Headed by Adman Sandeep Goyal, Indian Institute of Human Brands (IIHB) conducted a detailed, comprehensive study on the idea of ‘Celebrities as Human Brands.’
They have recently released their TIARA Research report, which shows how celebrities and celebrity couples are perceived; from most beautiful, controversial to trusted and more!
The TIARA Research (Trust, Identify, Attractive, Respect and Appeal) is unique research whose field study has been done by renowned Japanese agency Rakuten. Spread across 23 cities, with 60,000 respondents, this survey was taken so that 180 celebrities across various sectors could be analysed on their most distinctive qualities.
As per reported by Indian Express, here’s how each celeb is faring on different parameters:
India’s Most Respected And Trusted Celebrity: Amitabh Bachchan
India’s Most Appealing: Akshay Kumar
India’s Most Beautiful: Deepika Padukone
India’s Most Respected and Trusted Celebrity Couple: Virat Kohli and Anushka Sharma
India’s Most Trusted Sports Personality: Cricketer Mahendra Singh Dhoni
India’s Most Respected TV Personality: Kapil Sharma
Celebrity India Identifies with the most: Ayushmann Khurrana
India’s Most Relatable Power Couple: Deepika Padukone and Ranveer Singh
India’s Most Controversial Couple: Alia Bhatt and Ranbir Kapoor
India’s Most Controversial: Hardik Pandya
Bollywood’s Most Controversial Celebrities: Kangana Ranaut and Salman Khan
India’s Most Attractive: Alia Bhatt
Bollywood’s Most Attractive: Hrithik Roshan and Katrina Kaif
India’s Most Attractive Sport Celebs: Virat Kohli and Sania Mirza
India’s Most Attractive Couple: Virat Kohli and Anushka Sharma
India’s Most Trendy: Virat Kohli
India’s Most Glamorous Celeb: Deepika Padukone
Bollywood’s Most Glamorous Celebs: Priyanka Chopra and Ranbir Kapoor
India’s Most Versatile: Nawazuddin Siddiqui
India’s Most Humorous: Pankaj Tripathi
India’s No 1 Heartthrob: Ranbir Kapoor
India’s Most Seductive: Radhika Apte
India’s Most Sexy: Priyanka Chopra
India’s Most Reliable: Saina Nehwal
This study can be used by brand owners to compare multiple celebrities, to find out which ones resonate with their own brand attributes, and then accordingly choose the ‘best-fit’ option for brand endorsements.
Advertising and media industry veteran and chief mentor of IIHB, Dr. Sandeep Goyal told Indian express, “There’s a lot of interest in common folk when it comes to advertising, and especially celebrities in advertising. Right now if you see the IPL, 50 per cent of the ads have one or the other celeb making an appearance. In fact, if you go to an OTT platform like Disney Plus Hotstar, two out of three ads feature a celebrity. So now celebs have become an essential part of the advertising and brand communication landscape.”