When it comes to endorsements, brands prefer Bollywood stars Amitabh Bachchan and Deepika Padukone as they are India’s most trusted personalities.
Bollywood’s Shahenshah, Amitabh Bachchan, who recently celebrated his golden jubilee in the industry is leading the chart of ‘India’s Most Trusted Personality’, according to TRA Research. He is followed by Aamir Khan as the second ‘Most Trusted’ male actor with Salman ‘Chulbul’ Khan following on the third rank. Akshay ‘interview’ Kumar is fourth rank followed by the King Khan of Bollywood Shahrukh Khan at fifth. Speaking about the list, Girish Wankhede, film trade analyst says, “What brands want is a face to trust and Amitji is a trustworthy face. He is apolitical and doesn’t get into any controversy. The products endorsed by him are doing great success. Take for example Just Dial. Nobody’s reach is as phenomenal as Amitji’s, although many may say he is overdoing it.”
According to Girish what matters is the face, if it is well recognisable. If the products do well after endorsement, then the celebrity is surely trustworthy.
It’s true, ever since Salman Khan has started endorsing Astral CPVC pipes, its brand value has soared 500 times. It is the face embedded in the brand that affects the buyer’s or common man’s psyche.
Personalities are important in the world of brand endorsements and fans look up to them with a keen interest. Consistency plays a big role here, feels N. Chandramouli, CEO, TRA Research, which brought out the survey on brand value of personalisties.
“We have based this research on the brand trust matrix, based on 61 major attributes. Personalities are important in the world of brands for getting endorsement. Similarly, they also look at brands to improve their brand name. What matters is what trust they hold for the fans who are always watching them keenly, aligning them to brands they endorse,” says Chandramouli. Among the South actors, superstar Rajinikanth tops the chart followed by Vijay at second and Vikram at third position.
Deepika Padukone is ‘India’s Most Trusted Female Actor’ followed by Katrina Kaif and Madhuri Dixit Nene at second and third positions, respectively. Alia Bhatt, one of the most versatile actresses is on the fourth rank in ‘India’s Most Trusted Personality 2019’. She is followed by Kajol at fifth rank.
According to Chandramouli, Amitabh Bachchan in his 50 long years in films has clearly shown that age is no bar to success and excellence. The shehanshah of Bollywood is still relevant to people because of his work and performance. After ABCL, when he had a downfall, this legend has bounced back and is extremely consistent about roles he choses, be it funny, sad or negative.
Deepika Padukone, on the other hand, is a self-made actress. And contrary to most other cases, she has increased her brand-value after her marriage and her performances resonate with audiences.
If you remember Piku, Deepika was up to the mark with Amitabh. It was not about a funny movie but the acting and the roles they played with sincerity. This hard effort and sincerity shows in other walks of life too.
In case of most female actors, brand values fall post marriage but in case of Deepika and Ranveer, it’s the opposite. They have actually been able to keep their independent brand intact, unlike Anushka and Virat, who come as a couple.
Rajinikanth, who is more than just an actor, and is not just highly trusted, but is worshipped as a demi-God by his ardent fans, is noteworthy. All his movies are superhits not just in India but also in abroad. He is a man who is truly beyond his image.
Among sports personalities, with a power pack performance and brand endorsements, Virat Kohli is the ‘Most Trusted Sports Personality’ chased by master blaster Sachin Tendulkar at second rank and Rohit Sharma at third rank.
Among business personalities, former chairman of Tata Sons, Ratan Tata is India’s ‘Most Trust Business Personality’ followed by Reliance Chairperson Mukesh Ambani as the second ‘Most Trusted Business Personality of India’.