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Two Bachchans rule the brand endorsement space

entertainment Updated: Apr 03, 2009 19:20 IST
Princy Jain

Younger superstars may bring home much bigger slices of the box-office bacon, but when it comes to shifting goods from shelves, no one comes close to Amitabh Bachchan. Big B emerges as the top choice of Indians when it comes to star power in brand endorsement.

The findings come out of an exhaustive survey, Celebtrack, undertaken by Percept Talent Management and Hansa Research. Over 10,800 respondents aged 15-50 years were interviewed in urban areas across the country, excluding the Northeast and Kashmir.

The key parameters of the survey are media presence; popularity; image attributes; power of persuasion; and exposure. These together make the Celebrity Power Score. The celebs listed for the survey are from the arenas of cinema, television, music, cricket and other sports.

According to the All-India Power List, Amitabh Bachchan rules the male category, followed by Aamir Khan, Shah Rukh Khan, Akshay Kumar and Hrithik Roshan, in that order.

Bachchan bahu Aishwaryra tops the female category, followed by Katrina Kaif, Priyanka Chopra, Kareena Kapoor and Hema Malini. In sports, Sachin Tendulakar leads the order, with MS Dhoni, Yuvraj Singh, Sourav Ganguly and Kapil Dev following.

However, in the Hindi-speaking market, Akshay Kumar has topped the combined list of male and female celeb endorsers. Amitbh Bachchan and Aamir Khan are number two and three. In the same list, Katrina Kaif is sixth, ahead of Shah Rukh, Aishwarya and Kareena.

Percept CEO Manish Porwal says the surprise findings are how strong Akshay’s presence is in the Hindi belt, and the huge recall value that older stars like Hema Malini and Kapil Dev still possess.