The Indian Institute of Human Brands (IIHB) released its TIARA Research Report on Celebrities as Human Brands. The Report was released by the Coach of the Indian Cricket team, Ravi Shastri, and Dr. Sandeep Goyal, Chief Mentor of the IIHB. The report reveals the TIARA score of the human brands. TIARA is an acronym for Trust, Identity, Attractive, Respect, and Appeal.
INDIA’S MOST TRUSTED
Amitabh Bachchan was voted as India’s Most Trusted with a TIARA score of 88.0. In Bollywood, Akshay Kumar was Most Trusted with a score of 86.8, and Deepika Padukone topped the ladies with 82.8. Kapil Sharma led Television with 63.2 and actress Kajol was the leader amongst females with 59.8. MS Dhoni was Most Trusted with a TIARA rating of 86.0 while cricketer Mithali Raj was not far behind at 83.9. The Indian captain Virat Kohli and his actress wife scored 70.1 to be the Most Trusted celebrity couple.
INDIA’S MOST IDENTIFIED WITH
Chandigarh boy Ayushmann Khurrana is the celebrity India Most Identifies with. His empathy score is a high 88.5. In Bollywood, Vicky Kaushal is just a whisker behind with 88.0, while Kareena Kapoor Khan is not far behind with 86.3. In television, Riteish Deshmukh leads on empathy with 68.5 while humourist Bharti Singh tops the ladies with 60.5 on Television. In Sports, Rohit Sharma is Most Identified with at 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
Hardik Pandya, perhaps still suffering from the aftermath of his Koffee with Karan was said by respondents to be India’s Most Controversial. Not surprisingly, Salman Khan and Kangana Ranaut are said to be the Most Controversial in Bollywood. Karan Johar and Malaika Arora lead Television on notoriety. 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.
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INDIA’S MOST ATTRACTIVE
Alia Bhatt is the overwhelming favorite as India’s Most Attractive with a whopping TIARA score of 90.7. In Bollywood males, Hrithik Roshan leads on Attractiveness with a score of 87.7 while Katrina Kaif tops the ladies with 86.0. On Television, Swwapnil Joshi and Divyanka Tripathi Dahiya lead. In Sports, Captain Virat Kohli and tennis player Sania Mirza get the highest scores. As a couple, once again Virushka are at No.1.
THE TIARA REPORT
The TIARA Report is a comprehensive study of celebrities in India.
- A sample size of 60,000 respondents pan India.
- 23 cities (Delhi including NCR), Mumbai (including Thane), Chennai, Kolkatta, Bangalore, Hyderabad, Ahmedabad, Surat, Pune (including Pimpri & Chinchwad), Jaipur, Lucknow, Kanpur, Nagpur, Vishakhapatnam, Indore, Bhopal, Patna, Vadodara, Ghaziabad, Ludhiana, and Agra.
- 180 celebrities: 69 from Bollywood (37 male, 32 female); 67 from Television (46 male, 21 female), 37 from Sports (30 male, 7 female), and 7 celebrity ‘power couples’.
- The field study was conducted by a Japanese research agency Rakuten.
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.
The Advisory Board of IIHB is chaired by industry veteran, Sandeep Goyal. He said, “The sample size of the TIARA Report is 25% bigger than the universe of TRP data collection currently being done by BARC. Our respondent base is 60,000; while BARC only covers 44,000 respondent homes. So, the study is comprehensive and representative of the entire Indian market. We have covered 23 cities. No study on celebrities hitherto has been so detailed and exhaustive. We have used 64 active attributes in the analysis of every single celebrity. Totally, there are over 100 data points that have been used in the analysis. This report, for the first time, provides a DNA analysis of almost every prominent celebrity in the country. More importantly, our proprietary tools allow cross-comparisons across celebrities, across attributes, across demographics, across cities, and more.”
Other category toppers include:
INDIA’S MOST RESPECTED: Amitabh Bachchan
INDIA’S MOST APPEALING: Akshay Kumar
INDIA’S MOST TRENDY: Virat Kohli
INDIA’S MOST BEAUTIFUL: Deepika Padukone
INDIA’S MOST VERSATILE: Nawazuddin Siddiqui
INDIA’S NO.1 HEART-THROB: Ranbir Kapoor
INDIA’S MOST SEDUCTIVE: Radhika Apte
INDIA’S MOST SEXY: Priyanka Chopra
INDIA’S MOST DOWN TO EARTH: MS Dhoni
INDIA’S MOST RELIABLE: Saina Nehwal
View the full report here:
Tiara research final online from Social Samosa
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