Think of Cricket and the first name that comes to mind is of the Jharkhand boy MS Dhoni. Now, the Indian Cricket Captain, MS Dhoni has become the most powerful celebrity too. The leaders in the field of Talent Management and Media Research, Percept Talent Management (PTM), and Hansa Research revealed the second wave results of CelebTrack, a tool to gauge the popularity and influence of celebrities on consumers. The Indian Skipper and ICC ODI cricketer of the year for 2009, MS Dhoni is now India’s most powerful celebrity.
He has bagged the top position and is ahead of the king of Bollywood, Shahrukh Khan. Shah Rukh, who is also the co-owner of IPL franchise Kolkata Knight Riders, is placed second in the list.
Dhoni had also topped the Forbes’ list of world’s 10 top earning cricketers followed by Sachin Tendulkar, Yuvraj Singh, Rahul Dravid and Sourav Ganguly last month.
The study is based on data from 12,000 responders (urban, adults, SEC ABCD, aged 15-50 years) across India. The research disclose the position of celebrities on five parameters – media presence, popularity, image characteristics, power of persuasion and over exposure – on which the celebrity power scores. This time, more celebrities from different genres (anchors, musicians) and better probing techniques have been employed.
The image attributes and persuasion power of celebrities helps advertisers find the right fit for their brands. Manish Porwal, chief executive officer, Percept Talent Management, said, “Our clients can now make informed and learned decisions, rather than relying on gut and anecdotal learning. Also, celebrities can benchmark themselves vis-à-vis their audience and accordingly price their involvement with brands.”
Sania Mirza tops the charts when all the other sports besides cricket is considered. Whereas, Sachin Tendulkar, takes second top-of-the-mind brand post when it comes to cricketers.
Big B, Amitabh Bachchan, comes on rank 4. His previous rank was 3. The Daughter-in-law of Bachchan Parivar, Aishwarya Rai Bachchan, bags the 3rd rank from the previous 7th. Also in the list are: Akshay Kumar, Hrithik Roshan, and Aamir Khan. Katrina Kaif, Priyanka Chopra, Hema Malini and Kareena Kapoor are among the female actresses on the list. Among cricketers, the list includes Yuvraj Singh, Sourav Ganguly and Rahul Dravid.