The most powerful celebrity brand endorser across India is MS Dhoni, followed by Bollywood actors Shah Rukh Khan and Aishwarya Rai Bachchan. They were ranked in Celebtrack, a first of its kind study of the power celebrities wield which can be used by brands to decide their celebrity endorsers and/or how much they should pay them. The study of more than 12,000 people across India to gauge the brand value of more than 400 celebrities, was done by Percept Talent Management and Hansa Research to determine a Celebrity Power Score (CPS) on five parameters - media presence, popularity, image attributes, power of persuasion and overexposure.
Another interesting finding with respect to Bollywood is that men may earn more, but it is the women who get people to buy the brands they peddle. Of the top four star couples in the Indian film industry, the women rank higher than their male partners in the CPS - Aishwarya (3) beats husband Abhishek (14); Kareena Kapoor (15) trumps partner Saif Ali Khan (38), Deepika Padukone (28) beats boyfriend Ranbir Kapoor (56), and Kajol (18) ranks higher than husband Ajay Devgan (29).
Aishwarya is the most persuasive celeb in the country - male or female. However, Ash only comes at number 5 in the likeability category, beaten by Sachin, Amitabh, SRK and Dhoni (in that order). Based on the rankings, the Bachchan clan is the most powerful family in Bollywood with Ash at their center. Despite her 18 month-long screen absence, the actress beats father-in-law Amitabh's (4) CPS and Abishek's much lower score. Ash leads the CPS among actresses and is followed by Katrina Kaif (8) and Priyanka Chopra (11).
Leading man SRK is followed by Amitabh, Hrithik Roshan (6), Akshay Kumar (9) and Salman Khan (10). Salman scores high on 'recognition' even higher than SRK and Aamir, but low on persuasive power and image attributes, which means that people know him but won't necessarily buy what he sells.