Media consulting firm Ormax Media has announced the launch of its celebrity endorsement selection tool Ormax Celeble. The tool will help brand owners select an endorser whose profile and personality matches the brand.
This follows Ormax conducting extensive consumer research to collect profiling data on Indian celebrities across domains, ranging from film stars, TV stars, sports stars, digital and social media influencers, music personalities, GEC characters and animation characters.
Shailesh Kapoor, founder and CEO, Ormax Media said, "There is enough research available internationally to prove that a good brand endorser can help a brand grow significantly because of the association between the brand and the celebrity, while a poor choice of brand endorser will not just be a waste of money, but also potentially dangerous for brand development. In India, brand endorser decisions are largely driven by gut and even personal taste of brand owners, with very little relevant data backing such choices. Ormax Celeble is a data-centric analytics tool that can help look at their endorsement options that their gut will often miss. We have a huge database of more than 500 national and regional celebrities across domains for brands to tap into."