Indian skipper M.S. Dhoni is the hottest property among celebrities when it comes to selling a brand, hotter than Sachin Tendulkar and even Shah Rukh Khan, while actor Amitabh Bachchan is a little less persuasive than his daughter-in-law Aishwarya Rai.
The rankings, released on Wednesday, are based on Celebtrack, an all-India celebrity study commissioned by Percept Talent Management and conducted by Hansa Research.
While Salman Khan’s Wanted did well at the box office, the survey suggests Indians think twice before buying what he endorses. And, brace yourself, Mumbai prefers Hema Malini to Priyanka Chopra.
For the second edition of the survey, conducted every six months, 12,000 respondents were interviewed to identify the celebrity power of 408 stars, evaluated media presence, popularity, image attributes, power of persuasion and over exposure.
“Celebrity Power Score is of interest to corporate brands to determine their endorsers, to stars who can use it to benchmark themselves against peers, and to the masses who can check whether their favourite star is on the list,” said Manish Porwal, CEO of Percept.