M S Dhoni has the strongest persuasion power amongst brand ambassadors, states findings from CelebTrack - the joint study by Percept Talent Management and Hansa Research.
In its second round (Wave II) top-line findings from the study rank celebrities on five key parameters - media presence, popularity, image attributes, power of persuasion and over exposure. They together determine the Celebrity Power Score (CPS) on the basis of which they are ranked.
In terms of CPS, Dhoni ranks number one, followed by Shah Rukh Khan who has risen up the rankings after being ranked fifth in the last round.
Amitabh Bachchan and Sachin Tendulkar both have slipped down in their rankings. Bachchan, third in the list last time, is now at number four. Meanwhile, Tendulkar, the most powerful celebrity endorser, occupies the fifth spot.
Amongst female actors, there is no change in the rankings. Aishwarya Rai leads the pack, followed by Katrina Kaif and Priyanka Chopra.
The rankings haven't changed much among non-cricketing sportsmen either. Sania Mirza, Vishwanathan Anand and Mahesh Bhupathi (in that order) lead the pack.
Manish Porwal, CEO, Percept Talent Management said, "The CelebTrack rankings now help our clients make informed decisions, rather than relying on gut and anecdotal learning only. On the other hand, our celebrities can benchmark themselves vis-à-vis their audience and accordingly price their involvement with brands."
"The Wave II results allow clients and talent to study the changes vis-à-vis the earlier data and allow them to combine the results for an even more robust and long term understanding of changing public perceptions," said Ashok Das, MD, Hansa Research.
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