The ‘TIARA Research Report on Celebrities as Human Brands’ by the Indian Institute of Human Brands (IIHB) says that popular Bollywood actor Ayushmann Khurrana is India’s ‘Most Identified With’, Alia Bhatt is India’s ‘Most Attractive’, and Hardik Pandya is India’s ‘Most Controversial Celeb’. TIARA is an acronym for Trust, Identify, Attractive, Respect, and Appeal.
The TIARA Research Report, released in Mumbai by Ravi Shastri, Coach of the Indian cricket team, and Sandeep Goyal, Chief Mentor of IIHB, says Amitabh Bachchan, one of India’s biggest movie stars of all time, was voted as India’s ‘Most Trusted’ with a TIARA top score of 88.0.
In Hindi cinema, Akshay Kumar, another big star, was Most Trusted with a score of 86.8 while Deepika Padukone topped the women’s list with 82.8. Comedian Kapil Sharma led the television segment with 63.2 while actor Kajol was the top lead amongst women with 59.8.
Top cricketer and former India captain M. S. Dhoni was Most Trusted with a TIARA rating of 86.0 while cricketer Mithali Raj came close at 83.9. Current Indian captain Virat Kohli and his wife, actor Anoushka Sharma, scored 70.1 to be the Most Trusted Celebrity Couple.
The TIARA Report was based on a study carried out by IIHB on a sample size of 60,000 respondents across India from 23 cities — (Delhi including NCR), Mumbai (including Thane), Chennai, Kolkata, Bengaluru, Hyderabad, Ahmedabad, Surat, Pune (including Pimpri and Chinchwad), Jaipur, Lucknow, Kanpur, Nagpur, Vishakhapatnam, Indore, Bhopal, Patna, Vadodara, Ghaziabad, Ludhiana, and Agra.
“The sample size of the TIARA Report is 25 percent 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 (more) comprehensive and representative of the entire India market,” Goyal said in response to questions from media.
“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. More importantly, our proprietary tools allow cross comparisons across celebrities, across attributes, across demographics, across cities, and more,” Goyal added.
The report covers 180 celebrities — 69 from Bollywood (37 male, 32 female); 67 from television (46 male, 21 female); 37 from sport (30 male, 7 female); and 7 celebrity ‘power couples’.
The field study, conducted by Japanese research agency Rakuten, uses the research data across 64 active attributes, including image, personality, and human factors besides a series of “confirmatory statements” to quantify and analyse key celebrity dimensions.
Ayushmann Khurrana, with an empathy score of 88.5, topped the list as the celebrity that India ‘Most Identifies’ with. Vicky Kaushal follows closely behind at 88.0 while Kareena Kapoor Khan trails a shade behind at 86.3.
In the television genre, Riteish Deshmukh leads on empathy with 68.5 while humourist Bharti Singh tops the women’s list with 60.5. In sport, Rohit Sharma, one of India’s most successful batsman, is Most Identified with at 85.3, while Smriti Mandhana with 80.4 leads the women’s list. Movie star-couple Ranveer Singh and Deepika Padukone have the highest identification score with 86.1.
Cricketing all-rounder Hardik Pandya came in as India’s Most Controversial in the report, perhaps in the wake of his controversial ‘Koffee With Karan’ episode. Superstars Salman Khan and Kangana Ranaut were reported as the Most Controversial in Bollywood.
Top producer and director Karan Johar and actor Malaika Arora led on ‘notoriety’ on television. Interestingly, Kohli and tennis star Sania Mirza led on ‘notoriety’ in sport while Ranbir Kapoor and Alia Bhatt were reported as the Most Controversial as a couple. On the contrary, Alia Bhatt was at once India’s Most Attractive with a whopping TIARA score of 90.7.
Among Bollywood’s top male figures, Hrithik Roshan led on ‘Attractiveness’ with a score of 87.7 while Katrina Kaif tops the women’s list with 86.0. On television, Swwapnil Joshi and Divyanka Tripathi Dahiya are the toppers.
In sport, Virat Kohli and tennis player Mirza get the highest scores. As a couple, once again Virushka (Virat Kohli and Anoushka Sharma) are at No 1.
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: M.S. Dhoni
India’s Most Reliable: Saina Nehwal