A recent report suggests that Bollywood star Amitabh Bachchan has been named as the most trusted celebrity while Deepika Padukone was voted as the most trusted woman celeb in India. The TIARA Research Report on Celebrities as Human Brands was released by the Indian Cricket team coach Ravi Shastri and Indian Institute of Human Brands (IIHB) chief mentor Sandeep Goyal.
Mr. Amitabh Bachchan scored 88 and has been named as the most trusted celebrity while Akshay Kumar was named as the most trusted male celebrity in Bollywood – with a score of 86.8. On the list of women celebrities in Bollywood, Deepika ranked number one (82.8). Actress Anushka Sharma and cricket team captain Virat Kohli topped the list of most trusted celebrity couples.
Comedian and TV star Kapil Sharma was listed as the most trusted celeb on television, scoring 63.2 whereas Kajol topped the list of female celebs on TV. MS Dhoni and Mithali Raj topped the lists of most trusted celebs in sports – male and female, respectively.
Ranveer Singh and Deepika topped as a couple that India identifies with and Ayushmann Khurrana as the celeb India’s most identified with. Vicky Kaushal and Riteish Deshmukh bagged the title of ‘the most identified with’ in Bollywood and TV sections. Kareena Kapoor Khan and Bharti Singh were named as female celebs that India most identifies with on TV.
Deepika Padukone was also named as India’s most glamorous celeb (60.3), closely followed by Priyanka Chopra Jonas (57.7). Ranbir Kapoor ranked third with a score of 52.4. Vikrant Massey topped a list of India’s most progressive celeb. Mouni Roy topped the list of most progressive female celebs with Ayushmann on top as most progressive male celeb.
The 48-page report was prepared after examining responses from 60,000 people across 23 cities in India, including Ahmedabad, Delhi-NCR, Ludhiana, Vishakhatpatnam, among other cities. The report is intended to enable advertisers to identify the best-fitted celebs for their brand. TIARA is an acronym for Trust, Identify, Attractive, Respect and Appeal. The study uses the research data across 64 active attributes covering image, personality and human factors; and a battery of confirmatory statements to quantify key celebrity dimensions.