Chennai Super Kings’ skipper, captain cool MS Dhoni, tops the IPL 2020 brand endorsement chart.
The list consisted of well-renowned celebrities from cricketers to even legendary actors! They were judged on the basis of recall value. The values were according to a survey conducted by the Indian Institute of Human Brands (IIHB).
IIHB ran a telephonic survey on October 4 reaching out to 892 respondents to check-out recall of brands, their celebrities, and their messaging. All respondents were between 15 to 35 years and 59% were males and 41% were females.
IIHB team have created their own tool called CELEBAR to evaluate these research feedback. The tool assigns a metric score to each celebrity and the corresponding brand.
What is CELEBAR score?
The tool took into account the following aspects:
- Spontaneous recall of the brand
- Spontaneous recall of the celebrity
- Spontaneous recall of the brand and celebrity together – Recency of communication
- Media weight behind campaign
- Solus versus multiple brands using the celebrity
MS Dhoni had a CELEBAR score of 82! The spontaneous recall was very high at 72%. His association with Dream11 was also very high at 79%. H got 12% brand association with Oppo, 6% with AMFI, and 2% each for Khatabook, TVS, and Indigo Paints.
Dhoni led some big names with Virat Kohli scoring 69, actor Akshay Kumar scoring 62, actor Ayushmann Khurrana scoring 55. They were followed by two extremely huge names of the industry as ‘King Khan’ Shahrukh Khan and ‘Mr. Perfectionist’ Amir Khan scored 52 each. Amitabh Bachchan had a CELEBAR score of 32 as well.
As per brands are concerned, Byju’s was the most spontaneously recalled. Dream11 was in the second position. Swiggy, Mahindra Thar, Upgrad, and Tata Altrox ranked highest amongst brands that did not use a celebrity.
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