Sports Male Female

Ranveer Singh & Deepika Padukone Rohit Sharma 56.3 51.5 33.2

40 Virat Kohli FRIENDLY 56.4

India's Most FEARLESS

Male Male Male

Nawazuddin Siddiqui Sonu Nigam Shubman Gill 49.1 33.7 51.3

Female Female Female Sports Couple

Television Virat Kohli & Bollywood Anushka Sharma 40.3 Radhika Apte Harshdeep Kaur Sania Mirza 44.1 33.0 51.3

41 FEARLESS Ayushmann Khurrana 56.7 54.1 Male Male Bollywood Sports Deepika Padukone 49.7 51.0 Sania Mirza Female Female Dharmesh YelandeDharmesh 59.0 53.7 Virat Kohli &Anushka Sharma Television Male Couple 46.0 58.3 Mouni Roy Female

India's Most

PROGRESSIVE42 India's Most AUTHENTIC

MS Dhoni 59.1

Male Male Male

Amitabh Bachchan A. R. Rahman Baichung Bhutia 57.5 35.0 50.7

Female Female Female Sports Couple

Television Virat Kohli & Bollywood Anushka Sharma 37.6 Radhika Apte Mouni Roy Mithali Raj 40.7 45.7 50.9

43 PROGRESSIVE India's Most AUTHENTIC CHARMING Virat Kohli Bollywood 58.8 Male Female

Akshay Kumar Deepika Padukone 52.2 53.4 Television Male Female

Swwapnil Joshi Shilpa Shetty 34.0 38.4 Couple Sports Male Female

Ranveer Singh & Deepika Padukone Rohit Sharma Mithali Raj 53.0 49.5 45.0

44 BOLLYWOOD Anil Kapoor Alia Bhatt Karan Tacker Zakir Khan Yuzvendra Chahal Akshay Kumar Gajraj Rao R. Ashwin Nushrat Bharucha Ritwik Dhanjani A. R. Rahman Bhuvaneshwar Kumar COVERAGE Ranbir Kapoor Dulquer Salmaan Shilpa Shetty Sunil Grover Ranveer Singh Kunal Khemu Kapil Sharma Amitabh Bachchan Shobhita Dhulipala TELEVISION Jemimah Rodrigues Salman Khan Anushka Sharma Swapnil Joshi Terence Lewis Mouni Roy Subodh Bhave Bosco Caesar Surbhi Chandna Sunil Chhetri Ayushmann Khurrana Riteish Deshmukh Baichung Bhutia Ajay Devgn Amey Wagh Divyanka Tripathi Nawazzuddin Siddiqui Siddharth Chandekar Rannvijay Singh Udanta Singh Priya Bapat Karan Johar Anup Soni Rahul Chaudhary Varun Dhawan Sai Tamhankar Sushant Singh Rajput Siddharth Desai Vicky Kaushal Siddharth Yadav Ankush Chaudhary Malaika Arora Pardeep Narwal Pankaj Tripathi Tushar Kalia Hardik Pandya Pawan Sehrawat Mohan Virat Kohli Vikrant Massey MS Dhoni P. V. Sindu Radhika Apte Dharmesh Rohit Sharma Saina Nehwal Deepika Padukone Remo D'Souza Sugandha Mishra Mithali Raj Shrikanth Kidambi Kartrina Kaif Bharti Singh Harmanpreet Kaur Sania Mirza Priyanka Chopra Ananya Pandey Krishna Abhishek Sonu Nigam Smriti Mandhana Rana Duggabatti Aishwarya Rai Harshdeep Kaur Virat & Anushka Sanket Bhosle Baba Ramdev Jasprit Bumrah Deepika & Ranveer Kangana Ranaut Ishaan Khattar Kajol Ranbir & Alia Shidharth Malhotra Amaal Malik Richa Sharma Akshay & Twinkle Dubey Shaan Saif & Kareena Manish Paul KL Rahul Abhishek & Aishwarya Shubhman Gill Gauri & SRK

45 Anil Kapoor Shruti Haasan Karan Wahi Sunidhi Chauhan Kuldeep Yadav Alia Bhatt Taapsee Pannu Tabu Karan Tacker Zakir Khan Yuzvendra Chahal Akshay Kumar Aditya Roy Kapur Madhuri Dixit Meiyang Chang Gajraj Rao R. Ashwin Sushant Singh Rajput Sonam Kapoor Nushrat Bharucha Ritwik Dhanjani A. R. Rahman Bhuvaneshwar Kumar Ranbir Kapoor Dulquer Salmaan Sanya Malhotra Shilpa Shetty Sunil Grover Dinesh Karthik Ranveer Singh Kunal Khemu Arjun Kapoor Geeta Kapur Kapil Sharma Ajinkya Rahane Amitabh Bachchan Shobhita Dhulipala Marzi Pestonji Hina Khan Jemimah Rodrigues Salman Khan Anushka Sharma Swapnil Joshi Terence Lewis Mouni Roy FOOTBALL Aamir Khan Shraddha Kapoor Subodh Bhave Bosco Caesar Surbhi Chandna Sunil Chhetri Ayushmann Khurrana Sara Ali Khan Riteish Deshmukh Shashank Khaitan Mona Singh Baichung Bhutia Ajay Devgn Janhvi Kapoor Amey Wagh Anurag Basu Divyanka Tripathi Sandesh Jhingan Nawazzuddin Siddiqui Disha Patani Siddharth Chandekar Rohit Shetty Rannvijay Singh Udanta Singh Shah Rukh Khan Kriti Sanon Priya Bapat Karan Johar Anup Soni Rahul Chaudhary Varun Dhawan Parineeti Chopra Sai Tamhankar Farah Khan Sushant Singh Rajput Siddharth Desai Vicky Kaushal Vidya Balan Siddharth Yadav Kirron Kher Ajay Thakur Kartik Aaryan Sonakshi Sinha Ankush Chaudhary Malaika Arora Rishabh Pant Pardeep Narwal Pankaj Tripathi Kareena Kapoor Raghav Juyal Tushar Kalia Hardik Pandya Pawan Sehrawat Rajkummar Rao Karisma Kapoor Diljit Dosanjh Virat Kohli SPORTS Shahid Kapoor Vikrant Massey Punit Pathak Monali Thakur MS Dhoni P. V. Sindu Radhika Apte Kalki Koechlin Dharmesh Neeti Mohan Rohit Sharma Saina Nehwal Deepika Padukone Remo D'Souza Sugandha Mishra Shankar Mahadevan Mithali Raj Shrikanth Kidambi Kartrina Kaif Sushmita Sen Bharti Singh Aditya Narayan Harmanpreet Kaur Sania Mirza Priyanka Chopra Ananya Pandey Krishna Abhishek Sonu Nigam Smriti Mandhana Mary Kom Sanjay Dutt Rana Duggabatti Adnan Sami Vishal Dadlani Sourav Ganguly COUPLES Aishwarya Rai Prabhas Harshdeep Kaur Shekhar Ravjiani Sachin Tendulkar Virat & Anushka Hrithik Roshan Tiger Shroff Sanket Bhosle Baba Ramdev Jasprit Bumrah Deepika & Ranveer Kangana Ranaut Ishaan Khattar Armaan Malik Kajol Prithvi Shaw Ranbir & Alia Shidharth Malhotra Vidyut Jammwal Amaal Malik Richa Sharma Ravindra Jadeja Akshay & Twinkle Saif Ali Khan Jacqueline Fernandez Shaan Shikhar Dhawan Saif & Kareena Farhan Akhtar Kiara Advani Manish Paul Arijit Singh KL Rahul Abhishek & Aishwarya John Abraham Rakul Preet Singh Aparshakti Khurana Badshah Shubhman Gill Gauri & SRK

46 CHARMING

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