The Indian Institute of Human Brands (IIHB) released an interesting report today in which they have evaluated celebrities as human brands. The TIARA (Trust, Identify, Attractive, Respect and Appeal) research report lists Bollywood veteran Amitabh Bachchan as the country’s most trusted and respected brand.
In Bollywood, Akshay Kumar is the most trusted celebrity with a score of 86.8. Deepika Padukone is the most trusted female celebrity with a 82.8 score. Cricketer Virat Kohli and his wife Anushka Sharma, often referred to as Virushka, are the most trusted celebrity couple.
Former captain of the Indian cricket team, MS Dhoni is the most trusted sports celebrity with 86.0 score. Mithali Raj came close with a score of 83.9. Dhoni is also regarded as India’s Most Down to Earth.
The study was conducted by Japanese research agency Rakuten who surveyed 60,000 people across 23 cities to assign a score to each celebrity. A total of 180 celebrities were surveyed, out of which 69 were from Bollywood, 67 from television, 37 from sports and seven celebrity couples. The study used research data across 64 active attributes covering image, personality and human factors.
Sandeep Goyal, chief mentor of the IIHB noted that the report provides a brand analysis of popular celebrities in India. It cross compares celebrities, across attributes, across demographics, across cities, and more.
India’s most glamorous
Deepika Padukone also ranked as the most glamorous. She scored 60.3 followed by Priyanka Chopra with a score of 57.7. Ranbir Kapoor leads the males with a score of 52.4
India’s most beautiful
Padukone surpassed Aishwarya Rai Bachchan with a score of 59.9 on the TIARA ratings. Bachchan followed with a score of 45.0.
India’s most attractive
Most respondents rated Alia Bhatt as India’s most attractive celebrity with a TIARA score of 90.7 In Bollywood, Hrithik Roshan and Katrina Kaif take the top slots. In Sports, Virat Kohli and Sania Mirza rank first. As a couple, Virushka rank number one.
India’s most seductive
Radhika Apte, wins this title overall. In Bollywood, Katrina Kaif leads the list.
India’s most identifiable celebrity
Ayushmann Khurrana emerged as the celebrity India most identifies with, scoring 88.5. Vicky Kaushal and Kareena Kapoor Khan follow in his footsteps with a score of 88.0 and 86.3 respectively.
In Sports, Rohit Sharma is Most Identified with 85.3, while Smriti Mandhana with 80.4 tops the females. Star couple Ranveer Singh and Deepika Padukone have the highest identification score with 86.1.
India’s most controversial celebrity
Hardik Pandya is the most controversial celebrity followed by Salman Khan and Kangana Ranaut. Director and producer Karan Johar and Malaika Arora lead the most controversial television celebrity list. Virat Kohli and Sania Mirza lead on this negative attribute in sports while Ranbir Kapoor and Alia Bhatt are seen to be most controversial as a couple.